Hiss off brings goth, Y2K, Harajuku aesthetics to Carytown

Sapphira Mohammed, Copy Editor 

Where can you find a neon green Furby dragon, a cheetah print high heel-shaped chair and a Leon Kennedy cardboard cutout in the same place? If you answered Hiss Off — you would be surprisingly right.

Hiss Off, a vintage store located in a second-story nook of Cary Court Shopping Center in Carytown, opened July 1 and has been a viral hit since. However, back in 2018, the store was only a small account under the name MADLADZ on Depop, according to owner Sophie Smith.

Smith sold clothes on the app throughout their four years at Radford University. Once they graduated and got a corporate job in graphic design, they realized that fashion was more than just a hobby for them.

“I just always felt compelled to go back to what I really enjoyed and that was the clothes, the fashion, the modeling, the organizing and all that stuff,” Smith said. “So I decided it was time to do something that I had a true passion for.”

Hiss Off has received major support from the Richmond community since its opening, according to Smith. First-time visitors will come in and immediately gasp in excitement at the store’s items and overall aesthetic.

“Before they opened, I was hesitant to really develop my own style since I didn’t know where I could find affordable alternative clothing other than on the internet. It’s quickly become my #1 favorite local storefront,” customer and first year art foundations major Ava Bisharat stated.

While the store has heavy influences from emo, goth, Harajuku and other vintage fashion, it’s also Y2K themed, according to the website. 

Early 2000s fashion has been widely popularized in recent years, especially in Richmond. The reason for this is unknown, but Y2K lover and DJ Maeve Hickey thinks it has to do with nostalgia.

“A lot of people [here] are 20, they were born in Y2K,” Hickey said. “I’m personally 2004 and most of my friends are born in the early 2000s. So, so much of it I think is nostalgic.”

Hiss Off not only sells second-hand clothes and accessories but also local artists’ pieces, according to their website. 

Artist Guttermoth said they first started selling their prints and stickers at the store after they commented on their Instagram about the store’s flag of gamer CaseOh, as Smith immediately messaged them asking Guttermoth to sell their art at Hiss Off.

“It’s clear that she’s meant to do this; she is just beaming every time she’s in there,” Guttermoth said. “I think it’s a great community space for alt people and queer people.”

Smith’s hope is that people come into Hiss Off and have a whimsical, child-like experience.

“I just want people to get excited, to have an experience that is not like a usual shopping experience and sort of get to feel like, it’s kind of corny, but that whimsy you got to feel as a kid going somewhere for the first time and it being a whole experience,” Smith said.

Hiss Off is open on Mondays, Fridays and Saturdays from noon- 6 p.m. and Sundays from 1-5 p.m.