Ten years ago, local interest in vintage clothing was “at a lower point,” says Peter Benck, who runs Good Style Shop — a collective of vintage sellers — on Johnson Street. In 2016, Benck got the idea for the Midwest Vintage Flea, to expand the collective to “a temporary flea market you might see on the coasts.”
Today, despite a two-year hiatus during COVID, the Midwest Vintage Flea has expanded from a single afternoon with eight sellers to a two-day, semiannual affair that draws 40-plus vendors from across the Midwest. This spring’s Flea will take place at the Garver Feed Mill on April 20 and 21.
It’s difficult to describe the scene of the Flea in words. Long ‘70s coats with curly shearling share rack space with vintage military surplus; paint-spattered overalls and workwear are as coveted as cashmere turtleneck sweaters or three-piece velvet suits; snapbacks or Starter jackets emblazoned with sports team logos square off with fringe jackets, cowboy hats and boots.
Your neighborhood yard sale this is not. Each year, Benck and his team receive dozens of vendor applications. To narrow down the list, they consider several factors including “market niche,” experience and “zeal.”
“The event strives to maintain a level of quality you’d see at vintage trunk shows in New York or LA,” says Benck, “but stays true to the social, personable Midwestern feel of an open-air flea market.”
The result is a highly curated, completely eclectic and one-of-a-kind shopping experience. Seemingly the only thing the vendors (and shoppers) have in common is their passion for vintage fashion.
Some of this spring’s vendors include the Middleton-based Picture Day Vintage, whose librarian owner believes that leopard print is a neutral pattern; Ladies of the Loon, from Milwaukee, which specializes in vintage silk, linens and natural fiber garments made between the 1930s-1990s; and Mint Thrift Vintage Chicago, where you’ll find everything ‘90s.
Photo courtesy of Midwest Vintage Flea
To the uninitiated, the idea of paying near- or above-retail prices for an old t-shirt or pair of pants may seem absurd. But “vintage clothing has thoroughly been legitimized as a regular commodity,” says Benck. “The reality” is that used clothing “is no longer a barrier for the average shopper.”
Aside from channeling the aesthetics of an earlier decade — not many places are making the bell-bottom jeans or grandpa sweaters on offer at the Flea — connoisseurs of vintage take pride in “promoting what was good” about older clothes: in Benck’s words, “long forgotten palettes, garment construction techniques and union-made manufacturing,” among other values.
This year, the Flea welcomes 11 new vendors from Chicago, Grand Rapids, Milwaukee, Minneapolis, St. Louis and Madison. There will also be a custom embroidery booth in the space, a home-furnishing and décor booth new this year and pizza, ice cream and drinks for sale. There is no cost to attend, but if you want first dibs on the Flea, you can purchase an early bird ticket for $20.
More Spring Markets
With warmer weather on the way, Madison’s market season will soon be in full swing. Don’t miss these other upcoming events around town:
This traveling vintage show returns to Madison with a wide selection of ‘80s, ‘90s and ‘00s-era clothing, toys and furnishings. Your ticket also gets you access to a free play arcade and the “Rad Rewind Museum.” Apr. 6, 10 a.m.-5 p.m., 1919 Alliant Energy Center Way
The event title pretty much says it all. Find a variety of original art and crafts from dozens of local vendors. Apr. 6, 10 a.m.-4 p.m., 214 Waubesa St.
This University of Wisconsin–Madison student organization believes that fashion goes beyond just clothes. Their flea market promises some vintage classics and unique gems. Apr. 7, 12-4 p.m., 770 W. Dayton St.
Antiques, jewelry, artwork, vintage concert posters, furniture and more are available at the Barrymore Theatre. And you can enjoy a cold cocktail or mocktail while you shop. Apr. 14, 10 a.m.-4 p.m., 2090 Atwood Ave.
Giving back to the community is at the core of this Madison artist collective’s mission. Their annual market features locally-made glassware, stickers, sun catchers, keychains and more. Apr. 20, 10 a.m.-4 p.m., 23 N. Pinckney St.
The fine art of printmaking is not lost. At least not at this festival that promises “transformative and transgressive” DIY printmaking demonstrations. Apr. 22, 11 a.m.-4 p.m., 201 W. Mifflin St.
Back for its eighth year, this outdoor market showcases handmade art, crafts, jewelry and more from local vendors, and features games for the whole family to enjoy. Apr. 26, 5-9 p.m., 917 E. Mifflin St.
In May, over 90 makers will descend on The Sylvee for a day of shopping and camaraderie. If you’re over 21, you can take part in the Makers Market Pub-Crawl, which runs from State Line Distillery to Vintage Brewing Co. May 18, 12-5 p.m., 22 S. Livingston St.
Jess Miller is an editorial intern at Madison Magazine.
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