Ryan LeutzHistorically, the fashion world seemed to be an exclusive realm, accessible only to the most successful companies and designers. However, in the age of the internet and social media, this narrative is being rewritten. Now, an inspired artist can develop their craft and promote their work on YouTube, TikTok, Instagram, and many other online platforms.
Enter Shmuie, a 22-year-old clothing designer who began making clothes in a South Carolina motel, where he and his mom were stranded during the Colonial Pipeline gas shortage in 2021. “I was always interested in fashion, but not always design,” says Shmuie. “I always thought it was out of my skill set.”
Shmuie was just beginning his college career, studying business with an emphasis in fashion, when he realized his potential as a designer. Learning embroidery out of sheer boredom while stranded in South Carolina, Shmuie’s very first creations caught the eye of a celebrity stylist, Jas (@jazzyjsmoov). “She really changed how I thought about things,” Shmuie began. “I realized that getting into these rooms wasn’t impossible.” Since then his clothes have made it to many artists and influencers including A Boogie, Kai Cenat, Lucki, Chris Sturniolo, Rich Amiri, Cole Bennett, Tana and more.
(@shmuie)
Shmuie’s innate talent and instincts resonated with like-minded individuals, resulting in rapid success and brand awareness. His cap designs have become so popular that multiple companies and brands have allegedly tried to replicate his creations, prompting Shmuie to hire the services of entertainment lawyer, and now close friend, Ben Lockyer, to protect his brand. “My lawyer and I have our meetings over Fortnite,” Shmuie explained with a smile.
Now disillusioned by the limitations of traditional fashion schooling, and with a contempt for fast fashion, Shmuie embraced a self-taught approach. He relies on trial and error to refine his craft, workshopping single pieces for months, and sometimes years. “My most recent drop, a jacket with 4GOT10 Magazine, I’ve been workshopping since 2021,” he explained.
He believes in durability and thinks about the life-span of his garment before releasing them. “I want people to appreciate what they have,” he said, while speaking on the painstaking methodology he practices while creating Shmuie garments. He even has details inside of his hats so that, as they age, they evolve.
(@shmuie)
As for the future, Shmuie will continue his ongoing “pop-up world tour,” which started in January of this year. “I am putting an emphasis on bringing the internet to real life,” he says in regards to this unique marketing tactic. Shmuie prefers in-person shopping, as well as the community that fashion and clothing create.
So far, he’s already held pop-ups at multiple major cities around the world, starting at Tokyo. Through the end of the year, he has plans to set up temporary pop-ups in several more locations across the US, Europe, and Japan. Follow Shmuie and his brand on socials to stay updated on upcoming drops as well as pop-up dates and locations.
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