Style Q&A: Allegra Shaw and Shirin Soltani talk Uncle Studios

Keepsake fashion — with a bit of family nostalgia — is the inspiration behind the Canadian clothing brand Uncle Studios.

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We caught up with Shaw and Soltani to learn more:

You are reading: Style Q&A: Allegra Shaw and Shirin Soltani talk Uncle Studios

Q: For those who aren’t familiar, what is Uncle Studios?

Soltani: Uncle Studios is a brand specializing in contemporary womenswear. We design clothes you live in.

Q: Is there a story behind the name?

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Shaw: We started Uncle Studios with printed art by my talented cousin Bobby Dunn on our perfect white tee. Bobby used to be called Uncle Bobby growing up, and it felt nostalgic, which is an underlying theme in all of our collections and campaigns.

Allegra Shaw and Shirin Soltani talk Uncle Studios
Allegra Shaw and Shirin Soltani are the co-founders of Uncle Studios.Uncle Studios

Q: What makes the brand unique?

Shaw: I think what makes the brand unique and special is the stories we tell through the campaigns and intentional design details. You get a chance to be part of this world we’re creating that has the very elements that bring us together, like film and family history, all without compromising on quality. It’s really important for us that the quality of the product is there to speak to our ethos of being good and doing good.

Q: Who is the target customer?

Soltani: The target customer is really anyone who the pieces and campaigns speak to. Our pieces are designed to be foundational components in your wardrobe to build on and add your own taste to. Our customer appreciates good quality and fun storytelling, and takes pride in getting dressed every day in their uniforms.

Q: What’s new and exciting for fall?

Soltani: We’ve been working hard on this new collection that includes really luxurious knits, tailored trousers and the most effortless basics. It feels like the most “us” collection to date, with every piece working in such harmony with one another. We’re putting out a really fun campaign to go alongside it. If you haven’t shopped with us before, we recommend starting out with any of our T-shirts or trousers — you won’t be disappointed.

Q: What is the price range for the pieces?

Soltani: Prices range from $65 to $550.

Q: And where can people check them out?

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