LA SCENE: Rockhampton’s Gabby Waller can’t wait to expand her online boutique, STR8 UP, here in Australia and LA. INSET: Gabby checks out downtown LA before the studio launch.
LA SCENE: Rockhampton’s Gabby Waller can’t wait to expand her online boutique, STR8 UP, here in Australia and LA. INSET: Gabby checks out downtown LA before the studio launch. Contributed

Gabby takes her fashion business to the Big Apple

GABBY Waller is a strong believer in making anything possible.

That's probably why the former Rockhampton girl has recently expanded her already booming fashion business to downtown Los Angeles.

Gabby, 21, started her own online fashion boutique, STR8 UP, in December last year after realising her true passion for fashion came from connecting the people to the labels.

"I wanted to create my own fashion eBoutique with its own unique concept," she said.

"Anyone and everyone can go out and create their own eBoutique and I knew from day one that I wanted to create something different, which is how I came up with STR8 UP. I'm so inspired by the fashion that's coming out of LA; the fashion there just stole my heart and I knew I wanted that to play a big part in what I was creating here in Australia.

"I decided that STR8 UP would stock both a mix of Australian and LA labels that are focused on the basics, but basics with a unique edge. I knew the market was missing a one-stop shop to purchase high-quality basics so that's exactly what STR8 UP is and I can't wait to continue bringing new brands that are pushing the boundaries over there, here to Australia."

Last week Gabby officially opened the STR8 UP studio in LA with the help of fashion photographers and her US-based business manager.

"I came up with a concept that involved each shot being taken with the photographer's camera angled 'STR8 UP' at the model and their images were displayed all over the walls and ground on the night of our event which had never been done before," she said.

"I now have a business manager based in the US, I never would've seen that coming within our first 12 months of business but our customer base is growing daily.

"It's such a crazy feeling knowing less than two years ago I was working a nine-to-five office job but I strongly believe that anything is possible if you put your mind to it and I also refuse to take no as an answer."

Gabby is also planning to launch STR8 UP pop-up shops in Brisbane and Sydney in the next few months.



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