We’re excited to introduce you to the always interesting and insightful Ali Rice. We hope you’ll enjoy our conversation with Ali below.
Ali, thanks for joining us, excited to have you contributing your stories and insights. How did you come up with the idea for your business?
The idea for Wreck’d Collective came to me during a girls’ trip to Breckenridge in October 2022. We were exploring the town and stumbled upon a local shop that sold bleached flannels and jackets. I was immediately drawn to the concept and ended up purchasing one. As someone with a background in fashion design—having earned a Bachelor’s of Science in Design, with a focus on Fashion Design: Product Development and Merchandising, from the University of Cincinnati’s renowned DAAP program—I had always dreamed of creating my own fashion brand. The concept of sustainable fashion resonated with me on a deep level and sparked an idea that I just couldn’t shake.
The inspiration kept brewing in the back of my mind until, three months later, in January 2023, we thrifted our first batch of flannels and began experimenting with bleaching techniques. From that moment, there was no turning back—we were hooked.
What really excited me about starting Wreck’d Collective was the opportunity to promote slow, circular, and sustainable fashion. Fast fashion is a significant issue in today’s society, contributing to environmental degradation and waste. I knew I didn’t want to be part of that problem—I wanted to help solve it. By using thrifted, secondhand clothing as the foundation for our pieces, we are able to repurpose garments that might otherwise end up in landfills. This approach aligns with the principles of slow and circular fashion, keeping clothing in circulation and reducing overconsumption.
Beyond the environmental impact, starting Wreck’d Collective was also about fulfilling a personal dream. I’ve always wanted to build a business that could fully sustain my living, allowing me to work for myself, be my own boss, and live life on my own terms. My goal is to create a legacy of sustainable fashion that can be passed down to the next generation.
Wreck’d Collective’s unique selling point is our commitment to keeping fashion slow and circular by transforming secondhand clothing into one-of-a-kind pieces. Every item we create is unique, never replicated in the exact same way. This makes each piece special and fun—you never know what treasure you’ll find in our shop. We experiment with a variety of techniques, from bleach-splattered flannels and patched graphics to hand-painted designs, distressed tees, and spray-painted effects. There’s always something new and exciting in our collection.
Our journey started modestly, with less than 15 bleached flannels that we brought to a dance class to test the waters. They sold quickly, confirming that we had something special that resonated with people. That initial success fueled our determination to take Wreck’d Collective to the next level, and we haven’t looked back since.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
My journey into the fashion industry began with an unexpected twist. I earned my Bachelor’s of Science in Design, with a focus on Fashion Design: Product Development and Merchandising, from the University of Cincinnati’s renowned DAAP program. Interestingly, my original plan was to become a graphic designer—I had my heart set on the Graphic Design program at DAAP, but when I wasn’t accepted, I ended up in my second choice, the FDPD track. At the time, all I knew was that I wanted to be part of the DAAP program, regardless of the specific discipline, so I went for it. For the first 2-3 years, I tried to transfer into the graphic design program, but it wasn’t meant to be. Each rejection forced me to reconsider my path, and eventually, I fully committed to fashion design.
Once I immersed myself in the fashion world, I was hooked. The allure of working in New York City, surrounded by the glitz and glam of the fashion industry, captivated me. My journey began in the summer of 2009 when I took my first job in NYC at Garan, a children’s clothing company best known for their Garanimals collections sold at big-box retailers like Walmart. From there, I had the opportunity to work with several major fashion corporations, including Aeropostale, Simply She, dELiA*s, Free People, OshKosh B’Gosh, Tailgate Clothing Co, American Eagle, Pac Sun, Abercrombie, Old Navy, Gap, Trau & Loevner, Todd Snyder, and Jessica Simpson.
At these companies, I carved out a niche for myself as the graphic designer for fashion designers. I was able to bridge the gap between these two industries, positioning myself as the ideal candidate for roles where I could create original graphics, prints, and patterns for clothing. My passion wasn’t in garment construction—it was in the art that adorned the garments. Creating the printed designs on clothing became my specialty, which ultimately led to my interest in starting a business like Wreck’d Collective, where I could take existing garments and breathe new life into them with unique, artistic embellishments.
However, my path wasn’t without its challenges. In November 2015, I tragically lost my mother to a pulmonary embolism just before her 46th birthday. Her sudden death shook me to my core, leaving me lost and struggling to find direction in my life. In the aftermath of her passing, I left NYC and the fashion industry behind, pivoting my career toward graphic design and print—a move that aligned with what I thought I had always wanted. Yet, even as I pursued this new direction, the dream of having my own fashion brand never fully left my mind. I made a few attempts at creating collections over the years, but it wasn’t until I started Wreck’d Collective in January 2023 that I truly reconnected with my love for fashion design, clothing, and the artistry of creating wearable art.
One of the proudest moments in my career came in 2015 when I saw my hand-painted gold feather graphic t-shirt being worn by Jessica Simpson on a collection of billboards in Times Square. It was an unforgettable experience, one that affirmed my creative abilities and fueled my aspirations. I’m excited for the day when Wreck’d Collective’s clothing collection will be showcased in a similar way, representing my vision for sustainable, one-of-a-kind fashion.
Wreck’d Collective stands out in the fashion industry by embracing slow and circular fashion principles. We specialize in transforming secondhand clothing into unique, custom pieces—each one-of-a-kind and never replicated. Our process involves a range of techniques, from bleach-splattering and patched graphics to hand-painting and distressing. By repurposing existing garments, we help keep clothing out of landfills and address the environmental challenges posed by fast fashion. Our mission is to create fashion that is not only stylish and unique but also sustainable and environmentally responsible.
For potential clients and followers, what I want them to know most about Wreck’d Collective is that we are more than just a fashion brand—we are a movement toward a more sustainable future in fashion. Every piece we create is a testament to the belief that fashion can be both innovative and responsible. We’re not just making clothes; we’re making art, and we’re making a difference.
Do you have multiple revenue streams – if so, can you talk to us about those streams and how your developed them?
Wreck’d Collective has established several diverse revenue streams that allow us to grow and expand our impact within the fashion and creative communities.
1. Original Collection:
Our primary revenue stream comes from the direct sales of our upcycled clothing. We sell these unique pieces through various channels, including local pop-up markets, in-store at collectives like Circa Vintage and The House Thrift & Lounge, and through our studio at Cottonwood Center for the Arts. We also have an online store at www.wreckdcollective.com, and we’re actively working on getting our products into more retailers to reach a broader audience.
2. Custom Clothing Requests:
We also offer custom clothing services, which have become a popular revenue stream. Customers can request specific designs to be handprinted onto thrifted denim jackets or flannels. We love collaborating with our customers to bring their unique visions to life on sustainable fashion pieces.
3. Artisan Alley Market:
In 2024, we launched a new venture called Artisan Alley Market in collaboration with Cottonwood Center for the Arts. This monthly market, held in the alley at Cottonwood, features 20-25 local vendors, including artists, makers, and thrifters. We also book food trucks and live entertainment, making it a vibrant community event that serves as an additional revenue stream for Wreck’d Collective.
4. Graphic Design Services:
Beyond fashion, I offer graphic design services to other small businesses. This includes logo and brand development, print design, and marketing materials. These services allow me to utilize my design expertise in another capacity, providing a steady supplemental income.
Future Revenue Streams:
Looking ahead, we have exciting plans to introduce new revenue streams. We’re exploring branching into wholesale, which would allow us to distribute our unique pieces on a larger scale. We’re also exploring a brand ambassador program to help spread the word about our brand more organically. We currently host other events like clothing swaps, which are not yet revenue-generating, but I’m working on strategies to turn these into profitable activities as well.
Additionally, I’m interested in hosting my own fashion show events, which could open up another revenue opportunity. By diversifying our revenue streams, we not only sustain the business but also create a dynamic and multifaceted brand that can adapt and grow with the changing demands of the market.
Let’s talk about resilience next – do you have a story you can share with us?
Resilience has been a cornerstone of my journey with Wreck’d Collective, and two experiences particularly stand out.
1. Bootstrapping the Business:
From the very beginning, Wreck’d Collective was built through sheer determination and careful financial management. I funded the business entirely from my personal savings, and every profit was reinvested back into the business to keep it growing. In the first year, I was working a full-time 9-5 job while building Wreck’d Collective as a side hustle, which meant long hours, late nights, and a relentless pace. We didn’t pay ourselves during that first year, and it’s only in the last six months that we’ve started to take a small portion of the profits.
Earlier this year, we faced a particularly tough financial challenge. There was a point when we couldn’t even afford to pay our studio rent. It was a stressful and uncertain time, but fortunately, our studio worked with us to find a solution, allowing us to get through that difficult period. This experience taught me the importance of community and support, and it ultimately led to the creation of the Artisan Alley Market as a way to generate additional revenue and ensure the sustainability of the business. Since then, we’ve been able to pay our rent consistently and have come out stronger on the other side.
2. Losing My Business Partner:
Wreck’d Collective was originally founded with a co-founder who shared the vision and workload with me. However, early this summer, my business partner decided to leave the company, which was a significant turning point. Suddenly, I found myself transitioning from being a co-founder to becoming a solopreneur. It was an emotional and challenging shift, as I had to take on all the responsibilities alone and reimagine the future of the business.
Despite the initial difficulties, this transition turned out to be a blessing in disguise. With the freedom to fully express my creative vision, my creativity soared, and the business began to thrive in ways I hadn’t anticipated. Sales have flourished, and I feel more aligned with my purpose and my business than ever before. This experience taught me the power of resilience and trusting in my own abilities, even in the face of unexpected challenges.
These experiences have not only shaped the trajectory of Wreck’d Collective but have also deepened my commitment to building a business that is both sustainable and creatively fulfilling. Resilience, for me, is about adapting, growing, and finding new ways to thrive, no matter what obstacles come my way.
Contact Info:
- Website: https://www.wreckdcollective.com
- Instagram: @wreckdcollective
- Facebook: https://www.facebook.com/wreckdcollective
Image Credits
Photographer: Jesus Lozoya (PQCrtive Photos)