It’s twin time.
TikTok creators Brigette and Danielle Pheloung — best known for their viral blowout technique, productive morning routines and buzzy partnerships with Tarte, Tory Burch and Michael Kors — are taking their talents offline to launch their first fashion brand, Phe Phe. The collection will open with a loungewear drop, which will include the off-the-shoulder Twofold Top, the Slouchy Sweatshirt, the Wrap Top and the ’90s Icon Pant with “Phe Phe” stitched across the butt. A total of nine items will be available to purchase for under $100 starting Nov. 19.
Danielle and Brigette Pheloung for their new brand, Phe Phe.
Phe Phe
With a combined following of more than 1.2 million on Instagram and 2 million on TikTok, Brigette and Danielle have made a career out of their twin hood, posting their day-to-day living in New York and collaborating on advertisements for the likes of L’Oréal, Amazon and Sephora. And though a lot of their content is made together now, the 28-year-old sisters got their start on social media separately.
Brigette, also known as Acquired Style to her followers, was the first to post and go viral on TikTok, sharing her technique for the perfect at-home blowout and the $50 Chanel boots she bought while working at Bergdorf Goodman eight years ago. Only after Brigette’s full-time move to social media did Danielle find her place in the corporate life content category online, with her office-approved outfit videos and “5 to 9 before 9 to 5” morning vlogs as an employee at Goldman Sachs.
The first drop will consist of nine loungewear items, including a slouchy sweatshirt and ’90s pant.
Phe Phe
Despite going viral for different reasons, they both managed to successfully capitalize on their respective buzz to pursue brand partnerships outside of their niches. But one area they’ve always come back to is fashion. “Something that stayed true to us was how much we loved fashion and the fashion industry as a whole,” Brigette told WWD, to which Danielle added: “We’ve always been so into our personal style and people have always looked up to us.”
This is certainly true of their followers. Style wise, they’ve garnered significant authority in the athleisure category, specifically, igniting a coquette-inspired workout wear trend with wrap tops from Amazon earlier this year. So it’s no surprise their first brand endeavor is in loungewear.
“We love things that make you feel good, things that are flattering and things that look chic,” Danielle said. “We took a lot of inspiration from the late ‘90s, early 2000s, things that our mom was wearing when we were growing up, and we put them in loungewear so that you can still be comfortable and confident when you’re wearing these pieces.”
The items will include scallop-edged wrap tops and boot-cut sweatpants.
Phe Phe
With her background in finance, Danielle will serve as Phe Phe’s chief executive officer and Brigette will assume the role of creative director. The two also collaborated with an outside designer, one the brand declined to name, to help formulate the collection.
On dividing their roles and building a business together, Brigette said: “I think we could both agree that it’s like unlocking a superpower. We just have that unmatched trust. We trust each other more than we trust ourselves.”
As for where the name “Phe Phe” came from, she said: “It’s kind of like one ‘phe’ for each of us, but both of us together in a way. The way we twin with each other every day plays into the storytelling.”
Danielle and Brigette Pheloung are the latest influencers to launch their own brand.
Phe Phe
Brigette and Danielle are far from the first content creators to start their own brand. In fact, the influencer-to-founder pipeline has been hot in recent years, with fashion, beauty and lifestyle launches from others in the high ranks of New York TikTok, including Paige Lorenze’s Dairy Boy and Kit Keenan’s Ca-Noodle Custom Pasta. And while the consumer products market is, indeed, oversaturated already, Brigette and Danielle believe the influencer brand side is largely untapped.
“There’s room for everyone,” Brigette said. “I think brands are very prominent because you follow these people and they create brands, and they’re in your face. But at the end of the day, people are just nervous to do it, because it’s a risk. Ready is not a feeling, it’s an action. We just took action.”
Looking to the future, Brigette and Danielle have retail and ready-to-wear on their minds. “But first we want to keep giving our customers hopefully everything they want, take notes and learn what they like and what they don’t like, and we’ll adjust,” Brigette added.
