Our mate Werneri is truly a pioneer when it comes to vintage clothing in Finland. He was sourcing Americana long before vintage became the buzzword it is today. Me and Werneri go way back, and I’m really happy to call this legend my dear friend. My first contact with this gent was back in 2019. I had just stumbled up on GEM vintage’s insta page and I was amazed by the sheer amount of cool vintage pieces he had.
At the time, we’d just started our own company and were constantly on the lookout for stock. I slid into his DMs to ask if he had any extras to sell to the young guns in Turku. We set a date, hopped in my grandma's old Volkswagen, and drove to Fleminginkatu. Werneri greeted us with a smile and warm hospitality. He’s seriously one of the nicest dudes I know. We hit it off straight away. And no wonder, since we both shared the passion for vintage tags and old military pieces. That day, we drove back with a car full of amazing finds—and a new friendship.
Since then, we've shared discoveries, pints, and plenty of conversations about running a one-person vintage business. Having someone who understands the grind has been invaluable. Werneri even encouraged us to move to Helsinki. He helped us feel welcome in this city, and I’m forever grateful. Without further ado, here’s our chat about his journey in the vintage world and his new venture, Garbadura.
G'day sir, how is life?
Life is good! Thank you for asking.
So, tell us a bit about yourself—who is Werneri?
Hey, I’m Werneri, a 32-year-old from Helsinki, Finland. I’m a regular guy. I like to ride my bike to thrift stores, skateboard, surf, snowboard, and hang outside with my friends, doing whatever. I collect and sell secondhand and vintage items—mostly clothes, but all kinds of stuff.
What have you been doing lately?
Lately, I’ve been locked in the studio, setting everything up for this pop-up and some future projects. It’s going to be a fun spring!
Sounds busy, tell us how did you get into vintage?
I got into vintage when I moved to my first apartment in Kallio. Not having much money, I started going through thrift and charity shops to find cheaper clothes and furniture. I had always sold my old clothes at school or to my friends, but that’s when I started buying them to sell with a more intentional mindset. After a while, I met my friend from London while skating in Helsinki. I showed him around, and at that time, my dad had also moved to London. When I visited, I met up with my friend, and he showed me around. We became good friends. He had connections to some warehouses that sold great vintage wholesale, so he hooked me up with my first suppliers to buy in bulk. After that, I started organizing vintage market pop-ups with some friends, which eventually led me to open a vintage shop in Kallio.
What year was that?
I moved to Kallio around 2015. Our first pop-up was in 2017, and I opened the shop in 2018.
It’s been a while. Do you consider yourself an old head?
Not really. I think there’s always something new to discover, and just because something isn’t for me, I don’t have to hate it. I love seeing all the unique, specialized shops out there—there’s so much you can do with a vintage or secondhand store.
That's so true seeing people doing something they're passionate about is always so cool. But, you ran a vintage shop until recently. What was the best thing running a shop?
Definitely the connections made in the shop and the community.
You must have some funny stories or mishaps from the shop. Can you share a few?
I got robbed three times and caused one water damage incident. Once, I locked myself outside in just my boxers. Another time, I forgot to lock the door before going for a shower and came back to find some French tourists shopping inside. We had a good laugh, and they ended up buying a lot of denim.
Haha, good stuff. Over all, everything seemed to go well with the shop though. Why did you close it, and when was that?
I closed the shop in 2022. I had been considering taking the business in a different direction for a few years, and eventually, it just clicked. My focus had already started shifting toward new ideas, and it just felt right.
You didn’t really quit after GEM; you just adjusted your focus. What’s the key difference between your current venture and GEM?
GEM was more of a traditional brick-and-mortar vintage shop, while Garbadura is more of an online concept store.
Okay, how did you then come up with the concept for Garbadura?
I think it naturally reflects where I’ve grown as a collector. After years of buying, you develop a taste. Growing up in the city, partying, skating, snowboarding, biking—doing all kinds of things in the 2000s and 2010s—left its mark on me. I’ve always loved the craftsmanship, history, and stories behind items. Garbadura enables me to dig deeper into these aspects and continue growing as a collector. It also reflects these different decades of subcultural trends that also shape the way in modern times. I wanted to take second-hand and vintage to a new territory, creating a platform for collaboration with brands, organizations, and events.
How did you come up with the name Garbadura?
I wanted it to represent a philosophy rather than just a name. It’s a wordplay: "Garba" stands for garment, and "dura" refers to durability.
Interesting. You’ve become more interested in technical clothing. Why is that?
Getting into hiking, camping, and bikepacking introduced me to the latest materials, features, and designs. I’m fascinated by the technical aspects and enjoy comparing pieces from different decades to see how things have evolved.
How has it been hustling vintage online?
It’s been good! Definitely a learning curve, but a fun one. I try to maintain high quality while constantly learning new skills. There are challenges, of course, but I appreciate the freedom to research each piece in-depth. I do miss the personal connections from having a physical store, which is why I aim to organize more events in the future.
Yeah you really have digged deep with all of the pieces you've, and that's amazing. I do sometimes wish to have some more time to do more research. You have gone through humongous amount of old rigs while doing this, what’s your favorite piece in your personal collection, right now?
Right now, it’s my 2000s Massimo Osti-designed Levi's Red Tab stealth jacket.
That's a cool piece of outerwear, do you still have grails you’d love to find someday?
Too many to name! Where do I begin…
Hahah classic. Never stop the madness. If you weren’t thrifting and selling vintage, what would you be doing?
Probably something related to industrial design, architecture, or maybe fashion—like styling or set design.
What’s the best thing about vintage?
The best thing is that you never know what you’ll find. It’s also the worst thing.
What makes you interested in a piece?
If it’s something I’ve never seen before, or a brand, feature, or material I’m into—something that sparks curiosity or nostalgia.
What’s your all-time favorite tag, and why?
I’d say the old Patagonia graphic tags—they give me a sense of peace. I also like the old L.L. Bean tags and military-inspired designs with straightforward information.
What’s your best vintage find?
That’s a tough one. A couple of my recent favorites are a 2000s Nike D-line watch designed by car designer Phil Frank, which I found from a street vendor in Portugal, and a 90s Massimo Ostivest from a Humana shop in Cologne. In the early days of the shop, I loved finding US Army gear and workwear.
What’s the best and worst thing about the vintage industry?
The best thing is the community. It’s full of passionate, knowledgeable, and generous people who love sharing their expertise. The worst part is the competitiveness—some people are only in it for the money.
Any big things coming up or shout-outs?
Big events are coming up! It’s still too early to share details, but we’re planning something exciting for the community. And, big shoutout to the entire community here in Finland and abroad. Shoutout to the Kirstinkatu studio crew!
Go follow this adventure @garbadura
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