Q&A with Co-Founders Seth Weisser and Gerard Maione of WHAT GOES AROUND COMES AROUND

[Co-Founders, President Seth Weisser and Creative Director Gerard Maione]

What Goes Around Comes Around is the mecca of all vintage shops.

Co-Founders Seth Weisser and Gerard Maione are considered “vintage royalty” within the fashion industry. Their stores have been described as a “vintage-lovers wet dream.” The duo recently expanded their empire by creating their own vintage-inspired, contemporary collection that is receiving rave reviews.

Why are they so successful? Consumers flock for vintage clothing because of exclusivity. Well, I guarantee you that What Goes Around Comes Around stores are as unique and one of a kind as the product inside. Now that is what I call building a brand!

Grungy Gentleman get’s a lesson in “vintage royalty” from Co-Founders Seth Weisser and Gerard Maione of WHAT GOES AROUND COMES AROUND…

[NYC Store Front]

Grungy Gentleman: How would you describe What Goes Around Comes Around as a brand?

Seth Weisser: What Goes Around Comes Around is a true vintage lifestyle brand. Gerard and I began collecting and selling vintage clothing, accessories, and props together over 17 years ago. We knew we wanted to develop our passion for vintage into a real concept. Now we have two stores (NYC and LA), our vintage-inspired contemporary collection for men and women that is sold worldwide, and a 10,000 square foot Vintage Archive in New Jersey; where we conduct our wholesale business, as well as the design and production of our collection.

[LA Store Front]

GG: How has the company evolved?

SW: Gerard and I began collecting and selling vintage just after we graduated college. We started in a small space in SoHo and after a few years we had our first store - in the same place that it stands today. That store evolved into both men's and women's aspects and 10 years later we were designing and producing our ready-to-wear line. After years of being inspired by the vintage we were collecting, we always knew we wanted to have our own collection. It became our goal to recreate our favorite vintage with the quality and craftsmanship that has been lost in today's manufacturing, while keeping with modern day styles and trends. After all, the old reflects and inspires the new; hence What Goes Around Comes Around, our namesake.

Two years ago we expanded further and opened a retail store in Hollywood, California. We also created a Vintage Archive in New Jersey and a Vintage Vault below the New York retail store. These two spaces are truly dedicated to those within the fashion industry only. For example, designers shopping for inspiration, costumers looking to wardrobe TV series or films, and stylists renting for editorial shoots and advertising campaigns can browse our most coveted pieces.

[WGACA Ready-to-wear Collection]

GG: In NY, I have been lucky enough to go the basement and check out the private vault. It is truly something to see! For everybody else who has no clue what I am talking about, can you fill them in on the hidden gem?

Gerard Maione: The Vault below the New York retail store houses some of our most exquisite vintage pieces and many of them are rental only. We have two rooms: the Rock Den, which is primarily men's focused and the Women's Salon. The Rock Den's decor will bring you back to the 1960s with Rolling Stones portraits and dim lighting. There you will find unique work wear, authentic military pieces, and of course, great denim, leather, and concert T’s. The Rock Den is also currently home to our textile and swatch library that dates back to the 1800’s. However, that will soon be moving to the New Jersey Archive. The Women's Salon transports you to a 1920’s dressing room and has a range of amazing vintage pieces from the Victorian Era to the 1980’s. There is also a section dedicated to designer pieces; including everything literally from A to Z - Azzedine Alaia to Zandra Rhondes - and everyone in between.

GG: The Grungy Gentleman has some killer khaki pants from What Goes Around Comes Around. I love rocking them! How is your private label doing?

SW: The What Goes Around Comes Around Collection is doing great! Men's and women's collections are sold in over 100 doors worldwide, with notables like Bergdorf Goodman, Neiman Marcus, Fred Segal, Harvey Nichols, Lane Crawford, Isetan, Scoop, and other top specialty stores. We are also lucky to have some great celebrity fans of the brand; some include Brad Pitt, Victoria and David Beckham, Nicole Richie, Zac Efron, Robert Pattinson, Jessica Simpson, among others.

[Brad Pitt in WGACA jacket]

[Robert Pattinson in WGACA Custom-Vintage Overdyed Levis Jacket at The 2010 MTV Movie Awards]

[David Beckham in a WGACA Collection T-Shirt]

GG: How would you describe your own style?

GM: I'd say both Seth and I are heavily influenced by the late 1960’s - the rock 'n roll era. We love the music of that decade and in turn, love its lifestyle and style.

[Co-Founders, Seth Weisser and Gerard Maione]