Christine Borges

A denim cut-off shorts brand launched in Miami this week, with an adorably geeky tagline: “We used to be mom jeans.” Sure, this would be a deterrent to most vintage enthusiasts. (Who really wants ill-fitting denim from the ’80s and ’90s to become a wardrobe staple?) But thanks to Simonett Pereira and Eugenia Alliegro, Fake Frivolity pieces will find a home in many of Miami’s trendiest closets. The beadwork, studding, and embroidered detail of each pair of shorts makes every piece almost one-of-a-kind. And with each retailing under $100, who wouldn’t want to wear a little art? We caught up with Pereira recently to discuss humble beginnings, favorite stores in Miami, and the future of Fake Frivolity.

How did your idea to launch an online store come about?
Simonett Pereira: Launching an online store is an idea that we had been entertaining for a while now, and shortly after we started the blog this January, we began receiving a lot of emails and comments from our readers expressing interest in ordering custom shorts like the ones we showcased there. So we went back to the idea of launching an online boutique and started considering it as a serious goal!

What’s the whole process like in making the cut-offs?
The process is quite lengthy. In the beginning we were making the shorts for ourselves with jeans we found on our “Goodwill Hunts” and a few studs we had purchased. But making a business out of it is quite different. There is a certain quality standard that is expected when you are purchasing something and we would never want to fall short of a great shopping experience. You also have to have stock with different styles and sizes, so we had to start sourcing the vintage jeans elsewhere, and being that it has become a major trend, they are harder and harder to find.

After we source the jeans we sit down with the materials that we are working with at the moment and design the one-of-a-kind models. We then start the revamping process, which starts with a standard method of cutting them that we developed to achieve their flattering shape. Then there is a lot of distressing via different techniques, washing, and sometimes bleaching and/or dyeing to achieve a specific look. The next step is to add the fabric appliques and the studs, which we apply one by one by hand. Last, we add the label and all branding material. It takes a lot of passion and commitment to produce each pair of shorts.

What kind of future plans do you have in mind for the store?
We have big plans for both the store and the brand, and in the future we hope to carry everything from clothing to bags and accessories. Offering a mix from Fake Frivolity’s private label, to vintage pieces, to a curated selection of pieces that we source around the world. Nothing is set in stone yet, but we will work our way though it one step at a time! We are currently working with manufacturers in several parts of the world to develop a full collection and we hope to grow into an online store that can bring our style (the pieces that we love and the way that we dress, which is what we showcase in our blog TheGoodwilProject.com) to the reach of all our readers and people all over the world — which is the biggest perk of having an online presence of course.

What’s the idea behind the name?
We wanted a name that was fun and clever. We also wanted to show the love that we have for all things high-fashion, but cater to a realistic target—those of us who don’t have a Platinum credit line at Barney’s or the ability to snatch a piece right off the runway. Everyone is always talking about what a shallow world the fashion world is. Full of fake and frivolous people who will throw $5000 on one bag, or skip meals so they can afford the latest trends. We wanted to create a label that represents the crowd that eats, sleeps, and breathes fashion, but is also on a real budget. So by taking the and out of “fake and frivolous” we created a name that means the total opposite.

Why is Miami a great base location for your shop?
Miami is the perfect base location for our shop because everyone here wears shorts all-day, year-round! On a more serious note though, we are both Miami natives; so it is a market that we are part of and therefore throughly understand. It is also a young city in which fashion is experiencing a “re-birth,” thanks to the recent eruption of fashion bloggers as serious drivers of trends and influence. There is a lot of hunger and interest for great fashion, but maybe not a lot of options are provided. So we are excited to be part of the new wave of designers/boutiques who are trying to fill that gap.

How many pieces are in the collection?
The Fake Frivolity online boutique debuted with the first 26-piece collection, 1 o.a.k (one-of-a-kind).

Will it be available in stores?
Yes! Currently, the first collection of 1 o.a.k will only sell through our website due to limited quantities, but the full collection will be sold in stores throughout the US this summer.

What are your favorite places to shop for inspiration?
Simonett: We love vintage shopping (and, of course, Goodwill)! Mostly because of the fact that you never know what you are going to walk out with. The ability to find original and timeless pieces that are not necessarily on trend, yet, incredibly stylish and unique is most inspiring to us.