Little Viking Vintage: Interview

Little Viking Vintage for those of you unaware is a little treasure cove nestled in the heart of St Albans, full of vintage dreams. If you’re visiting the area, or indeed live in St Albans and have even a mild interest in fashion (especially vintage fashion) I suggest you check it out. I was lucky enough to interview the owner of the shop, Maria who discussed her collection, which I imagine is fashion heaven, as well as her adventures across the globe scouring for vintage fashion. Expect to come out of reading this interview feeling inspired, and wanting to go down to the pub in full on extravagant vintage attire. Because you know when you hear about someone’s life, and it feels like it’s you’re actually reading about a character’s life in a really cool novel; that’s what this interview will feel like to read.

Little Viking Vintage 2

That velvet top is calling my name… Photograph taken outside Little Viking Vintage. 

How did Little Viking Vintage start? 


It started out wanting to wear what nobody else had and creating an individual style. Back in the day when charity shops provided good hunting grounds for 1920-70 items it was easy to start a collection and I still have lots of these in my private collection. The first item I bought that is sort of the root of my passion (read evil) was a 1980s ball gown in black satin with puff skirt covered in rhinestones and I used to wear this just down to the pub with dm’s* and a biker jacket. Would love to show you a pic but unfortunately it is at my storage and out of reach. You just have to imagine full on 80’s!

Little Viking Vintage 3

Inside Little Viking Vintage.

What’s your favourite piece that you’ve ever come across?


Oh hard to choose!! It’s been so many but to narrow it down: In a Vintage boutique in New York I found this Museum quality 1930’s gown with ballerina pattern and probably paid way to much for it but it is in pristine condition and it has ballerinas, I love ballerina patterns! I am yet to wear it so for now hanging on my bedroom wall. The second item would probably be a 1920’s pongee tissue silk kimono robe that I rescued last year. I was at an appointment in London buying and this lady was just going to chuck it out as it needed a bit of tlc** so managed to grab it for just a £5! I have had it fixed and it is now hanging too on my bedroom wall. These pieces are the base for my vintage inspiration and keeps me motivated that you just never know what you are going to find next!

Ballerina dress

Photograph provided by Little Viking Vintage. 

20s kimono

Photograph provided by Little Viking Vintage. 

Do you have a favourite place in the world to look for vintage finds from?


It varies wildly, a few years ago I was going to NY a lot scouring markets and shops but lately I have started  going to the South of France as they have a different view on which vintage is desirable so manage to snap up a few bargains every time I go. As I am Swedish I also go to Stockholm a lot and if there is a local barn sale I’ll be the first one in!

What advice would you give for someone whose interested in vintage fashion and wants to start collecting?


Buy with your heart and don’t care what other people say! There are so many different eras and styles to explore! I hear a lot people saying, “but when would I wear it” when trying on in store, I say ‘Just Wear It,’ or just hang it on the wall and admire it like a piece of wearable art! Don’t spend too much money in the beginning but ‘work your way up’ until you have found where your heart lies.

Little Viking Vintage Store

I need that cardigan in my life! Photograph taken inside Little Viking Vintage. 

What’s your personal style like and how do you feel it reflects your stock?


My style changes between full on vintage to contemporary modern fashion. One day I will wear a 1930’s gown and the next a jumpsuit from Zara. I’m a firm believer in just wear what you want, anytime you want! As there are so many different styles and eras; the possibilities are endless! As my style changes so does the stock as you are automatically drawn to the stuff you like to wear and end up sourcing for the shop, at the moment it is all about Kimonos!

Little Viking Vintage 4

Inside Little Viking Vintage. 

Where are you favourite places to look for vintage finds from in the UK?


I love hunting in Norwich and Brighton as there are lots of good vintage shops and emporiums. I try not to buy too much from stores as you pay retail prices but for one off’s it’s great! I mainly buy from markets and private sellers that i have connected with over the years.

If you could only keep 3 pieces from your collection, which would you keep?


My 1930’s Embroidered Japanese Kimono that I found a few years back but only just realised it’s true beauty and rarity. My beaten up old biker jacket would be the first thing I’d throw out of the window if there was a fire! It has taken me 20 years to wear it in and it is just perfect!! Thirdly probably my 1980’s quilted Chanel Bag in Gold Leather!

Gold Chanel Bag

Photograph provided by Little Viking Vintage. 

Do you have a favourite fashion era?


I just love the elegance and style of the 1930’s but am also an old punk at heart so anything Vivian Westwood did in the 70’s!

Have you ever sold a piece and then regretted it?


Always!! But you can’t run a business without being able to let go….

What’s your favourite season?


I don’t really have one, but a sunny Autumn day like the other day when you can still wear your summer dress but layering it with a cozy knit is always nice.

Little Viking Vintage

Inside Little Viking Vintage. 

What inspirations do you draw your style/ aesthetic from?

It normally starts by me finding a new item that I wouldn’t have looked at before and seeing it’s potential in a different light and then it just takes on a life of it’s own, adding similar pieces or matching it with something I have not done before. For example my recent passion is Kimonos and i love bringing them in to a wearable garment as a dress or jacket and introducing this to customers!

Do you have any style icons?

Everyone walking down the street! I love looking at what other people wear and how they create their style.

What is about vintage fashion that has you hooked?

You just never know what you are going to find next!!!!!!!!
* Dr Martens for those who aren’t down with the lingo just yet.
** Tender Lovin’ Care (ok you could probably write it without the ‘ but I can’t help but imagine it’s Elvis saying it)
🍂April🍂

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Vintage Spots: Little Viking Vintage (St Albans)

While I used to be an avid vintage collector; I have to admit over the last few years, my passion dwindled a bit. I think this was because despite being close to London where there are loads of amazing vintage clothes shops; I had lost the connection that I had with my favourite vintage shops in Lincoln. On that note if you ever find yourself in Lincoln I recommend visiting Tasty Vintage.

I also did not find a place I enjoyed that was in close proximity (and not as expensive to travel to as London). I did visit The Vintage Emporium in St Albans and found a few bits every so often, but the focus of the store (lots of different vendors make up the store so its quite eclectic) was not quite my aesthetic. I also think being a vegetarian in a vintage shop can be a little odd at times, as generally there will be real fur coats, as well as leather (I’ve discussed my stance on this a bit more in this post but generally I have no personal problem if you’re a vegetarian/ vegan and want to wear vintage items with animal products, but personally for me I just don’t feel comfortable doing so).

I however recently found myself visiting Little Viking Vintage, which is hidden away in the town centre of St Albans. And ever since going there I have found myself falling back in love with vintage again. The place may be small, but its a little treasure trove and because of the location I’ve never been in there with more than another person looking at the same time. You can tell that its more like someone selling curated pieces of a collection rather than all the stock they could possibly get their hands on (which some vintage shops I have visited have given me the impression of) by the specialness of the stock. There’s so many beautiful and unique pieces that I could spend hours there- and I’ve never once felt by any staff member that I couldn’t, as they just let you look as you please. Though on that note the owner of the shop is genuinely lovely, and a pleasure to talk with. She very kindly reserved a gorgeous top for me, as well as bought from me a faux fur leopard vintage coat I owned and loved (but sadly was just never going to wear).

Mustard 70s top(I hope to do a proper Autumn fashion lookbook soon, which will hopefully feature this top.)

Butterfly Bag

Vintage Straw Bag

Vintage(I ;ove these but they’re not my size and I feel like they are most likely leather.) 

Printed shirt

Apologises for the lack of photographs, there was someone else in the shop when I took these and although they were lovely (and I asked the owner if i could take photographs and she very graciously said I could); I still felt too nervous to do a proper job.

Let me know if you’re interested in vintage fashion and would like to see more of these kinds of posts. I also would love to do an interview with the owner of the shop so if you have any questions you’d like answering, comment below! As it will also give me an opportunity to revisit the shop and take some proper photographs of some of the gorgeous treasures they have.

🍂April🍂

Facebook: @aprilisthecruellestmonthblog

Instagram: @aprilisthecruellestmonth (main account)

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