In a fashion industry often obsessed with chasing the next trend, Unique Vintage has carved out its own lane by reaching back in time. The Burbank-based brand built its name on vintage-inspired fashion, offering everything from flapper dresses and 1950s swing skirts to dramatic velvet goth gowns and Barbie-core statement pieces. But its real innovation hasn’t just been in style — it’s in how the company has grown a loyal, global following by making retro-inspired fashion available for everybody.
Founded by Katie Echeverry in 2000, Unique Vintage began as a passion project. On weekends, Echeverry would scour local vintage shops in search of dresses that matched her love of classic silhouettes and timeless details. When she realized she wasn’t the only one looking for the perfect vintage dress, she turned that niche into a business. First, she resold curated finds online. Then, she began designing her own line of vintage-inspired pieces — a move that transformed a garage-based side hustle into a thriving fashion company.
Today, Unique Vintage is a privately held, female-owned and operated brand that ships worldwide. It’s been honored by Newsweek as one of the Best Online Shops and recognized on the Inc. 5000 list. But the company’s secret isn’t just that it was early to e-commerce. The success of Unique Vintage is built on knowing exactly who it’s for and never trying to be anything else.
From Retro-Inspired to Ready-to-Wear Without Compromise
While many retailers scramble to follow fashion trends, Unique Vintage has stayed focused on a clear aesthetic: mid-century silhouettes, dramatic details, and a strong sense of nostalgia. That visual identity is now synonymous with the brand, which has expanded into nearly every corner of the vintage style universe.
From retro Western flair to old Hollywood-inspired gowns, Unique Vintage’s collections span decades and styles. They’ve leaned into cultural moments too, tapping into retro fandoms and pop nostalgia with licensed collaborations ranging from Barbie and Disney to Jurassic Park, Peanuts, and Grease. These partnerships are a savvy business strategy to connect the brand with new fan bases and give customers a way to wear their favorite stories.
Another smart move: Unique Vintage invites fans to become part of the brand through its affiliate program and blogger collaborations. Separately, their give-back initiative allows customers to choose a charity to support at checkout. Both programs help build a loyal, thoughtful, and connected community around the brand.
Inclusive by Design
Unique Vintage’s approach to inclusive sizing stands out in an industry that often treats it as an afterthought. Most of its core pieces run from XS to 5X, ensuring that retro-inspired style is available to all shapes and sizes. The brand also proudly supports the LGBTQ+ community, with a collection that celebrates Pride.
This choice has had business benefits. Their real-model photography, fit guides, and community-centric marketing help reinforce that this isn’t performative. And that authenticity is rewarded by customer loyalty.
Fun, Playful, and Unapologetically Edgy
Unique Vintage isn’t afraid to mix advocacy with a sense of humor. The brand’s voice is cheeky and self-aware, with product designs that speak to both nostalgia and irreverence. Their holiday collection, for example, features everything from handbags shaped like classic books (think A Christmas Carol) to glittery hot sauce ornaments, and earrings in the form of Frankenstein in a Santa hat.
Even their everyday collections lean into the wonderfully weird. There’s a bestselling (and often sold-out) chicken-shaped handbag in the Western collection, and a magic wand tucked into their novelty picks. This playful eccentricity and fun are part of the brand’s DNA. And in a market with self-serious fashion statements, that irreverence is refreshing.
Lessons for DTC Brands
For newer direct-to-consumer brands wondering how to stand out, Unique Vintage offers a compelling roadmap. They show that niche doesn’t mean small — it means focused. That inclusivity isn’t just an ethical choice — it’s a strategic one. And that loyalty doesn’t come from chasing attention — it comes from consistently delivering on what your audience wants.
Unique Vintage’s success proves that a brand built on vintage style, inclusive sizing, real community, and unapologetic fun can thrive by being different.
