search
Glossy Logo
Glossy Logo
Subscribe Login
  • Glossy+ Member Subscribe Now
  • Glossy+ homepage
  • My account
  • FAQ
  • Newsletters
  • Log out

Join us: Nov. 3-5 in Newport Beach for the Glossy Beauty & Wellness Summit

  • Beauty
  • Fashion
  • Glossy+
  • Podcasts
  • Events
  • Awards
  • Pop
search
Glossy Logo

Join us: Nov. 3-5 in Newport Beach for the Glossy Beauty & Wellness Summit

Subscribe Login
  • Glossy+ Member Subscribe Now
  • Glossy+ homepage
  • My account
  • FAQ
  • Newsletters
  • Log out
  • Beauty
  • Fashion
  • Pop
  • Glossy+
  • Events
  • Podcasts
  • Newsletters
  • facebook
  • twitter
  • linkedin
  • instagram
  • email
  • email
Influencer-Founded Brand Guide

Allegra Shaw, Uncle Studios: Influencer brand to know

  • Facebook
  • Twitter
  • LinkedIn
  • Reddit
By Gabriela García-Astolfi and Sara Spruch-Feiner
Jul 18, 2023

This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media.  More from the series →

In 2011, Allegra Shaw launched her fashion and lifestyle YouTube channel. Now, it has more than a million subscribers. By being transparent and showcasing her true lifestyle in videos, Shaw cultivated a community of like-minded people. After being featured in publications like Vogue and Cosmopolitan, Shaw launched her fashion brand, Uncle Studios, with co-founder Shirin Soltani. Uncle offers everyday pieces made from environmentally-conscious materials and has fostered a strong community.

Platforms: Shaw’s Instagram, Uncle Studios’ Instagram

Why did you decide to bring a brand into this crowded marketplace?

At the time, it didn’t feel crowded since there wasn’t as much buzz around sustainable fashion. We felt like there was a need for thoughtful designs, quality fabrics at a non-luxury price point. 

What makes the brand different: We create new pieces mindfully with the intentions of rewearing and restyling with pieces from the past. We communicate honestly to our community about where we fall short and what we are doing to improve our offerings. We aren’t just a clothing brand either – we try to invite our community to the uncle world through video, music, photography and events.

Best seller:

The T-Shirt

All products featured on Glossy Pop are independently selected by our editorial team. However, when you buy something through our retail links, we may earn an affiliate commission.

  • Facebook
  • Twitter
  • LinkedIn
  • Reddit
Related reads
  • Fashion Week
    John Varvatos’ in ‘invest mode’ as it opens new stores and goes after country music
  • Fashion Week
    Jason Wu x Purina Dog Chow: Inside the unexpected NYFW partnership
  • Fashion Week
    Amy Smilovic on reaching the Tibi customer via WNBA stars, Substack and NYFW
Latest Stories
  • The Conscious Consumer
    Suave is betting on the power of the Yuka app with first derm-inspired body-care range at Walmart
  • Bubble skincare Australia expansion
    Glossy Awards
    How Bubble is using YouTube to channel education and community
  • Fashion Week
    John Varvatos’ in ‘invest mode’ as it opens new stores and goes after country music
logo

Get news and analysis about fashion, beauty and culture delivered to your inbox every morning.

Reach Out
  • Facebook
  • Twitter
  • Linkedin
  • Instagram
  • Threads
  • Email
About Us
  • About Us
  • Masthead
  • Advertise with us
  • Digiday Media
  • Custom
  • FAQ
  • Privacy Policy
  • Terms & Conditions
©2025 Digiday Media. All rights reserved.