vintage clothing / found objects
Rue Stassart 34
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Heterodoxa is the transformation of a 4 generation family-led high end fashion retail store in Belgium into a designer vintage shop & archive.
In 2019, just before the pandemic hit the whole planet with force majeur, my family decided to close their shop in Hasselt, Belgium.
The shop made its name as one of Belgium's first high-end retail shops back in the 60's, when it was run by my grandparents, selling collections by Alaïa, Courrèges, Westwood, Thierry Mugler, Jil Sander, Prada, Issey Miyake and many other avant-garde fashion designers throughout the decades that followed..
Rumours have it that while looking at the window displays of my family's shop, Martin Margiela began dreaming of becoming a fashion designer.. (MM is from Genk, a neighbouring city to Hasselt)
Raf Simons' mom would also come to our store to see what marvels her son had created (then designing for Jil Sander) each season.
With the desire to pass on my family's legacy in fashion and my own love for vintage, I recuperated the vintage dead stock pieces that were gathering dust on the shop's third floor and started selling them online under a new name: Heterodoxa.
Heterodoxa takes its name from greek & biology,
it refers to plants diverging from their genus, hence escaping the description that categorises them.
Heterodoxa could be translated freely as someone who is undefinable, who doesn't conform to orthodox or standard beliefs.
And this would correspond exactly to the type of person
Heterodoxa wishes to dress:
someone who is bold, eccentric, courageous and creative.