Tag Archive for: sustainable fashion

Introducing Gala Maar: Contemporary Swimwear for the Modern Muse

Contemporary swimwear

This is an interview with Factory45’er Blakely Wickstrom about the launch of her brand Gala Maar, contemporary swimwear for the modern muse. Blakely took a pre-sales strategy to launch her first collection through her online store. Read on to learn more about her company and hear her advice for new brands.

Tell us about your products and company. What do you make?

Right now, I’m producing women’s swimwear and being as sustainable as possible throughout the entire process — from my fabric, made of discarded fishing nets, to sourcing the only made-in-the-USA pad inserts and everything else in between.

The construction is very high quality and the design is more timeless than trend driven, with the intent being that the swimsuits should last my customer an especially long time. Swimwear is the beginning — I’m hoping to expand the product range with every season to grow into an ethical resort lifestyle brand.

Contemporary swimwear

From the beginning, you had a very strong vision for your branding and aesthetic (hello, Instagram). Can you tell us a little bit about how you got so clear on the brand direction you wanted to take and the inspiration behind it?

Coming up with the aesthetic direction was probably the most fun and organic part of the process. For my Instagram, it started with just opening myself up to all the things that inspire me and saving the images to my Pinterest without giving it too much thought.

From there I was able to organize and hone in the branding and be more strategic about what I posted. In the swimwear market, there is not a lot of diversity in the type of imagery brands choose to use. Typically it involves a “perfect” woman on a tropical beach, which is fine but I wanted to do things differently and to portray the qualities of a contemporary woman beyond shallow attributes.

When creating my own campaign images I think the most important part was hiring a photographer who was a natural fit. I loved the way Amanda Bjorn captures her subjects and how comfortable and intimate her photographs are. When casting the models I picked three girls I found super inspiring, from a dancer/ choreographer to an artist. They were all unique beauties and gave their own je ne sais quoi to the project.

And then there was the stunning location of Frank Lloyd Wright’s grandson and apprentice, Eric Lloyd Wright, a compound high above Malibu which was a perfect mix of nature and architecture, my biggest inspirations aside from the female form.

contemporary swimwear

You’re one of my Factory45’ers who was really conscious about being patient and taking your time with the process. You didn’t rush your launch – can you tell us more about your journey with the pre-production process?

In all honesty, it was more the process than my patience that didn’t rush the launch. Finding my fabric was the first step and what really set the course for my business. I did some googling and discovered that they had an office in NY so I made an appointment and met with the US sales rep. Swimwear is super technical and when your goal is quality and fit, finding the right manufacturing partner is essential.

I did encounter multiple situations where the quality or communication wasn’t working out and I had to move on. Going to trade shows was key, talking to as many people as possible and making the connections so there were options and a point of reference. Although frustrating at the time, I am thankful for the way things played out as it allowed me to really hone my product, message, and branding.

Throughout this time, did self-doubt ever creep up? How did you get past it?

Quite often! Something I remember very well from the Factory45 program was your advice to celebrate the small victories, which I think is key. That and being able to reflect and see how far you have come.

It’s easy to be overwhelmed and get caught up in all the things you have to figure out and the laundry list that only seems to grow so it really helps me to reflect on all the obstacles that I have overcome. Entrepreneurship is undoubtedly a rollercoaster of emotion so you just have to welcome it, roll with it and keep checking things off the list.

What has been the best thing about launching and seeing your idea come to fruition?

After working for others for so long it’s really great to be able to see an idea through from start to finish and the crazy amount of learning that goes into the process is very fulfilling. I feel like I am finally being able to live my truth and practice my ethics in a proactive way. Something unexpected which I have really loved is all the amazing and inspiring women that I have gotten to meet and work with as a result.

Contemporary swimwear

What is your best piece advice for a new designer or entrepreneur that’s just starting out down this road?

I would say be open to the course things take. The path won’t always go how you planned and it might be the best thing for you in the end. Also, check the mundane things off the list as soon as possible. Once your launch is on the horizon you will be happy to have things like your shipping and return policies, website copy and sales forms already in place.

To shop contemporary swimwear for the modern muse, visit Gala Maar here. To read more about Blakely’s experience in Factory45, read her alumni story here.

 


 
 
 

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Can You Start a Fashion Business Without a Fashion Background?

two designers in studio working with fabric

Here is an email I get at least once a week:

“I’m so excited about Factory45 and really want to join this year! The only thing is, I don’t have a background in fashion – will this affect my chances of being accepted into the program?”

And every time, my answer is…

“Absolutely not!”

Going to fashion school has absolutely nothing to do with how successful you’ll be at launching your own apparel brand.

I’ve witnessed how true that is — over and over again.

Some of the most successful entrepreneurs to come through Factory45 couldn’t have told you the difference between a serger and a die-cutter.

What did they have on their sides instead?

They understood the value of hard work, grit, creativity and resilience.

And believe me, those skills are far more valuable in starting your own brand than knowing how to draft a pattern or sew a garment.

Don’t believe me?

Factory45’er Angela Tsai, who designed and launched the Mamachic, was a reporter for the NBA before she set out to start her own apparel company.

Hanna Baror-Padilla, who joined Factory45 in 2015, was a transportation planner while she launched her womenswear company Sotela.

Factory45’er Tiffany Shown was working for a PR firm when she started creating Fair Seas Supply Co., a line of organic cotton, round beach blankets.

I’ve had massage therapists, Wall Street bankers, stay-at-home moms, humanitarian workers, executive assistants, advertising execs, and the like, join Factory with no knowledge of manufacturing and without any background in fashion.

That’s all to say, any dog can learn new tricks as long as they seek out the education and are willing to learn.

 

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4 Instagram Hacks You (Probably) Didn’t Know

factory45 instagram on iphone in designer workspace

By the time we thought to take a picture, the sun had already set and we were saying our goodbyes.

“Let’s just take a photo real quick for Instagram,” Nicole said as we were walking down the steps of the restaurant.

We selfie’d like the best of ‘em and looked at it.

“Ugh,” was the simultaneous reaction.

“Why didn’t we think to do this earlier when our only light wasn’t a neon beer sign?”

After six years of online friendship, I had met Nicole (the founder of StartUp FASHION) for the first time in “real life.”

And like any good online business owners, we wanted documentation of it to share with our overlapping audiences.

I’m not ashamed — okay, I’m a little ashamed — to say we tried a few more times and never got the shot.

As we went our separate ways, we chalked up our lack of social media fodder to “living in the moment” and promised ourselves we’d get a good photo the next time we were in the same city.

—

I will be the first to admit, I am not good about remembering to take photos.

Despite living in a time when Instagram is the #1 most influential social media platform for online businesses, I am not as snap-happy as I should be.

Most weekends I leave my phone at home when I go out and if I’m experiencing something I really want to remember, then I usually don’t want to interrupt it by taking out my device.

Depending on what side of the Millennial line you are on, this is something you can either relate to — or not relate to at all.

Regardless of where you fall, there are several hacks I’ve learned over the years that have helped immensely in growing a 10,000+ Instagram following without letting it take over my life.

And that’s what I want to share with you today:

1.) Color palette.

When you click on your Instagram profile, the gallery of photos underneath your name and website should act as a storyboard for your brand. It should look polished, thoughtful and representative of what your company is and the aesthetic you want it to convey.

The first step in creating this storyboard is to come up with a color palette for the photos you share.

Do you only post black and white pictures? Do all of your images have a white border around them? Do you increase the saturation, so all of your pictures are bold and bright?

Choosing a color palette not only makes your Instagram grid look better, but it helps save time and energy when you’re deciding which photos to shoot, share and curate.

factory45, instagram, instagram hacks, social media, marketing, hacks

2.) Planoly.

There are a bunch of apps out there, but this is the one I’ve been using for over a year and it’s changed how I use Instagram for my business.

Planoly allows you to upload the photos you’ve taken on your camera roll and drag them into different layouts that represent your Instagram grid. This lets you see exactly how it’s going to look on your account when the photos are published.

You can also write all of your captions in advance and schedule the photo for the time you want it to publish.

Planoly has made it so much easier to plan a thoughtful editorial calendar, and I can save it for when I’m doing something mindless like sitting on the train or watching TV.

3.) Forget “Instant.”

When Instagram Stories was released it created a whole new level of anxiety for me. If you’re trying to live in the moment, then IG Stories is basically your worst nightmare.

I remember being at a pop-up shop in Boston when I decided to make one of my first IG Stories and it took FOREVER. I was sitting there, taking so much time with the filters… and the emojis… and the captions… that I was missing out on actually meeting the makers and walking around the venue.

Out of everything I’ve learned, this is the hack that really saved my Instagram sanity:

I discovered that I could shoot photos and video footage on my phone and upload them to Instagram Stories later when I had some time to do it thoughtfully.

If you didn’t know this tip, then you can try it right now. Go ahead and take a few photos or video on your camera roll wherever you are reading this.

After you do that, head over to Instagram and click on the Instagram Stories icon at the top left corner of your screen. Once the camera comes up, place your finger on the middle of the screen and drag it up.

You should see all of the photos and videos you’ve taken from the last 24 hours at the bottom. And you can upload any of them into your “Story.”

(The catch here is that you have to create the Story within 24 hours of taking the photos or footage, otherwise they won’t appear as an option for sharing.)

factory45, instagram, instagram hacks, social media, marketing, hack

4.) Curate.

My Instagram gallery is about 75% curated photos. In other words, I take screenshots of other people’s photos and share them with my own caption and give photo credit.

This works for me because so much of my brand message is about highlighting the entrepreneurs who are part of Factory45. I regularly share updates about the Factory45’ers who are launching new products, running Kickstarter campaigns or simply creating beautiful images.

It can also work for you if you don’t have time to take all of your own photos or if you’re not confident in your photography skills.

The best part about sharing other people’s photos is that it promotes goodwill and new business relationships if done right. By genuinely supporting someone else’s brand or giving them a shout-out, you’re putting yourself on their radar and they’re likely to return the favor.

The key here is to make your caption for the image about *them* (don’t try to pass off their photo as your own workspace, cup of coffee or bouquet of flowers) and don’t forget to give photo credit by tagging their Instagram account.

—

I get it. It can be super overwhelming to use social media for building your audience and brand awareness.

But even more than the hacks or tips and tricks, the absolute best thing you can do is to just start and stay consistent.

Perfection paralysis has no place in the ever-changing world of social media, so don’t let it stop you.

If you read last week’s post, then you know no one is even paying attention yet anyway ; )

 


 
 
 

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Introducing Not-So-Basic Basics, Sustainably & Ethically Made in the USA

two fold, capsule clothing, sustainable fashion

This is an interview with Factory45’er Morgan Wagstaff about the launch of her brand Two Fold. With the help of a Kickstarter campaign, Morgan is raising money for the production run of her first collection.

Give us a brief overview of your brand and the pieces you’re pre-selling.

Two Fold is a womenswear brand of sustainably and socially-conscious designs made here in the USA. Two Fold aims to encourage mindfulness and simple living by offering minimalist and timeless silhouettes that flow perfectly into any woman’s wardrobe.

We are a small batch clothing label made in Charlotte, North Carolina. All of our clothing is made to order, created in house, and released in capsule collections twice a year opposed to the continual release cycle to ensure quality over quantity.

Why did you choose to launch your brand through Kickstarter?

I decided to launch my brand through Kickstarter because I was familiar with the platform and it’s such a great way to reach new people. When starting a clothing line, you have to have funds in order to fulfill the first production run.

Kickstarter is a great crowdfunding platform that allows you to put your idea out there and see if there is a want or need for your idea. I also love how easy the site is to navigate and interactive it is with backers.

Two fold, ethically made, capsule clothing, sustainable fashion

What was the most challenging aspect of creating your campaign?

One of the challenges I have faced has been finding my “sticky message.” There are a few brands out already that are similar and are doing well.

It’s so important to find what sets you apart and what makes your brand different. I recommend spending a lot of time on this to really hone in on it and tease through it.

 

You’ve done months of prep. What helped you keep up your momentum and motivation?

I’ve had to continually remind myself of why I’m doing this. Keeping the “why” in the forefront of my mind has helped to keep me headed in the right direction. Also, my family and friends have played a big part in keeping me motivated. They’ve continued to support and believe in me and I couldn’t do this without them.

Two Fold, ethically made, capsule clothing, sustainable fashion

Can you give us a little insight into your campaign strategy? What has been working and what hasn’t worked as well?

I have made some of the best connections throughout this campaign. I’ve had some amazing women style my pieces and they’ve had some great things to say about them. I’ve also had a few essays published in some great online blogs which has brought some exposure. I’ve also noticed that the emails I’ve been sending to my awesome tribe has been positive. They’ve loved seeing the pieces closer up with details about the fit and fabric and how to style them.

I tried running a couple Facebook ads and one did well, and the other two did not. I know a lot of people recommend them and I was glad I tried it out, it just didn’t work for me.

What do you do when self doubt starts to creep up?

Oh, does self-doubt creep up! This has been one of the biggest struggles for me during the campaign. You are watching your numbers daily and it’s so easy to doubt what you’ve created. I love to spend time with the people that mean the most to me. There are people who support me and they have continued to keep me uplifted during the tough patches. I’ve had to learn to give myself some grace. Have a good cry, let out all my feelings and get back up and keep pushing forward.

Two Fold, ethically made, capsule clothing, sustainable fashion

What’s your favorite reward being offered in your campaign?

My favorite reward is the Reese Dress. It’s the most comfortable piece I’ve ever worn while still feeling well dressed. It’s also the ultimate transitional piece – a knee length, easy, unfussy, slim fit accentuates the body without being too clingy. The comfiest thing you’ll wear all season. I promise you’ll never want to take it off. It’s made from a soft handwoven cotton and fits just right, not too tight, not too loose.

If you had one piece advice for someone considering launching a Kickstarter, what would it be?

Shannon, you gave me some great advice early on and it’s stuck with me. You told me it’s called a ‘campaign’ for a reason. You have to campaign throughout the entire days of the Kickstarter. It isn’t easy and the only one that is going to make it happen is you.

To check out Morgan’s Kickstarter campaign and the pre-sale of Two Fold, click here. To read more about Morgan’s experience in Factory45, read her alumni story here.

 


 
 
 

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5 Reflections from Working with Over 100 Fashion Startups

On Friday, we wrapped up the final day of the Factory45 2016 program. (A special shout-out and congratulations to this year’s entrepreneurs.)

Last week marked 2.5 years since Factory45 started and the ‘graduation’ of my fourth cohort of ‘Factory45’ers.’

As many of us do this time of year, I’ve been reflecting on the conclusion of this chapter. And today I want to share the five main takeaways that I’ve observed from working with over 100 entrepreneurs in the past 2 years:

1. You are capable of more than you think.

In the first month of Factory45 my entrepreneurs start by sourcing fabric and materials. It’s the part of the process that takes the longest, which is why it’s the first thing we do.

Anyone who has tried sourcing before knows that not only does it take time, but it can be very frustrating. Many of my entrepreneurs are hesitant to reach out to suppliers out of sheer fear of the unknown.

And then a light switches on.

By the middle of the program, they’re giving each other tips, sharing leads on materials they’ve found, and offering advice about how to connect with an extra busy supplier.

Like anything new, it takes practice to become a pro. But you’re capable of more than you think you are.

And if you give it a chance, it will happen quicker than you expect it to.


2. Attitude is the number one indication of success.

On the final day of Factory45 this year, I sent an email to my entrepreneurs that began as follows:

Yesterday I was watching a video, explaining a method of thinking for entrepreneurs called the ‘Ow’ or ‘Wow’ Brain.

The psychologist was sharing research that found that the success of an entrepreneur isn’t about talent or starting capital or socioeconomic background or looks or knowledge.

It’s about attitude.

The entrepreneurs who are successful are the ones who look at their progress in terms of how far they’ve come rather than how far they have to go.

You could sum this up as the ‘half glass full’ philosophy.

I’ve done a lot of research about what makes some people ‘successful’ and what makes others stall out and falter. And it almost always comes down to attitude.

Successful entrepreneurs not only know they can do it, but they aren’t afraid of overcoming obstacles along the way.

3. Time can either be your friend or your foe.

We all start out with 24 hours in a day. It’s our job to decide what we’re going to do with those hours.

There’s a theory that a task will take you as much time as you allow it to. So if you say you’re going to launch in three months it will take you those entire three months. If you say you’ll launch in one year, then the study says you’ll stretch out that same launch to take you the full year.

It’s normal as an entrepreneur to feel like there aren’t enough hours in the day, but it’s the levelest playing field we have with our competition. The entrepreneurs who are able to get time on their side, are the ones who set hard deadlines and stick to them.

4. Start before you’re ready.

I’ve shared before that this is my single best piece of advice for aspiring entrepreneurs who want to launch their own clothing brands.

While some of the entrepreneurs I worked with this year had already been pursuing their businesses before they joined Factory45, the vast majority came through the program with just an idea.

When you start before you’re ready you initiate forward momentum. The feeling of moving forward little by little is what protects ideas from vanishing into thin air.

If you have an idea that you truly believe in, then you can increase its chances of survival by simply making the commitment to start.

5. Entrepreneurship is a battle between the heart and the mind.

Your mind will come up with as many excuses as it can to stop you from pursuing something it perceives as ‘risky.’ If you let it, the rational mind can easily overthrow the aspirational heart.

Our hearts are what keep us moving forward on an idea that the mind tells us is nothing more than a pipedream. Knowing and expecting that, you are better prepared for an ongoing battle.

Instead of letting the mind inhibit you from taking risks, reframe the fear. Recognize that the mind is just trying to protect you, but the part of your brain that initiates ‘fear-based thinking’ doesn’t have the last say.

Allow your heart to say, “I hear you. Thank you for trying to protect me, but I’ve got this.”

The more you practice this back and forth dialogue, you’ll find that the fear-talk in the mind starts to weaken. You’ll hear it less frequently and then it simply becomes…

A matter of the heart.

 

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Introducing The 24 Hour Outfit, Sustainably & Ethically Made in Brooklyn

This is an interview with Factory45’er Rachel Fernbach about the launch of her brand PonyBabe (update: rebranded to Farbrook Studio). With the help of a Kickstarter campaign, Rachel is raising money (update: has raised money) for her first production run of The 24 Hour Outfit.

What are you pre-selling on Kickstarter?

PonyBabe is a line focused on creating ultra comfy, versatile wardrobe staples for women. The clothing is made from premium super soft eco-friendly fabric and manufactured in Brooklyn, NY.  

The 24 Hour Outfit, now available for pre-sale on Kickstarter, is a collection of 4 pieces: a large wrap, a racerback tank top, a cardigan, and a pair of delicately pleated pants. Meant to be mixed, matched, layered, and worn on repeat – the 24 Hour Outfit is ideal for creative professionals, expecting/new mamas, yogis/meditators/dancers, minimalists, and travelers.

ponybabe-1-copy

Why did you choose to launch your brand through Kickstarter?

I started PonyBabe with personal savings, and did not have the cashflow to fund my first production run. I needed to raise money to get that going, and also wanted to make sure there was a demand for the clothing before getting any deeper into the process. As a new label, Kickstarter is an ideal way for me to raise money while also testing the waters, and it’s an effective way to spread the word about PonyBabe.

What was the most challenging aspect of creating your campaign?

Oh my goodness. I’m not going to lie: If I had known how challenging this all would be, I… still would have done it, but at least I would have been emotionally prepared for the insanity of doing so many new things for the first time!

I would say that what has been most challenging is simply the fact that I came into this industry with very little knowledge, and have had to learn so many new things, on a constant basis. (How to get samples and patterns made, how to produce a photoshoot and video shoot, how to use social media, how to build a website… the list goes on.)  It’s tiring, exhilarating, exciting, and also super cool to learn new things — but some days my bandwidth runneth low…

ponybabe-2-copy

You’ve done months of prep. What helped you keep up your momentum and motivation?

I started building my email list very early, and though it has grown slowly, having a supportive circle of dedicated and caring people has been priceless… each time I sent out an update (even if it was to say that things weren’t going as planned), I received back an email here and there encouraging me to keep it up and make those clothes. Those little love notes really kept my spirits up when things were hard.

 

Can you give us a little insight into your campaign strategy? What has been working and what hasn’t worked as well?

The clothes I’m making are a great fit for a lot of different lifestyles. With that in mind, I honed in on a few niches – yoga, dance, minimalism, eco-fashion, American-made, and maternity – and researched blogs, boutiques, magazines, and influencers who might have an interest in seeing PonyBabe get funded. It’s pretty early in my campaign, so I’m still waiting to see what winds up working best!

What seems helpful is connecting through my networks – i.e., friends of friends seem much more likely to want to help… but I’m not letting that stop me from reaching out to others as well.  As in all arenas of life, relationships are key: it’s important to make personal connections, and make offers to give instead of just making requests to receive.

ponybabe-3-copy

What do you do when self doubt starts to creep up?

Notice it, allow it to have some space, then choose to focus on the positive. I actively shift my attention to what is going well, while also acknowledging that this is a stressful experience, and it’s normal and healthy to feel a little nervous or worried from time to time.

My nerdy self-encouragement mantra right now is “People love me and want me to succeed.”  It’s surprisingly motivating! 🙂

What’s your favorite reward being offered in your campaign?

The Whole Outfit, of course! Each piece is great on its own, but putting on the whole outfit is pretty much a perfect recipe for instant comfy cozy bliss. I love how it makes me feel like cuddling up with a mug of tea and a good book.

If you had one piece advice for someone considering launching a Kickstarter, what would it be?

Go for it! And ask for help from people, because it’s a lot for one person to take on.

You can check out Rachel’s campaign for The 24 Hour Outfit by PonyBabe here. To read more about Rachel’s experience in Factory45, read her alumni story here.

 


 
 
 

 

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How Much Money Do You Really Need to Launch a Fashion Brand?

A few weeks ago you may remember I sent out a questionnaire to all of you, asking one question:

What is your SINGLE biggest challenge right now when it comes to launching your clothing company?

And not too surprisingly, most of you said the exact same thing…

“I don’t have any MONEY!”

(Or something along those lines.)

A lack of funds can be a huge problem for a startup brand that has the vision and dedication to succeed but simply doesn’t have tens of thousands of dollars to invest upfront.

Even more significant is the fact that many of us have a lot of fear-based thinking when it comes to money.

Whether it’s because of the way we were raised or a feeling of lack throughout our lives, many of us operate in a cycle of scarcity rather than abundance.

When it comes to building an apparel brand there’s also a lot of confusion around how much you really need for product development. We say we want to pay the people we work with an “ethical” wage but most of us don’t really know what that means.

In the second interview for Factory45 LIVE, I talked to Nicole Giordano, founder of StartUp FASHION, about the money topic that most people don’t want to touch.

In addition to answering questions from the audience, Nicole and I covered:

  • How much money you should realistically expect to spend during product development.
  • Our top recommendations for funding your first production run without the risk.
  • Ways to determine your stage of business, develop a budget, create a financial plan — and STICK to it.
  • The personal stories of how we funded our businesses from the beginning without going into debt.
  • And other creative ways to raise money, with management advice about how to be less afraid to spend it.

The truth is, if you’re creating a physical product then it requires some money — there’s no way around that.

But whereas 10 years ago, you had to have all of that capital sitting in your bank account (or have some rich relatives), the industry has changed. There are now easier and smarter ways to start your brand with very little risk to your own finances.

Listen to Factory45 LIVE with Nicole Giordano of StartUp FASHION.

 


 
 

If you know someone who would benefit from attending Factory45 LIVE, please share the recording link.

P.S. The next Factory45 LIVE will be with Michael Riddering, co-founder of Trendly.  : )

 

crowdfunding cta

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Minimalism: A Documentary About the Important Things

minimalism

Over two years ago, I got an email from an old “blogger friend.”

My {r}evolution apparel co-founder and I had written a guest post for his blog during our 2011 Kickstarter and doing so had catapulted our campaign from around $40K to over $64K.

His large and dedicated fanbase of readers had been the exact target market our clothing company was trying to attract. And thanks in large part to them, we became the highest-funded fashion project in Kickstarter history at that time.

The blog was called The Minimalists.

Several years later, it was a surprise to hear from him again and even more surprising to receive the following request:

Howdy! Long time no see. Do you have any interest in doing an interview for our minimalism documentary?

minimalism-film-2

On May 3, 2016 I attended the Boston screening of Minimalism: A Documentary About the Important Things in a jam-packed, sold-out theater.

Joshua and his co-creator Ryan now have a following of over four million readers and have been featured on ABC News, BBC, The Today Show, NPR and The New York Times, among other notable press.

The film, directed by Matt D’Avella, was named the number one independent documentary of 2016, won pre-screening awards at international film festivals, and has shown in 400+ worldwide screenings.

In the film, I was able to talk about the marketing messages that the fast fashion industry feeds us, why we look to fashion to make us happy, and how our clothing choices play into global consumption.

The documentary also asks, How might your life be better with less?

And it examines the many flavors of minimalism by taking the audience inside the lives of minimalists from all walks of life — families, entrepreneurs, architects, artists, journalists, scientists, and even a former Wall Street broker.

You can get a taste of Minimalism by watching the trailer here:

As my mother-in-law said after she saw the film, “Minimalism isn’t for me, but I get it,” the point is not to transform into a minimalist overnight.

I do hope that the messages in the documentary provoke deeper thought about what we really need to make us happy, how our purchasing decisions impact the rest of the world and what it would feel like to find happiness from within.

To watch the film in full, the online screening is available here.

 

 

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7 Tips For Getting a Fabric Supplier to Respond to Your Email

Fabric Supplier

As a new business owner, it is vital that you know how to write an effective email that will earn a response.

Depending on who you’re writing to, it can be easier said than done.

When it comes to reaching out to fabric suppliers, especially, there are seven key rules to remember:

1.) Consider the audience you’re reaching out. The supplier is likely receiving hundreds of emails per week, so you want to make sure your inquiry gets straight to the point. The supplier does not care about your background or the mission of your company. At the end of the day, they just want to make a sale.

2.) Keep the email short and sweet. Yes, you will want to include a nice “Hello” and an appropriate “Thank you.” But again, make sure you are not wasting the recipient’s time.

3.) Do your due diligence. Make sure you do your own research on the supplier’s website before you reach out. Oftentimes, you can get many of your questions answered on the supplier’s About, Shop and FAQ pages.

4.) Know your stuff. Many fabric suppliers are going to want to see that you actually know what you’re talking about, so they don’t risk wasting their own time. One great way to show that you’re serious about being their customer is to send over a design, spec sheet or a visual example of the piece you’re needing the fabric for.

5.) Don’t ask about MOQ’s. Especially not in your first email. This mistake will make you come off as overly frugal and price-conscious before even making initial contact.

6.) Foster the relationship. Once you’ve received an initial response, take your time in building a relationship with the sales rep. While being courteous of their time, you want to cultivate the relationship and make it easy for them to help you. Down the road, they’ll be much more likely to negotiate MOQ’s with you later on.

7.) Stay persistent. Be mindful of not overwhelming the supplier, but don’t give up. Finding sustainable and low-impact fabrics is not an easy task for anyone. Stick to your values and keep up your search. Fabric sourcing is one of the steps in product development that can take the longest, so be patient.

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Factory45 Success Story: VETTA, the Ultimate Capsule Collection

Factory45 Success Story

Over the past two months, a certain Factory45 entrepreneur has taken our community by storm.

“How did they move so fast?!”

“Their campaign was incredible!”

“I can’t believe how gorgeous their photography was!”

This community has blown me away with their support and kind words for the latest success story to come out of Factory45.

Yes, I’m talking about VETTA, the five-piece capsule collection that can make up a month’s worth of outfits. All sustainably sourced and ethically made in New York City.

So… how did they do it?

That’s what I want to share today with the hope that you’ll see inspiration and motivation in what VETTA created and take away some wisdom to apply to your own startup.

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I first met Cara Bartlett, one of VETTA’s co-founders, at a coffee shop in South Boston over a year ago.

At the time, I was in the middle of my second Factory45 cohort and Cara had recently left RueLaLa to go full time with her ethical fashion blog, Bien Faire.

We chatted about the fashion scene in Boston, she gave me some recommendations for ethically-made wedding dresses, and we parted ways with plans to host some sort of future event together.

Several months later, when I opened applications for the Factory45 Fall program, I was so surprised to see that Cara had applied for her company, “TBD.”

While she and her co-founder, Vanessa, had been brewing up dreams of starting their own line together, they needed help finding sustainable fabrics, choosing a manufacturer and coming up with creative ways to market the brand for a Kickstarter launch.

I guess you can say the rest is history. I accepted Cara into Factory45 and from day one, she hit the ground running at full speed ahead.

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Here’s what I’ve observed, after working with Cara for the past six months, that can be attributed to VETTA’s success:

>> Cara was working on VETTA full time. My philosophy and the mantra that my Factory45’ers hear over and over is: You have to take the entrepreneurial journey that’s right for you. Is it possible to launch a brand in six months? Yes. Is it possible for everyone? No.

Many of us have obligations, work, children, partner’s and other life “requirements” that take priority over our businesses. If you’re serious about launching a brand on the timeline you’ve laid out, though, then something has to give.

You either have to accept the fact that your brand will take 1-2 years to launch or you have to commit to dedicating everything you’ve got to the 6-8 month timeline you’ve laid out for yourself.

In the past, Cara has driven from Boston to New York City five weekends in a row. She’s flown to South Africa to meet with her co-founder in person. She’s traveled to Los Angeles for a whirlwind few days to shoot her lookbook and video.

When planning your launch timeline you have to figure out what’s right for you. Cara and Vanessa knew they wanted to launch a March 1st Kickstarter from the day they submitted their Factory45 application on September 21st. They kept their eye on the prize and didn’t miss their mark.

>> They built an audience before they launched. VETTA is unapologetically not for everyone. Cara and Vanessa identified a niche and an ideal target customer and invested six months into building a very specific and dedicated audience.

They grew their email list, Instagram following and Facebook page and with the help of beautiful photography, they strategically “teased” out their upcoming launch. They were able to get their target market excited about what they had to offer so that “early adopters” were ready and excited to purchase the VETTA collection as soon as it was available for pre-sale.

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>> They leveraged their network. During and after their campaign, VETTA caught the attention of some impressive press. While some of that was organic, for example The Boston Globe, Cara has told me they unabashedly called upon friends of friends of friends for help.

They networked their way into a meeting with VOGUE to start developing a relationship with the magazine. They tapped into the Factory45 network of suppliers and manufacturers to set up their supply chain. And as a result, they’re working with the same factory in NYC who creates many of Rag & Bone’s garments.

If you are creating something beautiful, intentional and good for the world, people will want to be apart of it. Don’t let fear get in the way of making the “ask.”

>> They had a “share-worthy” story. VETTA could have gone one of two ways. 1.) A collection of sustainably-and-ethically-made womenswear, 2.) 5 versatile pieces that mix + match to create a month’s worth of outfits.

Which version is more compelling? The difference in those two soundbites drastically affects your chance of becoming a “share-worthy” story. When it’s interesting, different and easy to communicate you’re much more likely to tell a friend about it.

I’ve written before about launching a Kickstarter campaign for my first company, {r}evolution apparel, and I can’t emphasize enough how important it is to leverage a concise message and story to represent your brand.

VETTA did just that and gained the attention of WHO WHAT WEAR, Brit + Co., Darling Magazine, BostInno, VentureFizz, The Wall Street Journal and other well-known press.

More than that, though, they gained the attention of 527 new customers.

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This is all to say that VETTA reached its $30,000 goal in five days and was featured by the Kickstarter Staff as a “Project We Love.”

By the end of their 30-day campaign, they had nearly tripled their goal to raise $88,954. Shortly after, Cara and Vanessa competed in the Sak’s Emerging Designer Showcase and won. Their second capsule collection will be available in Sak’s Fifth Avenue stores in the near future.

It goes without saying that I’m so proud of what VETTA has been able to accomplish and I want to emphasize that this kind of success is not out of reach for the aspiring entrepreneurs who may be reading.

It’s not going to be easy — but as Cara and Vanessa can attest, it will be worth it.

 

 

 

Photos courtesy of VETTA and Sak’s Fifth Avenue

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