We link up with the lifestyle content creator and fashion entrepreneur, to talk through her path in fashion and Uncle Studios.
Photographed by Antonia Macbride.
Embarking on her fashion and lifestyle journey on YouTube in 2011, Allegra Shaw has expressed her casual yet chic style through engaging tutorials and an authentic portrayal of her life. Now an experienced digital content creator, she has built a community that shares her passion for travel, hard work, and self-discovery—both spiritually and emotionally.
In 2017, Allegra took her commitment to sustainability and community to the next level by co-founding Uncle Studios with Shirin Soltani. Focused on crafting high-quality pieces, Uncle Studios prioritizes clean fabrics while fostering a sense of community through active engagement with their audience. As Allegra continues to redefine fashion standards, we caught up with her to discuss her journey, personal style, and Uncle Studios.
Hey Allegra! How did your journey within fashion begin?
I’ve always had a love for fashion since I was very young. As an only child, I had a wild imagination early on and found beauty, fashion and lifestyle were the best avenues to create all the different versions of myself that I wanted to be. I grew up in a creative family as well, so I had the luxury to explore and play which really helped fuel my passion for everything I get to do today.
Are there any specific designers or brands that have had an impact on your personal style?
Of course! I get most of my inspiration from the runways for my personal style. As a kid being glued to the TV watching fashion television and seeing the runways was my first dip into fashion and how I started to develop my own personal style. Currently, I look at The Row (Mary Kate & Ashley have had a profound effect on my personal style), Proenza Schouler, KHAITE, Anthony Vaccarello for YSL. I love Jonathan Anderson; I love his creativity and how he can be so daring and fun for both Loewe and JW Anderson but there is also a clear separation of the brands.
You split time between Toronto, New York and Los Angeles, how do you feel each location influences your style?
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. 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 cities’ cultures really help cultivate my taste and fuel my creativity which plays big roles in my work. Travelling as often as I do also make me appreciate my time at home so much more, and forces me to be more present.
Could you share the story behind the inception and creative vision of Uncle Studios?
The start of Uncle Studios was very naive, and we sort of fell into it. My business partner – Shirin Soltani – and I were at that age where we were doing a lot of shopping, but we weren’t doing a lot of shopping at brands that have quality pieces. I don’t think there were a lot of brands at the time that were at a price point we could really afford and were great quality, so we decided to amalgamate all our white tees. We decided to make a white t-shirt and at first thought, “How hard could making a clothing company be?” Well, really hard! It was very naive of us, but we put all our white t-shirts together and made The Super Tee. It’s still the same pattern we use today for our perfect T-Shirt. The fabric is good, the manufacturing is something you can feel good about, and that was really important to us when creating pieces. We wanted to make sure the labour was ethical, as well.
How does Uncle Studios differentiate itself from other fashion brands?
Uncle Studios differentiates itself from other fashion brands by not only providing excellent product but inviting the customer into its universe through thoughtful storytelling, immersive activations, and playful nods to nostalgic times.
What can we expect from yourself and Uncle Studios in 2024? Are there any exciting projects or collaborations on the horizon?
Personally, I’m currently in what I’d like to call a transitionary period in my life (re: mid/ quarter-life crisis). I’m taking some time to really think about the sort of content I want to continue making, and where I want to take my personal brand. Not 100% sure what that’s going to look like yet, but I know I’m getting closer to figuring it out. With Uncle Studios, I am so proud of our latest FW23/24 campaign, it feels really true to the brand and the pieces are really incredible. We’re entering a brand-new category this year, which I’m really excited about. Stay tuned!
What have been your highlights and favourite moments from 2023?
Here is that mid/quarter life crisis again. Last year I felt like I had to readjust what I like and what my hobbies were. I took some time to re-evaluate everything, and I think it’s turned out to be a great year of personal growth. My goal for 2023 was to do things with intention and try new things, and I’m happy to say I took big steps in putting myself out there and choosing what is important. Of course, I had some amazing trips – I visited Hong Kong for my first time in Asia, spent some quality time with friends & family in Europe, and ended the year in one of my favourite places, Costa Rica.
