FROM STOUT TO STARDOM. Wilderness Wear co-founders, Sofia Swan (left) and Henry Williamson (right) have brought their curiosity for history and second-hand garments together. The duo began reselling vintage clothing during their time at UW-Stout, and actively retail in-person through BarbaLynn's Vintage in downtown Menomonie. (Photo via Instagram)

Beneath layers of history and lived experiences, a second-hand fashion retailer has emerged from the Chippewa Valley, unearthing reimagined garments steeped in utilitarian grit, military memorabilia, and the curious spirit of the outdoors.

Far from simple threads, Wilderness Wear vintage reveals stories of exploration and the innate human connection to what we wear.

Wilderness Wear co-founders Sofia Swan and Henry Williamson might not be able to pinpoint when their passion for fashion and reselling began; it has always been central to their identities and creative expression.

With countless hours spent scouring thrift store aisles in high school, followed by a new journey amidst designers and other resellers at the University of Wisconsin-Stout, they became fully immersed in the stories and narratives woven into the clothes they discovered. Most importantly — the lives of those who wore them.

“We both find a lot of interest in finding people's personal connection to the clothes that they own,” Henry said.

“It all kind of began with going to UW-Stout and living — for the very first time — in such a historic town that holds so much meaning to the people who live here,” Sofia added.

As their connections to the history of the Chippewa Valley grew, so did their style experimentation. Both Henry and Sofia actively make modifications to their military- and utilitarian-style garments — whether it be restoring a piece to its original state, or bringing something new to the clothing with patches and accessories.

Wilderness Wear officially began on the reselling scene via Depop and Instagram, while they gradually sought a space to sell in-person in their community.

Two second-hand items sourced for Wilderness Wear: a pair of bell-bottoms from the 1970s and a 1998 Patagonia Retro Deep Pile jacket. Both Sofia and Henry will often share the history and stories of rare found items to their following online, they said. (Photos via Instagram)

As fate would have it, Maysa Maraia of BarbaLynn’s Vintage (603 Broadway St. S., Menomonie) entered the picture, and the trio quickly became inseparable at vintage markets and within shared friend groups. Wilderness Wear vintage continues to feature several racks of curated clothing within Maysa’s storefront.

“We owe a lot of appreciation to Maysa, in allowing us a seamless entrance into the scene over here (in Menomonie),” Sofia said.

A notable overlap between Wilderness Wear and BarbaLynn’s Vintage would be the 2024 Eau Claire Fashion Night, hosted by Maysa and Noah Savas of Ursa Major Workwear.

Together, Henry and Sofia showcased their military, outdoors, and workwear-inspired stylings on the runway and stressed the significant role of mixing modern and vintage silhouettes in the fashion industry.

Four models, pictured above, pose in Wilderness Wear-styled outfits for the 2024 Eau Claire Fashion Night. (Submitted Photo)

“It was such a unique experience to take things we had been collecting for a long time, take (models) that we never met before, and (explore) how we could style them and create a collection of clothing,” Sofia shared. “(Fashion Night) really boosted my confidence in our brand and encouraged me to do more stylings.”

Today, the duo have since returned to their roots in the Twin Cities, Minn. area, and currently both study at the Minneapolis College of Art and Design (MCAD). Their education pathways continue to inspire a drive to learn the history of fashion and where second-hand reselling fits into the larger industry.

Henry and Sofia believe their audience can grow within the two Midwest areas — the Twin Cities and Chippewa Valley — and share hidden gems found in the smaller-town vintage shops or second-hand stores.

“There is definitely a wide variety of (clothing) you can find in the Chippewa Valley,” Henry said. “The gold mine here is such a fun thing to share with people from Minneapolis.”

Wilderness Wear will always have a home in Menomonie, they said. The duo will continue sharing unique sourcing finds — and their stories — online through social media, as long as there is an audience who seeks them out.

“Regardless of where we are — Wisconsin or Minnesota — we still have that connection to (each state),” the duo said. “You are always learning more and more about clothes from the places you are in.”

For ongoing updates and announcements from Wilderness Wear, visit their social media platforms online. In addition to their clothing selection at BarbaLynn’s Vintage, the duo will also retail clothing, home decor, and accessories at Olio Vintage (21 5th St NE, Minneapolis) this fall.