One of Lauren McCoy’s favorite thrills is the greeting she gets to give when anyone walks in the door of her shop.
“I love being able to say ‘Welcome to the Future!” laughs McCoy, the owner of the Future on Forsyth, located in a former hair salon on Savannah’s favorite park.
“It’s even better when we have returning customers and I get to say, ‘Welcome back to the Future.’”
It may seem like an odd direction on the timeline for a store that specializes in vintage and retro-inspired clothing and accessories, but McCoy assures that the past and the future easily converge—especially when it comes to fashion.
“The future is all about sustainability and making the old new again,” explains the Shreveport, LA native who graduated with a Fashion Design degree from SCAD in 2010.
“Wearing used clothing and using it create your own unique style is how you bring fashion forward.”
Peruse a rainbow of pretty party frocks from the 1940’s and pin-up girl styles influenced by the 1950s, including a brightly-patterned selection of high-waisted shorts and halters for summer. The 1970s can be glimpsed in a row of glittery platform disco kicks, and hanging along the far wall is a long rack of Hawaiian shirts for the dudes.
Try it all on in a dressing lounge that boasts a big gold couch and a loop of Tom & Jerry cartoons showing on a giant white RCA floor TV straight from the set of the Brady Bunch. The Future’s mixed-lab mascot, Jim, might bark his approval from behind the counter.
McCoy makes several buying trips a year, hunting down perfectly-preserved treasures from flea markets, estate sales and junk shops around the country. She also carries nostalgia-steeped new garments (all the style, none of the scratchy polyester!) from up-and-coming designers and brands, an adherence to McCoy’s belief that the future of fashion also means supporting manufacturers close to home.
“When it comes to new stuff, we’d like to sell only what’s made in the USA,” says McCoy.
“Even better, we’d like it be local.”—Jessica Leigh Lebos
Runner-up: The Guild Hall