What inspired you to start shop nope?

Shop Nope came from a very natural place. I’ve always been interested in design, fashion history, and especially in understanding where things come from. In the beginning, it wasn’t even planned as a business. It started with sourcing pieces for myself, researching them, and slowly building a deeper connection to archive fashion.

At some point, it turned into something bigger — I realised there wasn’t really a bubble for this in Switzerland. In the beginning, it was actually quite difficult because people didn’t really understand my vision, and there was no one I could truly relate to. That’s also what pushed me to go online and connect beyond Switzerland. So I started building what I was missing myself. Shop Nope is basically the result of curiosity, research, and a very intuitive approach to fashion.

⸻

What is the vintage scene like in Zurich?

The vintage scene in Zurich is still quite small, especially when it comes to archive fashion. There is definitely interest, but it’s not as developed or saturated as in cities like Paris, London, or even Berlin.

When I started doing pop-ups in 2020, I literally had to explain to people what a pop-up is. The concept wasn’t really established yet, especially not in the context of curated archive fashion. But that also made it interesting — there was space to build something new.

I think the scene is slowly growing now, and people are becoming more aware and more open to vintage and archive pieces. But it still feels very niche, which I actually like. It leaves room for individuality and for creating something with a strong identity.

⸻

What is one piece you would never sell?

It’s my first ever Jean Paul Gaultier mesh piece. I got it from a friend of my mother — her mother passed away, and I received it through her. It’s kind of a controversial origin story, haha, but it’s also very personal.

That was the first time I ever held a Jean Paul Gaultier piece in my hands — around seven years ago. I actually received a whole bag of clothes, different brands, different pieces. I also remember reading “Plein Sud” on one of the labels for the first time and not knowing what it was. That’s when I started researching everything, trying to understand where these pieces come from and what they mean.

That moment basically started everything for me — the research, the curiosity, the deep dive into fashion history. It was the first time I realised that clothing can hold so much meaning.

So I would never sell it, it’s the starting point of everything.

⸻

We know you limit your curation to 8 designers. Who is your favourite designer and why?

I wouldn’t say I limit myself — it’s more a reflection of what I’m drawn to at the moment. My curation has definitely included other designers at different times as well. It’s something that evolves constantly with my research and personal taste.

I tend to gravitate towards Italian designers, probably also because of my personal connection and love for Italy. When I first started, I was really drawn to Miuccia Prada — especially Prada Sport. It felt young, playful, and very immediate.

Right now, I would probably answer Tom Ford for Gucci.

I think that shift also reflects my own growth. Both still exist in my world, but in different ways. Prada represents curiosity and experimentation, while Tom Ford for Gucci represents a kind of clarity and strong identity. I think I’m somewhere in between.

⸻

Anything else you would like to say?

I don’t really see Shop Nope only as a store — I’m really interested in expanding the idea of archive beyond just selling pieces. For me, it’s more like a collection that I build and continuously expand, especially to be used for styling, creative direction, and building visual worlds around the garments.

I love nothing more than seeing the pieces being used by creatives — seeing them placed into different worlds and given a new story, on top of the one they already carry.