How Alex Rogers and His Team Turned OOTD into a NYC Street Style Staple

(Left to Right) Cory Muroff, Alex Rogers, Nic Byrom

If you've ever scrolled through Instagram and stumbled on a video of someone strutting through New York in a trench coat and vintage boots, odds are it came from OOTD. The account, short for "Outfit of the Day," has become a staple in fashion-forward circles, with nearly 510,000 followers and climbing. But behind the curated feed and street-side glamour is Alex Rogers and his team, Cory Muroff and Nic Byrom. Alex is a content creator and entrepreneur who quietly documents style in its most candid form.

OOTD wasn't always what it is today. The handle had been dormant for years before Rogers was introduced to its original owner in 2023 through a mutual friend. "At the time, the page had about 30,000 followers," he says. "I came in with experience working with brands like David Yurman and Lacoste, and pitched the idea that we could grow this into something real." Less than two years later, the numbers speak for themselves.

The page focuses exclusively on women's fashion wear, at least for now. Rogers's decision was both aesthetic and strategic. He wanted to start where the culture already lived, and women's wear was just that. He explained that women dominated the fashion and creator spaces, so it made sense for him to build the foundation there.

OOTD's content is refreshingly simple: eight to twelve shots of everyday women, caught in motion, wearing outfits that blend creativity, balance, and intention. "We're not chasing trends," Rogers says. "We let the looks come to us. The goal is to reflect what's really happening in the streets, not what's being staged."

Surprisingly, most people assume the account is run by a woman. "That reaction is pretty common," he laughs. This simply speaks to how natural the content that he pushes out feels. OOTD is not out here trying to force a narrative or aesthetic. They're just capturing what's real in NYC.

While Manhattan remains the core canvas, Rogers explained that Brooklyn often surprises him most. In the last 5-10 years, Brooklyn has been known for its wilder and bolder style compared to the more polished looks that the main island gets.

Beyond fashion, Rogers sees OOTD as a platform with room to grow, whether through brand collaborations, tech integrations, or even incubating fashion labels. "There's a lot of potential to evolve, but right now our focus is to keep putting great content into the world. Everything else will come."

His advice for others chasing a digital career like his? "Consistency. The first video we posted had 20 views. Now we've had one hit nearly 50 million. Most people quit too soon."

With an eye for detail and a steady pace, Alex Rogers is redefining what it means to spot, and share, style. One outfit at a time.