Mix together a little bit of sass, a pinch of fun, equal amounts of rock ’n’ roll and country and you’ve got the makings for Rockabilly’s Clothing.
To Reg Wolter, co-owner with wife Carolyn, Rockabilly is a “lifestyle based on the ’50s.” Pin-up girls and hot rods are part of the theme.
The Wolters opened their first Rockabilly’s Clothing store three years ago in Duncan, at 135 Trans-Canada Highway, and expanded in April at 1802 Cook St. in Victoria. They met the owner of the Cook Street location while on a buying trip and were convinced to open a second location.
At Rockabilly’s new spot, racks are filled with pin-up-style swimsuits, colourful print dresses with swing skirts and fitted bodices, pencil skirts, sexy corsets, patterned T-shirts, shoes and accessories.
Many items reflect modern design trends, such as skull images. Look carefully at a pretty red and white dress to see a pattern of skulls and spiderwebs. Another dress sports a more retro look, covered with images of parrots and pineapples. Many dresses are priced at less than $100.
Brands include Sullen, King Kerosin and Lucky 13, which has a website that says “metal shapers, car painters, body modifiers, thundering drums and a wall of guitars are our creative kick start.”
The Wolters go to Las Vegas on buying trips twice a year. As well as in-store sales, shoppers can buy online at rockabillys.com.
Rockabilly’s Clothing was founded after Reg, a mechanic, was injured in an industrial accident. During recovery, he started looking for comfortable bowling shirts, but couldn’t find what he wanted in local stores.
Unable to resume work as a mechanic, Reg figured that other men were probably looking for similar types of clothes. The Wolters opened their 1,100-square-foot Duncan store in summer 2010, quickly hearing from women who wanted dresses, prompting them to bring in orders before Christmas.
“All the ladies kept coming in and saying, ‘Where’s our stuff?” Reg said.
Women now represent about 65 per cent of sales. Men make up most of the other sales, but there are also children’s items, he said. The stores carry several sizes, including plus sizes.
Shoppers range from teens to seniors. “We’ve got one customer who is 83 years old,” he said.
Victoria’s Lisa Flett is thrilled with merchandise in the 800-square-foot Cook Street store. “It’s going back to when females were feminine. Fluffed hair, red lipstick — love it,” she said.
Rockabilly’s is among a number of Vancouver Island businesses that started in smaller communities and expanded into Victoria and elsewhere.
Others include Duncan’s Serious Coffee, founded in 1994. That company now has 25 locations throughout the Island, including Greater Victoria.
Quality Foods, with a head office in Errington near Parksville, opened its first store in 1982. The firm has 11 Island stores and close to 1,000 employees. It has announced it will be opening new stores in Greater Victoria, one in Langford and another in the Eagle Creek Village development at Helmcken Road and Watkiss Way.
Food truck business Tacofino started in Tofino, added trucks in Vancouver and recently arrived in Victoria, dishing out servings behind the Save-On-Foods Memorial Centre.
So you know: The second Rockabilly’s Rumble is Aug. 24. It includes a car show, pin-up girl contest, exhibition roller derby, live music, and food vendors at the Cowichan Exhibition grounds. There’s no charge for daytime attendance. Tickets for an evening dance with more live bands are $35 and are available at the stores and online. Camping is also offered.
