The Fashion Model Spreading Caribbean Culture in Williamsburg
"There’s so much culture and stories waiting to be discovered in the Caribbean. Sometimes when people think of the Caribbean, they think food and beaches."
This post is part of my Local Spotlight series, where I interview fashion people in NYC.
Some boutiques so aptly capture a vibe, they transcend their immediate purpose to become a kind of third space. This is how I feel about Studio DEM, the vintage boutique Michelene Auguste opened in 2019. On any evening, the corner of Wythe and Metropolitan Avenue in Brooklyn will buzz with sounds of calypso, soca or afrobeats—introducing a new crop of residents to Caribbean culture. Hailing from Trinidad and Tobago, Michelene Auguste has set up shop in Williamsburg, spreading her cultural heritage through community events, artist collaborations, and most importantly, an intentionally designed store selling “vintage and all kinda ting” as she likes to say.
Auguste discovered her love of vintage as a model scouring flea markets while traveling through Europe. But her knack for pre-loved garments and reworking styles developed much earlier, influenced by her grandmother Dr. Molly Ahye who founded a dance company in Port of Spain, Trinidad. “[My grandmother] was a maker of everything,” she told Vogue. “She would make all our clothes, teach us to tie-dye and paint. She really inspired me.”
Wearing vintage was also a point of style differentiation. “I’m not a fan of having the same clothing as anyone else,” Auguste said. “With vintage I can find very unique pieces that can really express parts of who I am and what I’m feeling that day.”
I caught up with the model and business owner on the two-year anniversary of DEM (since being in Williamsburg). We discussed her sourcing process, the transition from online to brick-and-mortar, navigating predominantly white spaces, and how DEM champions Caribbean culture.
To hear more from Michelene and support DEM, join us next Wednesday, June 19, 2024 for a special evening of shopping and conversation. To confirm your RSVP, please email me at hello@nycxclothes.com 💌
Below is our conversation—lightly edited for length and clarity.
What are your earliest fashion memories?
My mom was a flight attendant, and I loved sitting with her and planning outfits for her trips. She would always bring me back fashion magazines people left on the plane. I was very shy, so fashion was a way of expressing myself. I also have memories of my cousins dressing me up like a doll and doing little fashion shows, which was always so fun.
How does DEM tell the story of your Caribbean heritage?
I feel as though the Caribbean has so many untold stories and such a rich culture. In our space I want to showcase that through food, art, clothing, all kinds of things. I want our space to feel like an experience but mostly like a trip back home; Dem is a space to share our stories.
Sometimes when people think of the Caribbean, they think food and beaches. Not so much about the people, but we have so much art, craftsmanship, designers and entrepreneurs doing amazing things.
How have attitudes about buying vintage/secondhand shifted since launching your brand?
I think a lot more people are buying vintage and thrifting, which is ultimately so much better for the environment. Sustainability has always been very important to me and a way of life since I was a child—recycle and reuse. I really want to encourage everyone to consume less and reuse more.
How have you figured out the right product mix?
When I’m sourcing, I look for pieces I know someone would really cherish and get excited about. I don’t focus on trends. I encourage people in the store to step out of the box a bit and try something they wouldn’t usually go for, and most of the time they’re surprised by how much they love it and how good they look. Trends take away from personal style and everyone just ends up looking the same. Again, I think fashion is a way to express a story or a personality. Getting dressed is definitely a bit like painting a picture, at least for me.
I feel a lot more confident in the buying process than I did before. People know when they come in Studio Dem they’re getting a statement piece—something special and one-of-a-kind. Something fun and bold, and that’s the Caribbean girl in me: bold and full of color and pattern.