A growing fashion craze in Saskatoon is street-wear; and a local designer by the name of Matt Nicholas is capitalizing on this trend. Matt is the founder of the label Rude Vogue. His simplistic and chic street-wear style has caught the attention of locals and celebrities alike. As Matt's brand grows, his business continues to find increasing success.

I had the opportunity to talk to Matt about the inner-workings of his start up, as well as the response he's received in Saskatoon and beyond.   

1. Can you share a little of your background how you got started in this business?

I’ve been working on my label Rude Vogue for about 4 years now. I’ve always had an interest in apparel and fashion dating back to when I was a kid. My dad used to work for a company in Saskatoon where he did graphic design, embroidery and silk screening. I used to go in with him on weekends to watch and the odd time lend a hand. Who knew that I would one day be back involved in the same business. He now has his own clothing company in the city called ABC Clothing, where I still lend a hand when I’m not working on my own projects. I try to learn as much as I can from him. He’s been a huge help to me over the years, I really can’t thank him enough.

2. How has the response been in Saskatoon?

The response in Saskatoon has been amazing. There’s no better feeling than having people from your hometown rocking with what you’re doing. I get emails and messages often from people here in the city asking about certain items and what’s dropping next, people I have never met personally but are just feeling the items enough to reach out to me. Messages like that definitely feel good, it let’s me know I’m doing something right. All the support I’ve had locally, I don’t take it for granted. I say it often but honestly, I appreciate the love and support more than they know.

3. How would you describe the aesthetic of Rude Vogue?

The aesthetic of Rude Vogue is essentially street wear. My mind is constantly working, thinking of new designs, ideas, and concepts. I create items based on my inspirations and influences at that time. I create based on what I feel and what I want to make, and hopefully people enjoy it too.

4. Where do you find your inspiration?

Everywhere. From the music I listen to, the sports and music videos I watch, all the way to architecture and other forms of design. I’m constantly making notes, jotting down ideas, just taking inspiration from wherever I can find it. 

5. You've grabbed the attention of quite a few professional athletes and musicians. Do you mind naming a few who have worn your brand?

Rap artist Drake, R&B artist PartyNextDoor, Miami Dolphins Wide Receiver Jarvis Landry, NY Giants Wide Receiver Odell Beckham Jr, Buffalo Bills Quarterback Tyrod Taylo

And who were you most excited to see wearing your brand?

I’d have to say the Drake photos and videos had me the most excited. He’s my favourite artist and I love his music, so it was pretty unbelievable waking up one morning seeing him performing in a t-shirt that I designed.

6. What would you say is your biggest accomplishment as a designer?

Starting this brand without a lot of knowledge, financial support, and exposure, and accomplishing what I’ve done so far. All I knew is that I had ideas, always loved fashion and apparel, and had a really strong work ethic. I just decided to put all three of those things together and see where this would take me. I still have a lot to learn, but I’m putting in the work to always get better.

7. Where do you see this brand going in the next 10 years?

To be honest, I’m not totally sure. I started the brand without a blueprint, just designing and creating items I liked and thankfully others have liked them too. My plan is to just keep doing that. I’ve been lucky enough to have some items in a couple retailers, and I would love to see that number grow. But for right now, I’m just going to keep having fun designing and creating and see where it takes me.

8. In the past couple years Saskatoon has been up and coming in terms of style. How would you describe fashion here in the city?

I think Saskatoon has been doing pretty well in bringing in the current and latest trends. I’m excited to try and bring my own spin on some trends and styles to the city.

9. What advice would you give to someone starting in this business?

Trust the process. Things might not go your way at the start, but that’s where patience comes into play. You need to be patient, keep working hard, and just trust that your vision is going to become a reality. Me personally, I have a long way to go and a lot to learn in this business, but I’m willing to work hard and learn all I can. I know I just have to stay focused and trust the process. That would be the best advice I could offer, not only in this business, but anything you’re trying to do.  

10. Where can people find your clothing and access information regarding new designs?

My clothing is available through my shop site www.rudevogue.com. I use the shop site to put up the new and latest drops. I will pull certain items down, and sometimes re-release them. A few items are also currently available at Momentum on 8th Street here in Saskatoon. Be sure to go and check them out.

My Instagram and Twitter handle is @rude.vogue, That’s where I post new items, upcoming drops, photos of people spotted wearing items, etc. I also have a tumblr blog, www.rudevogue.tumblr.com, That’s where I will post similar items that are on my Instagram with a direct link to my shop site.

A special thank-you to Matt Nicholas for taking the time to speak with me regarding his brand. SFDF is excited and fortunate to be showcasing Matt's collection at POSE on Sunday June 5th down at River Landing! Make sure to come down and view Matt's collection in person and be sure to subscribe to our newsletter (below) to stay updated on the latest Saskatoon fashion has to offer!

- Stephanie Hilash

Photos by: Brayden Elliot (@thatishbray)