Business

It is Emma Rogue’s Downtown Now

One morning in March, Emma Rogue entered a black Nissan Rogue she was sharing with her brother and got out of the parking lot across the street from the Lower East Side vintage store, Rogue, and put on her Waze for good in South Hackensack, NJ.

He recently updated his voice and app for Christina Aguilera. While driving Allen Street, he climbed up: “A red camera flashes in front – they try to make us dirrrrrty.”

Half an hour later, he arrived. Wearing an orange Nike / Supreme alliance with the SB Air Force 2s and baggy jeans, he allowed some friends to shop along the way, put his hair in the dock and work his way up and down in a big coat. It’s the start of a perfect day of sweeping across northern New Jersey to unveil a product for its store, which will be celebrating its first anniversary next month.

In a nutshell, Rogue has become one of the most influential and unparalleled new business models in New York. It is the venue where famous TikTok stores their rooms, where gumption-y young fashion designers run to pop-ups, and where the unwilling find their signature clothes. Each week Rogue sponsors at least one event, building a community of black tealights or pants at the same time, bringing awareness, awesome, power and chaotic not found in rural areas since the highest number in mid-2010 of VFiles.

“Rogue is bigger than just grapes,” he said that afternoon, about chicken and corn at one of his favorite restaurants, Boston Market. “Yes, vintage is where we started. But my vision for it right now is that we are providing the next generation of creative energy. We are the source for the next one. Everyone we store at home Our customers, they have the right sample, you know?

Interestingly, there is no brand that is popular with a group of Rogue fashion enthusiasts. Its sprawling city is rarely associated with ornaments, eras, silhouettes or ideas. Most of the costume designers boldly mix style, fabric, time and style, which is not associated with underground features and is comfortable and water.

Clara Perlmutter, aka @tinyjewishgirl, one of the fashion designers at TikTok said, “People are starting to dress in a way that makes them happy or express different aspects of themselves in one garment. ” Speaking among supporters of the Thanksgiving in the bathroom he did in Rogue one day in the wake of late February, comparing the current model time to a hybrid version of the internet art: “Almost It’s almost like a collage, or you’re too thin. “

The Rogue girl type can get great, fun things at the Y2K house. She usually wears a minimalist dress and is usually in gargantuan shoes. (She has a specific dealer for those.) She rubs her hair and depends on the makeup of the film.

After an hour or so at Goodwill bins, Ms. Rogue, 26, went to the mall to transfer to a nearby supermarket. In just half an hour, he attracted many obvious things: one-half-black, half-reading; maxi denim dress, black shirt with gold logo from intimates Ed Hardy, T-shirt from Abbey Dawn line by Avril Lavigne defunct; perhaps a white turtleneck pattern filled with motivation (“Choose Happiness,” “Be Proud of Yourself”); A pair of three- or four-piece leather baggy jeans were worn during the recent True Religious Reformation.

Bella McFadden, aka Internet Girl, who became known as a Depop retailer in late 2010 and had her own brand, iGirl, met Ms. Rogue a few years ago while working on Depop and saw it explode. personal.

“It was tapping into the 2000s revival, very nostalgiacore,” Ms. McFadden said. “Much of it is something we wear as children. Now, we rely more on 2010, and Emma is involved in that. “

Ms. Rogue, born Emma Rodelius, grew up in New Jersey, first in Jersey City and later in the sleeping town of Bedminster. Both of her parents work at home. In high school, he focused on science, hoping one day to become a plastic surgeon.

But by the time he arrived at New York University in 2014, he was ready to roam free with the experience of his small hometown secured. “I don’t think I realized I was a runner until I got to NYU,” he said. Eventually, it happened that a group of sailors who showed it in the shirt of the Supreme and others – education fashion its way.

After graduating in 2017, he was still not well on his own. But in early 2018, he started selling his expenses at Depop. Later that year, he worked as a store manager for the Depop and NoLIta stores, where he saw his product sold out immediately and began expanding his offerings beyond what he liked Y2K.

“Even if I don’t wear it, if I can imagine someone else wearing it and watching a bomb go off the streets of New York City, I’ll get it,” he said.

In the summer of 2019, Danielle Greco, who is the content manager of Depop, along with Ms. Rogue front camera to support content for Depop / VFiles support programs. “She has this system where she can teach other children,” Ms. Greco said. “She knows that, and she speaks at their level. She’s easy to get along with, passionate, friendly, and she has a great style of dress.”

That year, Rogue also became a showcase on the streets of New York City, as well as a mix of goodies. It was at an exhibition in Bushwick that Brian Procell, a local liquor retailer, first met him.

Mr. Procell, one of Mrs. Rogue’s first motivators, said, “He gives a lot of style to his peers but he also likes New York fans as much as I do. (He usually wears the muslin Air Force 1s it was released at Nike in 2019.)

“It will have Westwood, Rick Owens and Mandee meeting the Wet Seal, then it will have a lot, Ecko Unltd. – all these things combined,” Mr. Procell continued. “But it was his definite show that separated him from the ability to give it to the TikTok generation.”

Important publicity for Ms. Rogue climbs by selling a few dozen items a week at Depop to city planning. At the onset of the disease, he started making TikTok videos in which he would carefully take people by the rules. It is gratifying to see those outfits sometimes being torn apart in order and in love being transported to a new home.

Although Mrs. Rogue hires sales staff, and also assists with advertising campaigns, many of her projects continue to feature one woman. While touring the racks in New Jersey, he was dragged away to promote social media content he wanted to broadcast, and made a call about an unexpected visitor stylist to pull things up for a television show. Also, she shares photos of what she buys on her Instagram account, making her followers interested in what they don’t like.

Mr. Procell said, “It looks like the company has a housing department for all of this, but it’s just that.”

Its turnaround time by deciding to find the physical location until the store opening date is about two months. “It’s amazing how confident he is, the fact that he intends to develop bricks and mortar,” Ms. McFadden said. “I felt like, ‘Why would you do that when everything is going online?’ But when I saw the move, I felt like, “Wow, bricks and mortar are still alive and well.” Actors Avani Gregg and Gage Gomez, model Devon Lee Carlson, media director Frankie advertising has visited the store.Jonas, musicians Steve Lacy and Holly Humberstone among others.

But Mrs. Rogue focuses on her inner environment, cultivating a unique creation from the ground up. Ms. Perlmutter said, “Emma is definitely one of the best networkers I know, but she is generous in sharing the show and helping in gathering everyone’s audience.”

Part of his magic is confidently sitting on top of moving microtrends – “What did Addison Rae wear at TikTok yesterday that started the virus and everyone is talking about it?” – and expecting well-dressed costumes will require wearing the moon ahead of time. He described a recent study, a “blessed” shirt as simple as a “2012, 2014 middle-schooler, but with a model, I can imagine. I find it in low-cut jeans. I will put it on the ground and see if anyone can find it. ”

He added, “It’s very rusty, but, like, it’s good.”

Ms. Rogue has also made the act of revealing the style and style from the recent past that left a mark but the best for the present.

After stumbling over the preservation of the remains from the Ọ Happy Bunny store, which combines beautiful illustrations and tart phrases, it reached Jim Benton, its creator. He sent her some items from her own archive to be sold in one day.

“In fact, it’s a kind of creative force,” Mr. Benton said. “You will meet people who have inner light and think, ‘You are going to have a great time.’ He’s one of those people. “

Mr. Benton was in New York from Michigan for the event, which attracted about 300 people. The store, he said, was a “beautiful attraction.” Encouraged by Gen Z’s interest, he is in the process of restoring the brand later this year.

Such crowds have become de rigueur for Mrs. Rogue. Over the weekend, its block – Stanton Street between Eldridge and Forsyth – could look like a pointless runway show. He has recently been featured on New York Nico’s tape of a beautiful urban character. He took Post Malone to the store, where he bought oodles of vintage T-shirts, tried on a denim shirt covered with Louis Vuitton leather and decorated it with leash – made by Ari Serrano, one of his friends Rogue produced – and shouted, “This is a beautiful place!”

In the future, Mrs. Rogue wants to pick up a lot of her friends who make her own, as well as her own clothes. And its plan extends beyond the retail space. He has nearly 575,000 followers on TikTok between his personal account and the store, and has become a road interviewer, discussing upcoming attendees his sales about clothes and their favorite styles.

He sees that as the beginning of a media system. He is also looking to build a cafe where his staff can spend the day wandering around and being able to host a nightclub – an all-Rogue experience – planning to do a Roguefest gathering of clothing sellers , live music, panel and carnival games.

“I don’t want surgery in anyone else’s system,” he said. “At times, I have a relapse, and I begin to experience feelings of inadequacy. But, like, I want to do bad things. “

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