Sero Demir does not sit still. The Zurich native has too much energy for that, which he gets just as much out of dancing and modeling as he does searching for new vintage items for his own vintage store. In this interview, he reveals what motivated the Zurich native to open his own fashion mecca and how he finds the best second-hand treasures.
FACES: What made you decide to open your own secondhand store, Love Me Two Times?
Sero Demir: I like vintage fashion. And I like trying out new things. My aim is to make vintage fashion affordable for everyone, especially for young people with a limited budget, and for vintage fashion to be more accessible here in Switzerland, as it is abroad. This motivation led me to plan a four-month test phase. I finally decided to open my own store.
FACES: Where do you source the pieces for your store, and what criteria do you use to select them?
Sero Demir: I source the clothes for my store from various neighboring countries. When selecting the pieces, I rely on my 18 years of experience in the fashion industry and my flair for fashion. So far, my customers are very satisfied with my selection.
FACES: Second-hand shopping used to be more for thrifty shoppers, but today the luxury second-hand market is booming with sometimes horrendous prices. What do you think of this development?
Sero Demir: In the past, second-hand shopping wasn’t just for thrifty shoppers, but also for people with a small budget. Back then, you were considered poor if you wore second-hand clothes. These days, however, it’s cool to wear second-hand. Not least because sustainability is a major issue. However, we should not drive up prices, but rather make the reuse of clothing more attractive and thus do good. It’s a shame that some people put profit above everything else. I find that regrettable.
The golden tips for second-hand shopping
FACES: What are your three golden tips for secondhand shopping?
Sero Demir: Firstly, bring time and patience with you when you go treasure hunting. You often find the best pieces if you take your time. Secondly, try on the clothes. Just looking at it is usually not enough to know whether something is a good fit. Thirdly, be bold in your choice of clothing. Second-hand shopping offers the opportunity to experiment and try out new styles.
FACES: What are your best-kept closet treasures, and what piece have you been searching for?
Sero Demir: I’m pretty uncomplicated, but I have a special love for my leather jackets. They have been with me for a long time. As for looking for unusual parts: I don’t actually actively look for them, I tend to find them.
FACES: How do you shop for fashion for yourself and your wardrobe?
Sero Demir: My job as a model gives me access to the latest fashion trends and I often find my clothes this way. However, I often discover things when shopping for the range for my store that I then keep for myself instead of selling them. (laughs)
Sero on sustainability in fashion
FACES: What does sustainability in fashion mean to you?
Sero Demir: Sustainability in fashion is important. It is even better if you can afford them.
FACES: Which fashion greenwashing should we definitely not fall for?
Sero Demir: You should be aware that greenwashing occurs in the fashion industry. This is precisely why it is important to question things critically and stay well informed. With second-hand and vintage fashion, however, you can often be sure that you have made sustainable choices.
FACES: You know the fashion industry inside out. What fascinates you about it and what makes you think about it?
Sero Demir: I love fashion because it is an expression of our personality. What gives me pause for thought is the tendency to want to make a profit from everything – even from the issue of sustainability.
This needs to change in the fashion industry
FACES: What desperately needs to change in the fashion industry, and how are you doing your part?
Sero Demir: There are many aspects of the fashion industry that need to improve. But I don’t want to take on the role of someone who says what urgently needs to change. I try to do my part by making vintage fashion more accessible and promoting the idea that sustainable shopping can make a positive change. It’s not about being fanatical, but about taking small steps to enable more conscious consumption. If we all contribute, it can make a big difference.
FACES: How has the model’s job changed in recent years? And do you judge that for the better or for the worse?
Sero Demir: The job has changed considerably in recent years. There was a time when I lost a bit of satisfaction in my job as a model. The reason is that, thanks to social media, anyone and everyone can do my job these days. However, I quickly came to terms with this – after all, you have to accept change. My attitude today is therefore: Don’t hate the player, hate the game. We don’t have to, but we can play along – and I still enjoy playing this game.
Always in the spotlight
FACES: Whether as a model, dancer or influencer: the spotlight is your home! What do you love about the entertainment industry and what really gets on your nerves?
Sero Demir: As a child, I had a big dream of being on stage and becoming an artist, being free and doing what I love. This dream drove me on and I sacrificed a lot for it and had to go through so much to realize it. I was prepared to make any sacrifice to be successful in what I do. It sometimes frustrates me that today you are often seen as a number and your personality takes second place. It’s all about how many followers you have and how many people you reach; your personality hardly counts anymore. That is precisely the downside.
FACES: Is the entertainment industry a grateful place to be?
Sero Demir: Neither. (laughs) But it’s certainly not bad. We need the entertainment industry, because life would be more boring without it. That is why it is also important to support all artists who work hard and to pay them fairly.
FACES: Do you have stage fright? And if so, what are you doing about it?
Sero Demir: Of course. There is no better feeling than when your heart is pounding with excitement and you are nervous before you go on stage. That’s what makes you feel alive. If you no longer feel that, you should probably stop. I always tried to take a deep breath and say to myself: “You’re good, you’re doing great, you’re the best. Let’s go, rock it!”
Dominic Wenger
Milestones are there to be proud of
FACES: Which of your milestones are you most proud of?
Sero Demir: There are quite a few. But my most important one is the Solothurn Social Recognition Award and Youth Promotion Award 2009, which I won at the age of 21. I was also named a finalist for Social Project of the Year in the same year. I am also extremely proud of the many championship titles I won with my former dance students and of the fact that I was able to give many young people something beautiful to take with them on their journey through life. Last but not least, I am immensely proud to have gone my own way and to have firmly believed that I can live as a freelance artist.
FACES: When do you think someone has style?
Sero Demir: In my opinion, someone has style if he or she is courageous, daring and maintains authenticity.
FACES: Where can you be found on a Saturday in Zurich? And where rather on a Monday?
Sero Demir: On a Saturday you can find me in my store and in the evening maybe in a bar or on the dance floor. Monday is my office day, when I take care of the bookkeeping and similar things.
FACES: How would you describe the style of the people of Zurich?
Sero Demir: I find the Zurich style appealing, but I think it could be a bit bolder and more unusual.
FACES: What can you never get enough of?
Sero Demir: I can never get enough of freedom and doing what I love.
Love Me Two Times
It is the love of fashion and the urge to make a difference in the industry that led Sero Demir to open his own vintage store. “Love Me Two Times” is a mecca for second-hand junkies and an oasis for those whose hearts beat staccato at the sight of curated fashion from a bygone era. Together with designer Silvan Borer and architect Nedredte Mehmedi, Demir has created a universe at Dienerstrasse 32 in Zurich where it’s worth spending your Saturdays.
Love Me Two Times, Dienerstrasse 32, 8004 Zurich
Click here to go directly to the Love Me Two Times website.
What should you do with all your old clothes? We’ll tell you here.
Teaser photo: © Gokhan Yorganci
