EMMA ROGUE WENT FROM SELLING CLOTHES ON DEPOP TO OPENING HER OWN VINTAGE SHOP
If you’re a lover of all things fashion you’ve probably ran across Emma Rogue‘s content at some point. She took her passion for vintage items and has created a successful brand where celebrities and locals alike visit her shop to check out her unique pieces. We sat down with Emma to learn all about how she did it!
FEATURE INTERVIEW:
What was it like growing up in New Jersey? How did your upbringing shape your current fashion style?
It was great, I definitely had a sheltered upbringing but I wouldn’t change it. I grew up in Jersey City until I was about 10 years old and then we moved to Bedminster which is super rural and has a lot of farmland. I was heavily focused on my studies throughout middle and high school so fashion wasn’t really a big part of my life back then. While thrifting was something I did with my mom almost every Saturday, at that point in time I was thrifting trends to mimic what other kids in school were wearing so I could fit in too. I didn’t develop my personal sense of style until later when I got to college.
Where did the idea for your NYC vintage shop Rogue stem from?
After I’d been successful at selling on Depop I began selling at fleas and pop-ups all over Manhattan and Brooklyn— I did this throughout all of 2019. After the pandemic hit, the real estate climate in New York was changing a lot— people were moving out and rent prices were falling drastically. A few friends of mine who also sell vintage decided to lease commercial spaces during the shut down to take advantage of the low rents. Because I had a substantial following on TikTok at the time, they all invited me to pop up with them and by the time I did my 4th pop up, I was like “Damn, I’ve got to just open up my own shop at this point. I’ve got the following built in and I’m making everyone else’s spot hot and I don’t even have one to call my own.” As soon as I had that thought, I began looking for spaces and I had my first storefront leased in less than a week.
How did TikTok propel your business?
I owe so much to TikTok— if it wasn’t for my first packaging video going viral, I wouldn’t be where I am today. My friend Andrew pushed me to start posting videos about my Depop and reselling business back in April of 2020 and that was really that start of it. Because I was one of the first people on the platform talking about reselling and teaching others how to do the same, I started to gain a following. The momentum and support I had from TikTok gave me the confidence to keep leveling up and when opening my shop felt like the organic next step.
What are a few things you’ve learned about entrepreneurship since opening a brick-and-mortar store?
Great question. I’ve learned that once you open a brick-and-mortar location, you pretty much are in business mode 24/7. Not only is the shop running daily, you now have to make sure all the business operations you used to be doing yourself behind the scenes can now accommodate 200+ plus customers coming by the shop per day. You need to learn how to delegate as well!
Who are a few celebrities that have shopped at your store?
We’ve had a bunch, off the top of my head Post Malone, Pink Pantheress, Joe Jonas, Benny Blanco, and Tinashe come to mind. Robert Pattinson also walked in a month back— he came in on his birthday which was great haha.
You were personally invited by Donatella to attend a Versace fashion show in Milan a while ago. Talk to us about your time in Milan and what you learned from this experience.
Going to Milan last fashion week was incredible, I got to go backstage and meet Donatella along with Claudia Schiffer and a few of the models. The fact that I was there and amongst fashion royalty was wild. There’s such a difference between European fashion weeks and NYFW— the brand originated in Italy so being in the homeland where it was conceived was so special and I honestly was just grateful to be there. One of the best parts of the night was the after party— it was held in Gianni Versace’s old apartment and I met some incredible people there that I work with today. Next time I’m in Italy, I’m hoping I’ll be able to go to the design house and see their archive.
How have you built a community that empowers the next generation of creatives?
I think it all comes down to being inclusive and recognizing talent even if others don’t see it. I always do my best to lift young creatives up via my platform and doing so has created this forever growing ecosystem of new talent that helps each other, learns from each other, and grows with each other.
What are some of your favorite brands that your shop carries?
Rogue, obviously hahaha. Besides our own line, I love Beepy Bella, JNCO, and I Heart B00bies.
How would you define your personal fashion style and how does that reflect in your vintage shop?
My style is always changing but I really resonate with the 90s club kid and Y2K aesthetic. I love anything that reminds me of 90s/2000s TV, movies, and music videos— nostalgia is something that must run thru my veins because I love it so much. We keep that in mind when curating pieces for the shop.
What are some key tips when it comes to purchasing vintage items from shops like yours or through thrifting?
Keeping an open mind and don’t be afraid to try new styles or silhouettes. Style to me is about having fun, evoking emotion and channeling a version of yourself that you might not typically get to experience. So next time you go shopping, try on that dress that might look daunting because you might surprise yourself. Also, layering. Layering always helps 🙂
What fashion trends should we expect to be popular this summer?
Jorts and micro-shorts. I’ve been waiting to bust out a few pairs I’ve been stashing since winter.
For anyone just getting into discovering their own fashion style, what tips do you have that can help them figure out what works best for them?
Start my making a Pinterest board or IG folder with your fav outfits. Once you have maybe 20 pics, go thru them all and study the common elements among all the outfits, the fit and cut of the pieces being worn. Next time you go thrifting, find those pieces as best you can and begin experimenting with them. And of course, don’t care about what anyone else thinks but that’s a given.
What’s next for Emma Rogue?
There’s always so much more I want to do. At the moment, I’m really excited to focus more on designing. The Rogue line is something I always dreamed of and now that we have the means to develop and produce product, I can’t wait to push my self creatively in ways I haven’t before, build a design team, etc. We have a new hybrid office/retail location opening in July— renovations are almost done. Alsoooo a potential LA pop-up is coming this summer and my first trip to Japan is in September. So much to look forward to this year 🙂
TEAM CREDITS:
Editor in Chief: Prince Chenoa (@princechenoastudio)
Feature Editor: Taylor Winter Wilson (@taylorwinter)
Photographer: Haley Snyder (@earthlyvenusboudoir)
Photographer: Alizayuh (@alizayuh)
