MALARKEY is run by twin sisters Elise and Anya Miller who have been operating for just around a year as of November 2024. The curated thrift store specialises in 90s and 2000s clothing and they can be found at Ouseburn Yard, Bibelot Nook and Flea Circus.
Having just opened their own physical store rather than a pop-event event, they discussed the surreal experience whilst equally finding the journey daunting.
Due to their shared obsession for vintage clothing, after graduating from University in Leeds with fashion-related degrees, they [Elise & Anya] came back up to the North-East to start MALARKEY.
It was when in Leeds that they both worked in and around different vintage and second-hand stores, allowing them to think about the vintage scene in the North East. With an immense load of consideration and hesitation, they both quit their jobs and came back to Newcastle in September 2024.
By January of this year, MALARKEY was operating online and as of March they were trading at markets and pop-up events. Additionally, in April their first store was stocked and the second closely followed in June. In September, they hosted their very first solo event which was followed by the collection of their keys to their Ouseburn shop.
Transitioning into sales, we discussed the impact of having a physical store rather than being online. Due to being in the early stages of physical trading, they felt it was too early to say if they had an increased level of traction, but it was safe to say being in-person offers their customers a more worth-while experience with the chance to try clothes on.
“We have all had those purchases we were so excited to receive then you get it and it doesn't fit right, and it really is the worst kind of heartbreak.” – Elise, MALARKEY.
MALARKEY is known for its specifically curated 90’s and 2000s aesthetics, so when it comes to deciding what makes the rails it is a thorough process to do. They find inspiration from what people are wearing to then mirror what people are wanting to buy. Their own personal taste and style is aided in what makes the final cut, which is no surprise why they are so precious about MALARKEY – given it’s an extension of who they are!
For sourcing, it is a mixture of selecting stand out and unique pieces alongside elevated basics. Both quality and style is prioritised due to their ethos – long term pieces in your wardrobe.
Following on, we got into talks about vintage stores in the area and the risks involved in being an independent business. Due to the elementary stages of MALARKEY it is acknowledged that they understand the risk they withhold however they ecstatically stated, “without risk there is no reward and we would never have embarked on this new chapter if we didn’t think we could it!”.
Geordies love supporting small, and Geordies love supporting other Geordies.
On a positive note, they believe being based in the North East is one hundred percent a geographical privilege. “Geordies love supporting small, and Geordies love supporting other Geordies” – Elise, MALARKEY.
Ouseburn is a hub for small independent businesses, and the sense of community is largely shared by the curator, sellers and fellow makers.
Fashion is everything to the twins; they adore getting dressed up and feeling confident in what they wear. They both enjoy the sustainable and ethical elements to MALARKEY and themselves. Having access to 1000s of articles of clothing, allows them to push the boundaries of their comfort zone.
MALARKEY specialises in 90s and 2000s, and to them this era was the pinnacle moment of experimentation. Both Elise and Anya are huge fans of grunge 90s pieces, as it offers to opportunity for layering.
Back in June of this year, Sam Fender was playing at St James’ and his incredible support CMAT came to the MALARKEY pop-up at Ouseburn Market. They both adored the meeting of Ciara- CMAT- as she was so much fun and a lovely character! To them, there was no better person to wear MALARKEY at St James’.
When in discussion regarding celebrities, they were asked about their thoughts on whether they felt people of influence should be wearing and representing more second-hand clothing. To them, celebrities and influencers should re-consider their ability to influence people and promote the importance of second-hand and vintage shopping.
"If you could dress any celebrity that you are inspired by, who would it be?"
“Chappell Roan of course!” – Elise, MALARKEY.
To conclude, we conversed around the future of MALARKEY and what that entails. They are always looking for something new, but they are very much enjoying their settlement at Ouseburn Yard at the moment. However, maybe something outside of Newcastle awaits them!
Finally, the team at MALARKEY envision them being the go-to coolest curated vintage womenswear store. Heavily, they want to push the idea that sustainability is cool and that shopping second-hand is always the better option.
Many Thanks to the team at MALARKEY for their time and words.