shockoe atelier

the small premium denim label shockoe atelier from richmond, virginia represents 100% what’s important for us at stuf|f: passion, best quality, great craftsmanship, local production and above all ... contemporary design. "we are not a heritage brand" says managing director matt rho and wants to believe that shockoe denim has nothing to do with the look of the past - the cowboy or worker look - but with the quality and craftsmanship of the past.
the store and at the same time production site of the family business, founded in 2012, is located in shockoe bottom, the historic quarter of richmond, once a hub for tobacco and cotton. here, every visitor automatically becomes an observer and virtually part of the manufacturing process. every pair of jeans is handmade from the finest materials. every pair of jeans is truly unique.