The biggest question in Northeast Wisconsin today: why the heck was Ed Sheeran in Oshkosh?
I got the answer from Victor, owner of 01 Vintage on Main Street in Oshkosh. Turns out Ed’s wife Cherry DM’d the store on Instagram from a private account with about 200 followers. No blue check. Nothing.
“We didn’t put two and two together,” Victor told me. “Her username has Sheeran in it, but I didn’t read the username. I only read the message.”
The message said a UK family was road-tripping coast to coast and wanted to detour through Oshkosh, because their two daughters wear OshKosh B’Gosh. Cherry Googled “vintage clothing stores Oshkosh,” 01 popped up first, and she asked if they could still swing by right at close.
Then Ed walked in. Introduced himself as… Ed.
“I shook his hand. He said, ‘I’m Ed.’ I said, ‘Oh cool, nice to meet you, bro.'” It took Victor’s buddy Jake pulling him into the back room (“Vic, I’m pretty sure that’s Ed Sheeran”) and a tattoo-by-tattoo phone comparison before it clicked.
They locked the doors, gave the family a private shopping experience, and Ed stayed an hour and a half. He bought a small Harley jacket, an XL ’90s Champion Titans jersey, and the Ipswich jersey off the wall. He even let Jake try on his Audemars Piguet, a one-of-200 watch he’s borrowing for promo.
No security. No bus. Just an SUV, a wife, and two kids who were promised milkshakes. (Victor sent them to Leon’s. Correct answer.)
Oh, and Tyrese Haliburton shopped there exactly 24 hours earlier. Victor’s starting a celebrity wall. Ed goes up first.
01 Vintage, 415 N. Main St., Oshkosh. Follow @01vintage__ (two underscores) on Facebook and Instagram, or 01 Vintage on TikTok.
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