Grey Era owner, Sierra Fromberg 

Get to know one of the newest sellers on The Cools, Sierra Fromberg of Grey Era, a vintage boutique that focuses on high-quality, staple wardrobe items.

What inspires you?
Everything early 90s - Seattle grunge, layering, Portland, San Francisco’s mission district, alternative music, Kurt Cobain & Courtney Love, androgeny, contemporary minimalist designers, early 90’s Calvin Klein, old Levi’s jeans, vintage Betsey Johnson, Basquiat.

When did you decide to open a vintage store?
Opening a vintage store has always been the end-goal in my fashion career. In the last few years, I was noticing I could no longer afford to shop at the places I liked, nor were those shops carrying the types of pieces I was looking for. I decided that I would open my own shop with price-points that reflected what I believe is fair, as well as pieces that I would want to own for myself. 

Describe what a first-timer would find in your boutique:
One of the main concepts behind Grey Era is “seasonless shopping”.  With the exception of heavy winter jackets or thick wool sweaters, you can wear almost everything in my shop throughout the changing seasons.

Who is your typical customer?
My typical customer is cool and fun, doesn’t take fashion too seriously, isn’t trying too hard, and wants to walk out of a shop with an entire outfit—of the highest vintage quality—for under $200.

A peek inside Sierra’s vintage boutique. Grey Era products now available on The Cools.

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