Annchloe Chery (aka Chloe) is a junior, broadcast journalism major from Brooklyn, NY. She’s also a blossoming streetwear designer passionate about standing out in an industry full of conformity. Get an inside look at Capsulated and learn a thing or two about branding in our interview with this dope artist!
What’s the inspiration behind the brand?
I was born in Brooklyn, NY to Haitian parents. My mom didn’t really know the “laws of the land” like many others did and what ended up happening was I was only allowed to be a school, church and home (that’s all I was exposed to until the time I went to high school). I went to Bard in Manhattan, right by SoHo. As I got older I started to express myself more and I was able to explore SoHo. That’s where I developed my ideas for fashion, but I never forgot where I came from. That’s why it’s called Capsulated, because I came from a Capsulated environment but that’s why I have the morals I have today and that’s why I am who I am today.
Where do you get ideas for the actual clothing in your brand?
Honestly, I wear what I like to see. I also where what I like and what’s comfortable to me. That’s why in my first release there were lots of hoodies and windbreakers, I already have a lot of them in my closet and I know that if this is something I already bang with, I’m going to be able to put more of my passion and my twist on it.
What are some of your upcoming projects?
My fall and winter line is definitely big. Me, being from New York, as you may know us New Yorkers thrive in the fall and the winter. So I’m excited to show my real talents in my fall and winter line, especially the outerwear.
What advice would you give to someone who wants to start building their brand?
If you’re doing this for a hustle, don’t do it. If you’re not doing it to get clout don’t do it. It’s a certain passion that goes behind a brand and you can’t fake no matter how much money you’re trying to make or how much clout you want. I do my work based off of the genuine passion and love that I have for streetwear, if you’re just trying to make a quick buck don’t expect it to go far.
How will your brand exapand in the next few years?
I just want to build. This isn’t just a clothing brand it’s a way for me to help people (specifically through mental health in the black community because it’s something we don’t talk about enough).
What makes your brand different from the rest of the clothing brands you’ve seen on campus?
I’m a creator, not a competitor. So I see these other brands and I say, “oh, that’s nice…” but it’s not Cap. For me, this is genuine. If I could do Cap for the next 80 years, I would. I’m building a legacy.
Make sure you follow Chloe and Capsulated here:
Instagram: @capsulated.co @chlo_shmoney
Twitter: @CapsulatedCo @ChloShmoney http://www.capsulated.co/
PHOTO CREDIT: Leon Funchess (@ruffprophetphotography)