Tucked inside Urban Donkey in downtown Indio, Return of the Goods is more than just a vintage shop—it’s a cultural hub for lovers of timeless fashion and community connection. Founded by Daniel Mata, the store operates in a space that once housed Johnson Old Town Photo, a fixture of the community for over 50 years. While the photo shop may be gone, its legacy remains—Daniel has kept the neon one-hour photo sign inside the store as a tribute to the past.
For Mata, vintage fashion isn’t just about clothes; it’s about self-expression, storytelling, and fostering a community of like-minded individuals.
“Return of the Goods is a place to recycle love, information, experiences, and stories.”
Daniel Mata
The Name Says It All
The name Return of the Goods holds personal meaning for Daniel Mata. Inspired by two of his favorite things—Mark Morrison’s R&B hit “Return of the Mack” and Star Wars: Return of the Jedi—the name embodies both nostalgia and a sense of revival. Just as the song and film celebrate comebacks and perseverance, Mata’s store represents the return of fashion, culture, and community to downtown Indio.
“I wanted to bring something special to my hometown,” Mata says. “Palm Springs always gets the tourism and attention, but I wanted Indio to have something locals could be proud of.”
From Enthusiast to Entrepreneur
Unlike many vintage shop owners, Mata didn’t grow up as a collector. Instead, his venture into vintage fashion stemmed from a love of personal style and the thrill of discovery.
“Vintage is a personality thing,” Mata explains. “Whatever type of clothing you wanted to wear for the day, that was the personality you were going to be.”
His passion for vintage quickly evolved from a hobby into a business. Mata spent years traveling, sourcing unique pieces, and connecting with others who shared his enthusiasm. Eventually, this dedication led to the creation of Return of the Goods, a space where vintage lovers can find carefully curated items that tell a story.
The Art of the Hunt
Sourcing vintage clothing is both an art and a science. Mata travels out of town and out of state frequently, scouring thrift stores, flea markets, and personal collections for rare finds. His most memorable score? A vintage Stüssy shirt he bought off someone’s back in a McDonald’s in Hawaii—a piece he later gave away in a scavenger hunt before leaving the island.
The hunt doesn’t always stop at clothing. Mata’s favorite item in the shop is a flyer from the Butthole Surfers, a cult-favorite punk band. And when asked about his dream vintage piece, he pauses for a moment before answering: “A Salvador Dalí art gallery T-shirt.”
For someone surrounded by vintage treasures daily, letting go of pieces is part of the job. But when asked if there’s one item he’d never sell, Mata doesn’t hesitate—his father’s letterman jacket.
The Art of Pricing and Trends
Pricing vintage fashion is a science—and sometimes an art. Mata treats it like the stock market, adjusting prices based on seasonal demand and celebrity influence. “In the summer, concert tees go up. In winter, Nike and Carhartt are the most profitable. Sometimes, all it takes is a famous person to wear it — Kanye West, Travis Scott, Justin Bieber, they can influence the market, depending on the garment. But other times, none of those factors matter; it’s just literally based off my years of knowing things. ”
Despite this, Mata prides himself on keeping his prices 30-35% lower than market value. “I want people to own good vintage at a fair price,” he says.
More Than Just a Store
Beyond selling clothes, Mata sees Return of the Goods as a platform for uplifting others. Through his downtown market, he mentors smaller vendors, giving them a place to sell their products and build their businesses. “There are branches of Return of the Goods that a lot of people don’t know about,” he says. “It’s about helping others find their way.”
This sense of community is what keeps him going, despite the challenges of running a business. “The hardest part? Sleep. Not having enough time,” Mata laughs. “But what keeps me going every day is God.”
The Future of Return of the Goods
When asked where he sees his business in five to ten years, Mata’s answer is refreshingly humble. “I don’t have plans. I just hope that it impacted enough people to remember me five years from now.”
That impact is already evident. Whether it’s seeing customers proudly wear pieces they’ve bought from his shop or providing a space for small business owners to thrive, Mata has built something far bigger than a vintage store.
“I never wanted a business when I started Return of the Goods,” he admits. “I just wanted to do what I loved—travel and thrift. But now, it’s turned into something that helps people. And that, to me, is the most important part.”
For those looking to experience Return of the Goods, expect more than just vintage clothing—you’ll find stories, passion, and a community that celebrates individuality through fashion.
“My whole entire life, I’ve always wanted to be a part of something, and now, I feel like I am in something, and that’s my own community.”
Daniel Mata
Return of the Goods
Location: 82-789 Miles Ave, Indio, CA
Social: @Returnofthegoods