As Rogue’s physical and digital presence expanded, Emma began finding other independent businesses and designers on her social feeds, and she reached out to ones of intrigue for potential partnerships. One of those collaborators is Amber Kollar, 23, the yarnwear designer behind label Spicie, whose work has been seen on the likes of Ice Spice and Niki Demar. Emma reached out to the designer through TikTok last year, and the two immediately clicked. They made plans to host a pop-up once Kollar moved to New York.
“Selling and shopping at Rogue’s pop-ups is an all-inclusive experience,” Kollar tells Teen Vogue. “There’s always free food, drinks, snow cones, unique finds, and new connections. I had one pop-up at Rogue last year and it was a success for starting out my brand.”
Spicie is not alone. Over the past two years, the store and brand have bore witness to dozens of designer closet sales, vision-board-making workshops, fill-a-bag events, and brand takeovers. Its latest venture is Home by Six, a series of parties that began in April. The most recent DJ-driven function was held on Friday, June 23, in the form of a pre-party ahead of Rogue’s collaboration with Bella McFadden, fellow Depop pro and founder of accessory and clothing brand iGirl. The party built anticipation for the iGirl x Rogue takeover, which took place the following day, at the brick-and-mortar and showcases iGirl’s jewelry, clothes, and bags, all accompanied by free snow cones, a must-have at Rogue pop-ups.
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“Rogue’s events shape the brand, because [they build] a little community,” Molly Terra, 22, who is an interior designer from Frederick, Maryland, says. “Having these positive experiences reinforces the type of people that [it wants] to attract.” The iGirl x Rogue party is the first event from the brand Terra had gone to, but she says the overall atmosphere feels no different than that of Rogue’s colorful Instagram and TikTok content, which initially drew her to the shop. Violet Delk, 21, who is an entrepreneur, spoke of Rogue in the same regard. Delk flew from Anchorage, Alaska, solely to attend the happenings, and felt as though the Rogue she knew from the internet translated into all that she saw in person.