Rokit Meets | Learning How to Build an Eco-Conscious Wardrobe With Mamma See Mamma Do

Sue, better known on Instagram as Mamma See Mamma Do is a dedicated advocate for vintage fashion and sustainability. Her journey into vintage fashion began as a conscious shift away from the fast-paced world of new fashion consumption and since then she is proud to say she hasn’t brought anything new in 4 years.

Sue's insight into building an eco-conscious wardrobe and navigating the world of vintage offers invaluable guidance for those seeking to embrace sustainable fashion but don’t know where to start. In our chat with her below, she says to consumers “open your eyes to the ‘joy in the old’ and your style will take on a whole new creative expression as mine has.”

Can you introduce yourself and tell us about your creative background? 

My name is Sue and I go under the Instagram name of Mamma See Mamma Do. I champion only buying second hand fashion. Before this I was a makeup artist for television until having my three children and prior to that worked for many TV and music companies, so I have worked primarily and mostly in the creative industries.

What sparked your interest in vintage fashion? Could you share the story behind how your passion for vintage clothing began and evolved over time?

I wince at what my consumption of new used to look like. When I first started my Instagram account I was playing catch up, trying to emulate big influencers.  Influenced by the ‘influential’ if you like. I’d buy, try and send it back. I look back on past posts from those early years and it brings me no joy. Until vintage and secondhand started becoming my focus. I was always interested in vintage but not to the extent I have been over the past 4 years when I decided to stop buying new fashion in January 2020. This was to some a drastic decision but to me a life change that needed to happen. I have never looked back. I now have my own brand, At Source Vintage, where I source high end, unique vintage clothing. Vintage is my absolute passion but I also do source designer resale for my personal collection too.  

What standout moments have you experienced while working with vintage fashion? Are there any particular highlights or cherished memories you'd like to share?

Standout moments must be the connections I have made within this vintage community and getting the recognition for being a secondhand advocate by being invited to different sustainable events, being asked to do features like this one with a brand I have long loved (Rokit) and getting the most amazing messages from people who tell me I have inspired them to make better choices when choosing what to buy and changed how they see secondhand fashion. Being told you’re an inspiration because of what you stand for, is a truly sobering thing.  

How do you weave sustainability, particularly through the use of second-hand and vintage clothing, into your personal style? Can you walk us through your approach to curating an eco-conscious wardrobe?

I’ve come to get to know my wardrobe inside out. When I shopped, I didn’t really give a lot of thought to what I was buying. A lot of purchases weren’t things I loved. I was a little bit lost in terms of style. But now only shopping secondhand, vintage, preloved has brought out my own individual style. A uniqueness no one can replicate easily in terms of the clothing but they can be inspired to do similar looks but in their own unique way. There is no end of amazing beautiful clothes out there already in circulation if you step away from the norm. Stepping out of what I saw as my style comfort zone has been the best fashion move I ever made.

An eco conscious wardrobe is wearing what you have and only adding in pieces you have considered greatly and that you know you can make many outfits from. It's like building blocks. Never buy for one event only. Clothes should be bought that can be worn for many occasions. So many buy an outfit for a wedding that is never worn again. I see myself as a collector, someone giving new life to old things. I know my wardrobe back to front now and my way of curating that is to only shop what I truly love.                  

In your opinion, does incorporating vintage or secondhand clothing contribute to one's creative expression? 

My wardrobe is definitely not trend led. It is foremost about individuality. I don’t want to fit in or follow a crowd. Standing out is most definitely my style of choice. I love when my clothes spark a conversation and that’s always when I’m wearing some of my standout vintage. Vintage gives you the opportunity to play the best kind of dress up.  

When you limit yourself to buying new, the only clothes available to you are those that someone else is telling you to wear. What buyers think you SHOULD be wearing. But open your eyes to the ‘joy in the old’ and your style will take on a whole new creative expression as mine has. I don’t recognise my ‘style’ from years ago.  Also, secondhand doesn’t box you in. It gives you the freedom and the ability to be as unique as you want.               

What advice do you have for individuals who are new to vintage shopping or are hesitant to explore this sustainable fashion option? 

Lots of tips.

People find secondhand can be a bit of a minefield. So I have a moodboard on pinterest of pieces I want to source in the future. Not just vintage, I do this with current designer pieces that I know will be out of favour in a couple of years time which is when it’s a good time to go searching on platforms. So these moodboards act as a reminder. Also, in a year/two years time, your taste may have changed and you’ve given yourself enough time to know if it's something you really want, so it’s a really good way of conscious and considered secondhand shopping. Try and know what you’re looking for. Particular decades and specifics always help (for example I am always looking for lady print and dagger collars). Narrow down your search as much as possible. 

Follow content creators who ‘speak to you’ in terms of values and style. You will be able to start building up a database so to speak of amazing vintage traders, secondhand platforms, shops, accounts etc.  

Know your sizing. Remember early vintage is a lot smaller than modern day. A 12 vintage won’t be the size 12 of today. Always study measurements and I recommend comparing those to some favourite item in your wardrobe to check size comparison and fit.

Always check out menswear sections in charity shops. You can find the best tailoring. Also you can find the best silk designer ties.

If you are trend led or there’s a trend that grabs you, don’t buy into the hype.  Choose it secondhand. Trends are cyclical and come around every few years. But do your own take on the trend by buying old. Only buy what you love though and you know you will continue to love long after the trend has faded.  

Interview by Izabel Rose