The Quality Makers: El Shane of BopBop

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Welcome to The Quality Makers, an interview series highlighting pioneers in the direct-to-consumer space. Join us as we get an inside look at the world of digital shopping through the eyes of the individuals shaping it…

In our algorithm-driven world, it’s hard not to wonder whether we’re all drifting toward the same aesthetic. The same neutral color palette. The same Pinterest boards. The same brands that cycle through our feeds until individuality starts to feel like an endangered idea.

Fashion once rewarded distinction. Before social media turned style into a copy-and-paste moodboard, getting dressed felt like an act of self-authorship. And yet, even in the thick of today’s sameness cycle, there are people determined to bring personality back into the frame – people like El Shane.

The stylist, longtime fashion insider, and Founder of BopBop has always treated fashion as a living language, shaped by small but expressive choices that change the entire temperature of a look. After more than two decades in the industry, she still approaches style with a sense of play and possibility that feels increasingly rare.

That sensibility is what pushed her to build BopBop in February 2024. Years spent styling artists like Ariana Grande, Carly Rae Jepsen, Zooey Deschanel, and Madison Beer sharpened her eye for the emotional charge a single detail can carry. But El kept running into the same friction: personalization wasn’t built to evolve. Once something was embroidered, sewn on, or monogrammed, it was locked in. The wearer had nowhere to go.

BopBop flips that script. El created a modular system where expression isn’t fixed – it expands. Her screw-on mechanism allows for “Bops” (beads, bows, halos, metal stars, letters, even framed faces) to click in and out of garments and small goods called Canvases. One day the look leans whimsical; the next day, sentimental; the next, a little unhinged in the best way. The Canvas stays, the story shifts.

It’s individuality with motion. A quiet rebellion against the pressure to commit to a single aesthetic. And at its core, it’s a reminder that style is supposed to feel personal, a little unruly, and entirely your own.

In our exclusive Q&A, El shares what it took to invent a category from scratch, why customization feels more emotional than ever, and how BopBop is rewriting the role accessories play in the way we express ourselves.

As a former stylist and longtime fashion insider, what about fashion has always excited you most – and how has that passion evolved over the years?

Fashion has always allowed me to act in this sort of gypsy- like way, where one day I could be one version of myself, and the next day– someone entirely different. I’ve never taken fashion too seriously. It’s always been a bit of a game for me – the boundary pushing… the shock value. 

I always believe in that main character theory – we’re the protagonists of our own story. The main characters of my storyline always have the most fun. I love feeling The Most!  And nothing has changed since the days of me dressing outrageously inappropriate in high school… just my budget for shopping has gotten a little more generous. ‍

You’ve spent over 20 years in fashion and still felt “something was missing.” What gap did you see, and how did that spark the idea for BopBop?

I have an innate “ick” for conformity – it stops me in my tracks and gives me a bit of anxiety to think I could end up blending into a sea of beige. A trend telling everyone to buy the same bag, same jacket, color of the season puts everyone in a box. I created BopBop to celebrate transformation and expression.  I want to empower people to feel that same excitement I feel when I wear something that feels like only I have it. And that entire feeling comes down to one word: Customization. And that’s where BopBop comes in.

I invented something in fashion that didn’t exist. It started as a desire to create customizable clothing, handbags, and small goods where the customizable aspect was able to ever-change with your mood. Before my product, if you wanted to customize a bag, you’d likely grab some patches to sew on, or an embroidery machine, and that would be that. You could never pass it down, re-sell it, or re-gift it, because your name was sewn on. 

With BopBop, every Bop – whether it’s our jewelry collection like our beaded and metal flowers, stars, halos, mutants, our letter patches, velvet bows, or our precious frames that you can literally insert your favorite pet or human’s face into – tells a story of your day. And then simply unscrew your Bops for a fresh canvas tomorrow. 

Every brand has a moment when an idea shifts from imagination to motion. What did those early days of experimentation look like – and what kept you moving forward when the vision felt bigger than the resources?

Creating something that’s never been done before is so scary in so many ways. First, you have nothing to compare your product to, so you’re a bit alone on an island of hope and dreams. But I think I’ve always lived on an island of hope and dreams so I felt a bit at home. 

Then, getting our resources in order to develop this first to market product was extremely difficult. First we had to develop a unique screw system that locked our accessories (we call Bops) into place on our garments (we call Canvases). Then we had to convince our production houses to believe in our ideas enough to execute well. I look back at the early stage prototypes and am truly in awe of how far we’ve come. 

Accessories are usually the finishing touch, but with BopBop you’ve made them the main event. Why accessories, and why this interchangeable format?

Accessories have defined the identity of man and woman since the dawn of time, as symbols of power, belonging, culture, and gender. I find accessories to be the most definitive way to share your personal style. Plus, I am a strong believer in change, evolution of style, and “not being afraid to try something new.” Nothing good happens from staying the same. So why not create accessories that change with you? Your latest obsessions, fandom, and all around vibe – it’s giving the power back to the individual. And having a little unhinged, nostalgic fun along the way never hurt anyone.

Every founder has a “learning curve” story. What was the most unexpected lesson in turning your creative idea into a tangible, shoppable product?

Good things take time. Consistency and quality are earned through meticulous standards. Other people’s “perfect” is not the same as your own. What we’re doing is hard and there are curveballs coming at me every single day. I’m committed to launching beautiful products that people adore. One at a time. 

Bold color and playfulness are clearly part of your DNA. How do you balance self-expression with longevity and quality in your designs?

That’s the fun of BopBop. You shouldn’t have to think about longevity. Life is too short to worry about if you’re going to still love velvet bows in a year from now. With our screw on, screw off system, you can change your Bops as you change your mood. 

We create high quality products at affordable prices so that you really don’t have to make those difficult decisions – whether you’re “a bow girl” or not. If it feels good in the moment, do it. Enjoy it. Start over tomorrow. 

‍The idea of “wearing the same piece, but never the same way” feels both sustainable and emotional. How do you think about encouraging mindful consumption through your brand?

Sustainability has been a key point of our design process. We believe that your canvases should stand the test of time. Our designs are intentional and the quality is phenomenal — I’m so proud of our product. Our concept allows you to invest in one Canvas (or two!) and change your Bops with your mood. Wear your boyfriend’s name on your sleeve until you break up, and then re-work those letters into your next fandom. ;) Let’s try it…  bye, bye MILES … hello SMILE!

I have an entire shelf in my closet filled with customized pouches and backpacks with sewn-on activities I no longer enjoy or names I no longer relate to.  Those pieces can’t be passed down because they’re set in stone. Our BopBop products can be worn over and over, but never the same!

As you think about the next chapter – for both yourself and BopBop – what feels most important to carry forward? And what are you ready to let evolve?

BopBop to its core is built for collaborations. The possibilities are endless. I want to Bop everything outrageous on my Canvases. And I want so many different Canvases to Bop. It’s so fun to see how excited customers get about what they can Bop, and where they can Bop. We’ve created a lifestyle.

I’m extremely excited about some upcoming partnerships in the pipeline. When I want a micro mini Ketchup bottle on my BopBop backpack – I’ll know exactly who to call.