How To Start An Eyewear Brand

Overview of starting a fashion brand with WISDOM founder, Latif Rashad.

WISDOM: https://www.instagram.com/wisdomatl/?hl=en

Esteban: Can you give us a brief background on who you are and what WISDOM is all about?

Latif: Sure. My name is Latif Rashad. I'm a designer and artist with a passion for creativity and storytelling. I founded Wisdom Eyewear in 2010. The brand focuses on inspiring people to follow their childhood dreams and keep that sense of wonder alive. We create eyewear that embodies this spirit, encouraging people to embrace their inner child and pursue their passions.

Esteban: How did a kid from Atlanta get started in fashion and transition into eyewear?

Latif: I went to high school in Stone Mountain, Georgia, after moving from Brooklyn. It was a bit of a culture shock, but I dove into music, hip-hop, design, and branding. I started playing around with Photoshop, creating my own logos and concepts. I began selling t-shirts in high school, which sold out quickly. That initial success motivated me to keep going. Over time, I faced many challenges but kept pushing forward. In 2021, I transitioned to eyewear because it was a product that resonated with people and had consistent sales.

Esteban: So you started with t-shirts, transitioned to eyewear, and now you're in Nordstroms. Can you walk us through that journey?

Latif: It was a rocky start. We often broke even and had to give away inventory to build demand. Over the years, I learned about quality control and refined our products. The turning point was when I created a viral collection called "End Rape Culture." That helped us gain traction. Eventually, I moved into eyewear because it was a better fit for my design skills and had a higher margin. I used guerrilla marketing tactics, like doing a fashion show in the middle of Lenox Mall without permission, to get the word out. It worked, and we started to build a strong community around the brand.

Esteban: What would you say was the key to your success?

Latif: Relationships. Building genuine relationships with people and treating them with respect was crucial. I approached celebrities and influencers with humility, which opened many doors. I also focused on telling a compelling story with each product, which resonated with our audience. For example, when we got the opportunity to be in Nordstroms, I shared the journey with our audience through social media, posting old photos and stories to show the progress we’ve made. It’s about creating moments and connecting with people on a deeper level.

Esteban: How do you approach pricing your products?

Latif: Initially, I set prices based on what I wanted to make and the quality of the product. I started with a $100 price point and gradually increased it as we improved our products and built our brand. It's about finding a balance between what customers are willing to pay and the value of the product. For example, as we introduced better quality materials and more sophisticated designs, we adjusted our prices to reflect that. We also took into account the market and what similar brands were charging. It was a process of trial and error, but we found a pricing strategy that worked for us.

Esteban: You’ve done a great job at marketing your brand. Can you share your strategy?

Latif: I focus on storytelling. When we got the opportunity to be in Nordstroms, I shared the journey with our audience. I posted old photos and stories to show the progress we’ve made. I used humor and real feelings to connect with people. Social media has been a powerful tool for this. For instance, when Nordstroms reached out, I started by posting nostalgic content about our early days, then teased the collaboration with subtle hints. Once the launch was official, I created engaging content around the theme of our latest collection, which was inspired by the idea of a black kid on a spaceship, symbolizing limitless possibilities.

Esteban: Can you share more about your transition to eyewear and how it differed from your earlier ventures?

Latif: The transition to eyewear was both creative and practical. I experimented with different accessories, but glasses really took off. It was a product that people resonated with and that I could scale. The quality control was easier, and it allowed me to maintain consistent standards. Initially, I had one prototype and I took it everywhere, letting people try it on and taking pictures. This created a buzz and when we finally launched, the demand was high. We started selling online and through pop-ups, which helped us build a strong DTC (direct-to-consumer) presence. Eventually, we caught the attention of larger retailers like Neiman Marcus and Nordstroms, which significantly boosted our visibility and sales.

Esteban: How did you handle scaling up your operations to meet the growing demand?

Latif: Scaling up was a challenge. We had to figure out production, shipping, and maintaining quality. When we first launched our website, the demand was overwhelming, and we had to quickly learn how to fulfill orders efficiently. We streamlined our operations, invested in better systems, and built a reliable team. The support from larger retailers also helped because it provided a steady stream of orders and allowed us to plan better. It was a lot of trial and error, but we managed to build an infrastructure that supports our growth.

Esteban: How do you ensure that your products and brand remain relevant and appealing to your audience?

Latif: Staying relevant is about constantly innovating and listening to your audience. We pay close attention to feedback and trends in the market. Our designs evolve based on what resonates with our customers. We also stay true to our core values and the story behind the brand. This authenticity helps us maintain a loyal customer base. Additionally, we collaborate with other creatives and brands to bring fresh perspectives and keep things exciting. It’s about finding a balance between staying true to your roots and adapting to the changing landscape.

Esteban: You've mentioned the importance of storytelling and building a community. How do you foster this community around your brand?

Latif: We engage with our community through social media, events, and collaborations. We share behind-the-scenes content, customer stories, and the inspiration behind our designs. This creates a sense of connection and belonging. We also host events and pop-ups where we can interact with our customers directly. Building a community is about creating a space where people feel valued and part of something bigger. It’s not just about selling products, but about building relationships and creating memorable experiences.

Esteban: Last question before we wrap this up. What would you say is the most specific and practical piece of advice for entrepreneurs just starting out?

Latif: Focus on relationships. Pay attention to how you interact with people and build genuine connections. Whether it’s with customers, collaborators, or mentors, relationships are crucial. Also, understand the importance of pricing and make sure it reflects the value of your product. Don’t shy away from building your own platform, like an email list, to have direct access to your customers. Lastly, stay patient and be ready to learn from every experience. Success doesn’t happen overnight, but with perseverance and the right approach, you can achieve your goals.

Esteban: Thanks for sharing your journey with us. It's been an inspiring conversation.

Latif: Thank you, Esteban. I appreciate the opportunity to share my story.