Gender-free STUZO Clothing founder Stoney Love

Rocio Sanchez: Hello everyone. And welcome back to Transition of Style, the podcast all about fashion identity and how queer leaders are disrupting the fashion industry today. I’m your host, Rocio Sanchez. Feel free to use any pronouns for me. I’m a digital marketer with a specialization in queer business and fashion. And I made this podcast because I no longer want the LGBT community to be a footnote in the fashion industry. We never were, but the idea of this podcast is to bring it all to light. And every guest that I bring on is a testament to that idea. And so today we’re bringing on Stoney Love. Thank you so much for coming and joining us. This is the founder and the designer behind, STUZO Clothing. Hello, how are you today?

Stoney Love: Thank you. I am wonderful. I am breathing. I’m alive. I love it.

Rocio Sanchez: Well, I’m glad you’re here. Please tell us a little bit more about STUZO clothing, where the idea came out from.

Stoney Love: Well, STUZO is a gender-free brand. We create beautiful pieces for humans of all sizes, races, genders because we are gender free. And we believe that, you know, you’re free to be whatever gender you want to be, however you identify or not. It’s not about that with fashion. It’s about your inner expression. Using fashion to share that with the world, you know, and no one should have the right, or say and what that looks like for you. Because we, you know, we, our souls are different, you know, our bodies are different. You use your own discretion on how you want to express that and live your own truth. We’ve been in business for 16 years now, this December is a 16th year. It came out of necessity and demand and the fact that I wouldn’t see what I wanted to wear out and about in the world and in the big box stores and things and everything was so sectioned off when you go. It still is to a lot of degree. In these stores, there are, you know, the men’s section, the women’s section, the kids section, all this stuff is so divided. And, I felt uncomfortable shopping.

Rocio Sanchez: So tell us a little bit more about your personal journey. Like how would you describe your own personal style and how that came to be? Like, did that transform over the years of your life?

Stoney Love: I mean, it’s ever transforming, and it has been since I probably put on clothes, you know. And I like I look back at pictures and I was like, Oh, you know, I mean, I was put in dresses and it, and then I could see my expressions where I felt comfortable. And then there was a time, a long time that I was more in my masculine bag of like, presenting. And then I went back into my feminine presenting and it was like, it’s always been a mix and now it’s a healthy mix of the two. My style is very eclectic, and based on how I feel. And that’s what I would like to offer to folks too, like to really go within to see like how you’re feeling today. And then, aligning that with what, where you’re going, and what you want to wear and stuff like that. So. It’s not just like, Oh, okay. I’m going for an interview. Let me just put this on, you know, or I’m going like that. Like, Oh, how do you want to feel?

Stoney Love: Do you want to feel powerful? Do you want to feel, and that doesn’t mean, Oh, powerful suit, you know, this that. It’s not equating like that. It’s about like what enables that, enhances that power within when you put this on or that on. Because you have that stuff within. So that’s why I go within and to see how I feel and then start to tailor that down to where I’m going and what event or whatever it is for the day. I mean, one day I could have a, a kilt on, the next day I can have like jeans on the next day. I can have like, I’ve gotten into wearing dresses again. And then balancing it out with like a snapback and, you know, sneakers and things like that. So it’s, it’s very eclectic, you know, it has transformed for sure. It’s a literal art form for me.,

Rocio Sanchez: Yeah, I feel that connection with, what you were talking about, like what symbolizes with the, the gender-free aspect of it. Where it’s like, whatever you need to feel that empowerment and your own style journey and your own philosophy around it. Like I could see the connection very clearly. And, I guess my next question is, when you show up as a business owner, right? Because this podcast, is not just about your own personal style and like what the brand is, but also like these individual people who are just business owners, who are entrepreneurs, when they show up in a space, wearing in what they’re wearing. Like, how do you feel like it affects how you walk into a room? If you’ve got a pitch meeting, if you’re doing a collaboration or something, is it the same kind of thing? It’s like, it’s just how you’re feeling that day. Or what to you symbolizes that power of I’m here to do business?

Stoney Love: Well, you know, like I think, like I said, how you feel is always like maybe more than half the battle. You gotta feel like that naked before you put them clothes on. And then, and usually I, I mean I do. And then the clothes is like in, it’s that cherry on top that, you know, like, okay, I’m ready. That can look so different for me, depending on what it is, you know? I do feel good in a suit. And then I like to throw a t-shirt like where it’s, it balances the casual comfortability and coolness of what I feel that I am. So, it doesn’t make what it is. Cause I don’t think anything can make it. It’s already inside. It enhances it and it, reassures like you got this. So when I’m already like, I got this, but then when I get dressed, And I look in the mirror and I’m just like, damn, first of all, I’m just like, damn, you so fine. Like,

Rocio Sanchez: Yeah, yeah.

Stoney Love: But crafted so beautifully. Oh, I love, like, I feel, you know, like, I love the way. Especially, I mean, all of my pieces, I love the way it fits me. And I love watching it on other people. I love this transformation that I see happens. So when I get dressed, I feel that much more powerful. It is just like, a superhero, a She-ro has, they already got the powers. They have it. It’s just, you know, when you put on that extra armor or whatever, I mean, of course you just feel, now you oh.

Rocio Sanchez: It just makes it like a visual thing.

Stoney Love: It’s a visual, depiction of how you feel inside and like, I see the, the powers and all that stuff. So it’s just like, oh, I’m just doing it in style. So then, you know, I feel good. And then people get to see what you feel like when you present yourself in these clothes. And you want that to look good. If you’re feeling good on the inside, then it has to match.Right. So that’s why like fashion is like it’s important to me because now it’s like mirroring what I’m feeling inside, and how powerful I feel. So when I walk in a room, People see like, Oh, who’s that? You know? And they mean business. Like they came to, to the lock a deal down or whatever the case may be. and I float in there with confidence and it’s all oozing from outside and showing what it is and have on.

Rocio Sanchez: Yeah, definitely. I can see that. And I can see like that again, philosophy was like underlying the past, what was it? 16 years of business? That’s what. the math is 2008. Like that is wild. Right. And, I’m interested in knowing like. Y ou know, you started out like gender-free. This is a situation, 2008. That wasn’t what was going on a lot. So what was that experience like starting out like that? And then starting to see it starting to get mainstream. And like, we, we love that. Right. I mean, it could be a little bit disingenuous sometimes, but, we want people to feel not in a box because like, oh, you’re a girl. You got to dress this way. Oh, you’re a guy got dressed this way. How does it feel like to see that transformation to be at the forefront of it, but now seeing it’s kind of like, crowding up the space, right? I mean, there’s enough space for everybody, but I’d love to hear what you.

Stoney Love: Yeah, true that because there is enough space for everybody. There’s always gonna be enough space for everybody. I love it. I do love to see it. I think we need more. We just continuously need more, that’s the thing I was hoping that it wasn’t a trend. Cause there you know, there were some and still are like, bigger stores. That’s like, oh, let’s hop on this trend. But we know the people that are about that life and they’re really living it and creating their brands. And that those are the ones that will keep continuing to push that narrative and the forward that we are a world of humans that are born free and that we can do and say and wear what it is that we want. Especially when it’s coming from love, inner self, healthy expression.

Stoney Love: So it, it has been, it’s been a joy to watch, and I mean, I like being a pioneer of things. So for me, it’s cool to feel like, yay, I spearheaded something that now has spread and a lot of people are coming out with their interpretation of what that looks like.[00:09:16] So many other brands that I love to see and, and I just hope that it continues on, you know, and that it’s, we don’t regress. I hope we progress into more gender freedom and brands that keep coming and creating all these wonderful styles that don’t fit any type of box.

Rocio Sanchez: Well, it’s interesting to hear how much like love is being spread. I mean, it’s not surprising in this community that we’re in with gender freedom. It really should come from a place of love. When we think about business, you know, sometimes we have to deprogram ourselves because we think about business, we think about hustle cultures, bottom line da, da, da, da, da. And it is important to have some sort of fundamental understanding of how business works. And sometimes you just got to go through it and understand, all right, maybe the money shouldn’t have gone there. Maybe I should have invested in this instead of that. That’s all well and done. Like you can learn as you go, but like, if you don’t have a fundamental love for the people that you’re doing this for, like, if you don’t have an understanding for them, and that could be, it’s easier for us, cause we have that lived experience of like we want to gender bend things, we want to be gender nonconforming, we are that. So it’s easiest for us to connect with it, but like, no matter what if there’s like a love there, a connection there of, I really want to help these group of people because I know that they’re struggling out here, that is going to really shine above everything else when you walk into a room. That confidence you were talking about earlier. So it’s just the clothes are just the cherry on top, right?

Stoney Love: Absolutely. And that’s why I believe that we’ve been in business for 16 years. We have love genuinely and wholeheartedly for what we do. The artistry we do, the pieces we create, and above all, the people that we create for. I mean, this is our community. We represent many communities and, you know, the queer community is, clearly a big one. When that is how you identify, then of course, you know, with love for self comes love for all. So that’s the mission statement and that’s the foundation of STUZO. So that is what has kept us here and kept us thriving. throughout all of this. Even with the trial and error of like, yeah, I’m investing in this, I’m investing in that, I don’t know, maybe, you know, whatever. But you know, every move was meant to happen. As long as you keep that love for, you know, the genuine love, because when you don’t love it anymore, then that’s. Like any relationship with, everything is a relationship anyway. So, whatever dynamic it is, if there’s no more love, then it’s time to go, Right and we still love it and that people see it. And that’s, that means a lot. Cause when you’re aware, you can see like, oh, this person still loves that. And I’m still rocking with them. So, I’m happy to keep spreading it for as long as I feel it.

Rocio Sanchez: Yeah. And I think that brings us easily into the next question, which is, you know, 16 years of you doing this thing. And I’m sure in those 16 years, you’ve got, you’ve had a lot of triumphs, right? And that’s what got you this far. But a lot of challenges too, I’m sure. I would love for you to share whatever. I mean, 16 years is a lot to, put into one. But if you have one kind of big challenge, struggle that you have found has been consistent over the past 16 years, or maybe you could talk about a recent thing that you’ve learned a lot from, but specifically in the context of being in this queer space and with your identities, right? Like what would you say is like your biggest struggle in the past 16 years as a queer black fashion leader?

Stoney Love: Really, I think driving the, like being behind the wheel and pioneering this gender-free brand. Like, it truly fits everybody in that it is not made for a gender in mind. It is clothes that I, you know, created for everybody to be able to wear. I think people they know they have to try it on, they have to see it. They’re just like, cause they’re so conditioned to be like divided in section, even within our store, when people come in, they just have to ask, like, whether they see me first, they’re like, Oh, it’s kind of weird because I’m masculine presenting usually, let’s just say half the time, or even maybe more so, not even half. I want to say a good, you know, like 75% of the time. but then they still ask, ‘Oh, is this for women?’ And I’m just like, I just, I don’t think that I’m giving that off, but that’s what, they see and they already assume cause I could, identify as a male gender, but they’re like, is it for women? And I’m like, no, you just come in here and shop and this is gender-free. At one point. I actually did change the name to STUZO because it was called Graphic Queen Apparel. And the word queen would definitely put off more so cis Black men. And they wanted to wear it.

Stoney Love: And they saw that like, I’m clearly wearing it and I’m masculine presenting. But that word was like, am I going to wear that on a shirt?And I’m just like, why not? Y ou know, it does not reflect who you are. And yes, why aren’t you a King and a Queen? But you have to feel that I can’t do all of that for everybody. It’s, you know, that’s deeper. So for me, in like about year, maybe four or five. So then I decided to create a word with a part of my name that was like, it meant something to me, it means gender-free, but it, it doesn’t, it didn’t exist to anyone else. Which is the essence of Stuzo, you know, everything is all originally designed. Original logo, everything is coming from here. So it means gender-free. Y ou don’t even, you can’t look it up, even though I do want it in a dictionary as gender-free one day. It’s nothing you can relate to to try to pull and compare. So you take it as it is. You try it on. You, you love it.

Stoney Love: And you don’t try to now box it into anything. so being like, you know, now the pioneer of that and driving that home, it was. I mean, I didn’t, I didn’t look at it where I was selling it, but just for lack of better terms, it was a hard sell for certain people. Like, well, I don’t get how that is. So it’s like, they had to really just like, just go with it and like, you know, flow. And you know, I had to also put on my salesperson hat and be like, come on, put it on, just try it on and see how it feels, this and that. Don’t worry about the conditioning that you’ve, you’ve been taught this whole time. And you know, once that continued to spread and like, you know, it is good that now we were seen by more people that wanted that. And then it’s like, you know, how when the word spreads and then people see it, then it’s like, Oh, okay, well this is, you know, like everybody’s on board. And then. Now people want to create their own brands and things like that. So it’s like, you know, it’s always a challenge when you’re the first to do something, and people have to, like, it has to be proven to a, to a certain degree, then that trickles into everything else. Cause like, now it’s like, I’m trying to sell this thing because I also own a business. So, you know, like I’ve had, I have all these designs and now, you know, I have to like pitch it to people like individually also, you know, like, this is what it is, this is what it is.

Stoney Love: And now it has grown and thankfully, it’s a moving, its own entity and it’s like, you know, it’s just like, you don’t have to be sold on it and stuff. So, I mean, that was the, I think one of the biggest things, because like you said, and that time of 2008, was very male, female, kids.[00:16:53] Then there was unisex, like there was no, you know, they /them and, you know, zim/zer and, non binary, there was. It was there, but we didn’t have the language. It was good cause it’s like a supply and demand, but then you also, for those that don’t understand, you have to educate. So, a lot going on more than I bargained for. I was just like, I’m going to make some cool clothes that I want to wear for myself but now I’m like, I’m an educator, I’m a salesperson. I’m all of this in one.

Rocio Sanchez: I think that it’s interesting that you mentioned the educational part of it. It’s that something that I hadn’t considered, but it’s it’s so obvious, right? I mean, especially 2008, but I imagine even today to some degree, there have been other guests on this podcast who have told me, like, they have gender-free, gender equal, gender expansive, like all these words for it, which are all like, they have their own meanings, but they’re all in the same kind of ballpark. And, one of the things that I hear a lot is like from investors, right? So, Rob Smith of The Fluid Project was like when I pitched this to investors, they were like, I don’t get it. What it sounds like you’re saying is like, when I was talking to like people on the ground, they didn’t get it. Like, some of them didn’t get it, you know? But there are a group of people that will get it. Trans folks, gender non conforming folks, or like, just really, really already open-minded cis folks. But it sounds like, because it’s true, it’s just literal clothes, like, it’s just a matter of how it fits on your body, you know, and if it don’t fit right, then it doesn’t fit right, That’s how it is.

Rocio Sanchez: But like, it’s interesting to hear like how on the ground, hearing your story of just literally interacting with the customers and educating them. And I do imagine that could be an eye-opening experience, you know? So thanks for sharing that. Yeah, that’s really cool.

Stoney Love: Yeah, yeah. I mean, and then, cause that’s the people like, I get that and shout out to Rob too, you know. Well, yeah, I get that. Like, that’s the thing. Like I had to pitch the community before pitching, people. I’m actually at a place now where I’m like more into pitching investors than community because really what I learned from Daymond John of FUBU, like he said, be a community hero or she-ro first. And that stuck with me. And I naturally, it was a natural thing. But it also was intentional. Where I was, for the community. I’m all, I’m actually always like, I feel like very, I always keep a foot in the community. And like, I still pop up at places where people might think I’m just not going to ever be there again. And I’m just like, I’m not above that. Like I, I like interacting with community events and certain events that, that it still enriches me. So, it was my first pitching, like, trials and errors and all that, to where I’m having a revelation right now, how that’s helping me transition into pitching investors and all this on the ground, I mean, that’s, the groundwork that we laid in and, now it’s actually helping me to, talk to people in higher positions.

Stoney Love: We’re equally important and that’s the thing, like, of all the people that I’ve like dressed and sponsored over the years, it’s an equal joy to see repeat customers and like the people that’s been with us for the full 16 years. And like, still like, I got a video on, on a DM just this last week, someone sending me a video with a Lez hat that we did. That’s bandana brim. And, you know, it was, it came, it had its time. We actually didn’t make too many of those and it’s always nice to see, and they’re like, Oh, cause you know, they got it like a while ago. And you know, they’re like, I still have it and I’m rocking it. And, you know, I’d love to see it looking great and holding up and. It’s such a joy. And like to see that, is really good, cause you know, like you’ve made a lasting impression on someone and we’re the ones moving the world forward, you know.

Rocio Sanchez: Yeah. That experience of, that 16 years of experience of just on the ground being what brings you into the next stage and continues, your journey, like. Everything is a building block, right? So everything is going to help you for the next thing. That’s a really important like lesson to learn in entrepreneurship. Like even the things that knock you down are learning lessons. So, those are really interesting, insights from you. And to, to bring it into the optimistic, the optimistic outlook of the future, what would you say are the trends that you see developing in your industry. Whether you are a part of that as a pioneer or what you see other people doing, what do you think is interesting in terms of, you know, the gender-free world of fashion?

Stoney Love: Well, 2 things. One, I barely look at trends. I’m in my own world most of the time, you know? So I really just like, whatever naturally comes to me is what I see. Which is not a lot because I’m just usually I’m creating things. I’m also like running the business. So like, I’m and also like I’ve, growing up and even till now, I’m not so much of like a trend follower. And I always do feel like I’ve been ahead of my time. It’s like whenever people are there, then I’m like, oh, okay, you know, like things come, come and go and they come back around. So I don’t know. You know, like I said, when I started, this is number 2, like it, I, I have button downs that are cut for any kind of body. It’s just, it goes up in size and everyone can wear it. You style it the way you want and it fits. And I have seen, and I see more of that where. Y ou know, cause I’ve, I have double D’s and like, you know, that third button would be popping out all the time. And I’m just like, ‘Oh my gosh!’ Or that little, little like oval, you know, that you can,

Rocio Sanchez: Yeah, yeah, I know what you’re talking about.

Stoney Love: I wasn’t going for the, you know, show my boobies look, so I was like, I need coverage. So that’s what I wanted to focus on as well. With my button-downs and things like that. And it’s just being able to fit so you can not worry about fit. Y ou just, you know, just, how are you going to style it? So that is something that, you know, I have seen and experienced with other brands, which I like. Cause you know, I also wear other people’s things, um, sometimes. So, I do like to, to see that we’re, we’re on trend at least for that, to have more expansive fits. Whether you’re masculine presenting or feminine presenting or, or a mix of both, that the fit shouldn’t be an issue. And I think that is, what is key, that I like that I’ve seen.

Rocio Sanchez: Yeah. And I think that that’s a good way to like put an end to it cause it’s true. Like, you don’t have to be big on watching trends. Trends are interesting to just see, like, to get some insight in the world, but at the same time, you can just vibe. So. I appreciate your insights. Do you have any final words for us? Where people can find you, for example?

Stoney Love: Well, several places. You can follow our Instagram at @StuzoClothing. you can also follow our fan page, @StuzoSquad. We always post. We love the photos you guys take, or everyone takes, and we like to repost and stuff. You can come in and shop in L.A. We have a, our flagship store, at 4751 West Washington Boulevard in L.A. So several places you can check us out.

Rocio Sanchez: Lots of places, lots of places. So people, it’s impossible to not find you. So that’s good. So thank you so much for offering your insights, for telling us a little bit more about your background, and like how STUZO came out to be. This was really a great conversation. So thank you very much and I’ll see you around next time. Okay.

Stoney Love: Thank you. Yeah, you have a good one!

Rocio Sanchez: Transition of Style is brought to you by FC Podcasts, a division of Fashion Consort. Learn more about how FC Podcasts can help you with podcasting, from strategy and creation to production and marketing at fcpodcasts.com. That’s fcpodcasts.com. Thank you FC Podcasts, for making Transition of Style possible. Now, back to the show.

Rocio Sanchez: Welcome back to Transition of Style. It’s time for the case study portion of our episode. This is where I, Rocio Sanchez, give you 3 key takeaways from our guest’s business strategies that you can apply to your own. Today, let’s talk about the unique story of STUZO Clothing and its founder, Stoney Love.

The first thing we can learn is how to be your own sales representative. Stoney Love emphasized the importance of being actively involved in the sales process. By directly engaging with customers, Stoney not only educated them about the gender-free concept of STUZO Clothing, but also built a loyal customer base. This hands-on approach to sales is so important, especially when you’re starting out. It not only helps in understanding customer needs better, but also prepares you for pitching to investors in the future. So don’t shy away from the face of your brand. Engage directly with your customers, learn from their feedback, and use those insights to refine your pitch for larger stakeholders.

Rocio Sanchez: The second thing we can learn is to adapt your branding to reflect inclusivity. Originally named Graphic Queen Apparel, STUZO Clothing as a brand faced challenges because the name suggested a specific gender identity which alienated potential customers. Recognizing this, Stoney rebranded to STUZO Clothing, a unique and non-gendered term. This move not only aligned with the brand’s mission of gender inclusivity but also helped in appealing to a broader audience. So ensure your brand name and messaging reflect your core values and mission. If necessary, don’t hesitate to rebrand to better align with your audience and inclusivity goals.

Rocio Sanchez: Lastly, educate from the ground up. One of the significant challenges STUZO Clothing faced was educating both consumers and investors about the concept of gender-free fashion. Stoney took on the role of educator, explaining the value and importance of inclusive fashion from retail customers on the ground floor all the way to investors and stakeholders. Develop a comprehensive education strategy that addresses the concerns and questions of both consumers and investors. Clear and consistent communication about your brand’s values and mission is so important in overcoming skepticism and building trust. STUZO Clothing’s journey showcases the importance of direct customer engagement, thoughtful branding and comprehensive education in building a successful and inclusive fashion brand. By staying true to its mission and effectively communicating its values, STUZO continues to thrive and lead in the gender-free fashion space. Whether you’re an aspiring entrepreneur or an established business owner, these takeaways offer really helpful insights for navigating and succeeding in today’s diverse market. Thank you so much for listening to Transition of Style. Please tune back in next week when we’ll be talking to Angelica Ross. Please if you’re interested, follow us on Instagram at @transitionofstyle and subscribe to our newsletter at transitionofstyle.com. See you next time.