The retail landscape has experienced relentless disruption in recent years—from pandemic-related closures of brick-and-mortar stores to the growing pressure of tariffs and global supply chain challenges. While major retailers may have the resources to weather these storms, small, independent brands often face an uphill battle to gain visibility and sustain growth in such a competitive market.

That’s where Flying Solo has defied expectations.

Nine years ago, a collective of ten emerging designers came together with a shared vision: to reshape the traditional retail model through collaboration rather than competition. What began as a humble boutique on Mulberry Street in New York City has grown into a thriving fashion platform and creative community. Today, Flying Solo represents over 200 independent designers through its flagship locations in both New York and Paris, offering a bold and inclusive retail space for talent from around the world.

“When we first walked into the space, it was just an empty concrete shell,” recalls co-founder Elizabeth Solomeina. “We didn’t have the budget to hire anyone, so we had to figure everything out on our own—from basic wiring to building clothing racks out of industrial pipes. Painting the walls was the easiest part.” Co-founder Katie Lares recalls how the original space felt unfinished—raw and almost like a construction site. Inspired by that, the team decided to embrace the look and make "construction" the design theme of the store. "We even joked about displaying shoes in paint trays," Katie shares. In July 2016, the very first Flying Solo boutique officially opened its doors in SoHo, just as retail rents in the area were reaching record highs.

The concept quickly resonated. Within a year, Flying Solo had outgrown its original storefront and expanded to a larger flagship location on West Broadway, taking over a former Roberto Cavalli space. That same year, the collective made its runway debut during New York Fashion Week—introducing a fresh, disruptive energy to a scene long defined by heritage houses like Ralph Lauren and Michael Kors.

Still, gaining industry recognition wasn’t immediate. “The fashion world can be skeptical and slow to accept new players,” one co-founder admitted. “But over time, people started to see that we weren’t just a boutique—we were building something bigger.” Nearly a decade later, Flying Solo has produced over 40 runway shows in New York, Paris, Milan, and Miami. Against all odds—including the pandemic—they not only survived but expanded, opening a second New York store while many legacy retailers, like Barneys and Century 21, shuttered their doors.

Now in 2025, as inflation and economic uncertainty weigh on consumer habits, Flying Solo continues to look ahead. Through compelling digital content and a strong social media presence, the brand keeps its audience engaged and excited. In an age of mass production and digital overload, shoppers are craving individuality, creativity, and self-expression. Flying Solo delivers exactly that—with curated collections that feel personal, meaningful, and one-of-a-kind.

But Flying Solo is more than just a retail space—it’s a true fashion ecosystem. Each month, the brand hosts exclusive gatherings that bring together a vibrant mix of industry professionals: designers, models, photographers, stylists, and tastemakers. These events celebrate not only fashion but also connection, collaboration, and community. From intimate rooftop soirées and festive holiday dinners to casual potlucks for local creatives, each event is an extension of Flying Solo’s core values: friendship, support, and shared success.

One of the brand’s most powerful tools is its in-house PR department, which was launched just a year after the original Mulberry Street store. It all began in the boutique’s warm-toned basement, affectionately dubbed The Copper Room—a name that later inspired the brand’s official PR agency. At the time, not everyone understood why an emerging retail collective needed its own press office. But over the years, that decision has paid off. Today, The Copper Room produces hundreds of editorial campaigns, magazine covers, interviews, and behind-the-scenes content each year, earning its place as one of New York’s most respected fashion PR teams.

At its core, Flying Solo proves that retail success doesn’t have to follow the old rules. By embracing collaboration over competition, and building a creative, supportive environment for designers to grow, Flying Solo has become much more than a store. It’s a movement—one rooted in passion, resilience, and the belief that great fashion should be seen, shared, and celebrated.

www.flyingsolo.nyc
www.flyingsolostore.com/apply

Tearsheets by Robin Chou, Graphic Design Intern, PhotoBook Magazine

Flying Solo: Shaping the Future of Retail Through Creativity, Community, and Collaboration