The shop was opened in 1986 by Markus Cadruvi and after a few years Roger Hatt, who owns together with his wife the shop today, joined the team. Roger began his career as a mechanic, but it was in the world of denim he found his passion. Back then, VMC used to have a small second hand area with vintage Big E’s and, as the first Japanese denim brand in the shop, Roger (who’s featured on the cover of the latest edition of The Heritage Post) introduced Evisu to the Zurichers 15 years ago. Today 40% of denim sales in the shop are based on Japanese jeans from brands like Iron Heart, Flat Head and Warehouse. VMC is divided into three sections, the latest being a women’s department. From cash register and the men’s shoe department you enter the sportswear department. The basement is dedicated to denim with an entire wall of indigo with all kinds of shades, washes, shapes and sizes. The basement is also where you find the extensive boot selection. Everthing is piled up and neatly folded. The shop the packed with vintage props like orignal Buddy Lee dolls. (for more pics and full story check Denimhunters) Whenever you are in Zurich check VMC @ Rindermarkt 8

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