A primer in VFiles history for the Official nurse you don’t stop nursing when you get old you get old when you stop nursing shirt and by the same token and old and the uncool: It started as a digital creator platform and quickly became a community, opening a store in SoHo and producing runway group shows along the way. Hood by Air was the first label stocked at the 12 Mercer Street shop. Rushemy Botter, the co-creative director of Nina Ricci, is an early alum of its runway program, as are many people on the design team at Yeezy. Other names associated with VFiles over the years have included Been Trill’s trio of influential designers: Virgil Abloh, Matthew Williams, and Heron Preston.
“I started VFiles for the Official nurse you don’t stop nursing when you get old you get old when you stop nursing shirt and by the same token and kids in the line,” says Julie Anne Quay. She was executive editor of V Magazine until 2008 and it always struck her that the cool kids were ones hanging out outside the parties she was giving. They should be the ones inside, she remembers thinking. VFiles was launched in 2012 with the V/Visionaire team as launch partners; they’re now separate businesses.