Click through Phil Oh or Tommy Ton’s galleries of street style shots and inevitably, fashion consultant Natalie Joos‘ eye-popping, vintage-edged ensemble will come into view at one point. Since the first waves of street style mania, Joos was already a mainstay with her popular blog Tales of Endearment. One of the few early bloggers who got it right, she counts the likes of late writer Glenn O’Brien and acclaimed fashion photographer Craig McDean as former mentors.
Starting her own vintage-inspired namesake label has been a long time coming. In 2015, she launched an e-commerce extension to her blog, Tales of Vintage — selling vintage troves out of Scandinavian dead-stock and her personal collection. Now with the launch of Joos Tricot, the multi-hyphenate can add designer to her ever-growing resume.