Good News York by Growth Mode Content - GNY EP.191 | feat. Rocco Leone from Salt City Wearhouse

Episode Date: June 23, 2026

Rocco Leone on Salt City Wearhouse: Curated Vintage Clothing, Thrifting Tips, and Expanding in Syracuse Host Noah Chrysler interviews Rocco Leone, owner of Salt City Wearhouse in Syracuse, a shop curating handpicked vintage clothing and antiques from the 1930s–’90s (with some early 2000s), priced to be affordable and long-lasting. Rocco shares what he’s wearing, explains sourcing through thrifting, estate sales, and community sell-ins, and describes the store as a “mini museum” where items get a second life instead of going to landfills. He recounts how he got into vintage in 2020 and opened the shop about eight or nine months ago, noting Instagram and word of mouth as key drivers. Rocco announces his space will double starting July 1 after taking over the adjacent unit in the McCarthy Building. He also gives thrifting “secret sauce,” including identifying older tees via single-stitch construction, country of manufacture, and tag details, and provides shop hours and Instagram handle. 00:00 Vintage Passion Intro 00:13 Meet Rocco Leone 00:30 What Salt City Sells 01:09 1920s Shirt Collar History 02:28 Fit Check and Jewelry 03:35 Making Shopping Comfortable 04:37 How the Store Started 06:24 Getting Discovered Locally 07:23 Marketing That Works 10:27 Ads Inventory and SKUs 12:22 SKU System Debate 12:54 Sourcing With Purpose 14:45 Store Expansion Plans 17:08 Vintage Thrifting Tips 22:07 Pricing And Meaningful Sales 23:39 Who Shops Here 25:19 Where To Find The Shop 25:56 Studio And Sponsor Outro

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That's C-A-L-O-H-A-com. Cooler sleep starts with Keraloha. If you really love something, you can kind of tell. You can kind of tell from talking to me that I love this stuff so much in the history of it. And it was kind of just a good situation, like a good opportunity. Ladies and gentlemen, welcome to Good News York. My name is Noah Chrysler, and today I am sitting with Rocco Leone. Rocco, welcome to the show.

Thanks for having me. Absolutely. Go ahead and introduce yourself. I'm Rocco Leon. I am the owner of Salt City Warehouse. Yeah. Tell me about what Salt City Warehouse is. So basically it's a curation of super old clothes, antiques, any type of clothes from, honestly, from like the 1930s up to the 90s.

And I'll mix them some early 2000 stuff in there as well. Cool. But my focus is to basically handpick all the clothes and just give them at an affordable rate. Cool. It's kind of like, you know, I want people to buy this stuff. that has longevity and that's kind of the focus of my store cool 1930s like you've got like a gangster pinstripe suit in there and stuff like i wish um no i have well i do i do have a pair of pants that's similar to what you mentioned i don't have the top to the pants but i do have like a

1920s like button up shirt um like pre so in the 1920s they they didn't have collars on their shirts yet so this brand called arrow you've probably seen it before if you ever thrifted but this brand called Arrow would make the collar for the shirts. So I have a shirt that has like, yeah, like a built-in collar in the 1920s. I mean, it's normal to us now, but it was never a thing back then. So in the 20s, like, Arrow. So the shirts would have like, you know, no collar and it would just be kind of like a, like a rectangular around. Wow, that's really cool.

I did not know that at all. That's super cool. I feel like when I watch, when I watched the Great Gatsby, everybody in that movie, you know, I didn't, I've never actually seen the one with, Leo, but I feel like they have collared shirts in the trailer. Am I wrong? I don't know. Yeah, well, it was so they have, they put the collars on afterwards. Okay, got it.

So they attached the collars afterwards. Sure. For a while in 1920s, like, Arrow was advertising as like, all right, this is the collar shirt, so you put the collar. Yeah. Also, you might have to fact check me on that. I read that, I read that a while ago. I read that a while ago, so hopefully I'm not lying. No, it sounds right.

I love it. That's now true. We endorse that here at Good News York. That's real news for sure. Toby McGuire for sure has a collar on his shirt. That they have trailer. Anyway, cool. Beautiful.

Dude, you look awesome as hell. Tell me about what you're wearing. Thank you. Yeah, I'm wearing some 1940s military trousers. Just a white beater. This is an Eddie Bauer. This is like a 90s Eddie Bauer, you know, patchworked loop collar shirt. And then my beautiful squash blossom here actually from my favorite jeweler who's right across from my shop.

How cool. Shout out to bronze. What is this squash blossom? Is that a type of jewelry? Is that just this design? It's like the style and necklace. It's like the style and necklace. You know, I wish I was more knowledgeable about it.

But I just got into the turquoise stuff and, you know, I saw this and my boy, bronze put me on a layaway plant because it's quite expensive. So bronze, I'll pay you back at some point soon. But yeah, I mean, something simple. Cool. Yeah. You look good, dude. Thank you.

I appreciate it. I, uh, I dress like a slob. I dress like slob, slob professional, like, like, upscale slob professional, but like functional. Yeah. It's kind of my vibe. Oh, thanks. You know, I don't know. I, I'm very, I don't know.

My, you know, can I tell you? Here, I'm going to open up to you. Okay. My mom would take me to the mall when I was a kid, right? And we would go around coals and stuff. And it was just a nightmare. And I'm like, I, like, you know, just four hours sitting there is like, you know, my mom who was like 40, in her 40s at the time. Just like, like, like, it was the worst.

And I hate shopping. now. I'm just like, get in and get out, which is terrible. Yeah. I need to spend more time doing it. No, because when you were a kid, you know, your mom would take, like you said, and you would just kind of sit there and, like, figure out what to do next or run around the store or just be like, what's going on. But there's so much intuitiveness to it that, you know, people don't really are usually like opt to doing. But I don't know, it's just something I dove into. But I want, like you said, I want to make that into a space where people can shop comfortably at my store. For sure.

Or they can find something that they didn't know they needed. Yeah. You know? Or like to challenge themselves. If they want to get into something new or want to start dressing a certain way, that fits more of what they're trying to go for, I want that to be an outlet. Awesome. You know.

Yeah. So tell me about the story of the store. How long have you been in business? So it's only been, it's only been eight or nine months. Wow. I've been doing vintage for probably like five or six years post-COVID. I worked several jobs. I worked at UPS. Then I got a job at Dix, and then I find myself, found myself at Foot Locker. This was pre my digital marketing experience while I was waiting for

a callback. And at Full Locker, my buddy Brian, Brian McMahon, a shout out to you. He was my manager at the time, and he was from Buffalo, and he would just, you know, wear vintage t-shirts to the shop. And I was like, dude, that's such a sick t-shirt. And then he got me into it, so I just started thrifting. And that was that was 2020. And then throughout 2020 and into 2021, I basically made my own collection with not really like planning to do events in mind. But you you basically hoard the stuff and then you kind of just like are just like, okay, I can like, I have too much. I should try and like sell this stuff. So that's kind of how it started.

Yeah. So you would buy it for you. You would buy your own stuff. Hey, I like that. Looking on me. Yeah. At first. At first.

And then I got into the mindset of like. Maybe other people would like this stuff as well. Cool. Yeah, the industry is a lot different now, but that's kind of how I got started. It kind of is how I still approach it. Yeah. You know, everything in my store is, I want to say handpicked. I mean, some of the stuff people bring in, and I decide whether I would like it in the store or whether I like it myself.

So, yeah, to that extent. That's awesome. So you started the store about fall of last year or so? Yeah, so September, September. I started moving stuff in an audience. August and then September was the really, you know, the start. Cool. Wow.

And so how is this journey been so far? Have people discovered you? Are you like, oh, wow, this is incredible? Yeah, yeah. They have. They have, especially, you know, the SCU students, although they're gone right now, I had a, you know, a bunch of SCU students come in throughout like the fall and into the now.

I mean, they're gone now, but prior to the summer. But the best thing is like random people that are from Syracuse that don't know the McCarthy building, at least in the basement is a thing. But the best thing is when people are visiting Syracuse and then they discover the shop. And they just love it. You know, the biggest thing for me is coming into the shop and experiencing the shop. And you don't even necessarily have to buy anything. You know, people will say super nice things to me about, you know, the aesthetic I created or, you know, just the items I have.

Even though even if they don't buy anything, that's good enough for me. and that's the biggest feedback. So I enjoy that part, that aspect of it. Absolutely. What have you seen to be like the most effective like marketing stuff that you've done? Like what has actually gotten the word out successfully to people in the area? So I did. I did actually do a commercial.

Oh, cool. I forgot with what, I forgot with what news channel. But I did do that. That was pretty good actually. I got a few calls from some older folks who were willing to come in and sell me their clothes. and stuff like that. But Instagram's the biggest driver, and I think word of mouth through events.

That is something I need to improve on, though, is my marketing, what's the word? Energy, marketing, ethic. Like, no, work ethic towards marketing, like doing it better than I do now. Because I'm pretty lazy, you know? I work the other job. But I let, you know what I do?

I let my store and my items do the talk. for themselves. So I really rely on word of mouth, which as for business acumen, I don't know if that's like the best avenue, but that's kind of what I want it to be. It's like, hey, did you see the shop? I was down here and then they come visit and then they tell their friends that way. But I try to make my Instagram as like aesthetically pleasing as possible. I don't think that to me it doesn't sound like you're lazy at all. It sounds to me like you have two jobs, right? And one of those jobs is a business that you own and started, right? Which is like, I mean, that's, that's really, really difficult.

And you're managing a retail store, right, which takes hours and hours of time, right? And then you're also, not only are you managing and selling things in a retail store, but like you're buying items and curating items for the store. Like, that sounds like a lot of work to me. Yeah, from the outside looking in, it might seem difficult, but it's, it's like something I've naturally, you know, I've naturally took upon myself to kind of, you know, enjoy. Like, it's really fun to me, so it doesn't, it seems less of like a job, you know, I'm around like so many things and I'm always, you know, working with clothes and trying to make

the store look nice and stuff like that. So sometimes I'd forget, I forget like all the work that goes into it. Although, you know, I was just tagging a bunch of stuff. That, you know, that's time consuming and stuff like that. So that stuff's a little tedious, but, you know, you also said, you also said, you know, word of mouth, like, oh, like maybe it means I'm lazy that I rely on word of, I think every business relies on word of mouth, you know. I think word of mouth is so important. And, And most of marketing, the most effective form of marketing is word of mouth, right? But I also think, I don't know, I mean, when we're not making good news York, this is also a content marketing agency, right?

And so like basically what we do is we try to, when people do, you know, say, hey, I went here, right? The first thing they probably do is look you up on Instagram, right? And so then, you know, you just want to support that word of mouth with like, oh, cool, they can go and look at our Instagram and be like, oh, this place is awesome, you know? So I mean, I don't know. It sounds like you're doing a good job in my opinion. Let's just say, thank you, first of all.

I appreciate that. Let's just say, like, there's a lot of things I could, you know, be doing. Or there are a lot of ideas that I've been pitched to me that I, you know, haven't tried to do. Like what specifically? Sorry, I'm a marketing nerd, so I can talk about this. No, it's okay. It's okay. No, actually, you know what I was going to say?

I'm just hard on myself. So if I see someone else doing something as a marketing tactic, I'm like, eh, should I do that? Do I really want to do that? It may cost money and stuff like that. I mean, like boosted ads, getting in the newspaper, stuff like that. Because I am trying to target, this might sound, I don't know, bad or whatever. Like, you know, I'm trying to target older folks who might be trying to get rid of their clothes.

The older the clothes are, the more, you know, value they have for me. I view my store almost as like a mini museum, but you can also buy old clothes there to an extent. So it's just trying to find stuff like that. So whether it's in the newspaper or doing another commercial, for example, like it was a great opportunity. But I have to be smart about like where I'm putting my, you know, where I'm putting my money and in terms of like inventory stuff. Like my mom, she worked in retail.

She studied retail in college. And she's like, we should do inventory for your store and mark all these items, make sure the numbers are on the items and do it that way. And I'm just like, that's a great idea. But like, I don't want to put in that effort. And I probably should be doing it. But it's like, I'm just going to price it. If it sells, it'll be in the square.

It'll be in the square system. And that's what I'll do it. Were you, your clothes didn't have tags when you first open the show? They have, they have tags. But people do inventory where like they'll mark the, like, they'll put a random number and it's in their inventory, you know. system or whatever. Yes, yes. That's either on the skew.

Yeah, yeah, the skew number exactly. So the same way I was doing it at foot locker, each number, each shoe had like a skew. So like I would scan it, okay, we have this, this, and this of it, right? And then I'd go on the back and I'd get the shoe. So basically, yeah, the skew number. And so your mom's like, you got to do that. And you're like, I just want to run a cool place. Yeah, she was like, that would be a good idea.

And I'm like, I mean, it's a great idea. But like, do I put my effort into that, you know? Would it be worth it? I mean, it might be, but that's when the laziness, you know, creeps in. It's like, should I do this and should I not? I have a subjective opinion. I've never run a retail clothing store, so what the hell do I know? But like to me, that sounds like maybe that would help logistically, I guess, like for organizational purposes.

But I think to me, like, you know, what you're talking about with marketing, right? If it's a museum, if the appeal of coming, right, it's like this is a cool museum where you can buy things, which is awesome, right? I think what you were talking about, right? Where it's like I want to appeal to more people, especially older people who have older pieces. I don't think there's anything wrong with that. You were like, oh, maybe this sounds bad. I don't think that sounds bad at all. The thing is, like, you know, it's not morbid,

but, you know, the way I source some of my stuff is like estate sales. Or like house cleanouts, you know. And unfortunately, some of those people passed away and they left all their stuff, but the positive aspect of that is that I can, you know, reap. Sleeping hot, waking up sweaty at 2 a.m.? It's not you. It's your sheets. And Keraloha is your answer.

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sheets now at caroloha.com. That's c-a-l-o-h-a-com. Cooler sleep starts with Kara Loha. Purpose the stuff and not only, I mean, selling it for a profit sounds pretty, you know, not great, but I want to repurpose the items and, you know, help them find new life and avoid them landing up in the landfill or filling up a dumpster and they're just throwing out all these clothes away, you know, and... That's what I think you should focus on. I think you should say, hey, you know what? Like, look, your family member might have passed, which is tragic and awful.

But you know what is really cool? Is that, like, they probably had an aesthetic, right? If you had, like, a really styling, what did McElmore say, right? I'm going to take your grandpa's style, right? You know, I don't know. Yeah. You know, if you had a grandfather or a grandmother with a really cool aesthetic, right? You can give their clothing items a second life, like, by donating or, you know, like, selling to.

Yeah, someone who really wants it, you know? Yeah. It's just, it's just kind of. of the life cycle, you know? So there's like a weird aspect and there's like a positive aspect, but that's kind of the way I look at it in terms of, you know, that avenue of source and clothes. Yeah. No, I think that's cool because like once you get like, and you already have a great collection of nice clothes, right? And that will draw more people in, I think, just to be like, oh, wow, it's growing. And so you never ending. It's never ending. You mentioned that you are also

expanding, correct? Yeah. So on July 1st, yeah, my space will be doubled in the size. This is my first announcement on Good News. So, yeah, starting in July, I'll have, like, you know, 120 or no, a thousand, I think, a thousand, I think square feet. Wow. So double the space. So come check it out. I think I might do a sale. Maybe not.

We'll see. Cool. But, yeah, so I'll be doing that on July, starting July 1st. So my space will even bigger and better, and I'm very excited about that. So I can kind of build it out. And, you know, I want people to shop comfortably. so they'll have bigger space. That's exciting.

Are you, maybe we don't have to talk about this if you don't want to, but like, I don't know, it sounds like the store's kind of taken off a little bit. You're doubling the space. You're thinking about, you know, hey, doing this full time type of thing. I'm not sure.

I'm not sure. As much as I'd love it to be, I love my, you know, I love my other job and all the security that comes with that. Sure. But, you know, it's just an attest to, you know, my passion for the clothes

and my passion for antiques and stuff. If you really love something, you can kind of tell, you can kind of tell from talking to me that I love this stuff so much in the history of it. And it was kind of just a good situation, like a good opportunity for me to kind of take over the space next to mine. My friends, they used to have a shop right next to mine.

Shout out Allie and shout out Johnny. Allie ended moving to Charlotte, and Johnny's still here, but he's doing events, local events and they sold vintage clothes and the space next to mine kind of, you know, was open for a while and I reached out to Jackie, shout out to Jackie, who works for the McCarthy building and kind of operates the lower level. And I was just basically like, hey, like, can I shoot you an offer for the, you know, the second half of the space? And we worked out a deal. And they took the wall down and, yeah, so it worked out well. And yeah, I mean, I'd like to say,

I kind of have some, what the kids are saying, motion. But, you know, I just want to have a bigger space and make it, you know, even better than it is. And that's kind of like a natural thing that it was a combination of a good opportunity and me, you know, trying to build my business. Cool. Awesome. Tell me more about things about fashion and vintage clothes that I don't know.

What are some cool areas of knowledge that you have? Yeah. So basically, you know, a lot of people don't really know how to, distinguish what's old and what's not. But if you're ever at a thrift, I'm giving out some secret sauce right now. If you're ever at a thrift, let's say you're looking for t-shirts,

that's like the entry level. You know, T-shirts are like the entry-level to get into vintage clothing. You know, the single stitch, for example, is one thing. Maybe you need to, like, really put this on the floor for my,

what is a single-stitch t-shirt? Yeah, so it's hard to explain because I'm not wearing it right now, but most T-shirts, shirts have, you know, double stitches. So it looks kind of like this and it has a little, a little, um, like bump. Um, got it. Okay. The ridge where it, yeah, yeah. So it's double stitched on the arms. And then it's kind of double stitched on the, on the top. Um, so pre, you know, in 1967 and 1998, I said 1967. That's my fault. 1997 and 1998, I might be wrong. Those dates might be different. I might be

1996. Prior to that, everything was single-stitched. So instead of that little perforated bump, it was just one stitch on the arm and on the bottom and, you know, at the top. So pre that, so you could date that immediately, you know? So if you see a single stitch or like a thick neck on a t-shirt, that's immediately, you know, pre-90s or vintage. Although brands like Hollister and Abercrombie and J. Crew and other, you know, good brands,

they've been replicating that in like the early 2000s and the 2010s and even now to kind of replicate vintage t-shirts but that that is one example of like a vintage t-shirt um interesting and a lot of things made in USA you know a lot of things made in USA were made you know pre pre 90s 2000s I mean 2000s is becoming like vintage now but the true true vintage stuff was either made in like Japan or Korea in the USA. So that's kind of what I focus on, and I focus on the tags. That's another thing is a screen printed tags is a big thing. Screen printed tags.

What is a tag? So a tag is just the back of your shirt. A lot of people cut them off. Got it. So on the back of your shirt. Sure. It'll either come down or be sewn directly to the shirt. So mine right now is directly sewn on to the back of the shirt.

So mine right now is directly sewn on to the back of the shirt. t-shirt or the shirt um but newer brands are just doing the screen print which might fade off and um you know it'll usually have the size but tags um will have like the size where it's made um the let's say it's like a hundred percent cotton um and stuff like that so that's that's like something i look for yeah in like in like the early like 20s and 30s and 40s and even until like the 50s and 60s. The tags were so eloquent and like designed in a certain way and stitched. Really? And I find weird like, I'm so nerdy about the stuff, but I find weird, you know, weird value in like the most unique tags. I don't think that's weird at all. I think that's really cool. It seems to me

like you love vintage clothes. That's very, it's extremely niche. And I wish I had pictures to show you. But yeah, I just find it so fascinating how cool clothes were back then. And, you know, I'm not saying people don't make cool clothes now, but it's just a fascination of mine. So those are a few like tidbits if anyone's looking to thrift or, you know, once you get past t-shirts and you get into denim and yeah, it's a whole like evolution of just vintage clothing in general. Once you get past t-shirts into, so if I was to find a piece of thrifted clothing, one piece of thrifted clothing that that Rocco would endorse if I went and found it, it would be a single-stitch t-shirt. or probably pre-1996 that has a cool custom tag on it that was likely made in the United States

or Japan or Korea pre-1996. Yeah. Yeah. So Japan and Korea, they were like big in the 70s. In terms of like 90s stuff, it's like, you know, the Haynes, the old Haynes tag, Haynes beefy.

Anvil. Anvill is a tag that you should look out for. Hell yeah. But yeah, absolutely. It's, you know, it's the, I don't want to say it's the number one seller, but like I said, it's the entry level for vintage. So if someone comes into my store, they're not sure what even going on in the store, what the stuff is, they can look in the t-shirt rack and be like, oh, this is a cool t-shirt, you know? The same way they'd do at Paxon, you know, they'd find like a cool T-shirt, but, you know, no shade at Paxon,

but, you know, I'm selling the real stuff, so they'll find it and, all right, it hits all the boxes. Right, instead of some shirt that was manufactured in Taiwan for, five nickels and then like is marked up a thousand million times yeah and that's the thing like i try to price my stuff pretty pretty well you know if anything is super high price in my store it's like it's very unique and rare to an extent you know i want people to buy stuff they like and i'm willing to work you know willing to work on you know something they really enjoy i i do want to tell one quick story yeah probably a month into when i opened i had this souvenir pillow um i'm not sure if you know what a souvenir pillow is, but soldiers would go and they'd go to their bases and

stuff, wherever they're staying at, and they'd bring back a souvenir for, like, their wife or their significant other. And this one super sweet lady came in, and I had a souvenir pillow from, I think it was for Knicks, I think, for Knicks. And she asked me, she saw it, and she was like, is this for sale? And I was like, not really. I mean, it's more of like a store display. And then she explained to me her story and how she met her husband at Fort Nix. And I was like, awesome. I'll totally sell it to you, you know? So I gave her a price and she ended up buying it.

And she was very happy about that. But that is a prime example of, you know, just giving someone something that would be much more useful and more significant in their hands than just as a display in my store. For sure. Oh, how cool. Yeah, so that's all cool. Yeah, that was awesome.

Oh, I love that. Beautiful. You get any other stories? So what is it like? You know, when somebody comes into your store. So we've talked a little bit about, you know, hey, you're kind of looking for donations from older folks that, you know, hey, these items are not being used anymore. And we've talked about that. Who is the type of person that you want in your store?

You're like, what are they thinking? What are they concerned with? What are they trying to do? Tell me about the, tell me about your customers. It's kind of a wide range. You know, it's kind of a wide range anywhere from like high school, like upper high school to college level. but also older folks as well. You know, I sell a lot of Oxford T-shirts.

The way it's hard to describe if you've never been in my store, but it ranges from so many items. You know, it goes from the basic T-shirt, but then it gets into, you know, Oxford T-shirts or Oxford shirts. So something similar to what you're wearing right now, you know, made in USA Brooks Brothers, good Levi's denim. So I want to make it so that I can hit those high school students, you know, with the T-shirts and, you know,

maybe the baggy or jeans all the way up to, you know, older folks that are, you know, stylish or looking to, you know, improve their appearance. I mean, they might think less about their appearance. But, you know, something functional for work, but also if you want to go, you know, casual as well, you can kind of hit both, you know, anywhere from, like I said, T-shirts to Oxford shirts and, like, dressy stuff as well. So I want to hit, like, everything. You know, for every person.

Beautiful. Rock, is there anything that we didn't touch on that you're like, I really want to talk about this? And I didn't get a chance to. Not really? No, I mean. Beautiful. Well, cool.

Thank you so much for coming on, man. How can people find you? Yeah, so find me on Instagram. That's probably the best way. It's at Salt underscore City underscore warehouse, but the warehouse is W-E-A-R instead of A-R-A-E. So, yeah, find me on there. You can come visit my shop at 217 South Salinas Street.

I'm open Thursday and Friday, 2 to 6. And then on Saturday, 12 to 6 and Sunday, 12 to 4. Cool. Yeah, so come stop by. Beautiful. I really appreciate it. Absolutely, dude. Thank you so much for coming on.

We appreciate it here. Ladies and gentlemen, thank you for watching the show. Guys, this is Good News, York. It is a production of Clickstream Studios. We just took over the old spaghetti warehouse location. We are here at 689 North Clinton Street. If you run a local business or you have a local nonprofit or anything like that, and you're looking for digital marketing, you're looking for content marketing, any sort of digital marketing online. We are a full service content marketing agency. Right now, we are taking on two more clients at our current price point before our prices go up. Basically, the way it works right now is you come in during one day a month, we shoot you a ton of content, and then we basically do it all for you, and it all gets published to your social media for you. We then meet with you once a month, kind of go over the analytics and show you, you know, what's working and how we kind of want to

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