Founder Spotlight With Stoney Michelli Love, Stuzo Clothing
Stoney Michelli Love is the Founder of Stuzo Clothing, a gender-free brand creating a safe and welcoming space in the fashion world that’s inclusive of everyone. Founded in 2010, Stoney designed Stuzo to invoke thought and emotion for the non-conforming and bold at heart.
During our interview with Stoney, they got real while sharing their personal story which we so appreciated. Stoney has experienced homophobia, racism, and sexism throughout their life, along with people questioning if Stoney was “still gay” even after coming out. Stoney took these experiences and started Stuzo Clothing as a way to express themself while also connecting with others who have gone through a similar journey.
We loved having the opportunity to learn more about Stoney and there is so much more to their story. Let’s jump right in.
What was the inspiration behind Stuzo Clothing and how did you get started?
Stoney: I was in school in 2008 in the Bronx, New York. It was the last year of my BFA with a specialization in graphic design. I experienced a lot of homophobia, racism, sexism, and more. So of course those unfortunate experiences have been a source of inspiration. At the time I had already discovered my queerness. But my family and people in my life were still figuring that out. So there are two parts to what inspired the Stuzo brand:
This first part is, my mom and my ex-boyfriend questioned if I was still gay over and over again. And I’d say, “Yup, still gay!” “Yep, still gay” was literally my first sketch. I thought to myself, I know that I'm not the only person in this community that is experiencing this.
Everyone has their own opinion on queerness, and whether it's born or something you choose. So I wanted to bring this expression “Yep, still gay!” to life. I have always loved t-shirts and think they are a great way to dress up, and down, and express yourself with nostalgia or bold sayings. It's just such a great canvas. So I started with a T-shirt.
“Yup, Still Gay” Sweater
50% Cotton
50% Poly
Made in Los Angeles
The second part was my shopping experience. I would shop with my mom a lot, and my then mentor. We’d go into Lord & Taylor, and we’d split up. I’d go to the men’s section, and they’d go to the women’s section. The idea that there are even sections divides us. I love to shop. So when I’m with someone, I want to shop together. In the men’s section, I’d feel like I was in this boys club that I shouldn’t be in. I hated feeling like I shouldn’t be there when I wanted to be there. It’s also hard to find something to make your own when things are created within this box of what women and men should wear. That’s not realistic because humans have different body shapes and sizes. And I didn’t have a lot of money for tailoring. I wanted to buy it the way I wanted it to fit and not have to go through additional steps. So shopping in spaces without a middle ground or range was frustrating.
When I started asking myself these questions, it was like, ding!
Regarding the name Stuzo, I wanted it to reflect more of a gender-free feeling. I focused on gender and freedom because we’re all born free. I took a little piece of my name and created Stuzo, which for me means gender-free. The logo was inspired by my belief that, as humans, we are royalty and born this way. Kings and queens wore whatever the hell they wanted to wear. They didn’t care about this man being in a corset or a wig. It was all about looking and feeling good. If you don’t feel royal, you’ll feel royal if you wear a Stuzo outfit.
That’s the story of Stuzo!
Tell us about your creative process.
Stoney: My creative process is organic. It comes to me. It’s not like, “This month, there’s a logo I want to create.” I have the intention to create something that represents my Latin side. But it goes back to my organic process, where I’m letting it flow. I allow myself to be inspired by anything and everything. I love watching creative shows like Project Runway and The Hype, which will inspire me greatly. I am watching Young, Rich, and African & I’m obsessed with that show. Royalty, I talk about it in their fashion and how they carry themselves. So I had a new idea come out of that, a new T-shirt, and I was like, look at that!
Generally, I'm not concerned about having anything new just to have something new. I let things speak to me and things inspire me, and I live my life.
Can you tell us one big challenge you might have faced as the founder of Stuzo and starting this business? And how did you navigate that challenge?
Stoney: I think the biggest challenge was identifying who I am.
When I started Stuzo, I had a clear vision of where I wanted the business to go and who I was. Then I got into this business and wasn’t a business person then. I was an artist. I’ve had three business partners since then, and it’s been challenging to navigate when you get into it, and you don’t know who you are.
I had a business partner in the earlier days of Stuzo. I would follow their direction as long as I was creating art. I didn’t start Stuzo for money. I started it to express how I felt, and hopefully, my designs would relate to others going through similar experiences. I realized I was losing myself in the ‘business’ aspect and lost sight of who I was. Stuzo used to be a woman-identified company at one point in time, given it was my largest audience, and this business partner wanted to double down on that.
This led to checking in on my original vision vs. chasing the money. When that happened, I thought that was a moment where I had to take a step back and check in with myself. When I did that, I regained this power and self-awareness, and then I could show up in this world and perform as my true self.
This was when the “Live Your Truth” design was born because I realized I wasn’t living my truth.
“Live Your Truth” T-shirt
100% Ring Spun Cotton
Made in Los Angeles
After this realization, Stuzo became a gender-free company again.
We're often not taught these things, so I had to go through these experiences and teach myself. There's a lot of unpacking, learning, relearning, and regaining power. So that was a huge challenge. But I ended up being a better business person because I was able to come back to my truth and values so I'm grateful for that.
Cat: I’ve gone through similar experiences. You mentioned you could choose ignorance or you could choose to live in your truth. It resonates with me and is so powerful to have that awareness and be able to stand in your truth no matter the cost.
What is your long-term vision for Stuzo?
Stoney: The long-term vision is to open more stores. I would like to see Stuzo in different places, not just in this country, but especially overseas. I'm African and Panamanian and it’s a goal of mine to have Stuzo represented there. And it's not even just about the store. I would like to open up production houses to employ people. It's about contributing to economic growth in these countries that I'm from. So that's a big part of the change I want to affect through my art.
We've also expanded to home goods and accessories. Not just hats but jewelry and other items… and I'm working on a gender-fee pet collection called Love Paws.
Cat & Marianna: We have two little dogs, so we'll definitely keep an eye out for that!
Stoney: Nice! I’m working on building that out and using all the tools that I've picked up along the way to launch this differently. I made my first pet bed and have a sample in my house. I envision walking into a home and it's like 90% Stuzo.
If you could give just one piece of advice to future LGBTQ+ entrepreneurs, the folks who are thinking about starting a business or dreaming something up, what would it be?
Stoney: I would say simply dream it, see it, believe it, and start it… and then keep doing that and don't stop unless you no longer feel a passion for it anymore.
I’d also say prioritize things that you would need to facilitate and keep going. Therapy support, health support, a mentor, and all the resources that are out there to get knowledge. Keep yourself in a space of gratitude and be open to learning and receiving. Always continue to do work on yourself. That work is always going to be greater than putting in time or hours anywhere else. Without you there is no business.
Cat & Marianna: So true! That’s really powerful and we sometimes forget to do that.
Stoney: Yeah. In this country, the system is not built for human recharge. Wealth, money, and currency are what are prioritized. Understanding that health is wealth and that it's not about hustling hard and all the things that we are told. It's a balance. There's a time to hustle and there's a time to rest. And I learned that the hard way. Especially growing up in New York, where it’s all about hustle.
Don’t just start something to make money. Because if it's worth having and if it's going to be long-lasting, it's going to be like planting a seed, and it's going to take time.
So tell us about one of your favorite LGBTQ+ founded brands.
Stoney: I wear a lot of my stuff but I have one in particular that I love, Alani Taylor. It's a fellow Bronx native. They're in Atlanta now but what I love is that they use a lot of neoprene and they do more cut and sew pieces.
I love the dimensions of the different pants they cut and jackets, and I love that a lot of their pieces you could wear in five different ways, which is innovative in itself! It's one of my favorite brands to go to.
How are you celebrating pride this year, Stoney?
Stoney: I like to watch at least one queer movie that I haven't seen. I don't care how terrible it is, I'm going to watch it because it's really great to see queer people on screen.
I also have a couple of events that I'm a part of, which are going to be my way of mingling and partying. I'm also moderating my first panel, which is exciting!
Marianna: If you’re looking for recommendations, two of my favorite LGBTQ+ shows that I've watched recently are “Sort Of” which is a series about a gender-fluid, nanny named Sabi. The show is funny, happy, and sad… and I love seeing a Pakistani character on TV (Streaming on CBS and HBO Max). The other show is “Heartstopper.” It’s incredibly wholesome and focused on queer love. It’s truly the best. (Streaming on Netflix.)
How are you taking care of yourself given the record-breaking number of anti-LGBTQ+ legislation and all of the things that are happening not just in the United States but globally?
Stoney: I like to take time for myself and put some music on, light some candles, and fill my bathtub with nothing but rainbow glitter. And then I swim in it like Scrooge McDuck. Then I take reels and I send them to politicians and I let them watch it, and hopefully, it either dampens or brightens their day.
Cat & Marianna: Yes! You can get your glitter from an LGBTQ+ founded brand called Bioglitz which sells biodegradable glitter!
Stoney: I love that! I'm totally joking but it sounds like a great idea.
Everything for me is about balance. I like to ingest just enough so I know what's going on. A lot of us are very locked into social media and that’s how I hear about things.
But those things get to me. I think about how I can use my platform to share information about who we can call and what we can do. Sometimes, inspiration strikes and I’ll create something out of it.
When I look into the mirror I see love, compassion, peace, and kindness. I want to project that and have people see what that looks like, and hopefully, they will. Spark that within someone, and they'll plant that seed to start healing, which to me is the core of all the hurt and pain that is projected onto us.
I'm proud to be who I am and the people that are opposing don't know how to be themselves, which is one of the easiest and the hardest things in itself.
Who is your favorite LGBTQ+ celebrity and why?
Stoney: My current favorite is Janelle Monáe. We share the very same birthday. They're gorgeous inside and out and their style, forget about it. Musically, they’re amazing. I love how all of these things intertwine. I see great similarities in us and how our visions speak through our artistry, and I really love that. I love that we are unapologetic about who we are, which is a big deal. Especially in the entertainment business, Janelle Monáe did it their way. Every time something great happens and I think about how far I've come, I know I did it my way.
Tell us one fun or random fact about yourself.
Stoney: I love voices. I've had relationships with people and I'll be in love with their voice. Going back to Janelle Monáe, their voice is just everything. It's velvety, it's strong, it's prolific. I'm currently manifesting the possibility of working with them. That’s my fun fact!
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