Grooveeffect is an urban style, music, and events guide focusing on men's and women's streetwear, indie and underground music, and the club and party scene. Grooveeffect was created by Ivy Rashid and Sean Mulholland, veterans of the streetwear and club culture coming out of the underground rave and hip-hop scenes in the 90's. We watched streetwear evolve from camo and phat pants to nu-camo all-over prints and skinny jeans, from the rise of major labels like Ecko and 555 Soul to the rise of exclusive brands like 10 Deep and BAPE.

We don't identify with any one 'thing' - we take our influences from all around us. We're not sneaker heads, we're not clubbers, we're not hardcore hip-hop heads, we're not hypes for any product dropped by flavor-of-the-month brands. But at the same time we do take a little from all of that, and them mix it in with whatever other random things we think are hot.

It's about developing a personal style. We just try and filter out the noise and give you the good stuff.

About Ivy

Ivy's natural eye for trends in fashion, music, and culture first developed out of the streetwear of the mid-90's rave and club scene, and was honed to perfection in her years studying fashion in Chicago and San Francisco. Since finishing school, she has worked at several online fashion editorial and entertainment start-up in the San Francisco area.

About Sean

Sean is a filmmaker who has been practicing his craft for over seven years, and has studied film, video, and new media at art schools in both Chicago and San Francisco. Sean's experience has ranged from managing a freelance video and film production business, a successful tech startup in SF, and work in search and emerging media at some of the top advertising and communications companies in the world.

SeanMulholland.com

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