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.
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