The Vintage Yard petitions for SU campus presence despite active competitors
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Looking for secondhand clothing at 3fifteen and The Vintage Yard are two completely different shopping experiences for Jared Dowling, who graduated from Syracuse University in 2024. When Dowling was still living in Syracuse, he went to 3fifteen when he needed budget-friendly clothing options he could sift through and The Vintage Yard when he wanted a vintage jersey.
“I’ve frequented (The Vintage Yard) as well as (3fifteen), and I would say that they serve two different kinds of niches,” Dowling said. “I feel like they don’t necessarily compete with each other, but they kind of just work together in a way.”
Because of the shop’s distinct positions, Dowling immediately signed The Vintage Yard’s petition to support their goal of securing a local storefront when he came across it on Instagram — even after moving to Pennsylvania.
In 2023, The Vintage Yard was denied a vacant retail space in Marshall Square Mall because it would serve as competition for 3fifteen. The Vintage Yard owners Andrew Rainbow and Steven Davis are now looking to apply again for a permanent spot in the mall — which is owned by SU.
Even with support from the local community, residents and students, The Vintage Yard hadn’t previously made much progress toward moving to the mall. Because their clothing is primarily centered around SU, their priority is finding a spot near campus where they could comfortably expand. Two weeks ago, Rainbow and Davis launched the petition to garner support for the shop’s move to a permanent storefront, which had reached over 170 signatures as of Tuesday.
3fifteen did not immediately respond to The Daily Orange’s request for comment on the storefront denial.
The Vintage Yard opened about five years ago in 2021 when Rainbow, a Syracuse native, began collecting hats for himself. He and Davis randomly decided to sell apparel in local events like the Central New York Regional Market. As the business began picking up, Rainbow moved into a house at 1203 Madison St., where The Vintage Yard currently operates.
“I really wanted a chance to kind of explain to them that we provide a more personal experience,” Rainbow said. “Our clothes are much more curated. I think the prices are reflected in the process and the uniqueness of the items.”
Other clothing stores have previously opened in the mall that carry student-inspired clothing, while more recently other vintage clothing stores, like Scholars & Champs, have also launched storefronts near competitors — like 3fifteen — on South Crouse Avenue.
When Dowling had visited The Vintage Yard’s yard sales in the front of its current location every Saturday morning while he lived near campus, he noticed the variety of vintage clothing the business offered. The apparel differed from items typically sold at a chain store, Dowling said.
Rainbow wants nothing more than to become part of the campus community. He understands the confusion about the similarities between selling used items but believes The Vintage Yard targets a different niche. At a traditional secondhand store, you may find something you weren’t specifically looking for; at The Vintage Yard, customers already have an idea of their target purchase.
“No one could ever walk into a thrift store and say ‘Hey, I’m a Miami Dolphins fan, can you give me a jersey?’ They’re going to laugh at you,” Rainbow said. “But here, we would be more than happy to pick your size, pick the year, pick the color and work really hard on finding that item for you.”
Rainbow and Davis believe The Vintage Yard and 3fifteen would thrive off being in close proximity to each other — opposite of what the property owner thinks.
Davis and Rainbow have made numerous connections locally and in New York City throughout their years of vintage collecting, allowing them to buy better quality wholesale products and make them accessible to students, Davis said. Davis has noticed immense support from SU students, which has allowed him and Rainbow to partner with Greek life organizations and even OttoTHON.
Rainbow has seen how much the student community appreciates them for providing interesting pieces, he said. It isn’t just something he and Davis occasionally make money at, it’s become a store students consistently come to.
If both stores existed in the mall, they might complement each other well, Dowling said. And, he added, bringing a small business into Marshall Square Mall would only further the sense of community around campus.
“You’re kind of supporting that, what is it they say? That you’re bleeding orange,” Dowling said. “It’s really supporting community-driven initiatives as a large university, and I think that speaks volumes to where they’re prioritizing their efforts.”
