Vintage shopping expert Jennifer Delonge designs modern furniture that can be found in the homes of Gwen Stefani and Gwyneth Paltrow. Reissued, her newly launched app, is a social marketplace for consumers looking for unusual and often vintage fashion, furniture, music and art.
In early previews, Reissued caught the attention of Bradford Shellhammer, cofounder of Fab, who signed on as an adviser. Michael Levinson, head of product at ODesk, “gives us insight into what really matters for a user” and Gary Swart, ODesk’s chief executive officer, is an “invaluable resource,” Delonge said. “As a ceo who built a billion-dollar company, he has a wealth of expertise in every facet of the business.
“We have invitation-only sellers,” added Delonge, whose husband is musician Tom Delonge of Blink 182. “We vet the sellers. You have to apply. It’s not like Etsy where anybody can come on and sell something. We’re trying to curate this type of marketplace and cut through the noise of the eBays and Etsys of the world. You can find something really rare but also an affordable classic piece as well.”
Delonge said she’s giving small to large businesses the ability to push products out to their clients quickly. The companies are responsible for doing their own photography. “They’re creating gorgeous pictures you actually want to look at,” she said. Asked why she started with an app, Delonge said, “Web sites are so antiquated now.”
Upcoming sales will be organized by A Current Affair, Adored Vintage, Amber Interiors, Decades, Just Say Native, OneFortyThree, Satya Twena Millinery and Urban Americana.
One of the first to sales out of the gate is American Rag, which will draw on more than three decades of vintage apparel collected by founder Mark Werts.
“As a longtime shopper of American Rag and their incredible curated selection of both fashion-forward design and vintage selections, I was sure I wanted to see them use the Reissued platform for their own distribution,” Delonge said.
“We have a huge warehouse of things we can’t put into the stores,” said Greg Smith, vintage director of American Rag. “We felt this was a good venue for us. With the changing of the retail market and people having no time to shop, we saw this as a really good way to sell classic pieces.
“Designers and stylists are going to be excited to see the things we’re selling,” Smith added. “We have Sixties dresses, Victorian dresses and a Gunne Sax printed dress. Our warehouse has bales and bales of things.” Prices start at $40 for a shirtdress from the Eighties and go to $400 for a crepe evening dress.