Lusso Supply's top selling item is this "I'm So NY" baseball cap. (Photo courtesy of Michael Caniglia-Robiolio / Reel Eyes Productions)(Photo courtesy of Michael Canig

STATEN ISLAND, N.Y, -- When Frank Fallacaro would go out with his friends in high school and college, his crew had a habit of showing up in the same snapback hat and logo T-shirts.

“It became a little ridiculous,” he said, detailing their flat-brimmed preferences and limited retail resources. “We all shopped in the same stores and wore the same sneakers. I wanted something different that would set me apart from the crowd.”

So Fallacaro, who developed an appreciation for streetwear during his youth, started making his own baseball hats and handed them out to his sneaker-obsessed friends.

Part of Lusso Supply Company's Byway Fall Hoodie Collection, this  NY3 Almond Hoodie sold out on the first day of its release. (Photo courtesy of Lusso Supply Co. LTD)

“I gave each one a meaning and designed all of these symbols and logos to match the sneakers that were being released at the time,” Fallacaro said. “All of the sudden people were approaching me to order a hat. We created a demand by just wearing the stuff wherever we went.”

The budding designer started making t-shirts and hoodies next, and in 2015, Lusso Supply Co. was born.

“In Italian, ‘Lusso’ means luxury,” Fallacaro said, so I chose that name because it was the perfect contradiction. I was creating a line of streetwear, which was casual and simple, but at the same time it was also extremely opulent and coveted. Luxury doesn’t just have to be high priced. Luxury is also the everyday things we take for granted.”

Francis Lusso on set directing a photoshoot at F.C Chaos boxing gym in Staten Island for his Season 8 collection. (Photo courtesy of Heber Galindo of Staten Island)

Born in Brooklyn, Fallacaro – who started going by the name Francis Lusso after the birth of his company – moved to Staten Island about 10 years ago and has been “repping the 7-1-8″ ever since. After the launch of his line, he built a substantial social media presence – 19.4k followers on Instagram alone – and feels that his pieces have changed the way 20-somethings shop for streetwear.

“The intended goal of this line is to make everyone wonder what store you shop in,” he said. “We’ve become a well-known brand over the past couple of years, but our items still have the allure of something that is not seen every day.”

Pietro "The Baker" Stemma models for Lusso Supply Company's Season 8 Photoshoot (Photo courtesy of Michael Caniglia-Robiolio / Reel Eyes Productions)

But Fallacaro, who says he developed a love for fashion when his parents would buy him the newest sneakers and clothes as a reward for good grades, wasn’t always in the fashion profession. While earning his business degree from the College of Staten Island, he worked full-time at a car dealership and was asked to help launch a rental car business at the age of 20.

“I left school temporarily to pursue this car endeavor, which taught me a lot,” Fallacaro said. “I learned Google analytics and marketing techniques and was trained in web design. When I launched Lusso Supply Co. I was able to apply all of those skills to my own business.”

Fallacaro draws his inspiration from art and music and stays true to his New York roots when sketching out his designs. His best-selling piece was a distressed baseball cap from the Lusso Supply Season 9 that was embroidered with the “I’m So NY” logo.

Frank "Lusso" Fallacaro on set of a photoshoot for Lusso Supply's Season 8 with model Pietro Stemma. (Photo courtesy of Michael Caniglia-Robiolio / Reel Eyes Productions)

“That hat really elevated my business,” Fallacaro said. “It came out in 2016, but I still spot them everywhere, which I love. Every time I see someone wearing one of my pieces it stirs up a lot of pride and keeps me motivated.”

Multiple social media influencers have also given Lusso Supply Co. a lift: Over the past few years, Fallacaro has formed collaborations with Saffire Matos and boxer Junior Younan, who recently wore a Lusso warm-up suit before his last fight at the Barclay’s Center.

Lusso Supply company's signature hang tags display the company's origin and slogan "STYLE RESPONSIBLY." (Photo courtesy of Lusso Supply Co. LTD)

“Lusso Supply is sold almost exclusively on our website and the collaborations have directed a lot of traffic there,” Fallacaro said.

The designer recently introduced some of his stock at NRS Kicks in Dongan Hills and says he is proud to sell some of his items locally.

“This line was created here so I’m honored to sell it here,” Fallacaro said.

This painting was created for Lusso Supply Company's "Support Realness" organization and was donated by several Staten Island artists  and companies including Dagoe Marse & Rana, "Riri Poyson" Altawab, Poyson Style, and Painted Lady Crafts. (Photo courtesy of Michael Caniglia-Robiolio / Reel Eyes Productions)

He is also extremely proud of his company’s charitable endeavor, which is titled “Support Realness.”

“The goal of Support Realness is to promote peace and coexistence thorough art and fashion,” Fallacaro said. “We’ve raised money for local hospitals and have done some outreach for the homeless. It’s a branch of the business that is very meaningful to me.”

The designer encourages fashion fans to look out for Lusso Supply Co.’s fall line, which is expected to drop on Sept. 19.

“We’re very excited about this new collection and can’t wait to see where Lusso Supply Co. will take us next.”

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