10 Questions For Matthew Hall, Curator of the Hall Of Vintage And Apparel
"I don't like to compare myself to others. Everybody is doing their own thing; I love what they're doing, and I love that it's theirs." -Matthew Hall
Last week I caught up with Matthew Hall in between the plants and ambiance of Serenity coffee and kava. Matthew had hosted his second pop-up shop at Serenity earlier this month for First Friday. He is Florida State's newest fashion icon with a brand as loud as his clothes. Introducing you to HOVAA (Hall Of Vintage And Apparel), your newest means of obtaining all your favorite fashion pieces.
When did your journey with fashion begin?
Growing up it was never really emphasized. My parents fitted me growing up, but in senior year of high school, I was in the best shape of my life I wanted to dabble in what it was like to express yourself through clothing. I would wear suits to school. I just woke up and wanted to get suited up. I was voted the best dress by my graduating class. But it wasn't until I went to London that I truly got into fashion. I loved everything about it. I felt like I was at home. In the U.S. a lot of people are afraid to express themselves in clothing. But across the pond they were free. They expressed themselves through what they wore. Going into senior year of college it took off. I decided that I wanted to redo my closet because I did not want to dress like everybody else--fashion can be more than clothing, it can be an expression, a way for all of us to express who we are and I think there's beauty in that.
How did your hobby of fashion transition into a store?
Throughout college I got into street-wear, I credit that to my little brother who was flipping shoes at the time. I tried getting my hands on all Supreme and sneakers that I could. At that time, Stock X started to boom took over the sneaker market. Before that, eBay was the main resource for selling clothes. It's all about supply and demand. I dabbled into the aftermarket (selling clothes after a release). The transition started exactly when I stopped working for Campus Rec and still need a source of income. At the same time, I was switching up my personal style and thought I'll just sell clothes in my closet, I'm over these. I wanted something different. So people started hitting me asking me to find certain items. I then started thrifting and dabbling into what people like. I used to sell clothes out of cardboard boxes; now I have an entire room at my house full of racks of clothes. I am so thankful for everything that has happened. Especially after going through a time in my life where I was uncertain about what I was going to do. However, I stayed in town and thought I'm gonna ride this out and take a risk.
Where did the concept "The Hovaa" come from?
It's a way for me to honor my lord and savior. It's short for Jehovah. I also got concept from Jay-Z exclaiming he's the god of hip hop. At first, my friends suggested Matts merch. I thought it was cool but close-minded. I was actually out with buddy drinking when I thought of Hovaa. I wanted to use my last name Hall, hence, Hall Of Vintage And Apparel.
Where do you want to take the company?
I don't know. I think there's beauty in the unknown, beauty in letting the company do what it's gonna do. In instances where a goal was created and it was not reached, what was done isn't appreciated. Ultimately, I want to provide for my brother and me. I mean who knows though. Honestly, I'm open to all of it. I'm just excited for what's to come. I'm not restricting myself to anything. I'm staying open-minded.
Your company has grown so much in the past few months, why do you think so?
I can't take any credit. I'm really a huge advocate on timing. I think there's perfect timing for everything. One bible verse I really credit(First corinthians 2:9) "What no eye has seen, what no ear has heard, and what no human mind has conceived, the things God has prepared for those who love him—." That's where my optimism comes from. I have built a reach of people. Everyone has known me for loving clothes. If I did it freshman year it wouldn't be the same because I would not have had the turn around I have now. It's just perfect timing.
What about the other Instagram thrift stores? What makes yours different?
I don't know, I don't like to compare. Another thrifter in the game, Junkman Doug gave me some piece of advice--there's no reason for beef, no reason to hate, there's enough food in the pot for all of us. You show love for others, they show love for you. I don't like to compare myself to others. Everybody is doing their own thing; I love what they're doing, and I love that it's theirs.
What about fashion, in general, do you think it's transitioning from retail to vintage?
In regard to big-name companies like H&M, Forever 21, and Victoria Secret going bankrupt, I hate it for them because that's where we got all our vision from-- fast fashion. All of us are transitioning. The online consumer would rather have something that's more limited than going to the mall and picking something off a rack. Everyone wants something that no one else has. I wouldn't say a transition from retail to vintage but I would say from high-supply to limited.
What about gender in fashion? With icons like ASAP and Billie Elish not sticking to general fashion norms. Can you comment on that?
I think its fire. Billie, I love her style. ASAP I look up to because he's not afraid to take risks. I know what it's like to be uncomfortable in your body. I appreciate people gaining that confidence through clothes. That confidence is why I am selling clothes. I love it when people try something on and they find themselves again. My main goal when selling clothes to people if you love it and yourself in it take it
Your favorite thrift find?
I was driving home to Tampa on US-19 and something inside me told me to stop at this random thrift store. It looked like it was abandoned almost. There I found a Ralph Lauren Polo Tedd Bear bed set. The thing with thrifting is that you don't know what you're gonna find and I think that's the beauty in it. I understand why people are against it. I didn't have time in college. Now I find something that's my favorite every time I thrift.
The most rewarding part of the job?
People telling me I've inspired them to pursue their passions. For me, I was tired of being what everybody wanted me to be. Everyone wants to fit into this whole mold of what a college kid loos like. However, I needed to go through everything to be what I've become today. Now, I'm able to see what I wasn't and what I wasn't passionate about and now I have a passion in my hands, and my only choice is to pursue it. My goal is to inspire people to pursue the passion they have. I also have a passion to bring joy; I want to bring joy through clothing.
You can find Matt's store @thehovaa and his personal Instagram @mhall0996.
Strike Out,
Writer: Teaghan Skulszki
Editors: Gillian McKendree and Savannah Tindall
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