Today we’d like to introduce you to Nicole Rippee.
Hi Nicole, so excited to have you with us today. What can you tell us about your story?
I’ve always known I was meant to create something — I just didn’t know exactly what it was until August 2024, when it hit me while on a sweaty road trip to Palm Springs.
My friend Shannon and I were desperate to protect our arms from the sun, so I threw on a cheap pair of uncomfortable arm sleeves I found online, and she — in a moment of true DIY spirit — cut up her daughter’s bright yellow leggings and wrapped them around her arms. We looked ridiculous. She scratched her arm and said, “Someone really needs to do something about this. ”“I’ve been wanting to forever — I just don’t have a name” I replied. Without skipping a beat, she said, “Shade. It’s like shade for your skin.” And that was it. That was the moment HELLO SHADE™ was born.
From there, I dove in headfirst, even thoughI had no experience in apparel manufacturing. I trademarked the name before I even had a prototype. I went to MAGIC in Vegas with my 10-year-old son Easton, found a fabric supplier, and from there was introduced to a small-batch manufacturer in Los Angeles. I didn’t know what a pattern was, I didn’t have a background in production, but I had what I call “delusional confidence” and very clear signs from the universe that I was on the right path.
HELLO SHADE is now a growing sun protection brand rooted in style, function, and sustainability. We make fashion-forward UPF 50+ sleeves that are handmade in small batches right here in California. It’s more than just a product — it’s a movement to change the way women protect their skin.
We just launched with great success and sold out of our first batch pretty quickly! I’m still very much in the building phase, but I’ve learned that action creates momentum. You don’t need all the answers to start — you just need to trust your gut and go for it.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Definitely not a smooth road — more like a winding road with potholes, detours, and a lot of turns, ha. But that’s honestly what makes the journey meaningful.
When I started HELLO SHADE, I had zero background in apparel manufacturing. I didn’t know what a pattern was, what a tech pack looked like, or how much production would actually cost. I was constantly Googling, emailing strangers, asking a million questions — and learning everything on the fly. And let’s just say… I’ve made a few expensive mistakes along the way.
One of the biggest challenges was around manufacturing. I originally thought my production cost was $X per PAIR, but it turned out I misunderstood and it was actually $X per SLEEVE (2X what I thought!) — plus extra fees I didn’t account for. That moment was really rough. I remember staring at the invoice thinking, “I’m either going to cry or figure this out.” So I figured it out. I found another manufacturer, negotiated smarter, and kept moving. Let’s just say that first batch of sleeves was expensive, lol. Thank goodness it was a fairly small batch!
Another challenge has been balancing motherhood, personal life, and launching a business as a solo founder. It’s a lot. But I remind myself that everything I’m doing is building something bigger — not just for me, but for my son, and for other women who I can help inspire and motivate along the way. The more I learn through this HELLO SHADE journey, the more I realize that this is so much larger than myself. Sun safety needs to begin in and with our youth. If I can build a brand that resonates with young people by making sun protection cool and stylish, well, that would be pretty awesome. Talk about an impact.
Through all of it, what keeps me going is the deep belief that this brand matters. That it’s needed. And that I was meant to bring it to life — even if I had to learn every single step from scratch.
As you know, we’re big fans of HELLO SHADE. For our readers who might not be as familiar what can you tell them about the brand?
HELLO SHADE™ is a California-born, California-made sun protection brand redefining how women shield their skin from sun damage, premature aging, and skin cancer. We specialize in fashion-forward, adjustable UPF 50+ sleeves, handmade in small batches right here in CA. Our sleeves block 98% of harmful UVA/UVB rays — and they’re designed for women who care about both style and sun safety.
We’re not athletic, yet we’re worn by athletes.
We’re not clinical, yet we’re trusted by surgeons and dermatologists.
We’re not something you throw on just for a hike — although you absolutely can…and should.
We’re the “it girl” version of sun protection — something you actually want to wear.
What sets us apart is that we lead with style, not fear. Our customers are empowered to live their best lives out in the sun, knowing their skin is protected. Each pair is made with buttery-soft, breathable fabric, detailed with custom stitching, luxe gold toggles, and color combinations that feel bold, fresh, and elevated. Everything is made locally and in small batches to keep quality high and waste low.
What I’m most proud of is taking a concept that didn’t exist — and turning it into something real. Something that makes women stop and say, “Wait, I’ve been looking for this.” That moment of recognition — of solving a real problem for real women — is what keeps me going. Innovation excites me, and I’m already thinking about what’s next.
At HELLO SHADE, we believe sun protection should feel empowering, not restrictive. So whether you’re running errands, driving with the windows down, or spending a full day outside — our sleeves let you do it all without compromising your skin or your style.
We sold out of our first batch — and we’re just getting started. Sun protection is about to get a glow-up — and HELLO SHADE is leading the way.
In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
We’re at the beginning of a major shift in how people think about sun protection — and this category is about to explode. We’ve already seen it with the rise of brands like Supergoop and the global influence of Korean skincare, where prevention is prioritized over correction. UPF apparel and accessories are next.
More and more women are realizing that SPF isn’t enough on its own, and that long-term sun protection needs to include physical barriers like UPF clothing. But they don’t want to look like they’re headed on a safari or to a dermatologist’s office. There’s a huge white space between functional and fashionable — and that’s where HELLO SHADE lives.
In the next 5–10 years, I believe sun protection will be just as common and normalized as skincare. It’ll be built into our daily routines the same way SPF moisturizer is today. I also think we’ll see the rise of category-specific UV protection — like driving gloves, accessories for runners, kids, even wedding-day sleeves. Sun safety won’t just be a niche concern anymore. It’ll be a wellness essential.
From a consumer standpoint, I see a continued push toward small-batch, ethical production and products with a story. People want to know where their pieces come from, who made them, and why they exist. Fast fashion is losing its appeal. Customers are smarter, and they care.
And finally, we’re entering an era where functional design is no longer optional — it’s expected. Consumers are smarter, more informed, and more intentional about what they buy. They want pieces that work hard, last longer and look good – that offer both purpose and polish. Products can’t just be pretty — they have to solve a problem, tell a story, and invite people to be a part of something bigger.
People are craving connection — and HELLO SHADE delivers. Our customers already have their own sayings like “sleeve sightings!” and “sun’s out, sleeves on!” I learn so much from them every single day.
At HELLO SHADE, we’re not just selling sleeves — we’re building something women can believe in and be a part of. Something bold, elevated, forward-thinking, and fun. And the best part? We’re building it together.
I’m constantly asking for their opinions and gathering real-time feedback through social media. Every DM, comment, and suggestion shapes what we create next. This isn’t just a brand — it’s a collaboration. And I truly believe that’s what will make all the difference.
Contact Info:
- Website: https://shophelloshade.com
- Instagram: https://instagram.com/shophelloshade_/
- Facebook: https://facebook.com/people/HELLO-SHADE/61573653583480/#
- LinkedIn: https://www.linkedin.com/in/nicole-rippee-35251647
Image Credits
All images belong HELLO SHADE
