This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media. More from the series →
In 2011, Allegra Shaw launched her fashion and lifestyle YouTube channel. Now, it has more than a million subscribers. By being transparent and showcasing her true lifestyle in videos, Shaw cultivated a community of like-minded people. After being featured in publications like Vogue and Cosmopolitan, Shaw launched her fashion brand, Uncle Studios, with co-founder Shirin Soltani. Uncle offers everyday pieces made from environmentally-conscious materials and has fostered a strong community.
Why did you decide to bring a brand into this crowded marketplace?
At the time, it didn’t feel crowded since there wasn’t as much buzz around sustainable fashion. We felt like there was a need for thoughtful designs, quality fabrics at a non-luxury price point.
What makes the brand different: We create new pieces mindfully with the intentions of rewearing and restyling with pieces from the past. We communicate honestly to our community about where we fall short and what we are doing to improve our offerings. We aren’t just a clothing brand either – we try to invite our community to the uncle world through video, music, photography and events.
All products featured on Glossy Pop are independently selected by our editorial team. However, when you buy something through our retail links, we may earn an affiliate commission.