This New Vintage Store Has 9 Lives: Meet Heidi Cantrell
Written by Daphne Bryant
when i first discovered 9 lives vintage on tiktok, i immediately jumped for joy. the brand new vintage store is located in echo park and run by heidi cantrell, a vintage seller who, over the years, has sold in multiple storefronts and traveled up and down the california coast doing markets. Now in Los Angeles — after navigating a period of setbacks, restarts, and rebuilding — heidi has decided to create her own space and do vintage retail thoughtfully, in a more tangible way. inspired by Y2K futurism and frutiger aero, the 9 lives vintage store seeks to provide a physical home for heidi’s favorite fashions, a place rooted in community, creativity and nostalgia after so many years online. read dwg’s interview with heidi below!
Q1: Hi Heidi! Talk to me a little bit more about yourself. How old are you, where are you based, and how did you fall in love with vintage fashion?
A: I’m 27 years old [and] based in Los Angeles, but have lived all over California. I originally fell in love with vintage fashion [because I had] a deep concern for the environment [due to all the] fast fashion and overconsumption. While that is still at the forefront of my love for vintage, it also has so much to do with the uniqueness and quality of vintage items. You can really feel the difference between modern material and deadstock fabric. It feels to me like there was more care and intention in pieces back then. With my store opening, I’m trying to curate a very thoughtful and intentional space.
Q2: I love that! What is it about the 90s and 2000s (Y2K) that resonates with you so much?
A: I love all eras of vintage clothing but for me specifically the fit of the 2000s is the best. I think self expression and alternative fashion was at its peak. People were experimenting with crazy hair colors, nail art, alternative makeup and [there was] just a general shift away from what was [previously]“ normal.”
Q3: Totally agree, I think we love the Y2K era for many of the same reasons. Heidi, I know that you had a really dedicated audience on Depop. After so much success on the app, how did you feel making the shift from selling online to selling in-person?
A: I think Depop and online selling will always be there, but keeping a curated shopping space alive has become my main priority. I want people to go outside, come walk around the area, grab coffees with friends and shop around or hang out in my seating area. I want to cultivate community and neighborhood shopping again.
“I think Depop and online selling will always be there, but keeping a curated shopping space alive has become my main priority. I want people to go outside, come walk around the area, grab coffees with friends and shop around or hang out in my seating area. I want to cultivate community and neighborhood shopping again.”
I will still be using my Depop to list items online for people out of town. You can find me on depop @9livesvtgshop.
Q4: How is the fashion scene in Los Angeles different from other Cali cities that you’ve lived in? What do you like about it and the community?
A: The vintage fashion scene in Los Angeles is very different from San Diego and San Francisco. In San Diego flea markets are huge and it’s a big part of the community. In San Francisco, very curated shops on Haight Street [have] higher prices; it’s harder in general for people to find tons of flea markets or thrift stores available in the city itself.
[Meanwhile], in Los Angeles there’s a mix of everything! This makes it a bit [more difficult] to start out and get your name out there, but it’s possible! Since there’s so many options in LA it’s all about staying [on] the grind and finding ways to stand out in the crowd. I think being a business owner has a lot to do with consistency and that’s the era I’m entering into now. I’ll be posting to Tiktok everyday, updating my online shop and flyering the city with posters!
Q5: What motivated you to start 9 Lives Vintage? Where does the name come from?
A: 9 Lives Vintage comes from my many years of having to start over, never shying away from a rebrand or opportunity to start fresh. I love astrology, cats and quite frankly new beginnings. Since cats have 9 lives and vintage clothes also have multiple lives, I thought it was a perfect name. I wanted to curate a space that was also spiritual and relaxing. I have dimmed lighting, beads, star decor and a calming aura for the 2000s earthy aesthetic lovers.
Q6: What can shoppers expect to find at the store?
A: The store has beaded ponchos, shawls, mini/maxi skirts, dresses, sweaters, jackets, lots of going out tops, a small lingerie section, low waisted pants and jeans, and much more. I have two vendors that screen print cool sayings and graphics on blank deadstock tops from the 2000s. I also have a few other vendors curating the men’s / masc section with baggy jeans, jorts and tees. Outside of clothes I have scarfs, belts, sunglasses and chunky bangles/ jewelry. I also have some Y2K vending machine stickers, and you can find a small selection of designer items with quite a few Roberto Cavalli pieces hanging about the store. I’ve even been working on curating an“ athleisure” rack for the 2000s yogi / dancer out there. There’s about 4 racks of mens/ masc clothing and 12 racks of more fem wear pieces.
Q7: Do you plan on hosting any events there in the future? What are your big dreams and aspirations for this physical space?
A: Yes! I’m having my Grand Opening February 7th, I’ll have free drinks, photo opportunities, a tooth gem artist and raffle prize! My dream for the space is to host weekly events and make it a space where people can come to hang out and meet others. I would love to do yoga nights, jewelry making, pottery and even have a matcha pop up or [have] other vendors on the weekends!
