Meet Phe Phe: The Influencer Twin-Led Loungewear Brand
Written by Ava Palmieri
Influencer owned brands are far from a new concept. Social media-driven brands like Parke, Dairy Boy, Djerf Avenue, and The Bar have all seen massive success in the past few years, and they are all owned by influencers. Their products often feature instantly recognizable names or signature branding, creating both exclusivity and strong brand identity. Now, TikTok creator twins Brigette and Danielle Pheloung are joining the space with the debut of their own clothing line, which focuses on flattering and unique loungewear pieces. The collection includes an off-the-shoulder top, a slouchy sweatshirt, a wrap top, and a foldover pant with “Phe Phe” printed across the butt. While the online creativity of these twins is undeniable, was entering such an oversaturated market a good move?
Brigette, also known as “Acquired Style,” was the first twin to gain online prominence. She went viral for her hair, fashion, styling, and lifestyle content. She quickly became known for her unique sense of style and her fabulous blowouts. Her twin sister, Danielle, was working a corporate job at Goldman Sachs at the time. Danielle began making content as well, mainly videos that focused on corporate fashion and morning/night routines, which many found relatable and aspirational at the same time. She has since left the corporate world to do social media full time, which has been met with some controversy from viewers. The twins have seen massive success in their influencing careers, working with brands like Tarte, Tory Burch, and Michael Kors. With their ability to sell an item and their creative eyes, many expected them to release their own fashion line. But, was loungewear the way to go? I believe that with their approach, it absolutely was.
What sets Phe Phe apart from other typical viral brands is the genuine uniqueness of the products and the pricing. A brand like Parke, for example, is viral for its simple mocknecks with the word “Parke” written across it. It is also priced at around $130. What is so unique about that design that makes it worth over $100? With Phe Phe, their designs are one of a kind and well thought-out. The twins made it a point to design flattering, chic pieces that were still comfortable and cozy. They claimed to have taken inspiration from the late 90s and early 2000s, replicating things they saw their mom wear when they were growing up. The details on the pieces, like the lace trim on the wrap top, show their genuine passion for the quality of their items. And the pricing? Everything is less than $100. While a few items come close (like the ’90s Icon Pants at $98) keeping the entire collection under $100 was a smart move, making it affordable for their followers. Being able to say that none of their pieces cross the $100 mark instantly sets them apart from most influencer-led brands.
While I definitely don’t need more sweats, I know Phe Phe will have a place on my Christmas list. The twins’ experience in both the influencer and corporate world gives them a unique perspective, perfect for starting and marketing a business. Brigette and Danielle have demonstrated ambition, creativity, and a clear understanding of their audience, which makes me confident that Phe Phe will become a staple across many closets.
Edited by Claudia Rothberg and Isabella Zapata
