Creative COUNTS VOLUME 13
Across the worlds of art, entertainment, fashion, business and technology we’ve seen first hand the power of creative thinking to define the future.
Throughout our work with industry leading minds we’ve noticed three key themes have formed the basis of our approach to every partnership — culture, curation & collaboration.
Emma is an entrepreneur and creative based in NYC who owns and operates New York City’s fastest-growing, viral Gen-Z media platform and experiential vintage shop, Rogue. She started her business selling clothes on Depop in 2018 and, after leveraging the power of TikTok, has amassed a cult-like following which gave her the push to open her first NYC brick-and-mortar location in June 2021. Less than a year later, the store was described by the New York Times as, “one of the most consequential and unpredictable new retail adventures in New York.” More than a vintage store, Rogue is a hub for community and creatives in New York, with some of the biggest names in the city regularly visiting the shop. With accessibility, sustainability, and passion as her core pillars, Emma is disrupting the traditional fashion landscape with her unique point of view. Rogue has grown tremendously and now reaches tens of millions of viewers monthly.
After sending us the Creative Counts worksheets, we had a few follow up questions for Emma:
What about the exercise did you enjoy?
It’s been a really long time since I’ve sat down with a pen and paper and done an exercise like that. It was very reminiscent of the light-hearted middle school days. I found it refreshing to sit down with my thoughts, reflect, and physically write them down.
How do you choose who you collab with?
It’s honestly as simple as if I fuck with them, their artistry, and their content, then I’m down to work with them. A lot of times my team and I will meet with the designers/creators beforehand, and if I feel good, genuine energy from them and if they believe in the community I’m building, then it’s gonna be a yes. Sometimes, I’ll work with established artists or creators that have 100,000+ followers, but I’ll also work with someone that has under 1,000 followers if they have true talent and passion for what they’re creating.
You have a lot of people that have influenced you and that you’d like to work with. Does it feel weird to think that you are a “dream collab” or major influence for other people?
I don’t think I’ll ever fully realize the influence I have on others, but I’ve definitely noticed it growing. My socials have grown beyond what I ever envisioned, and I see the impact of the content I produce in real life, especially when I’m at the shop– I’ll post a video about brands that I think are next up, and the next day a customer will come in looking for that same brand. It’s even more special when it’s a suburban kid from Wyoming who visits Rogue during their family vacation and asks to be in a fit check video, makes friends with the other fashion kids who are hanging out, and ends up leaving with a new sense of community and acceptance. That’s really when I have those moments of, “Wow, we actually have influence”.
What would you say you’re passionate about?
There are a few things I’m really passionate about but at the end of the day, it comes down to inspiring people– and that can be in any sort of way. I hope what I do inspires someone to go off and create their own clothing line, post a fire fit pic on Instagram, or not be afraid to show their style to the world. Even socially, I hope to inspire younger generations to go out of their comfort zone, DM someone on Instagram who they think is cool, meet up in real life, and become friends. I just want to inspire people and have a positive influence on everyone that interacts with me, my creative, or my shop.
Anything exciting coming up?
We’re finalizing the first capsule collection for Rogue, the label. We haven’t had a lot of time to dedicate to designing and creating because so much of our day to day is dedicated to shop operations and running socials, but I’m so happy this is finally coming to light. We plan to drop this December. Also, expansion. A second location. We’ve outgrown our current space so I’m excited to get that project going in 2024.
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