"A group of Gen Zers 200 deep, snaked down Houston Street in hopes of shopping at a pop-up for Rogue, a Y2K-focused vintage retailer operated by the TikTok star. Inside, they browsed racks of vintage picks and vinyl records, but it was the charismatic, acid-green-haired Rogue, who was arguably the biggest draw. She posed for selfies with fans, as she does at all her stores, which are styled like deliberately dishevelled millennial bedrooms, complete with early-2000s ephemera like Britney Spears posters."
"Rogue began in 2017 as a single $45 Skechers listing on Depop, but has since grown into a thriving e-commerce business and a three-store network across downtown Manhattan, the latest opening on Dec. 19 near New York University. While Rogue is still small, the self-funded business is profitable and has a staff of 15. In 2025, it generated "low seven-figure" annual sales, according to the company."
A Y2K-focused vintage retailer built by a TikTok creator draws long Gen Z lines to pop-ups and three downtown Manhattan stores. Stores are styled with early-2000s ephemera and encourage selfies and social content, driving organic visibility. Events and collaborations, such as a meet-and-greet with alt-pop singer Julia Wolf and a quickly sold-out collaboration T-shirt, extend reach beyond merchandise. The business launched from a single Depop listing in 2017 and grew into a profitable, self-funded e-commerce and brick-and-mortar operation with 15 staff and low seven-figure 2025 sales. Short-form video content sustains foot traffic amid a softer fashion market.
Read at The Business of Fashion
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