We caught up with the brilliant and insightful Victoria Sofias a few weeks ago and have shared our conversation below.
Victoria, thanks for joining us, excited to have you contributing your stories and insights. What’s something you believe that most people in your industry (or in general) disagree with?
I believe that vintage clothing shouldn’t just be a collector’s item—it should be worn, loved, and lived in. A lot of people in the vintage world treat pieces as fragile museum artifacts, but I see them as a vital part of a modern wardrobe.
Not every item has to be some stand-out statement piece. Even a vintage basic deserves a spot in your wardrobe.
When I first started selling vintage in 2018, I noticed a divide in the vintage fashion world. Some sellers focused on pristine, high-end collectible pieces, while others (like fast fashion brands) were just mimicking vintage styles without the quality or authenticity. I fell somewhere in the middle—I wanted to make true vintage feel accessible and wearable for everyday life.
One experience that really shaped my view was a customer who came into my shop and said, “I love vintage, but I don’t know how to wear it without looking like I’m in a costume.” That stuck with me because so many people feel that way! I realized that I needed to focus on styling vintage in a way that felt effortless, mixing it with modern pieces to create a timeless look.
This philosophy makes my shop different. I don’t just sell vintage—I help people see how it fits into their everyday style. And honestly? There’s nothing cooler than knowing that a piece with history is getting a second (or third!) life.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I’m Victoria, the owner and curator of Heck Yes Vintage, a vintage clothing shop dedicated to making fashion from the 60s to Y2K effortlessly wearable today. I’ve been selling vintage since 2018, and my shop officially launched in 2021 inside Vintage Willows Boutique in Fort Collins, Colorado. What started as a passion for thrifting and rescuing forgotten gems turned into a full-blown business dedicated to bringing timeless fashion back into everyday wardrobes.
How I Got Into Vintage
I’ve always been drawn to fashion that tells a story. While fast fashion moves quickly and trends come and go, vintage pieces have history, quality, and personality that make them stand out. I fell in love with the idea that clothes could have a second life, so I started curating unique pieces that felt both nostalgic and modern. Over time, I realized that so many people loved vintage but struggled to style it without looking “costumey.” That’s when I decided to focus on helping people blend vintage with their everyday wardrobe.
What Heck Yes Vintage Offers
At Heck Yes Vintage, I curate a collection of authentic vintage pieces that are wearable, stylish, and easy to mix with modern outfits. My selection includes:
Clothing from the 60s-Y2K era – Think timeless denim, bold 70s prints, effortless 90s minimalism, and fun Y2K trends.
Accessories that complete a look – Vintage bags, belts, and jewelry that add that extra flair.
Styling guidance – Helping customers find ways to integrate vintage into their wardrobe with confidence.
What Sets Heck Yes Vintage Apart?
Wearability First – I don’t just sell vintage; I curate pieces that feel relevant and stylish today. No outdated or overly delicate “collector” pieces—just cool, wearable vintage.
Blending Old & New – I show customers how to mix vintage with their modern wardrobe so they can express their unique style.
A Personal Shopping Experience – Whether in-store or online, I love helping people find pieces that make them feel amazing.
What I’m Most Proud Of
Opening my own shop in Old Town Fort Collins in 2024 was a huge milestone! Seeing people fall in love with vintage and feel more confident in their style keeps me inspired every day. I’m also proud to be part of the slow fashion movement, helping people shop more sustainably while looking effortlessly cool.
What I Want People to Know
Vintage is for everyone. You don’t have to dress head-to-toe vintage to enjoy it—just find pieces that speak to you.
Sustainability can be stylish. Shopping vintage helps reduce waste while letting you stand out in a world of mass-produced fashion.
Fashion should be fun. I want people to feel excited about getting dressed, knowing they’re wearing something with history and personality.
If you’re in Fort Collins or Loveland, Colorado, come visit Heck Yes Vintage in person! And if you’re not local, follow along online for vintage drops, styling tips, and all the retro fashion goodness.
We’d love to hear the story of how you turned a side-hustle into a something much bigger.
Yes! Heck Yes Vintage started as a side hustle in 2018 and has since grown into my full-time business and career. What began as a passion for thrifting and collecting vintage quickly turned into something much bigger than I ever expected.
How It Started: The Side Hustle Days
I’ve always loved vintage fashion and thrifting. In 2018, I started sourcing and selling pieces online as a fun way to make extra income. I would spend hours hunting for unique finds, researching different eras, and learning the ins and outs of vintage fashion. At first, I sold through Instagram, Depop, and pop-up markets—just to test the waters and see if people loved the pieces as much as I did.
The response was overwhelmingly positive—people loved the idea of vintage that felt wearable and modern. That’s when I realized that there was a real gap in the market: so many people loved vintage but didn’t know how to style it without looking too “retro” or “costumey.”
Scaling Up: The Key Milestones
2019: Started selling at more in-person events, gaining a loyal customer base.
2020: Expanded my online presence and started building a stronger brand identity.
2021: Launched Heck Yes Vintage officially online. This was a game-changer—it gave my brand a physical home and made it easier for customers to shop in person.
2022-2023: Business kept growing, and I started expanding my inventory to include a wider range of 60s-Y2K styles.
2024: Opened the Heck Yes Vintage shop in Old Town Fort Collins! This was the biggest leap yet, turning my passion into a full-fledged storefront. Even if it is below another store.
Turning It Into a Full-Time Career
By the time I opened my own space, vintage had completely taken over my life in the best way possible! I was no longer just selling on the side—I was running a full-time business, curating collections, styling customers, and helping people discover the magic of vintage fashion every day.
Looking back, I never imagined that a simple love for thrifting would grow into a full career with a brick-and-mortar shop. It took years of hustling, evolving, and learning how to connect with customers in a way that felt authentic.
Lessons Learned Along the Way
Consistency is key. Even when sales were slow at first, I kept showing up, posting, and finding ways to engage my audience.
Listening to customers makes all the difference. People wanted vintage that felt wearable, so I leaned into that instead of just selling what I personally loved.
Taking risks leads to growth. Moving from a small rack in a shared boutique to my own space was scary, but it was worth every challenge.
What’s Next?
Now that Heck Yes Vintage has its own space, I’m focused on growing the brand even more—through curated shopping experiences, styling events, and expanding my online presence. I want more people to see that vintage isn’t just about nostalgia—it’s about expressing your personal style in a sustainable, one-of-a-kind way.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
When I first started Heck Yes Vintage, I thought that success in business meant constantly scaling up—more inventory, bigger spaces, more locations, more everything. I had this idea that growth had to be fast and expansive to be real success. But over time, I realized that bigger isn’t always better—better is better.
The Backstory
In the early days, I pushed myself to take on more than I could realistically handle because I thought that’s what I should be doing. I’d see other businesses rapidly expanding and felt pressure to do the same. I stocked up on more inventory than I had space for, stretched myself thin trying to sell across multiple platforms, and said yes to every event, pop-up, or opportunity—even when it didn’t align with my brand’s long-term vision.
It wasn’t until I really took a step back and evaluated my business that I realized I didn’t need to constantly chase “bigger.” Instead, I needed to focus on curating a thoughtful, high-quality collection, creating an amazing shopping experience, and building a loyal community.
What I Learned
Now, I prioritize intentional growth over rapid expansion. I focus on making Heck Yes Vintage the best it can be—offering well-curated pieces, building real connections with customers, and creating a brand that feels authentic. Success isn’t about getting bigger—it’s about building something that lasts.
Contact Info:
- Website: https://shopheckyes.com
- Instagram: @heckyesvintage
- Facebook: Heck Yes Vintage
