There is nothing FRIVOLUS about Joe....

We got a chance to chat with Joe of FRIVOLUS GOODS in VA and pick his brain on brands, streetwear and collabs. Check what he had to say.

What part of VA were you raised in and what was life like then?

I was raised in Va beach, in the Green Run area. Life was pretty normal, mom and dad still together pretty normal in retrospect.

Who were some of your local heros that you feel have influenced your taste level?

I was definitely influenced by some of local dudes in the area. I wouldnt say that these guys were my heroes but style wise I would always see the hustlers staying fresh. From the cars to the jewelry to the clothes. It made me always want to stay fresh. There was also a dude at church who kept some of illest polo out .

Norfolk VA has a very diverse group of people primarily due to the military, colleges and corporate transients. How much do you think this melting pot of styles have effected the signature style of the VA market?

Honestly it has made the area corny because no one wants to say I'm from VA. I get people that come into CREAM and always say "Yo son Ican get these in the city for 100.00" and well carry your ass. It also made people alot more aware that there is a bigger world out side of hwy 64.

What are some of you personal brand favorites that you do not carry in your store?

I like SUPREME alot, I feel LV, I like ROLEX I know its not a clothing line but I fell the way market themselve they never get caught up in trends and they continue to do them their way, I respect that.

What prompted the launch of FRIVOLUS GOODS and why do you feel the area needs this type of store?

I've always wanted to do instore brand. but it has become so clicheish to do a wack ass t-shirt line. So Frivolus was intitally going to be just a luggage shop that carried my own designs but i then said maybe i can carve a retail space that directly reflects my personal style and taste. So i then decided bring in different lines i love. i feel like this area lacks people that just go out and do shit, they always talk about what they wanna do but they never do anything. The store brings some fly different shit to the area.

What demographic are you planning to service with your store and how will you store experience differ from others?

Any and everybody who can find the store when we are open. My store experience isis my world. Meaning everything in that store is a reflection of me and what i like. and being that i dont need the consumers money "they can love or leave it alone"

How would you define the streetwear market in the south and what are some leading trends?

Streetwear is wack as a bitch in the south and everywhere. So many senseless collabs. its almost like the blind leading the blind. How many t shirts and hoodies can one man have? The trend I see is kids are starting to appreciate the big boys more like the Polos and LVs stuff like that.

Where are some spots outside of VA that you like to visit and why?

I spend alot of time in ATL I like STANDARD and WISH they are pretty cool in there on little way. also i am really bigfan of BARNEY'S (in every state).

You have already started to brand the store by doing a Levi’s collaboration. That on its own is a very good entry for a store into the streetwear market. You have taken it a step further though by actually introducing your own line of luggage, wallets and even a watch. What prompted that move?

I never wanted to make FRIVOLUS a streetwear store or brand i just wanted to make dope shit. that i liked. My favorite pair of jeans at that time were 501s shrink to fits so I reached out to Levis and they were with it (big shout PAULLY P). I just try to do whatever I want with that line, eventually everyone will catch up. Its fun and it pays for itself.

What were some of the headaches that you have run into by starting this store?

Finding good people that see my vision and are willing to do what i tell them because in essence its my shit (thank god for Wayne).

What are some things that you like to do on your down time when you just need to escape the store?

When i need to get away from the store I go to the store.

Drop a jewel for the people about how to keep there brand fresh and a couple of steps ahead from the rest?

If you can afford it do what the fuck you want, if you build it they will come!


Tell a friend to tell a friend so we can BUILD!!!