By Tina Nalepa
After three years of planning, marketing, and designing a brand, Boston native and 24-year-old Nick Urciuolo and two of his close friends, Lucas Fernandes and George Coffin, opened Mass Apparel, located in Allston, Massachusetts, in October 2013. Shortly after opening, Mass Apparel launched its online store Mass-Apparel.com. The store and online site offer a wide variety of men’s clothing, including snap-back hats, beanies, t-shirts, jackets, and sweatshirts.
The store exudes a street-themed, urban vibe. All the clothing is very simple but makes a strong statement. The simplicity allows individuals to create their own style. Urciuolo said, “When launching the brand in 2011, as a college student at Bryant University in Rhode Island, I wanted to bring a different style to Boston by bringing out the culture of Boston into its own heritage of style. I wanted to show Boston my own style and for others to create their own style through my designs and brand.”
“Our goal is to create art rather than a style. Mass Apparel is a lifestyle where we focus on being ourselves and refuse to give in to the gimmicks,” explained Urciuolo. The art and originality are shown through unique clothing, from quirky graphic tees to snap-back hats to the oversized array of jackets and sweaters. Any individual can create his or her own style without giving in to typical name-brand clothing.
After less than a year, Mass Apparel has become a popular clothing store among local college students. Boston University and Boston College are within walking distance and young men in the area are able to shop for original clothing.
Currently, the most popular items sold at Mass Apparel are the beanies and the quirky graphic t-shirts, which include the Mass Apparel logo shirt. These items are offered in an array of designs and colors that Urciuolo thinks will bring out a shopper’s individuality just as he had envisioned when opening the store.
Since opening Mass Apparel, Urciuolo has designed two men’s tank tops for the store, which are available in three popular colors: red, white, and blue. Urciuolo said the company is looking to expand designs for the spring collection but wants to keep the ideas a surprise.
Along with selling its own brand, Mass Apparel also sells brand-name items, including 89, Rockstar, GPPR, and Rock Smith. The store also sells clothing from local designers in the Boston area, such as DOLO, Calligraphy, Made in Boston, and One Day.
All items sold in the store range in price from $10 to $50, making the brands affordable for young buyers. However, the store’s most popular brand has been Rockstar, with items priced at $30 and up. This brand includes sweaters, hats, and jackets, all popular among store customers.
For more information or to view blogs and videos about Mass Apparel, visit http://www.mass-apparel.com, https://www.facebook.com/MassApparel, or visit the store at 383 Cambridge Street in Allston, Massachusetts.