Pacific Grove’s The Vague Collection Launches Its Own Label

The latest addition to Pacific Grove's budding shopping scene is anything but vague. Founded by Ally Wieland, The Vague Collection has a distinct point of view, offering elevated wardrobe essentials and a tightly edited selection of jewelry, gifts, and home goods made by California companies. “With the name, we can kind of get away with carrying anything,” Wieland says of the shop’s concept of evergreen apparel and accessories. Think everyday jewelry by Salted Stones, art by Ethan Walsh, Spell of Flowers’ naturally dyed silk scarves, candles from Soleia Lane, and Avocado Blossom honey from Stepladder Creamery. Plus, of course, the clothing: Sustainable California denim brands, buttery-soft sweatshirts, and dresses to wear year-round—all at approachable price points. In April, The Vague Collection launched its own label, Wave, featuring 100 percent cotton pieces that are designed, dyed, and handcrafted in California. Wave joins the shop’s popular 17 Mile Collection honoring Pacific Grove, with offerings such as organic cotton sweatshirts embroidered locally by Thread Heron, hats by Miranda Ditter of Sports Design, and a custom Pacific Grove-scented candle and bath salt by Reiki Master Sophie Gates.

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Located upstairs from Wear Vintage, the community-minded collaborative also hosts quarterly events drawing hundreds of locals, with the aim to uplift small businesses. “People need and want to shop local. We’re giving them another space to do that, and to find unique things that you're not going to see everywhere. You're not just supporting me. You're supporting at least a dozen others in one space, which is pretty awesome.” Shop in-studio or online, with curbside pickup available. ‍