By  on April 13, 2018

PARIS — Disneyland Paris is looking to leverage its heritage with the launch of a corner dedicated to vintage Disney-branded apparel in its Disney Fashion boutique.Dubbed Corner Culture Vintage, the space gathers pre-owned Disney garments from mainly Europe, but also Asia and the U.S., with a focus on women’s.Florence Roussel, retail and merchandising director of Disneyland Paris, who is herself a vintage fan, said she works with a third-party upcycling specialist Eureka Fripe’s Eric Rey — “the leader of everything vintage in Europe” — who does the pre-selection.Created in 1981, Eureka Fripe owns a 215,000-square-foot warehouse in Rouen — stocking some 3,000 tons of vintage garments and accessories dating from the Forties to the Nineties — and operates the Kiliwatch store in Paris and an upcycling Culture Vintage corner in Galeries Lafayette.“We asked Eric to put everything Disney aside in order for us to make a second selection and then buy from him. Every two weeks we go to his warehouse and finalize the selection, and we update the corner with fresh pieces every two-to-three days,” said Roussel.Other parks in the world — including Disney mothership, Walt Disney World Resort in Orlando, Fla., and Tokyo Disney Resort — are studying the concept and will possibly adopt it, she said.Prices start at 25 euros and cap at around 90 euros, with current items including denim overalls from the Seventies and a red Mickey Euro Disney sweatshirt from the park’s opening in 1992. Vintage objects and accessories will possibly be added soon.“We don’t want to be luxury; the idea is not to exclude people. Disney is for everybody,” said Roussel. The vintage pieces are only sold in the Disneyland Paris store. Each item sports a label specifying it’s a pre-owned product, with garments grouped into colors.The space opened to annual pass holders — i.e., diehard Disney fans — a week ago and sales were good, according to Roussel. Around 15 million visitors pass through the park’s doors annually, with a large number of them flowing through the store, which is located outside of the park in the Disney Village, she said.

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