ALLEGRA SHAW — A BOOK OF MAGAZINE

Exclusive interview with ALLEGRA SHAW- the dynamic force behind UNCLE STUDIOS on her world of mindful fashion and creative exploration. Fresh from a rejuvenating retreat in Costa Rica, Allegra shares how moments of intentional solitude inspire the latest '93 Miles' FW23 Collection, designed to celebrate introspection and everyday mindfulness. From navigating production challenges with grace to fostering a sense of community both online and off, Allegra's dedication to sustainable fashion and storytelling shines through in every aspect of Uncle Studios' evolution. Join us as we delve into Allegra's multifaceted journey, where fashion serves as a canvas for self-expression and connection, and where every piece tells a story of timeless elegance and conscious living.

Hi Allegra! How are you? What’s keeping you creative and busy nowadays?

Hi! I’m good - recharged, just got back from 7 weeks in Costa Rica. I was fortunate enough to take some time off and refuel for the new year, and find my spark again. Getting off my phone and being in such a beautiful place like Nosara where I was surfing, reading and going to yoga really refueled all my creative muscles. Back in Toronto for a busy next couple weeks with fashion weeks around the corner, and new launches for uncle.

Congrats on the ‘93 Miles’ FW23 Collection. The collection seems to embody a sense of liberation and joy in solitude. Can you share the inspiration behind this collection and how it reflects Uncle Studios' commitment to mindful and sustainable fashion?

The inspiration behind the collection was to celebrate spending time with yourself, and introspection. I think as a brand, we’ve grown a lot in the last year and our product and campaigns are reflecting that. For us sustainable fashion always goes hand in hand with mindfulness, so we’re celebrating acts of intentional solitude, like taking yourself out to the movies - because it’s in these moments you find yourself, like we have in the last year as a brand. The pieces reflect that mindfulness, as they are all thoughtfully designed to take you through your day to day lives and act as functional pieces in your personal uniforms. When pieces serve a variety of purposes in your closet, wash/wear well and are made with care - we really believe that’s sustainable fashion.

What are the challenges that you faced during the entire production process?

So many challenges but I guess that’s what keeps the whole experience exciting. We released our new trousers this season and we really wanted to find a clean wool suiting. Most suiting has some sort of polyester or synthetic blend to it but we put out two tailored pants that are 100% wool with a tencel lining. Increased shipping prices and timelines have been a challenge for us in the last few production cycles but we’re working hard to give ourselves even more time with development so when there are delays they don’t feel as existential.

How did you manage to rise above the challenges?

We’ve definitely gotten better at putting out fires and managing our responses to challenges. We remind ourselves that we are in the game of fashion, not saving lives (as some like to say, its PR not ER!). Our team is really solution oriented so we find ways to either fix it, or improve it for next time. We enjoy the challenge though, because as a brand we know if we aren’t coming across those we aren’t pushing ourselves as often as maybe we should be!

As the co-founder of Uncle Studios, you've emphasized clean fabrics and community engagement. How has the brand evolved since its launch in 2017, and what values continue to drive your vision for the future of sustainable fashion?

Since 2017 both sustainability and community have become such buzzwords that I don’t even really know what it means for the general public. For us, our values of “be good, do good” have always been the driving force behind all our efforts, products and activations - and that hasn’t changed since inception. We want our universe to be filled with mindfulness, nostalgia and pieces that make you feel really good about yourself. Our community are our bosses, so we make sure they are top of mind when we build out anything.

"Oeko-Tex Certified Knitwear" is a standout feature of the Fall Campaign. Can you elaborate on why obtaining this certification was crucial for Uncle Studios, and how it aligns with your commitment to environmentally conscious fashion?

Oeko-Tex Certified is an important certificate for us as it ensures the pieces from fabric to thread are thoroughly checked and audits for harmful chemicals by experts in the space. We rely on certificates to do some of the supply chain audits for us so we can ensure we are staying true to our values of being good and doing good.

Tailored trousers are a new addition to Uncle Studios' collection, described as quality suiting you can feel good about. What inspired the introduction of these trousers, and how do they contribute to the versatility of the brand?

Trousers were something we were working on for over a year and we wanted to make sure they were just right. As I said earlier, we really wanted to stay away from synthetic blends so to proudly have them 100% wool, with tencel lining with meticulous care to fit - we really stand by that they are suiting you can feel good about. Trousers are timeless pieces in everyone’s wardrobe so the two silhouettes we brought out (The Vintage Trouser - more relaxed, oversized and pleated. The Straight Leg Trouser - more fitted, flat front, straight leg.) can be worn with a variety of tops and knitwear. We love styling down what would feel like a traditionally “elevated” piece like a pleated wool trouser with our hoodie or boxy tee.

High-quality basics have been a cornerstone for Uncle Studios, starting with a simple t-shirt. How have you seen the "quiet luxury" trend impact the perception of these basics, and why are they fundamental to building a long-lasting wardrobe?

While we hate micro consumer trends, we are happy to see more people lean into high quality basics which are something we’ve been doing since we started. We always believed that the pieces that make you feel your best are sometimes the most basic things in your wardrobe so you should really treat them like investments.

Uncle Studios' core collection is referred to as the brand's "gateway drugs." Can you tell us more about the foundational pieces that make up this collection and how they contribute to creating a timeless wardrobe?

Our core collection consists of our tried and true pieces that we keep bringing back - like our tees, tanks, and sweaters. These pieces act like foundational pieces to the Uncle wardrobe and we hope for our communities’. They are made to last season after season, and serve as building blocks to your personal uniforms. If you’re new to the brand, we always recommend trying something in the core collection to fall in love with our cuts and quality. Our seasonal pieces are designed to build on those foundational pieces, so once you’re in love with our core we want you coming back for more.

The FW23 Collection is said to be designed to work cohesively with past collections. How does this approach align with Uncle Studios' philosophy of creating pieces that stand the test of time and seamlessly integrate into a wardrobe?

At uncle, we want to make sure everything we design serves a function in your wardrobe and that what you bought last season with us still makes sense this season. We try to style new product photos with older styles so you see that our pieces are never just for the moment, but for your everyday life always. When you shop like that, sustainability becomes much more attainable.

Allegra, you've mentioned that sustainability for Uncle Studios goes hand in hand with mindfulness. How do you personally incorporate mindfulness into your creative process and decision-making for the brand?

When we are designing new pieces, we really put the consumer in mind and what the uncle lifestyle looks like. Does this fit seamlessly into their day to day lives? Can this be styled with existing pieces and silhouettes? Does this serve a function to a customer's closet?

Uncle Studios places a strong emphasis on transparency and engagement with its community. How do you maintain a sense of family both online and in real life, and why is this connection important for the brand?

Family and familiar feelings of nostalgia are big pillars of the brand, and we try to achieve those with the activations we put out and some of the other channels we communicate with our community like our monthly playlists and instagram channel. More than clothing, we are building a space where people feel good to be in and want to experience.

Beyond fashion, Uncle Studios supports charities such as the Daily Bread Food Bank and Charity Water. Can you share the motivation behind these choices and how you see the brand making a positive impact beyond the fashion industry?

Yes, I make monthly donations to both! Daily Bread Food Bank is an incredible organization close to home, so I’m happy I’m in a place where I can help. Charity Water supports an amazing cause on a more global scale, and I really love Scott Harrison’s drive to make a difference. Clean water, food security and women empowerment are causes that I’ve always been passionate about and hope to continue to help with - whether with my time or continuous donations.

The "93 Miles" campaign transports us to the days of drive-ins and nostalgic childhood fun. How do you balance creating fashion that is contemporary and relevant while incorporating elements of nostalgia?

Fashion for me has always been an avenue to make believe and play dress up as different versions of myself, and what I love so much about directing these campaigns is building out the uncle girl in different places and milestones in her life that feel really relatable. I think when you focus on the feeling you’ve trying to evoke, the setting/time is less important because that feeling or story feltas true then as it does now - everything is circular and interconnected.

Allegra, you're not only a successful entrepreneur but also a lifestyle and fashion content creator. How has your digital presence influenced the development and identity of Uncle Studios, and what role does storytelling play in your brand's narrative?

Like I was saying, storytelling is one of my favorite parts of the creative work I do. At uncle, we believe fashion not to be frivolous but a tool to express yourself and feel good. I believe my digital presence has allowed me to interact with my community on an even more intimate level, allowing me to really see and hear what they’re craving and find ways through different mediums to give them that.

Toronto, New York City, and Los Angeles – you split your time between these vibrant cities. How does each location inspire and influence your creative process, both personally and for Uncle Studios?

Travelling is such a huge part of my life, and I've been so privileged to revisit places that start to feel like second homes. While most of my travels are for work, the change of environment and routine always sparks new ideas for me. Like I was saying earlier, I feel like there are so many different versions of myself within me, and getting to be in New York and Los Angeles regularly lets me live out different parts of me that I might not get to explore as much in Toronto. Since both my work on my own brand and Uncle feel like such extensions of me, these city's cultures really help cultivate my taste and fuel my creativity which plays big roles in our collections. Travelling as often as I do also makes me appreciate my time at home so much more, and forces me to be more present.

The Fall Campaign feels particularly special to you. Could you share a specific piece or aspect of the collection that holds personal significance, and why it stands out among the others?

The fall campaign is our biggest collection to date, and every piece feels so functional and considered. The process has been 12 months in the making so being able to see it come to life is super cool and rewarding. The campaign that goes along the collection is so fun, and really echoes all the things we love as a brand. Intertwining cozy textures, rich hues and timeless silhouettes, they are really all my favourite pieces.

Outside of the fashion world, you enjoy cooking, surfing, reading, and watching tennis. How do these personal interests contribute to your overall creativity and balance in life, especially amidst the demands of running a successful fashion brand?

I can sometimes find it hard to step away from work and make time for myself because I feel like I should be working. However, it’s really important for me to take a step back and recharge with activities like yoga, reading and meditation. It helps me come back with a fresh mind and new perspective on things.