Wilde Shop

What started as a way to earn some extra money as an art student in London has today grown into Wilde Shop, a vintage store in Copenhagen that helps women rediscover their personal style. Edda, the founder of the store, tells how her love for vintage and a practical approach to entrepreneurship has shaped Wilde Shop into what it is today.

‍

"I've been into vintage since I was a teenager," says Edda. "It started with me going to flea markets on the weekends to scrape together some money during art school. But I quickly realized how powerful vintage can be as a way to express yourself."

‍

Growing up in Hong Kong and accustomed to big cities, Edda quickly noticed how fast fashion could take over wardrobes. Wilde was created as a reaction to this, a place where unique and carefully selected garments help women find their own style and feel confident in it. "Finding your style is important," she explains. "But finding a way to express it can be difficult. That's where Wilde comes in."

‍

Running a vintage store is a 24/7 job. From finding new garments and updating the website to steaming clothes, sewing on buttons, and taking measurements for new product descriptions, Edda does it all herself. "When the store opens at 11 AM, I've already done 20 things," she says with a laugh. "There's always something to fix, upload, clean, or organize."

‍

Despite the business doing well and the customer base growing, she received no support from her old bank when it was time to move to a larger location. "We had been making money from the start," Edda says. "I thought loyalty would count, but they said no. That's when I realized I needed to find a new banking partner."