UNFILTERED
A Bold LA Lifestyle Brand Built on Authenticity
Featuring Founder: Matthew Shack
INTRODUCTION
Born from the energy of a loyal YouTube community and fueled by pure creative freedom, UNFILTERED is quickly becoming one of Los Angeles’ most intriguing emerging lifestyle brands. For this month’s Calabasas Lifestyle Business Spotlight, we sit down with founder Matthew Shack to explore the story behind the brand, its connection to the Calabasas/Malibu lifestyle, and the vision ahead.
THE INTERVIEW
The Origin Story
Q: What inspired you to start UNFILTERED?
Matthew: “I was asked by my YouTube subscriber base to start a clothing brand for them to represent the channel, and it blossomed into something I never truly imagined.”
Pull-Quote:
“It blossomed into something I never truly imagined.”
What Makes UNFILTERED Different
Q: What makes your business unique compared to others?
Matthew: “We actually cater to our audience that we personally built from scratch. They help to push the UNFILTERED brand into uncharted territories.”
The Calabasas/Malibu Vibe
Q: How does your brand reflect the Calabasas/Malibu lifestyle?
Matthew: “We represent quality and the good life in a fun and innovative fashion.”
The Signature Piece
Q: What products are you most proud of?
Matthew: “Our custom UNFILTERED Letterman jackets.”
Q: Is there a best-seller you want us to highlight?
Matthew: “Our custom UNFILTERED Letterman jackets.”
Spotlight Feature:
UNFILTERED Custom Letterman Jacket
Crafted with precision. Worn with pride. Designed to make a statement.
A Customer-First Experience
Q: What experience can customers expect when they engage with UNFILTERED?
Matthew: “An experience that is more about you than it is about us. We are listeners — and we love to listen.”
Community & Collaboration
Q: Do you collaborate with other local businesses or community groups?
Matthew: “We are definitely looking to find some strategic partners in that realm.”
Why Local Matters
Q: Why is supporting local important to you?
Matthew: “Because we are a local Los Angeles brand. We want to include everything that we are because it was all created here.”
Pull-Quote:
“We are a local Los Angeles brand… it was all created here.”
WHAT’S NEXT FOR UNFILTERED
Upcoming Launches
Q: Are there any new offerings or launches coming soon?
Matthew: “We are going to be launching some brand-new websites for other products and services, as well as additional social media platforms.”
The 3–5 Year Vision
Q: Where do you see the brand in the future?
Matthew: “We would love for us to be considered a premier lifestyle brand locally and worldwide.”
Passion & Purpose
Q: What do you love most about running your business?
Matthew:
“Autonomy. Along with the ability to express our creations without any red tape involved.”
FOUNDER’S MOTTO
“Never ask for permission. Just do what you want — it’s faster.”
— Matthew Shack
CONNECT WITH MATTHEW SHACK UNFILTERED
Website: www.matthewshackunfiltered.com
PHONE: 408-420-6234
Email: stercrazyproductions@gmail.com
Instagram: @shackster21
TikTok: @shackster21
Location: Los Angeles, CA
