From Thrifting to Stardom: The Journey of World Vintage Founder Artem Emelianov
Artem Emelianov's journey into the world of vintage fashion began not as a choice, but as a necessity. Growing up, secondhand shopping was a staple for his family after their move from Latvia to Detroit in the 1990s. This early exposure, initially a source of childhood longing for new items, gradually cultivated a discerning eye for unique apparel. Over time, Emelianov developed a profound appreciation for pre-owned treasures, transforming him into a dedicated collector. He amassed an impressive inventory of historical items, from music records to vintage workwear, which he meticulously stored for seven years before establishing World Vintage. This exclusive, appointment-only archive in Downtown Los Angeles quickly attracted a high-profile clientele, including Austin Butler, Kendrick Lamar, and Sombr, cementing its status in the fashion world.
After years of globetrotting as a DJ and acquiring numerous items, Emelianov settled in Los Angeles in 2016. The sheer volume of his collection prompted him to consider divesting some pieces. A suggestion to sell at the renowned Rose Bowl flea market proved to be a pivotal moment. With just a single clothing rack, he earned $1,500 in a few hours, regrettably parting with a Sade shirt for only $20. This experience illuminated a significant demand for carefully selected, aged clothing. Since then, Emelianov has become an indispensable resource for celebrities and their stylists, celebrated for his remarkable ability to unearth vintage garments that exude authenticity and history. His finds have graced numerous famous figures, such as Sombr in a 1960s-era quarter-sleeve shirt and Shaboozey in a tattered purple jersey from the 1950s.
Inspired by the success at the Rose Bowl, Emelianov decided to expand his sourcing efforts beyond his storage unit. He embarked on extensive travels across the country, venturing into unexplored territories in search of distinctive vintage pieces. His expeditions have led him to unconventional locations, including abandoned houses, a practice he acknowledges can be unsettling. During the pandemic, he and his fiancée ventured on road trips through quaint towns, exploring deserted properties. These abandoned homes, particularly in desert regions, often contained forgotten belongings, including clothing that residents had left behind, providing fertile ground for his unique discoveries. On occasion, they stumbled upon entire floors filled with 1970s T-shirts and worn Levi's jeans.
Emelianov recounted a memorable incident in Colorado where an elderly woman at an antique mall, impressed by his attire, offered him access to her late firefighter husband’s attic. This unexpected encounter led him to a treasure trove of fire-damaged workwear, and decades-old denim and leather items, including a rare 1950s Wrangler Blue Bell leather jacket. Navigating the vintage market has been a process of trial and error, as the industry lacks a formal mentorship structure, unlike his past experience in music. He notes that the vintage community often operates with a competitive spirit, where information and prime locations are closely guarded. This environment necessitates learning through mistakes, such as mispricing valuable items or acquiring what seemed to be a rare find that turned out to be common. Today, he often retains items for their sentimental value, only parting with them for clients he deems truly appreciative.
Emelianov values relationships deeply in his business, emphasizing that he is not driven solely by financial gain. Despite having high-profile clients like Frank Ocean and Billie Eilish frequenting his archive, a significant moment arrived in 2024 when Kendrick Lamar's team contacted him. They had initially met at a Los Angeles flea market but lost his contact information, finally reconnecting when an assistant spotted him again. They expressed interest in pulling items for Lamar, prompting Emelianov to transform his storage unit into a makeshift showroom, displaying his finest jerseys, hoodies, and jeans from various decades.
Lamar’s team acquired a substantial number of items, but a few days later, they needed a specific black thermal. Emelianov, spending time with his son Misha, recalled owning the perfect distressed black thermal. Lamar's team quickly picked it up, and the next morning, Emelianov received a text urging him to check Instagram. There, Kendrick Lamar was seen wearing his thermal during the Super Bowl announcement, a moment that underscored the impact of Emelianov’s curated collection. This event motivated Emelianov to invest in a retail space, which he opened in Downtown Los Angeles the following February, coinciding with his partner's pregnancy with their second son, Salem. The store maintains its appointment-only model, welcoming friends and celebrity vintage enthusiasts such as Austin Butler, who often spends hours browsing the collection, and affectionately calls Emelianov a "wizard."
Artem Emelianov’s unique approach to vintage, characterized by a blend of personal history, adventurous sourcing, and genuine relationships, has carved out a distinctive niche in the fashion world. His journey from an unwilling thrifter to a celebrated purveyor of historical garments for A-list celebrities like Kendrick Lamar and Austin Butler exemplifies the power of passion and perseverance. By valuing sentiment over mere profit and embracing an unconventional sourcing strategy that includes exploring abandoned homes, Emelianov has not only built a successful business but also fostered a community around the appreciation of pre-loved items. His story underscores that authentic style and enduring value often reside in the narratives woven into every unique, well-preserved piece of the past.