Our Story

Welcome to Don Cuge: Where Passion Meets Fashion

Our story begins on the streets of Staten Island, where a love for fashion, cars, and photography ignited the spark that would become Don Cuge. Founded by Nicky Curd, a.k.a Nicky Cugine, our brand embodies the vibrant spirit and unique blend of influences that define our founder's journey.

Nicky's passion for style was evident from an early age. Growing up surrounded by the dynamic energy of Staten Island, he found inspiration in the eclectic mix of urban culture and timeless aesthetics. This passion only deepened as he pursued his education and embarked on his career path.

Nicky's favorite fashion accessory growing up was shoes. He saved every hard-earned penny delivering copies of the Staten Island Advance to his neighborhood, just so he could cop the newest drop. He considers himself a sneakerhead since birth and never missed out on any of his favorite releases. Nothing was more exhilarating than getting his hand on the hottest new pair of kicks after camping out and waiting in line for hours.

After college, Nicky's journey led him to unexpected places. He honed his craft by building movie and TV sets with his local union, where his attention to detail and creativity shone through. Little did he know that his next adventure would take him into the spotlight.

Nicky's charisma and magnetic personality caught the attention of MTV, landing him a starring role on the hit reality show "Double Shot At Love" and entered his Reality TV Persona era. As the world watched, Nicky's star continued to rise, but his passion for fashion remained constant.

Drawing from his diverse experiences and personal interests, Nicky set out to create something truly special. Thus, Don Cuge was born – a reflection of Nicky's unique vision and unwavering dedication to craftsmanship.

At Don Cuge, we believe that fashion is more than just clothing – it's a form of self-expression, a celebration of individuality, and a statement to the world. Our apparel blends high-quality materials with cutting-edge design, embodying the essence of Nicky's creative spirit.

But Don Cuge is more than just a brand – it's a family. We invite you to join us on this journey, to embrace your passions and express yourself boldly. Whether you're cruising the streets or making a statement on the red carpet, Don Cuge is here to accompany you every step of the way.

Thank you for being a part of our story. Welcome to the family.

- The Don Cuge Team


Behind the Name, What Don Cuge Means to Me:

"I wanted to start a clothing brand that represented family."

"Family is everything to me." 

"In Italian culture the Don means the head of the family, the leader, but that's not the only reason I used the word Don. It's in honor of my mother Donna (my father called her Don), she has the biggest heart & always took care of our family. She ingrained in me a fierce sense of loyalty and compassion."

"Growing up my father, Hank, always told me that we are 'Cugines.' Even though in Italian, cugine means cousin, he used it to describe a well put together, pretty boy. He'd pull up in his brand new Cadillac, he always had the newest model, and he'd call out to me 'Nicky Boy, we're cug-ing in the Caddy.'"

"One day my father walks up to me, in a new velour tracksuit and asked if I liked his outfit. Of course I did! He was the most fashionable person I knew. He told me, 'We're Cugines', I started using the term in school and with friends, I used it so much they nicknamed me CUGINE. The rest, as they say, is history."

"When I look at the Don Cuge brand, all I see is family and the epic history they passed down to me."

"I love my family more than anything in this world."

"This brand is for them"

- Nicky Cugine, Founder