A strong independent chick if I’ve ever met one, this fiery-haired beauty is the creative mastermind behind the remarkably edgy local street wear brand REBEL UP. I had the opportunity to sit down with the local designer about her label, street wear brand, and the future of her fashion career which is well underway.
Right out of Kwantlen’s fashion program, Nicole created her label Nicole Guzzo Designs. The strong statement of her designs have created her signature looks, which appeal to a thriving niche of consumers all over the world. Breaking free from the typical Vancouver style of Lululemon, North Face, and UGG, Guzzo’s comfortable, edgy pieces are all handmade. Her stand-out designs embody her love for the rock and roll lifestyle, and having a look that stands out in the crowd.
For Nicole, the most important components of her brand include the individuality of prints such as camo and leopard, comfort, and embodying the look and feel of rock and roll.
“I’ve always been inspired by music, and rock and roll fashion […] The way rock and roll music makes you feel, that’s how I want [my] clothes to make you feel.”
In her little basement studio, the walls are lined with inspiration: skulls, band photos and clippings that are unmistakably her. By posting photos of her designs on social media, Nicole’s rock and roll inspired pieces gained instant popularity online, and ever since she has been sewing day and night out of her basement studio in Coquitlam.
Social media has been pinnacle to getting her clothing line up and running. Guzzo says that “over posting” all of her pieces has made it easy for people in the small rock and roll niche to stumble upon her line. “The niche is still big, but it’s small enough that if [people] like rock and roll, they’ll eventually find the line,” says Nicole. The success that Nicole has found for herself as early as 24 years of age is quite astounding, and being a savvy business woman in today’s highly competitive fashion market exemplifies her understanding of social media as a tool for promoting her business.
“People can laugh at hashtags all they want, but they get the job done,” says Guzzo. “At the end of the day it’s my business, and if I don’t promote, I won’t [be successful].”
Guzzo says wearability plays a major role in every piece she designs, and that she gravitates toward stretchy and soft materials especially when creating everyday wear for REBEL UP, and that “nothing is really itchy, or uncomfortable”.
Refusing to compromise on her individuality, Guzzo has recently begun sewing custom pieces for her clients, only amplifying the influx of demand for her products. At some point however, Nicole feels that she wants to center her line on her personal designs and have her line featured in stores instead of having a store of her own.
The past six months have been a whirlwind of thread, studs, and success for he 24 year old. With her growing client base, she had to leave her serving job to keep up with the demands of her business. “I began to realize, [that] whoa, ok, this is my job,” says Guzzo. Her commitment to her personal style is what carries the brand and creates a cohesive collection of looks that can be intermixed.
“You’ll never look at my feed or online store and see a pink dress,” she says. “It’s a strong brand.”
In the past six months, designing and creating her line has become a full-time job, with sweatpants and toques from REBEL UP flying off the shelves, as well as filling custom orders from clients in Australia, LA, and Korea. It doesn’t stop there, though. Her ultimate goal is to design for bands that emulate her tastes and be known within the industry as the ‘Rock and Roll Designer’. If she could design for any rockstar, undoubtedly Guzzo would choose Nikki Sixx from Mötley Crüe.
Currently, Nicole’s hand made fall pieces are gaining notable popularity in the lower mainland. Her top three sellers include
- Super soft shawls
- Faux fur vests
- Paneled leggings
If you’re looking for something a little more comfy, REBEL UP has an assortment of mega-soft toques, sweats, t-shirt’s and tanks for both sexes. The brand is coined by the skull, spade and inverted cross symbols. Guzzo says that “everyone has seen skull printed t-shirts, but my hand made pieces are what set [her] apart”.
All of Nicole’s items are perfect for Vancouver weather and are suitable for everything from hanging out at home or hitting The Cellar on a Friday night. Having already designed for local bands and gained a large following online, without a doubt Nicole Guzzo is a young designer to watch.
Follow her on Instagram: nicoleguzzodesigns and/or check out her website www.nicoleguzzodesigns.com
Interview by Alycia Sundar.
