Cedar Rapids vintage clothing store finds a market in Iowa City

A popular Cedar Rapids vintage store has joined forces with Heim, a downtown Iowa City shop that sells an eclectic array of home, body, and spiritual goods ranging from stationary and apothecary items to jewelry and tarot cards. Found + Formed, a vintage shop located in Czech Village at 65 16th Ave. SW, Cedar Rapids, […]

A popular Cedar Rapids vintage store has joined forces with Heim, a downtown Iowa City shop that sells an eclectic array of home, body, and spiritual goods ranging from stationary and apothecary items to jewelry and tarot cards.

Found + Formed, a vintage shop located in Czech Village at 65 16th Ave. SW, Cedar Rapids, recently began utilizing Heim’s basement as a space to sell its clothes and goods. The collaboration was formed between the two entities after a years-long acquaintance.  Allison Fretheim, Heim’s owner, saw a vintage clothing void in Iowa City and reached out to Found + Formed’s owners. “We've been slowly adding more and more clothes and jewelry to the Heim lineup this year and it finally felt like time to make permanent use of our basement level!” wrote Ms. Fretheim, in an email to the CBJ. “There's a demand for vintage in Iowa City, we had the available space, and Found and Formed were up for a project!” “Iowa City has always been a market that I've been very interested in exploring, but it's always felt a bit daunting,” said Found + Formed’s co-founder and CEO, Abigail Rawson. “(Ms. Fretheim) has the storefront and the space and sees the need, and we have the collection, so it just worked out so, so well.” The idea for the collaboration and the move-in date took only two weeks, from conception to execution, and the stores celebrated with a ribbon-cutting on Nov. 11.

“I'm really excited to see the growth between both of our shops, crossover customers I think will be excited, and I'm just really optimistic about it,” said Ms. Rawson. In the basement of Heim, Found + Formed’s offerings include locally-crafted items, costume jewelry and a rich array of vintage finds. Wool skirts, graphic tees, colorful crocheted vests, wide-leg pants, jackets and dresses line the racks along the wall. Ms. Rawson said although the goods offered at Found + Formed and Heim complement each other well, it’s the professional philosophy and work ethic that most closely align. “The vibe in her shop is so vibey,” said Ms. Rawson. “It's just such a good feeling in there, and I think the old textiles and textures of vintage clothing really look nice in her store and it complements her store really well.” Ms. Fretheim would like her shop, located at 112 E. Washington St., to eventually become a go-to store in Iowa City for vintage clothing. “We're hoping to keep giving Iowa City folks the treasures they're looking for, and be able to keep expanding our clothing options,” she said.

Ms. Fretheim said feedback from the public has been very positive so far. “There's something thrilling about going to dig through the racks in a semi-haunted basement,” she said.