THE QUEENS LAB: The Brand That Turned Nostalgia Into Style

Photos Courtesy by The Queens Lab - Professional Photos by: Nosso Studio - @_nosso_studio

Behind every product from The Queens Lab lies a magical formula that blends pop culture, visual identity, and a whole lot of heart. What began as a creative studio has grown into a true dream lab, where each collection is crafted with the sensitivity of true fans — who know exactly how to turn iconic references into pieces that speak to the soul (and the wardrobe) of a generation.

Founded by Deisi Pereira Machado and Jennifer Telles Toledo, The Queens Lab was born during the pandemic, through online idea exchanges and the belief that creativity becomes even more powerful when it meets purpose. Deisi, with a background in Law and experience in education, brings a strategic and rational perspective to the brand. Jennifer, a graphic designer with a background in marketing, breathes life into its creative and emotional side. Together, they form a duo that blends precision with intuition — and the result is a brand with a truly unique DNA.

Even before diving into the world of products, the duo was already using pop culture references to teach branding concepts. Their connection to the geek universe, 2000s hits, and a deep love for all things nostalgic was already there — all that was missing was to bring it to life. Their first collection was a clear sign they were on the right path: a line inspired by Stranger Things, launched alongside the show's fourth season, which masterfully translated the dark and retro universe of Hawkins into fun, desirable, and authentic products.

Today, Queens’ portfolio has grown — a lot. From stationery and office accessories, the brand has expanded to offer t-shirts, hoodies, mugs, keychains, and caps, all with a bold, affectionate aesthetic that’s unmistakably their own. Nothing is done by chance: before launching any new collection, there’s active listening with the community, in-depth research, and full immersion into the worlds that inspire their creations. After all, as the founders say, “the obvious has already been done.” The mission at Queens is to innovate and design for those who want to wear what they love — in a truly unique way.

And if creativity is the heart of the brand, strategy is its backbone. Before sketching any design or defining a theme, The Queens Lab talks to its audience — the Queeners, as they’re affectionately called — exploring their interests, testing ideas, and building real connections. Active listening is a vital part of the creative process. The brand’s Instagram, for instance, is more than just a showcase: it’s a living 2000s teen magazine, complete with personality quizzes, outfit inspiration, memes, and an affectionate curation of everything that shaped a generation.

“We were 2000s girls who loved consuming that kind of content,” say Deisi and Jennifer. “So it makes perfect sense to bring that vibe back. It’s an emotional rescue and a way to make our customers feel seen and embraced.” And it’s precisely this sense of comfort that turns The Queens Lab into something bigger than a brand — it’s a space of belonging.

Exclusive Interview with the Founders:

1. The Queens Lab was born from the fusion of creativity and strategy. How do you balance these two worlds when creating a new collection?

The first step before starting the creative process of a new collection is always strategic thinking — we research and test how interested our audience is in the theme or product we’re about to create. That way, we can first outline the strategy and understand what our community is looking for, and only then move into the creative side of designing the collection.

Beyond that, our main strategy is directly tied to creativity. We don’t want to be just another brand; the obvious has already been done and repeated a thousand times. Our goal is to be different, to bring innovative ideas that have never been explored in the fan product niche. We want our customers to feel authentic — wearing what they truly love in a unique way, without losing the essence of who they are.

2. The first themed collection was inspired by Stranger Things. How do you choose a pop culture reference to turn into a product?

We follow three core pillars when choosing a theme. The first is our audience’s interest — we always aim to understand what they truly love, because they are the essence of our brand. We love exchanging ideas with our community to see which themes resonate the most.

The second is timing: we look for opportunities to tie the collection to a specific date, such as anniversaries, season or album releases, or even concerts happening in our country. These occasions are perfect moments to connect fans with what’s happening in the universe they love, aligning trends with their preferences.

And lastly, deep knowledge of the theme — we never create anything without diving in and studying it thoroughly. We make sure we understand the story behind the reference, so our creations feel authentic and true to the fandom.

3. You started as a social media and visual identity studio. When did you realize it was time to take the leap into the physical product universe?

From the very beginning, launching products was a clear goal for us. So we gradually started transitioning our work until we were fully focused on product creation.

It was a carefully planned journey, carried out with intention and a lot of caution — always making sure we were moving safely and strategically so we could create the best possible products for our brand.

4. The brand’s Instagram feels like a 2000s teen magazine. What inspired this aesthetic, and why does it resonate so well with your community?

One of the pillars of our brand is nostalgia, so we’re always looking to bring in elements that evoke that feeling and reference the 2000s/2010s. That was a time when pop culture was lived intensely, with its own unique identity — and teen magazines reflected that: colorful, fun, and full of personality.

This vibe has always been part of our brand’s DNA and is something our customers recognize and connect with. After all, they’re people who love reliving the good feelings from that era. We were also 2000s girls who loved consuming that kind of content. We’d read about celebrity lives, do personality quizzes, and dive deep into youth culture.

That spirit lives on in our profile today. We like to think of our Instagram as a real magazine — a space where our community feels seen, welcomed, and embraced. And that means everything to us.

5. You have a highly engaged community. What is your relationship like with the brand’s fans, and how does this interaction influence the creations at Queens?

The constant exchange with our Queeners is fundamental to all our creations. We’re always very attentive to what they want and what drives them, so the first step is always to listen. We run polls, exchange ideas, and take note of every suggestion that comes our way with care.

We have a very open relationship with our customers — we respond to every message on Instagram and WhatsApp, and we also have a group where we share many ideas, which is where a lot of our inspiration comes from. We serve each of our customers with the utmost respect and kindness, packing every order with love. Additionally, every item in our unboxing has a meaningful purpose and function.

6. Today, The Queens Lab is a space of belonging. When did you realize you had created something bigger than just a store?

We realized that Queens was more than just a store when we started receiving testimonials from our customers. We often get messages that deeply move us — like people saying, “Here I don’t feel alone, it’s a place where I realize many people like the same things I do” or “When I visit the site, I go back to my teenage years… I relive those happy memories when what I loved was all that mattered.”

This speaks volumes about who we are and what we want to keep building.

It still feels like a dream for us — seeing how our brand impacts the lives of each of our Queeners is an indescribable feeling. Today, our brand is much more than just products; it’s a place for exchanges, identification, and fun. Above all, we aim to provide an experience for our customers. So, when people visit our Instagram, they’ll see much more than a product showcase; there’s tons of content and fun too, which sets us apart from the majority.