Located at 45 Chambersburg St., local resident Dana Bruinsma’s self-started consignment business, Wildroot, shows us all that nothing exists in a vacuum. Bruinsma’s success proves it takes hard work, time, and a strong sense of community to open one’s own storefront.
“Dressing mannequins is pretty great,” said Bruinsma, adding that her favorite part of the job has always been putting together unique, fashionable, and “pre-loved” outfits for her clients.
Wildroot had been a passion project for Bruinsma long before its recent opening. Starting online, Bruinsma would personally shop for vintage clothes, selling them either alone or as her unique “Build-an-outfit” specials.
Bruinsma said she has adapted Wildroot’s inventory from its online origins to better fit her local customer base. Catering to a variety of customers, Wildroot offers a wide range of vintage clothes, including trends from every decade.
Many people come to the shop with vintage pieces that go straight on the sale rack. “Now that there’s a storefront, more people come to sell,” Bruinsma said, Wildroot appreciates donations but will buy items when it can. Bruinsma and her small team of employees personally pick out every item in the store.
Bruinsma said the environmental impact of the clothing industry is constantly growing. With “fast fashion” trends coming and going, consumers often do not realize the waste that fashion creates. But selling pre-worn clothing recycles rather than destroys it.
One of Wildroot’s team members, Gettysburg College student Jack Joiner, said Wildroot was his way to help everyone be represented.
“I had to be a picky shopper,” Joiner said. Because he is tall, Joiner struggled to find clothes that fit him and also fit his personal expression. He said he felt modern fashion is often geared towards one body type, and most men’s vintage is either too expensive or bought by women.
While he encourages the buying of any article one feels comfortable in, Joiner said his goal was for Wildroot to have clothes dedicated to any kind of shopper, not just one target audience.
Bruinsma said the store would not exist without community support. Working as a professional wedding photographer, Bruinsma studied art and participated in the local art community. She was a founder of the local artists hangout Waldo’s, and said that without them, her storefront wouldn’t be possible.
Wildroot was originally located as an extension in the rear of 22(9) Vintage Wares on Chambersburg Street. “I would not be in business if my friend hadn’t offered a job to me,” said Bruinsma, pointing out that through community and friendship, culture emerges.
Wildroot is a shop where many generations can come together. Bruisma said she was particularly pleased when mother-daughter duos come in and shop together, trying things on, and having a fun shopping experience.
Wildroot is now offering its new fall line with “lots of good stuff” hitting the racks just in time for the season change.
Contact Wildroot at Hello@wildrootconnection.com.