When Sabrina Carpenter strutted onto the Saturday Night Live stage on October 18, 2025, wearing a custom white baby T-shirt embroidered with the iconic phrase “Live from New York,” few realized the small Manhattan shop behind the stitchwork. That shop? Abbode—a boutique embroidery parlor that’s now fielding calls nonstop after its viral moment in pop culture.
From Pandemic Pivot to SNL Stardom
Abbode’s founder, Abby Price, never imagined her side hustle would land on national television. After being laid off from a public relations job, the 29-year-old enrolled in Parsons School of Design’s fashion studies graduate program. Graduating into the pandemic, she first launched a dry floral business—complete with vintage housewares—but soon found her true calling in thread and fabric.
In 2023, Price dusted off an old embroidery machine sitting in the basement of her Elizabeth Street storefront and began offering custom embroidery services. What started as a creative experiment quickly evolved into a full-fledged brand with a distinct identity: blush pink interiors, pop culture-savvy designs, and a mission to modernize embroidery for a new generation.
How Abbode Landed the Sabrina Carpenter Collab
According to Price, Carpenter’s team reached out just days before the SNL taping. They requested a simple but powerful phrase—“Live from New York”—to be stitched onto a crisp white baby tee. The singer, who served as both host and musical guest that night, paired the top with matching pink bikini briefs that read “it’s Saturday night” in bold red lettering (though Abbode did not create the bottoms).
The look debuted during Carpenter’s performance of “Manchild,” a track from her latest album Man’s Best Friend. The outfit instantly went viral on social media, with fashion blogs and fan accounts dissecting every detail—including the delicate embroidery that many assumed was a high-end designer touch.
What Is Abbode?
Abbode isn’t your grandmother’s embroidery shop. While traditional embroidery businesses often lean into rustic or conservative aesthetics, Abbode leans into feminine, playful, and contemporary design. Customers can bring in their own garments for personalization or shop Abbode’s curated line of boxers, tank tops, toiletry pouches, and tote bags—all ready for custom text or motifs.
Price describes the brand as “girly but not gimmicky,” blending nostalgia with modern wit. It’s this exact vibe that resonated with Carpenter’s unapologetically feminine style and likely caught the attention of her styling team.
The Aftermath: A Small Business in Overdrive
Since the broadcast, Price says her phone “hasn’t stopped ringing.” Orders have surged, social media followers have doubled, and inquiries from other celebrities and stylists are pouring in. For a two-year-old business that started in a floral shop basement, it’s a dream scenario—but also a logistical challenge.
“This is the kind of moment you hope for but never expect,” Price told The New York Times. “It validates every late night and every pivot.”
Why This Matters for Indie Brands
Carpenter’s endorsement—organic, unsponsored, and authentic—highlights a growing trend: major celebrities increasingly spotlight small, independent creators. In an era where consumers crave authenticity over mass production, a single SNL appearance can catapult a microbrand into the mainstream.
