CODED x Euphoria Market

For Josh Vicencio, starting vintage curation brand, CODED, wasn’t just about launching a brand but redefining the thrifting experience. What began as his senior design project at George Mason University in 2024 quickly evolved into something much bigger. “I wanted to combine the luxury shopping experience with thrifting,” he explains. But more than that, Josh wanted people to remember how they felt when they walked into a space curated by CODED.

CODED at Winter Euphoria Market 2025

From the start, instinct played a major role in shaping the brand. “I’d say it was about 70% instinct and 30% by the book,” Josh admits. He built CODED around personal experiences—frustration with overpriced vintage pieces, clothes that smelled like attics, and the lack of care in presentation. His solution? Steaming, pressing, and treating every piece before it hits the racks. “I have this slogan: ‘fighting the war against pit stains and attic aromas,’” he says.

CODED at Winter Euphoria Market 2025

But instincts alone aren’t enough. Josh also understands the value of planning. “For the perfectionists out there, plan in phases,” he advises. “If you wait until the last second, it’s just going to be harder, and your energy is everything.”

At its core, CODED is about self-expression. “You’re shopping for something that represents you,” says Josh. For him, trusting his gut has been the key to building a brand that provides that exact experience, leaving shoppers with an everlasting experience.

###

Buy your tickets to Euphoria Market Summer 2025 now and make sure to follow Euphoria Market on Instagram for new Euphoria Market content and new events.