Schleifmühlgasse 18, 1040 Vienna, AUS
MON-SAT 12-18
This gives 3 basic meanings to the act of dressing; individuality vs. association with a group, protection and being able to literally put a different persona on your skin. Protection might be the most boring yet most important one (we all need a jacket when it's cold, also the engagement of trauma patients with a new wardrobe has proven to change the way they relate to their bodies). So if dressing changes mainly the way we relate - to ourselves and the outside world - it can not be understressed just how crucial the garments we wear are to the position we want to embody. After all, there is no way around wearing clothes.
There has been the idea that where mass becomes homogeneous, the factor setting us apart is possession (visible): a lens through which you are perceived, shaped by the things you own. What does this imply for a world in which being perceived can be a fulltime job + a mandatory side hustle for anyone trying to build a place for themselves in the hellscape of the modern attention economy? Things/products become a magic carpet on which social egos can ascend (and descend, there is no up without a down). By accepting consumerist goods as the definition of who we are, we’re not only allowing capitalism to alternate our realities, we also encourage the acceleration of cultural change through things who will endure less than us. Production became so fast, that we lost count of the amount of literal stuff circulating this world. And while self-expression through fashion has and will always be one of the most accessible means of resistance, now is the time to be mindful about how we’re using this tool.
A full circle moment; what is a trend even, how does & can second hand play into trends at all? Are we all part of a consumerist fantasy come to life or is there a secret red pill to escape the capitalist hellhole we dug ourselves. And: does the pill read vintage or minimalism and can you do both or nothing at all?
So make a choice; dressing as a conscious act vs. a mandatory ordeal.
Where does second hand come in?
Slow way down. Keep a calm pace. Define yourself outside of the consumerist void. Non-consumption isn’t the solution, aware consumption is. Educate yourself, choose wisely, only buy the things you need and/or love and will love for a long time.
Streamlined personalities = a result of attention economy + aggressive online marketing + the shopping-haul-ification of online media ?
Freedom as the ground for endless irresponsible pleasure - we do because we can, we buy because it exists and your favorite fashion mf combined it in a sick outfit, or because we’re dissatisfied with our appearance or because we want to reinterpret who we are in this world, a perceivable reinterpretation, not only of the integral self. And don’t get me wrong - these things are beautiful, can be beautiful. As long as they come from a place of plenty, and not of lack. We aim to be a place of plenty - we’re all born naked and the rest is drag (this is obviously a RuPaul quote, if you’re unaware please google). Pop culture needs to leave the realm of escapism; treat it with the seriousness of art.
Style obsolescence is integral to the system. A psychological/physical breaking point is mandatory in any product in order to keep the consumer in the loop of wanting/spending. If the clothes you wear don’t break apart physically, your mental attachment to them will because of the constant bombardment of newer, better alternatives.
We do understand that as of now, the desire to lay low and retreat into a realm of Atlanta or Adventure Time or RuPauls Drag Race is huge. And while this longing for pleasure & simplicity is valid (and should be fulfilled to a certain extent); these times also call for a radical change into how we integrate a sense of participation into our daily lives. While Trump exited the Paris Climate Agreement as quickly as decent-condition 2004 Prada Sport Collection boots sell on Vestiaire (thanks Bella Hadid), the German and Austrian Government are about to be taken over by Climate Change Deniers. LA is still burning, yet the impact of overconsumption and the toll it is taking on the planet is widely ignored.
Fashion exists in tensions; fashion exists in the desire to solidify your ideas and notions on your skin. Fashion also exists as a boundary. If you ask ChatGPT, why we dress, the first reason is quite simple: protection. To combine the protection clothing offers with putting yourself and your mindset out there is a political act. Using a physical boundary, not only to
A motorized magic carpet on which social egos can ascend
Things will endure less than us
First the game, then the score
Things will endure less than us
First the game, then the score
The Balenciagafication of communication
Style obsolescence is integral to the system
Pop culture needs to leave the realm of escapism; treat it with the seriousness of art
Freedom as the ground for endless irresponsible pleasure
Common woman feels and only the uncommon woman thinks
minaminou ist ein Vintage- und Second-Hand-Shop in Wien, der sich auf kuratierte Kollektionen von Designer-Mode spezialisiert. Der Vintage-Shop bietet eine große Auswahl an Second-Hand-Kleidung von ikonischen Designern wie Jean Paul Gaultier, Vivienne Westwood, Maison Martin Margiela, Comme des Garçons, Rei Kawakubo, Kenzo, Dolce & Gabbana, Alexander McQueen und Prada.
Als führender Vintage Clothing Store in Wien bietet minaminou eine nachhaltige Alternative zur Fast Fashion – mit einzigartigen Second-Hand-Designer-Stücken, die Qualität und Stil vereinen. Darüber hinaus bietet minaminou auch Styling-Services sowie einen Fundus mit besonderen Stücken und archivalen Designerteilen für Stylingjobs, Editorials und kreative Projekte. Viele der Teile stehen zudem für den Verleih zur Verfügung – ideal für Modeproduktionen, Shootings oder besondere Anlässe.
Ob auf der Suche nach seltenen Vintage-Kleidungsstücken, luxuriösen Second-Hand-Teilen oder individuellen Stylinglösungen – minaminou ist die Anlaufstelle für zeitlose Mode in Wien.
minaminou is a vintage and second-hand shop based in Vienna, specializing in carefully curated collections of designer fashion. The boutique offers a wide selection of second-hand clothing from iconic designers such as Jean Paul Gaultier, Vivienne Westwood, Maison Martin Margiela, Comme des Garçons, Rei Kawakubo, Kenzo, Dolce & Gabbana, Alexander McQueen, and Prada.
As a leading vintage clothing store in Vienna, minaminou provides a sustainable alternative to fast fashion – featuring unique second-hand designer pieces that combine quality and style. In addition, minaminou offers styling services, as well as access to a wardrobe archive (fundus) filled with rare and archival pieces for styling jobs, editorials, and creative projects. Many of these items are also available for rental, making them perfect for fashion productions, photo shoots, or special occasions.
Whether you're looking for rare vintage garments, luxurious second-hand pieces, or personalized styling solutions – minaminou is Vienna’s go-to destination for timeless fashion.