Allison Hertzberg Geová Rodrigues.

Geová Rodrigues is a Brazilian fashion designer who opened his East Village shop, Geová Atelier, in 2001. After working as a painter in San Paolo, Geová came to New York City in 1992 and launched his first collection in 1998. Trading in his paint brush for fabric, needles, thread and tons of sequins, Geová’s designs have been featured in New York’s Fashion Week and in editorials worldwide.

Vivacious is the first word that comes to mind when trying to describe the designer. He’s effusive and talks to you like you’ve been friends for years. The same energy runs through his bright little shop located at 208 Avenue B. I recently sat down with Geová to better understand who he designs for, why he chose the East Village and how come grown men still play
with dolls.

Why did you choose the East Village as the place to open your shop?

I love the East Village. I can get very inspired here. It’s a neighborhood with a great attitude. I love how the East Village embodies the same aesthetic as my clothing – a mixture of fabrics, textures and designs that come together to create something beautiful – just like the mix of languages, cultures and creative people that live in the East Village and make it the unique and interesting neighborhood that it is. Also, my first fashion show was in the East Village.

How have you seen the neighborhood change since you first opened your doors in 2001?

Lots of change. It’s much safer and cleaner. Now we have a lot of bars, restaurants, clothing boutiques, etc. But the biggest change I can see is the crowds; so many kids live and hang out here. But the East Village still has that underground feeling, that still survives. Thank God.

What kind of person do you design for, lifestyle, age, etc.?

I design clothes for people that like adventure. Now I also have a baby and kids line from three months old to seven years old. Age doesn’t matter – what matters is attitude to wear Geová.

Your pieces are so intricate with detailed embellishment, do you make each one yourself, are most of them one of a kind? How long on average does it take you to make one of your pieces?

I make every piece by hand. Sometimes I make similar styles in different fabrics. Everything I make is unique, but when you see someone walking down the street wearing something of mine, you can always recognize my work. I can take three hours or three days to make a piece of clothing. It depends how complicated it has to be.

I love your dolls! What made you branch into doll making?

Dolls are something I’ve loved since I was a kid. When I was little I used to watch Dona Bita, an old lady in my hometown of Barcelona in Brasil, making dolls by hand. I remember I was always very fascinated with those dolls, and when I started to design clothes I started to make some in the same way as Dona Bita. So my dolls are like my little fashion illustrations.

Allison Hertzberg is owner and head designer at Accessories by ASH.

A Look Inside Geová’s

Allison Hertzberg takes a video tour of Geová Atelier.