As we kick off Season 2 in partnership with InExeter, our journey into the heart of the city's independent business community brings us to one of its absolute crown jewels. For over 40 years, The Real McCoy has been an iconic institution on Exeter's high street. In this feature, we connect with owner Jo to talk about the evolution of vintage fashion, running a historic shop, and what brings genuine vitality to her days.
Reflecting on the rich history of the store and her lifelong journey with it, Jo shares:
"We're a vintage clothing store. We do everything from kind of antique clothing, so 1900s up to 2000s. We've been here over 40 years. I've worked here since I was 19 years old and I bought it about 25 years ago."
Discussing how styles and subcultures have transformed over decades from the countercultural roots of the past to today's eclectic mix-and-match aesthetic, as Jo notes:
"Back in the beginning, it was more the alternative raw, and then it evolved into getting quite trendy, and I think now it's just become the way to shop... I'm a child of the 80s. It used to be you have to look at somebody and know what music they listen to because of how they dress. You could see the Goths and the punks and the people who were into the pop. I think it was much more pronounced, whereas now, I think much more widespread. People are putting an 80s skirt with a Y2K T-shirt. It's much more mix and match. But you do see people expressing their personalities in their clothes."
Looking at the enduring staples that have spanned generations, from classic Levi’s denim to American workwear, Jo highlights how utilitarian gear transitioned into high fashion:
"Always sold Levi's, Levi jeans have always been one of the staples of the shop. There's things that have evolved, but the vintage has become more 60s, 70s, 80s. The American workwear is huge, quality items like Carhartt jackets or Dickies trousers, Americans wear it to go do their plumbing job, we wear it as fashion."
Closing our conversation, Jo shares her vision for the future of the shop and the next generation:
"I have two grown-up boys now. It would be really good if they at some point wanted to carry on the business. I hope that The Real McCoy will be here for a long time yet."
