We caught up with the brilliant and insightful Nicole Rippee a few weeks ago and have shared our conversation below.
Nicole, thanks for taking the time to share your stories with us today We’d love to go back in time and hear the story of how you came up with the name of your brand?
The idea for HELLO SHADE was born on a sweltering drive to Palm Springs in August 2024.
My friend Shannon and I were headed into the desert heat, both trying (and failing) to protect our arms from the sun. I had picked up a pair of cheap, scratchy sun sleeves from a random internet retailer, and Shannon had cut up her daughter’s neon yellow leggings as a DIY solution. We looked ridiculous—and felt even worse.
At one point, she scratched her arm and said, “You know Nikki, someone really needs to do something about this.”
I laughed and said, “I’ve been wanting to forever—I just don’t have a name.”
Without skipping a beat, she looked at her arms and said, “Shade. It’s like shade for your skin.”
In that instant, I knew. The concept, the product, the vibe—everything clicked. And from there, HELLO SHADE was born.
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?
I’m Nicole Rippee, the founder and designer behind HELLO SHADE™, a sun protection brand that combines style, comfort, and function in a way that hasn’t really existed—until now. My background is in design, and I’ve always been drawn to creating things that are both beautiful and useful. But HELLO SHADE was born out of a very real problem I experienced firsthand: trying to protect my skin from the sun without sacrificing style.
As someone who grew up in Southern California, sun exposure was just part of everyday life. But over time, I became more aware of the long-term effects of UV damage—and how hard it was to find sun protection that didn’t feel overly clinical, athletic, or just plain unattractive. I started to ask: Why isn’t there something I’d actually be excited to wear?
That question eventually became HELLO SHADE: a collection of fashion-forward, adjustable UPF 50+ sun sleeves, handmade in small batches right here in California. Our sleeves block 98% of UVA/UVB rays and are designed to empower women to protect their skin without compromising their personal style. They’re soft, stretchy, and elevated—with thoughtful details like gold toggles, limited-edition colorways, and eco-conscious production.
We solve a problem that’s both practical and emotional: women want to stay safe in the sun, but we also want to feel confident, chic, and ourselves. HELLO SHADE makes that possible.
What sets us apart is that we’re not just making sun protection—we’re reframing how people think about it. We believe SPF doesn’t stop at your skincare routine, and UPF clothing can be something you actually love to wear.
I’m most proud of how much this brand resonates with women. I’ve had so many people tell me, “I’ve been looking for something like this forever,” or “Finally, sun protection that doesn’t scream ‘hiking trip.’” I think we’ve created something that fills a real gap in the market—and more importantly, in people’s lives. Our customers are obsessed and we couldn’t be more proud and excited.
At the heart of HELLO SHADE is a mission to help women feel powerful in their skin. Whether you’re driving, running errands, or spending a day outdoors, our sleeves are designed to move with you—stylishly, sustainably, and effortlessly.
How did you build your audience on social media?
My biggest piece of advice? Document—don’t create. Take people along the journey with you. We’re past the era of perfectly curated feeds. People crave connection, realness, and relatability. They want to see real people building real products that solve real problems. Even the most “boring” behind-the-scenes moment to you could be fascinating to someone else—so document everything and post it all in the beginning. See what resonates, then adjust. I promise you, what works will almost never be what you expect.
The key is to just start. Make it messy. Make it awkward. Make it happen. You can refine later—but you can’t improve what you don’t launch.
In the beginning, you are the product, and storytelling is king (or queen). In today’s social climate, I truly believe there’s no way around that. If you’re not comfortable being on camera, then partner with someone who is—it’s that important. People don’t connect with products; they connect with people. That emotional connection is what builds community and drives conversions.
And don’t be afraid to put yourself out there. DM people. Influencers, mentors, collaborators—shoot your shot. I’ve built some incredible connections simply by reaching out. And yes, I’ve even followed up a few times if I didn’t hear back (in a charming way, not a spammy one!). A lot of people won’t respond—but some will. And that some can change everything. The worst-case scenario is that nothing happens and you’re right where you started, but best-case? You just opened a door.
Okay – so how did you figure out the manufacturing part? Did you have prior experience?
All of our products are made right here in Los Angeles, CA. It’s something I’m really proud of—not just from a branding standpoint, but strategically too. Manufacturing in California has allowed me to move quickly and avoid long overseas lead times. I don’t have to wait months for samples or production—I can literally drive up from San Diego to drop off materials like toggles and bungee cord myself (which has been helpful because I’m very particular about the details and probably drive my manufacturer a little crazy, lol). Plus, avoiding overseas tariffs? Huge win.
When I started this process, I didn’t even know what a pattern was. Truly. I trademarked the name HELLO SHADE before I even knew what the sleeves were going to look like or how I was going to make them. Looking back, it feels a little wild—but I had this deep sense that it was going to happen. I call it a mix of delusional confidence, very obvious signs from the universe, and fast action. That energy got me started, and it still carries me today.
So how did I find my first manufacturer? In August 2024, just after I landed on the name HELLO SHADE, I made a few phone calls to old contacts from my boutique buying days. By some stroke of luck (or divine timing), I got last-minute tickets to the MAGIC fashion trade-show in Vegas that same weekend. I looked at my 10-year-old son Easton and said, “Pack your bags, kiddo—we’re going to Vegas!” We flew out, walked the show, and after a near meltdown on my end (and a full breakdown from Easton who was so over it), I found the perfect fabric supplier. They introduced me to a small-batch manufacturer based in LA—and that was the start.
Since then, I’ve changed manufacturers—and that’s okay. Your first manufacturer doesn’t have to be your forever manufacturer. What matters is that you get started. Taking action creates momentum. Once you have something real in motion, the right people start to show up. I truly believe passion is infectious. I’ve had manufacturers and partners take a chance on me simply because they saw how much I believed in this and they wanted to be a part of that energy. People want to feel excited about something—so always bring the positive energy.
One big tip I’ll share: start small. I began with a small batch of 100 units. It meant I paid more per sleeve upfront, but it kept me agile. There’s nothing worse than sitting on thousands of units with no sales—it’s crushing and screams desperation. Start small, build your audience, learn what works, and grow from there. Now that I’m expanding into retail, margins are becoming more important, but I never let imperfect numbers stop me from starting. You can tweak as you grow. Just begin—because clarity comes from action, not perfection.
Contact Info:
- Website: https://www.shophelloshade.com
- Instagram: https://www.instagram.com/shophelloshade_/
- Facebook: https://www.facebook.com/people/HELLO-SHADE/61573653583480/#
- Linkedin: https://www.linkedin.com/in/nicole-rippee-35251647
Image Credits
All images belong to HELLO SHADE