BUFFALO, N.Y. (WKBW) — Allentown's streetwear staple, Trend Up, is celebrating its ninth anniversary. Founded by Buffalo native Giovanni Centurione, this shop has become a key player in the city's fashion scene.
"It's mostly a men's store, but it's streetwear so it's anybody," owner Giovanni Centurione said. "Girls can rock it too. It's hoodies and pants. Anybody can rock it."
Centurione was inspired to create Trend Up after living in New York City. When he moved back to Buffalo in 2010, he struggled to find the same style.
"Back then, Elmwood was mostly women's boutiques," Centurione explained."Eveyone liked what I was wearing here in Buffalo and I always wanted my store anyway, so I thought why not give it a try?"
He left his position at Visit Buffalo Niagara, and the rest is history. The shop now carries designers from L.A. and New York, as well as local brands.
In 2023, Trend Up became the official home of Damar Hamlin's clothing line, Chasing M's.
"It's been cool to see it evolve from a smaller space to a bigger one, where he has total control over the aesthetic, pop-up events and fashion spotlights," Shop Allen Street Block Club and Business Alliance President Barrett Schwalenberg said.
Like several small businesses, Trend Up faced challenges during the pandemic.
"We had to close from March through June. We didn't know what we were doing," Centurione said. "Luckily, I share a space with someone else; Ms Eye Candy. We saved on rent, that was good. What also helped was that we had our good customers. We would do one-on-one in. They still support us. Online sales helped out too."
Despite the hurdles, Centurione's resilience has kept Trend Up thriving.
"He's got an unbelievable amount of experience and knowledge," Schwalenberg said.
