Small Business Summer Series: Roll the Dice Vintage
I first caught a glimpse of Roll the Dice Vintage as I was passing through this town on a lovely spring day when the front garage doors were open. I remember seeing an older car parked inside surrounded by antiques. My immediate reaction was to do a double take and ask- what is that!?! It would actually be a couple of years before I was in the right place at the right time to stop and see the inner workings of this unique niche business that has revitalized an old fire station in Hortonville, WI.
Let me just start by saying that graphic logos and a good font goes a long way when it comes to marketing in the vintage arena. I think those of us who like antiques and old cars appreciate the effort that makes you question if the business in the building is a restoration project or a brand new creation.
The multi-purpose building is not only home to the Roll the Dice Vintage clothing boutique it also has Standard Projects, a custom frame shop and Copper Comb, a dog groomer. Just a stone’s throw from the main drag of the town, it’s quaint view of Black Otter Lake adds to the charm of this cozy little gem.
I took a peek into the custom frame shop area that operates as a bright little workshop with windows over looking the back and sides of the lot. The wood floors, cheery red rug and wall of frames in every color and style is an inviting space to anyone looking to sit down and discuss their project.
As I moved to the Roll the Dice side of the building the spirit of the frame shop could be felt in the same vibrant and pleasing tapestry of colors displayed on walls and in racks of clothing.
A unique business venture, this storefront houses an extensive collection of vintage clothing pieces and memorabilia acquired from estate sales, thrift shops and homes where people were simply desperate to declutter.
The owner was there during our visit and he shared how sometimes he gets a call from a family member ready to throw out an entire closet of old clothing. He expressed that his business is based on an honest assessment of what things are worth and that he is always willing to pay a fair price to obtain valuable pieces.
He admitted that the old Harley Davidson T-shirts are the most sought after and he has buyers from across the country. He also noted that the more worn and tattered, the more “authentic” they are, the more money they fetch.
As we listened to stories of his travels to gather his merchandise I was distracted by the great re-imagination of the space. The bones of the shop were cinder block walls but there was nothing cold or industrialized about the place. The soft vintage green colors were appropriate for the era of the building and a great compliment to the reds, greys and worn wood tones throughout garage. There was a masterful play on the outside-inside look with chippy wood garage doors used as a partition and metal awnings accented with patio lights.
An arched doorway to the dressing room was created to make you wonder if at one time is was an original architectural feature. It seemed to please the owner when I commented on this, as he reiterated that it was the look they were going for.
I am easily overwhelmed by large thrift shops with endless racks and small scale goods crammed onto shelves so I found everything about the curation of the space pleasing. Clothing racks were arranged mono-chromatically while the brighter pops of color coming from vintage advertisements were grounded by olive shades of canvas and washed out blues of faded denim.
I think Roll the Dice Vintage is a fantastic use of a historic building and a great little shopping escape if you like old clothing and vintage wares. It is also a great resource for anyone wondering if their donation pile is harboring something that someone else might be specifically looking for. These days we are seeing a lot more of things we once viewed as “junk” getting a second life, and I am all for keeping things out of landfills if they can be repurposed!
Check out Roll the Dice Vintage by following their Instagram page for weekly hours of operation and reach out to them if you inherited some clothing you’re not sure what to do with. They are always willing to give you an honest evaluation!
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