J.J. Martin launches vintage e-commerce shop

J.J. Martin, a Milan-based fashion journalist, has channeled her obsession for vintage clothing and jewelry into an online retail store.

The California native launched LaDoubleJ.com, which combines both her blog-like style of writing with a retail shop, reported Women's Wear Daily. The site was developed and managed by The Level Group, a fashion-focused e-commerce provider. So while shoppers browse vintage selections, they can also read about a range of Italy-based women who are active in fashion, art, design, architecture and food.

For the launch, the site features 15 women in photos wearing a mix of vintage and contemporary pieces—links send users to other retailers' sites that have signed on with Martin.

Several retailers are jumping on the vintage bandwagon by adding these elements into their contemporary store offerings and design. For example, Urban Outfitters (NASDAQ:URBN) has long been known for selling vintage home goods and pottery on its retail floors alongside contemporary apparel. And last fall, designer shoe retailer Jimmy Choo opened a London flagship, which included a vintage record shop inside.

For more:
-See this Women's Wear Daily article (subscription)

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