BEHIND THE BRAND: VFILES

July 4, 2017
BEHIND THE BRAND: VFILES

VFILES are taking the New York City fashion scene by storm. The minimalist and trend-driven boutique and creative platform showcases edgy streetwear and designer apparel and accessories with the aim of creating a community focusing on discovery, collaboration and connection.

This community of cutting-edge young creatives includes Danielle Greco, who works as the brand manager and hosts Danielle Live! and VFILES Shopping Network, and Rox Brown, Director of VIP Services. We asked them what it is they love about VFILES, where they get their style inspiration from and what exciting things we can expect from VFILES…


BEHIND THE BRAND: VFILES

Danielle Greco

What do you love about VFILES?

What I love about VFILES are the kids, 100%. There’s nothing more exciting to me than discovering someone extremely talented from our platform, whether that’s designers, models, photographers.

How did you get involved in VFILES and can you tell us about your work for “Danielle Live!” and “VFILES Shopping Network”?

I came on as the retail manager in 2013, then moved through many roles from buyer to brand manager. With “Danielle Live!” and “VFILES Shopping Network” I host them and get to be my unedited unscripted crazy self and discuss my take on trends.

What are your favourite things about the brand’s aesthetic?

I like that we get to be as crazy as we want to be. No one is saying no here.

How would you describe your personal style? You coined the term Thot-goth!

Ohh sigh, the thot-goth days they are now behind me, but sultry goth women are still a fave! Now my style is very casual, I’m playing with brighter patterns always an oversized fit. Think 25% pop punk, 25% work wear, 25% 1970s, 25% glitter LOL. Def still sticking to my rock roots.

What is your style inspired by?

I love the 1990′s take on the 70′s. That’s my inspiration.

How does New York influence your sense of style?

New York is very, don’t look at me / don’t talk to me I’M BUSY. I think it’s where New Yorkers’ get the hoodies/ sunglasses/ oversized vibe from.

What are the most exciting things about VFILES right now?

VFILES Runway 8 is going to kicking off soon and that’s GO TIME for us!

Where would you like to see VFILES go in the future?

Global, I want to see VFILES stores all over the world full of young designers. I want us to be able to provide opportunities for creatives EVERYWHERE in the world.

BEHIND THE BRAND: VFILES

Rox Brown

What do you love about VFILES?

I love that VFILES gives me and others like myself the freedom and support to follow my dreams.

How did you get involved in VFILES and what do you in your role as Director of VIP Services?

I first learned about VFILES through a friend. As Director of VIP Services I take care of all of our celebrity clients whether it be styling, putting together events, personal shopping or just taking them out around New York. Its a fun job.

What are your favourite things about the brand’s aesthetic?

I don’t think we have an aesthetic. We are a community and for everyone so every aesthetic is welcome. We’re everything.

How would you describe your personal style?

My personal style is dependent on my mood. It’s a reflection of what I’m feeling or not feeling.

What is your style inspired by?

Music inspires me. It sets the mood for me to get dressed.

How does New York influence your sense of style?

New York is super influential when it comes to style. Every culture is here. China town is just down the street from VFILES, so is little Italy. There’s amazing architecture and art everywhere you look. There’s a world of inspiration in one city.

What are the most exciting things about VFILES right now?

The unknown is exciting.

BEHIND THE BRAND: VFILES