This Black Friday, we’re throwing it back to RVA 2016 with a set shot for Shockoe Atelier by photographer Nick Davis, featuring Richmond rap legend Nickelus F. Let this be your reminder to shop local and support your community this weekend. Stay tuned—we’ll be catching up with owner Anthony Lupesco soon. In the meantime, you can learn more about the shop below.
In a historic neighborhood that once echoed with the hum of commerce, Shockoe Atelier has established itself as a beacon of craft, innovation, and dedication to the art of American denim. Since its founding in 2012 by Anthony Lupesco, the brand has been a testament to the idea that quality and locality can go hand in hand. Through meticulous craftsmanship and a deep respect for heritage, Shockoe Atelier has carved out its niche—not just in Richmond, but in the broader fashion landscape.
Roots in Richmond, Roots in Fashion
Shockoe Atelier began in Shockoe Bottom, a fitting choice for a company steeped in tradition yet unafraid of modernity. Inspired by the European tailoring traditions of Lupesco’s upbringing in Milan and his family’s rich history in luxury fashion, Shockoe blends Old World refinement with New World sensibility. Lupesco’s parents worked with some of the most storied names in fashion—Isaia, Versace, Belvest—and this legacy of excellence informs every garment that bears the Shockoe name.
What sets Shockoe apart is its commitment to keeping production close to home. Initially located in Shockoe Bottom and now at 1623 West Broad Street, the atelier integrates its factory and storefront, offering visitors a rare glimpse into the making of its pieces. This transparency not only underscores their commitment to quality but invites the Richmond community to become part of their story.
A Different Kind of Denim
Unlike many denim brands that draw from the mythology of Levi’s or mid-20th-century Americana, Shockoe’s approach to jeans is distinctly its own. “We didn’t know how to make jeans when we started,” Lupesco admits. Instead, they leaned on their expertise in fine tailoring to redefine what denim could be. The result? A product that’s both difficult to categorize and impossible to ignore.
Each pair of jeans takes roughly two hours to create, a process handled entirely in-house by a tight-knit team of nine. This approach allows for unparalleled attention to detail, from the selection of selvedge denim—often sourced from Japanese mills—to the careful stitching and hand-finishing of each seam. The jeans are meant to last a lifetime, a promise backed by their free repair guarantee for rips, tears, and blowouts.
More Than Just Jeans
Though denim is the heart of Shockoe’s brand, it’s far from the whole story. Their offerings include tailored shirts, outerwear, and other garments that balance rugged utility with timeless elegance. Lupesco’s design ethos is simple: “If you have good ingredients, don’t mess them up. Let them shine.” Many of Shockoe’s details, like hand-sewn welts and understated stitching, reveal themselves only after months of wear—a hallmark of garments meant to age as gracefully as their owners.
The brand’s Wheeler Relaxed jean, for instance, was inspired by a customer whose jeans faded with earthy tones. Meanwhile, their denim blouson—a reinterpretation of the classic denim jacket—combines elements of Lupesco’s family heritage with a minimalist aesthetic, avoiding the costume-like flair of other designs.
Richmond at Its Core
While Shockoe Atelier’s roots in high fashion might suggest an affinity for major metropolitan hubs like New York or Los Angeles, the brand remains firmly tied to Richmond. “We’re not necessarily Southern, but we are a Richmond brand,” Lupesco says. Being outside traditional fashion centers has allowed Shockoe to grow organically, supported by the city’s vibrant creative community. This connection is evident in every aspect of their operation, from their choice of location to the collaborative way they engage with customers.
The ethos of “Made in Richmond” also shapes their slow-growth strategy. While many brands scale rapidly, often at the expense of quality, Shockoe prefers to keep things personal. Each item is inspected by Lupesco himself before it leaves the shop—a level of care that’s hard to find in today’s fashion industry.
Looking Forward
As Shockoe Atelier remains steadfast in its mission: to make the best clothing possible while staying true to its values of craftsmanship, community, and sustainability. Whether sourcing premium denim from overseas or experimenting with new fits and fabrics, the team approaches every decision with an eye toward longevity. Their pieces are designed to be lived in, loved, and worn for years to come.
