Industry Spotlight: Local Online Retailer Focuses on Chic and Affordable Street Style

Started by Justin Milsk and Alex Bricolas, oui BROKE, a local online retailer, provides fashion-forward, look-at-me pieces for city dwellers and fashion extremists. You can find anything from local brands like Detroit Is The New Black to street-wear brand Chistopher Lee Sauve. With a collection that is constantly being curated for the shoppers, you're able to get unique items in the comfort of your own home.

Photo by John Griffith

DGG: Tell us about yourselves, Alex and Justin.

Oui Broke: We are both Gemini’s who like to stay behind the scenes when it comes to work.

Alex Bricolas: Fashion education from the streets (the internet.) I am from Detroit born and raised. Retail slave since 19, dislikes Olsen twin haters, mini skirts with wedges, and brushing my hair. All I think about is going on voguerunway.com to view the new collections (while yelling at my computer, “OH MY GOD, DEAD.”) My main focus now is Oui Broke and the development of are new loungewear label. 

Justin Milske: I am a graduate from The Fashion Institute of Design & Merchandising with a degree in Visual Communications. Upon graduation I relocated to New York where I worked for V Magazine, in addition to various PR companies within the fashion market from LOOKBOOKS to Findings Showroom. Now back in Detroit my main priority is the development of Oui Broke all while bringing more garment manufacturing to this great city. 

Tells us the oui BROKE story.

OB: oui BROKE (ob) is an online retailer dedicated to providing tasteful, fashion forward, look-at-me pieces. A new purveyor of style targeted to city dwellers, fashion extremists, and all with an inner extravagance. Oui Broke sources compelling garments designed by great talent from all over the world. Keeping with a fresh, boisterous, and unconventional approach, we offer an array of clothing and accessories, striving to rid the nation of fast fashion. Oui Broke is the solution for the fabulous and undiscovered. A resistance against style culture that is ordinary, plain and ambiguous. We are consistently curating dynamic collections for our shoppers. 

Photo by John Griffith

DGG: What do you sell now, and what are you looking to include in your product selection in the future?

OB: Oui Broke specializes in sleek street-wear produced by independent designers from London, NY, Los Angeles, and Detroit. Some of the creators we currently sell are…

Christopher Lee Sauve gives nod to fashion and pop culture. He is a true artisan that captures bold and compelling designs. Graphic designer by trade, his fresh and relevant approach of distinctive garments evoke an in your face, cool vibe that is not for one who frequents the bland department store finds.

Detroit Is The New Black combines minimalism and high street to achieve the perfect balance of city chic. Founded by Roslyn Karamoko, all designed fabrications are sourced within greater Detroit.  The street-wear label is inspired by the rich history and resilience of the city while offering a neutral color story for a modern feel.

Lauren Stucky prides her vision on artistic freedom. Embodying individual style, Stucky designs are infused with a minimal hard edge while giving nod to luxurious rock. Injecting confidence and attitude into her designs, Lauren’s label captures a classic, cool persona.

Raphaela Tavarone is a Brazilian jeweler based in New York City whose work focuses on edgy handmade pieces that mix minimalistic lines with S&M and punk rock. With the use of various assortments of metals and materials each piece is crafted by hand in the United States. Giving jewelry a sparky edge RTavarone designs are for the aesthetically sleek and modern-day Madam.

TILLYandWILLIAM is an independent fashion collective created by designers Jessica Lapidos and Tom Barranca. The brand began as an experiment in gender-neutral clothing and has since grown to encompass a different approach to the design and manufacturing process. Focusing on necessity and comfort, TILLYandWILLIAM’s aesthetic blurs the line between form and casual.

For the future of Oui Broke, we are currently in the design process of creating are own affordable label. It will include an array of cool, sleek loungewear. All products will be designed in Detroit and produced in the United States. We will limit pieces available this Fall. 

DGG: You have some local products on your site, are you interested in taking on more local designers? If so, what are you looking for?

OB: At the moment we haven’t found any designers that fit the Oui Broke aesthetic. We are looking for curators with a fresh vision, a modern aesthetic, and whose price points are under $200 retail. 

DGG: What was the toughest part of establishing Oui Broke?

OB: The toughest part of establishing Oui Broke is coming across designers who have a strong sense of self and vision for the future of fashion all while maintaining moderate price points.  

Image from Oui Broke

DGG: What is the most valuable lessons you have learned going into this?

OB: Valuable lessons we have learned going into the business of fashion was adapting to the fast-paced work environment of the clothing industry. Other lessons learned was to stick true to your vision and if something doesn’t mesh cohesively, not being afraid to say no.

DGG: What are the three best pieces of advice you have received?

OB: 1. Don’t stretch yourself to thin. 

2. Less is more. 

3. Stick to what you’re good at.

DGG: If you could dress anyone in any of your products, who would it be and why?

OB: Brooke Candy! She blurs the lines between street and glam. Her badass persona evokes personal style, confidence, and individuality. #QWEEN

DGG: Describe your style.

OB: With working 24/7 we are all about comfort! Anything with an elastic waistband is key. Though you can never go wrong with a good leather piece. 

DGG: How do you take your coffee?

OB: We like our coffee to punch us in the face. Strong and never decaf.

DGG: Reason Clothing or SSUR©?

OB: Is Public School an option?

DGG: Nylon Magazine or Paper Magazine?

OB: Paper, never plastic. 

Image from Oui Broke