Know NYC: Vashtie Kola

Get familiar with Vashtie Kola, the multi-talented director, DJ, designer, and party promoter chatted with us about her love of NYC.

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Complex Original

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New Yorkers on the best of New York in 2015

Vashtie Kola is one of New York’s most beloved cultural ambassadors. A director, DJ, party promoter, and clothing designer, she is known casually as “downtown’s sweetheart.” Despite being present in many different aspects of the music, streetwear, and nightlife worlds, she still manages to maintain an air of mystery. 

Kola grew up in Albany, N.Y., but moved to New York City to attend the School of Visual Arts. She worked for Supreme founder James Jebbia, as well as Def Jam before starting to produce, and later direct music videos on her own. In 2008, she launched her streetwear line called Violette New York. Kola is a DJ and hosts one of the city’s wildest parties, a weekly called 1992 at Webster Hall on Thursday nights. She is professional tastemaker 1.0, a master of developing the personal brand, who pioneered the business model well before “influencer” became a marketing buzzword. We met up with her at Jack’s Wife Freda, an American/Mediterranean Bistro on Lafayette Street to talk about her favorite places in New York. Bumping into friends and collaborators along the way, Kola gave us her take on the city as its resident for the last 15 years. Get to know her favorite spots in New York below.

Photography by Liz Barclay 

Vashtie wears the COACH BIKER Sheepskin Vest, the COACH ​Applied pocket dress, and ties the COACH SKULLS wool foulard oversize square around the COACH RIP and repair shadow crossbody in copper/white leather​.

How has New York changed in the last 15 years since you moved here?
In the past year there have been a lot of corporate chains stores that have taken over little mom and pop shops. But I also find that the opposite is true. There are a ton of independently owned businesses and restaurants. It’s a split, which is maybe a good thing. For me, in the past year, my career has changed so much. It has grown and taken off, which is exceptionally exciting. These are the places that I have been going to for 15 years. These places are my home. 

Vashtie wears the ​COACH ​Applied pocket dress and ties the COACH SKULLS wool foulard oversize square around the COACH RIP and repair shadow crossbody in copper/white leather​. Jewelry is her own.

Jack’s Wife Freda is one of your favorite restaurants, how come?
The owner, Dean used to work at Schiller’s. I met him when I used to go there, so when he opened up his own spot I started going right away. I am friends with him and his wife. The staff there treat me like family. There’s no “Let's take a selfie,” or “What projects are you working on?” I walk in and the questions are “Are you hungry?” and “Do you want some whiskey?” It’s not about social media or about work or the things that my life has become. I always get the Greek salad, with no feta and add avocado. Sometimes I get the cauliflower. 

We hear you have a deep love affair with Juice Press as well. 
The staff at the local one in my neighborhood are very interesting. I’m starting to gravitate to people who are very regular—meaning they’re not looking for something out of you. It’s great to walk in and chat about some new song that just debuted and get other people’s opinion on things. I’m confined, I do the same thing every day. I’m in the office working, or I’m in the studio working. Those breaks are very valuable. I ask them what music they’re listening to. I go to Juice Press every day—maybe twice a day. I get The Harvey Wallbanger, no works. And they have samples! I’m all about a sample. It’s like family style for free.

Vashtie wears the COACH BIKER Sheepskin Vest, the COACH ​Applied pocket dress, and ties the COACH SKULLS wool foulard oversize square around the COACH RIP and repair shadow crossbody in copper/white leather​.​ Jewelry is her own.

Where do you go to hide when you don’t feel like running into familiar faces?
I shouldn’t put it on blast, but there is a little eatery on the LES that’s my home. I’ve been going for 15 years. I’m friends with the owner, friends with the staff. 

Most important meal you’ve ever had there?
For my birthday this year I decided to have a dinner that I wanted to pay for. I rented out the basement and invited my friends, my family, and the people I work with. We had tons of champagne. I had never done anything like that, and I really wanted to bring all of the people that I love together and thank them. I have been very lucky, and everyone around me helps. I get advice from my best friend everyday. Thanking them for allowing me to grow into this woman was important to me, and I had to do it there. 

[Ed. Note—As we’re walking past McNally Jackson on Prince Street, legendary producer and audio engineer Young Guru stops Vashtie to express with the utmost sincerity how proud he is of her, and how much he admires her. She is noticeably taken aback, and after a heartfelt exchange we continue walking toward the sculpture garden on Elizabeth Street.]

Vashtie wears the COACH BIKER Sheepskin Vest. Jewelry is her own.

What is it like to receive such genuine compliments from someone like Young Guru?
It’s so insane. It’s Guru! I can’t believe it. I ran into him a few years ago, and he said that when he looks at me I remind him of a young Jay. To hear that from someone that I respect and that I grew up being obsessed with is unreal. It’s absolutely unreal. 

[Ed. Note—We settle on a park bench just south of the sculpture garden, after one of the volunteers who helps run the public park closes its gate for the evening.]

Vashtie wears the ​COACH ​Applied pocket dress and the COACH BIKER Sheepskin Vest. Jewelry is her own.

Do you ever take off your jewelry?
Never. I wear it when I work out. I sleep in it. I hate the idea of forgetting to put my jewelry on. 

Recently, a mass exodus from New York seems to have begun. The New York Times published a trend piece about how the city’s creative class is flocking to Los Angeles en masse. As someone who has made New York so endemic to her personal brand, why would you campaign for the city in 2015?
For the longest time I was really upset with my friends for leaving. Like, “Really dude, why? Is good weather actually the deciding factor?” As I’m growing, I understand it more. New York is expensive. It can be difficult. The winters are brutal. I wouldn’t say that you shouldn’t move, but for me this city has been very fruitful. 

You can walk down the street and meet someone who could change your life, or give you the opportunity that you never would have had otherwise. I can map out the successes of my life just by moving here. It’s easy to meet people. You see Guru on the street in front of McNally Jackson reading a book. You see Eunis Lee, who runs Unis on Elizabeth Street out walking around. [Ed. Note—As Vashtie points this out, Lee strolls by, pondering a quick manicure at the shop next door aloud with a friend.] These incredible minds are at arm’s reach. It’s not everyone’s path, but for sure this is home base for me. 

Vashtie wears the ​COACH ​Applied pocket dress and ties the COACH SKULLS wool foulard oversize square around the COACH RIP and repair shadow crossbody in copper/white leather​. Jewelry is her own.

Are there no other cities that compare?
I have travelled a lot, and no matter where I go I always feel connected to this city. Maybe I lived here in a past life. For me, New York is the one. 

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