The allure of a refined ’90s and “old money” vintage wardrobe has never been stronger. As a luxury student and aficionado, I recognize that curating these archival treasures is a true art form.
This transformative movement towards vintage fashion is revolutionising the industry, with iconic luxury fashion houses like Prada and Gucci celebrating and reviving their storied collections.
Enter Rucheka Jain, the founder of New York-based byrenn. Her brand meets this growing demand head-on. At Parsons School of Design, she ignited her passion for sustainable fashion, culminating in byrenn, which specialises in meticulously curated designer vintage pieces.
Byrenn seamlessly merges Rucheka’s vision with evolving industry standards. The brand’s website is a curated sanctuary of elegance, showcasing Chanel slingbacks from the early 2000s, archival Tom Ford-era Gucci pieces, and styles once donned by American It-Girl Carolyn Bessette-Kennedy. The name byrenn, derived from the Latin word for “rebirth,” symbolises its dedication to reviving vintage and pre-loved fashion in a world often dominated by disposability.
Rucheka shares, “Selling vintage is not a new concept, but our curation sets us apart.” Each collection begins with a meticulously crafted moodboard, serving as a thematic guide for selecting pieces. This process transforms her diverse inspirations—from vintage cars and interior design to her frequent visits to the MET—into cohesive collections. By emphasising timeless neutrals and classic silhouettes over fleeting trends, byrenn ensures that each item, from rare Dior earrings to iconic Chanel slingbacks, maintains enduring relevance.
Since its inception, byrenn has earned acclaim for its exceptional vintage shoe collection featuring luxury brands like Chanel, Dior, and Prada. Monthly releases on their e-commerce platform cater to a growing community of fashion influencers and enthusiasts, with prices reflecting each item’s rarity and condition. The brand’s Instagram, boasting nearly 20,000 followers including prominent figures like Lily Aldridge and Laura Harrier, highlights its rising influence in the fashion world.
Rucheka attributes byrenn’s success to the allure of its curated selections and the loyalty of its customers. “I’m deeply proud of the community we’ve built,” she reflects. “It’s incredibly fulfilling when clients choose our pieces for significant moments like graduations and weddings. Sharing in their joy makes me feel we’ve been part of something truly special.”
When asked about her fashion influences, Rucheka names Mary-Kate and Ashley Olsen and Carolyn Bessette-Kennedy. “We sourced a 1995 Prada Spazzolato bag worn by CBK early last year, long before there was renewed interest in her style. This enduring interest underscores the value of investing in timeless pieces. Carolyn Bessette-Kennedy was an It-Girl then, and her style continues to inspire.”
Looking ahead, byrenn has ambitious plans for growth, including collaborations with stylists to dress A-list celebrities and a New York City pop-up to deepen connections with customers. Rucheka Jain’s journey mirrors the broader shift towards sustainable fashion, with byrenn championing mindful consumption and timeless style. Her mantra, “buy less, choose well, and wear forever,” drives the brand’s mission and underscores its commitment to lasting style and enduring values in a trend-driven world.
