Local vintage brand opens first storefront

St. Petersburg’s ever-evolving vintage fashion scene is expanding with Reclaim Threads’ new storefront.

The newest tenant in St. Petersburg’s Warehouse Arts District, the sustainable fashion brand has opened its first brick-and-mortar store at 615 27th St. S., Suite D, sharing a space with Cardinal Content Studios. Reclaim Threads co-owners Emma Charles and Marissa Baker have transformed their successful online and events-based business into a permanent workshop and retail space, marking a significant milestone in their entrepreneurial journey.

Inside Reclaim Threads’ recently-opened workshop and retail store, which is filled with vintage and upcycled clothing, shoes and accessories.

Reclaim Threads began as a collaboration between Charles and Baker, who met at a party and bonded over their shared passion for vintage fashion and reselling. At the time, Charles was working a “cubicle job,” and Baker was the Fashion Director for Prolific Quarterly magazine when she asked Charles to join her in styling a photoshoot.

“We really worked so well together,” Charles recalls. “So a few months later, I rage quit my cubicle job and I texted her like, ‘Hey, I quit my job.’ So we combined our collections, anything we could make inventory with, and essentially started with $0 and just the items that we had.”

What started as combining their personal clothing, shoes and accessories quickly evolved into a thriving business that took them to area markets like Localtopia and major music festivals across the country, introducing them to a community that cherished vintage clothing.

“I knew that we would sell some stuff, but I didn’t know how supportive the community is,” Baker said. “It was my first introduction to people who really cherish their clothing items and wear them more often. They’re not just, like, burning and turning.”

The brand’s commitment to sustainability sets it apart in the vintage fashion market. Charles and Baker both sew and enjoy rescuing clothing items that would otherwise be thrown away and upcycling them into new-again, wearable pieces. This ethos extends beyond their inventory to the store’s fixtures and even their business cards.

Reclaim Threads co-owners Emma Charles and Marissa Baker are passionate about designing and upcycling clothing, combining their love of fashion and commitment to sustainability. Photos provided.

This approach not only promotes sustainability but also results in one-of-a-kind pieces, most of them a combination of vintage pieces, that have earned Reclaim Threads a strong following in St. Pete and around the country. Their first year, Baker and Charles earned a vending spot at Bonnaroo, an annual music festival in Tennessee that draws crowds of 70,000+.

“In 2019, we did seven to nine festivals,” Charles said. “It’s been cool but a lot of sacrifice. Last year, we set the intention of not wanting to do as many festivals, because we really want to be creating clothes.”

The journey to opening a physical store hasn’t been without challenges. The unpredictable nature of outdoor events, including extreme weather conditions, pushed Charles and Baker to consider a more stable retail environment. 

“We’ve dealt with all kinds of weather over the years,” Baker reminisces, recounting incidents of flooding and near-tent collapses. Reclaim Threads will still be selling at a small number of festivals each year, as well as participating in Localtopia again in 2025, but both owners are relieved to have moved their business out of Charles’ garage and into a separate work and retail space (with air conditioning).

“This location is great. We have The Factory right here, ArtWalk happens the second Saturday of every month and people stop by every day,” Baker said. “Really, its a workspace that people can shop at, so we’re not relying on 100% foot traffic.”

The duo said a larger space may be a possibility in the future, but for now, they’re focusing on continuing to grow their sewing skills and customer base in St. Pete.

“It’s a very artistic, creative, culturally-driven town,” Baker said. “If you go into the corners of St. Pete, you see small business owners, artists, musicians and people who really care about making it a flavorful town. We’ve really grown with St. Pete; it’s been a long journey, and it’s really exciting. When they come [to our space], we want people to feel like they’re walking into an art gallery for clothes.”

Reclaim Threads is open Thursday and Friday from 10 a.m. to 7 p.m. and Sunday from 12 to 5 p.m. They also offer shopping by appointment and online at reclaimthreads.com.

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