Fly Club Turns a Feeling Into a Brand
BY Samara Lookatch ★ April 7th, 2026
Photo Credit: Olivia Terzuoli
Some brands follow trends. Others move with intention. Fly Club is the latter. Founded by Olivia Terzuoli, Fly Club did not begin with a traditional business plan; it started with a feeling. On a flight home from Greece, Terzuoli experienced the familiar post-vacation comedown. The sense of freedom, curiosity and possibility she had just experienced seemed to fade as she returned home. Instead of accepting that shift, she questioned it.
Why does that feeling have to end?
That question became the foundation of Fly Club, a brand designed to carry the energy of travel, exploration and independence into everyday life.
Entrepreneurship had long been part of Terzuoli’s identity. As a child, she sold handmade duct tape accessories at school, an early sign of her interest in creating and selling her own products. Over time, that mindset evolved into a larger goal: building something that reflected who she was and what she valued. Fly Club became an extension of that vision, grounded in self-expression, independence and a desire to “romanticize” everyday life.
Turning that idea into a brand came with challenges. In an oversaturated e-commerce market, standing out proved difficult. Terzuoli said one of the biggest obstacles was finding a way to differentiate Fly Club from other streetwear and lifestyle brands.
Her approach was to focus on intention.
“Everything has meaning,” she said. “What you’re creating, what you’re posting, what you’re wearing — it all has to connect back to something.”
That philosophy shapes both the design and messaging of the brand. Fly Club features relaxed, streetwear-inspired silhouettes, such as oversized crewnecks with dropped shoulders. The pieces are designed to be comfortable and versatile, while still maintaining a distinct, elevated style. Rather than chasing trends, the brand emphasizes consistency and purpose.
Beyond aesthetics, the message remains central: a vacation may end, but the mindset it creates does not have to.
That idea resonated early. During launch week, Terzuoli saw people wearing Fly Club for the first time, a moment she described as a turning point.
“It made everything feel real,” she said.
Since then, the most rewarding part of building the brand has been seeing that message connect with others. Terzuoli said creating something that extends beyond herself — and watching people embrace it — has made the challenges worthwhile.
Those challenges, she said, are constant. Running a brand involves more behind-the-scenes work than many people expect, from managing logistics to making creative and business decisions simultaneously. Learning to adapt and think quickly has been essential.
“There’s always something you have to figure out,” she said.
Despite that, she continues to focus on growth. Terzuoli said she hopes to expand Fly Club through pop-up events and, eventually, a permanent storefront. Creating in-person experiences, she said, will allow people to engage with the brand in a more direct way.
While Fly Club has collaborated with UGirl, Terzuoli said the partnership reflects shared values rather than a shift in direction. Both the brand and organization emphasize creativity, individuality and encouraging young women to express themselves. The collaboration will also feature a pop-up, offering an exclusive opportunity to shop Fly Club in person.
At its core, Fly Club reflects a broader shift in how young entrepreneurs approach business. Rather than separating identity from brand, Terzuoli has built Fly Club as a direct reflection of her perspective and experiences.
For others looking to start their own brand, she said the process can be intimidating.
“It’s scary,” she said. “There’s a lot more that goes into it than people think.”
Even so, she emphasized the importance of starting, despite uncertainty.
“There will be roadblocks,” she said. “A lot of things happen behind the scenes, but you just have to keep going and figure it out as you go and trust yourself to figure things out along the way. If you have a clear plan, take it step by step, and truly pour yourself into the process, you'll find that anything is possible.”
Fly Club, she said, is proof that a single idea — even one that begins as a fleeting feeling — can develop into something tangible.
It is not just about travel or clothing, but about mindset. The brand encourages people to stay curious, embrace independence and carry a sense of adventure into everyday life.
“You don’t have to be on vacation to feel inspired,” she said. “You just have to decide to live like you are.”
Edited by: Ella Castrillon