When We Talk About "Brand Values"
A Thanksgiving message from our clients / friends at Shockoe Atelier...
"Let me introduce you to Yolanda “La Jefa” aka the boss lady. If you own a pair of Shockoes they’ve passed through her hands at some point.
Yolanda was born in Juarez, Mexico and moved to Texas after falling in love with a young soldier, Roberto, on leave from Fort Bliss.
Like many families in the service they moved all over the country until they settled in the Richmond area where Roberto served as a drill sergeant at Fort Lee. Yolanda has two sons, Roberto Jr, an industrial mechanic, and William, a firefighter and volunteer EMT.
I was born in Washington, D.C., the son of Brigitte and Pierre Lupesco who immigrated here from France and Romania respectively.
Shockoe Atelier is a funny collection of French, Korean, Mexican, Guatemalan, Scottish, German, English and so on – brought together by fate or circumstance. We have the gumption to endeavor to make a line of classic American apparel in an old cinderblock box of a building in a part of Richmond most known for flooding and the slave trade.
Thanksgiving feels like the perfect time to try to elaborate on our story and our values – a uniquely American holiday that celebrates the coming together of cultures in peace and friendship, sharing prosperity, traditions, and food.
In our own way we celebrate Thanksgiving every Friday at the shop over our staff lunch – especially when Yolanda makes the most amazing arroz con gandules this side of Puerto Rico.
We are thankful for Yolanda and the rest of our staff, family, and friends – and especially our supporters / customers.
Thank you all and have a wonderful holiday!
Founder, Shockoe Atelier"