Cathy Warden (left) and her daugher Alicia (right).
Cathy Warden adores vintage-inspired fashion and shares her passion for vintage with her customers at Rita Sue which is a one-stop pin-up boutique shop in the beautiful, recently renovated, Saint Kevin’s Arcade on Auckland's Karangahape Road. Cathy bought the business with her daughter Alicia a year ago and they have worked hard to give it a point of difference in an expanding New Zealand vintage-inspired market. Rita Sue specialises in reproduction vintage clothing, specifically styled from the 1940s through to the early 1960s and stocks international labels such as Pin-Up Couture, Deadly Dames, Lady Vintage & Zoe Vine alongside local labels Devel Men & Women and Vanessa Kelly Clothing.
We caught up with Cathy to find out more about her boutique, what inspires her and what you would never catch her wearing!
What made you get into fashion retail?
It was pure luck and timing for me. I entered the vintage scene a few years back through my husband’s transition from having an interest in motorbikes to classic cars, after a serious accident. Rita Sue became my favourite dress shop, and I got to know the previous owner before the business came up for sale. Luckily, I was having a break from full-time art teaching at the time, and was looking for a new challenge. I was at a bit of a crossroad with my career in education and thought “Yes, I can do this”. The timing was perfect! Owning a small retail business has been a huge learning curve for me and has not been without difficulties. However, it has also been hugely satisfying and rewarding in that I have been given the opportunity to become part of a wonderful community of vintage lovers, and the St Kevin’s 'family' working in the arcade. The greatest thing to come from my new career, though, is that I have been given the opportunity to work closely alongside my talented daughter. We make a great team.
What inspires you?
Beauty inspires me. Colour, nature, environment, art, classic design, and awesome people. People with big hearts and character, who love to laugh, enjoy life, and who care about others, not just pretty people.
Describe your personal style and how it influences your brand?
When I was young I wore mainly black, but as I have matured colour has become more important to me. I love classic styling, designs that appear simple, but that are elegant and have attention paid to detail. I try to choose clothes that fit well and flatter my body type and finish the look with red lippy and eyeliner.
New Zealand-made Vanessa Kelly Clothing dress from Rita Sue.
What is your all-time favourite purchase?
I bought a beautiful hand-painted, pinstriped, vintage handbag from Sweet Jane at the Hot-Rod Blowout last year. It is gorgeous and the pin-striping matches our car.
What wardrobe item should every woman invest in?
A timeless classic! Whether it is a dress, pants, a coat, or a pair of shoes, whatever item you want. Style never goes out of style.
Do you have a style rule you always obey?
Hehe, I am a bit of a serial colour co-ordinator and I try never to wear different patterns together.
What has been the highlight of your career so far?
It is very early days with my new role, but I would say that collaborating with others in the Vintage scene to put on successful fashion events and projects would be the highlight so far. Rita Sue has done three very different fashion shows in collaboration with others this year. Meeting the pin up models that Alicia photographs regularly wearing our range, and getting to know them better has also been pretty special. I like to think of them as part of our 'Rita Sue family'.
What can’t you live without?
My supportive family and friends, humour, a good wine and a great winter coat.
You would never catch me wearing…
…or buying, poorly made, reproduction designer knock-offs…. Grrrrrr! Pet hate! I think most people in the vintage scene has been caught out at least once ordering garments online.
London designer Zoe Vine dress from Rita Sue.
Images from Rita Sue