Member Story: How Untourage The Label’s Tanissa Carmon Brings Luxury and Empowerment to Modern Denim

Houston native Tanissa Carmon is the founder and creative director behind Untourage The Label, a luxury denim brand pushing the boundaries modern fashion. Launched in 2020, Untourage is Carmon’s passion project, blending her two decades as a cosmetologist with her love for self-expression through fashion and design. Inspired by her childhood fascination with denim and its transformative appeal, Carmon set out to create bold, timeless pieces crafted with premium materials and unparalleled artistry.

The brand debuted at New York Fashion Week in 2021 and has continued to shine at events like last month’s Atlanta Fashion Week, captivating audiences with its collection of denim pieces rendered in different treatments and washes. 

The brand’s latest release, the Levels Collection, showcases sophisticated designs  that exude modern luxury, from tailored jeans to chic cropped jackets, which are available on The Folklore Shop. Carmon’s commitment to exceptional craftsmanship and empowering style resonates through every piece, which is manufactured in Portugal.

Driven by her belief that fashion should inspire confidence, Carmon designs for “rockstars” who value individuality and statement-making pieces. Her long-term vision includes global expansion and collaborations with top luxury brands, aiming to elevate Untourage from a fashion label to a symbol of aspirational living.

This week on The Folklore, we spoke to Tanissa Carmon for our ‘Member Story’ interview series, where she shares the meaning of Untourage’s “superstar aesthetic”, the biggest lessons she’s learned in business, and why she’s committed to making women feel extraordinary

Tanissa Carmon, founder of Untourage The Label

How would you describe yourself and what you do?

I’m the founder of Untourage The Label, where I merge my deep-rooted passion for beauty with high-end fashion. My journey began as a licensed cosmetologist and that love for enhancing women’s natural beauty is at the heart of everything I do. Untourage The Label is an extension of that mission. It’s not just denim, it’s about creating pieces that make women feel extraordinary and confident in their own skin. I wanted to bring the same feeling of empowerment that I’ve cultivated in the beauty world into fashion, crafting designs that turn heads, and make a fashion statement. Untourage is where beauty meets bold style, and where everyone can find something that makes them feel like the best version of themselves.

Could you tell us about your background and what led you to found Untourage The Label? What sparked your passion for denim, and how did that evolve into launching a luxury denim brand?

I started my career as a licensed cosmetologist where I spent more than 20 years helping women feel confident and beautiful. But I realized early on that beauty isn’t just about appearance; it’s about self-expression and how you feel. I mean, a woman can feel completely different just off of a simple haircut, and this belief shaped my approach and ultimately inspired me to expand into fashion. 

My love for denim started at a young age; I wanted to make a personal style statement. So, denim has just had this universal appeal to me — it’s timeless, it’s versatile, and can be dressed up or down. But I felt that I could go further, especially in the luxury space. I wanted to design denim that is bold and sophisticated, something that transcends the ordinary. That’s what led me to start Untourage The Label, where I could fuse my background in beauty with high-end statement-making denim that empowers people to feel unique and confident. Each piece is crafted with that same level of care, with quality and artistry that make it worthy of a luxury label. 

What is the most important thing you’ve learned about the fashion industry and business side of running a brand?

The biggest lesson I’ve learned in fashion and business is just how much resilience and sacrifice it takes to build something meaningful. From financial sacrifices to real life, I’ve made them. It’s a constant balance between investing in my vision and managing the uncertainty of what lies ahead. There are days of self doubt, wondering if Untourage will truly become the brand I envision, or if all the hard work, effort and dedication will pay off. But I’ve learned that excellence has to be a non-negotiable, even on the toughest days. 

   
The Levels Collection by Untourage The Label

Has anything surprised or challenged you so far?

One surprise has been how unpredictable the journey can be. In fashion, everything is so fast paced — what’s in demand one day can shift overnight. Navigating that while staying true to that brand’s core values has been a challenge. Another unexpected lesson has been the importance of community and collaboration. The challenges, doubts and even surprises have all taught me to keep pushing forward with resilience, knowing that every step is a building block towards what Untourage is truly meant to become.

Untourage offers a “superstar aesthetic” and edgy take on classic denim. What does this “superstar” aesthetic mean to you, and how do you bring it to life in each collection?

For me, the “superstar aesthetic” is about creating pieces that make people feel powerful, bold, and unapologetically themselves. It’s more than just wearing a pair of jeans; it’s an attitude, a statement, and a feeling of confidence that comes from within. With Untourage, I wanted to go beyond the usual denim style and create designs that have a daring, high-energy edge — denim that’s both luxurious and striking, for people who want to stand out.

I bring this aesthetic to life in each collection by focusing on unique details, premium fabrics, and a fit that feels like it’s tailored specifically for you. I want every design to feel like armor for a modern rockstar: strong, sophisticated, and effortlessly cool. Each piece in Untourage embodies that superstar mindset, so when you put it on, you feel ready to step into the spotlight, whether that’s on a stage, at an event, or just walking down the street. It’s all about capturing that spirit and turning it into something you can wear.

The brand focuses heavily on fashion-forward treatments like staining, bleaching, and tie-dye. How did you develop these techniques, and what makes them integral to Untourage’s look?

Treatments like staining, bleaching, and tie-dye have been a natural extension of my desire to push the boundaries of classic denim and make it feel fresh, unique, and elevated. As a designer, I wanted to create denim that wasn’t just a basic staple, but a piece of art that told a story. I began experimenting with different techniques to add texture, depth, and personality to the fabric, ultimately finding a style that felt bold and sophisticated.

These treatments are integral to Untourage’s look because they bring an edge and a sense of individuality to each piece. They’re not just trends, they’re part of the brand’s DNA. The staining and bleaching techniques, for example, give the denim a raw, lived-in feel, while tie-dye brings a vibrant energy that reflects a creative, free-spirited attitude. Each treatment is done with careful thought and precision, so no two pieces are the same, and each carries its own unique identity.

Can you walk us through your creative process? How does a piece go from concept to final design in an Untourage collection?

My creative process starts with something that catches my eye or inspires me in everyday life. Like taking a simple, classic design, that I can reimagine with my own twist. For example, I once saw a basic pair of cargo pants, and I instantly thought about how I could remix them — taking the simplicity of the cargo and adding bold, high-detail artistry to create something elevated and unique. It’s about transforming the familiar into something unexpected.

Once I have the idea, I sketch it out, even though my sketching skills aren’t perfect! I do my best to get the concept on paper, capturing the essence of what I want to bring to life. From there, a technical file is made, where I map out the measurements, fabric choices, and all the intricate details that will make the design stand out. After that, a sample or prototype is developed, which is where the magic really happens. I can see how the design fits and moves, and I make any adjustments needed — whether it’s refining the stitching, tweaking the fabric treatments, or adjusting the silhouette. It’s a process of refinement, where every iteration brings me closer to the final piece.

Do you see Untourage evolving beyond denim, or is the focus primarily on pushing the boundaries within this category?

Yes! While denim will always be at the heart of Untourage, I absolutely see the brand evolving beyond just denim. The vision for Untourage is to create a full, cohesive collection that offers unique pieces in select categories. I’m excited to expand into tops, bodysuits, and other statement-making items, all while maintaining the same high level of craftsmanship and bold aesthetic.

Additionally, I’ve given a sneak preview of our upcoming men’s collection during a recent runway show, and I’m thrilled to bring this new dimension to Untourage. The goal is to create a versatile wardrobe for everyone — whether you’re rocking bold denim or stepping into a striking new piece from the men’s collection. I’m always looking for ways to push the boundaries of style and create new opportunities for self-expression through the brand.

    

    

On the runway at Atlanta Fashion Week, October 2024 

As Untourage grows, what are your long-term ambitions for the brand? How do you see Untourage expanding in the future?

One of my key long-term ambitions is to raise the brand’s visibility and awareness through strategic partnerships with other luxury brands. I see incredible potential in collaborating with high-end luxury vehicle brands, premium whiskey labels, and renowned shoe brands. These partnerships would amplify Untourage’s core values — luxury, exclusivity, and sophistication — while also aligning the brand with lifestyles that embody the same level of prestige and refinement.

By working with bigger, established names in these industries, we can create unique, high-profile collaborations that elevate the Untourage brand, introducing it to new audiences and fostering a sense of aspiration and desire. These collaborations would help position Untourage as not just a fashion label, but as part of a larger luxury lifestyle. Ultimately, I want Untourage to be recognized globally as the go-to brand for confident, bold individuals who demand nothing less than excellence in every aspect of their lives.

How has being part of The Folklore platform supported the growth of your brand?

Although I’ve only been a member of The Folklore since February, it has already been a valuable resource for the growth of Untourage. The webinars and community have been incredibly intriguing, offering insights into the industry that help me refine and expand my brand strategy. The platform has allowed me to connect with other designers, exchange ideas, and tap into a network of like-minded creatives who share a passion for elevating luxury fashion.
 

Discover Untourage The Label on The Folklore

Photographs courtesy of SJR Photography, Tanissa Carmon/Untourage The Label