Scarborough woman’s Generation Z-inspired store 199Z combines fashion, video production, events

A Scarborough-raised Toronto fashion designer, event organizer and entrepreneur wants to celebrate her generation: Generation Z.

“Growing up, I heard negative things about the generation,” said 24-year-old Néeshell Vassell, who goes by Néeshell professionally.

That’s where her business, 199Z, comes in.

It’s part fashion company, part video-production company and part event company. It’s meant to showcase what her generation has to offer, and to celebrate Toronto talent.

“I created 199Z pretty much out of necessity. It’s a place where everyone can be accepted,” Néeshell said.

For Néeshell, starting the business was also about finding a place where she belongs. As a competitive high school soccer player, Néeshell suffered a significant injury and dropped the sport. She considered a number of career paths, but few appealed to her. She found her passion in the arts and fashion.

After graduating from Stephen Leacock Collegiate Institute, she enrolled in a communications program at

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