3-5 minute read
Iām going to be real with you: I started a fashion brand as an unfashionable person.
That seems insane. BUT let me tell you about it because I feel more people could relate, especially millennial women (but thatās because I am one).
I literally HATE comfortable clothing. Loathe it. Growing up, we were never allowed to be in our pyjamas unless it was bedtime or you were sick. Like if youāre up, get dressed. So I think it is sort of engrained. My dad? Canāt stand track pants, t-shirts, or things with elastic waistbands. My mum? Always looks good and always put effort in when getting ready for work or her day. Not in the takes-an-hour-to-get-ready kind of way, but in an itās-always-important-to-be-well-presented kind of way.
And I agree. With both of them. Hence hating ācomfyā clothing and hating not feeling ready. The problem being, I didnāt really inherit my mumās ability to shop or style ā a never-ending issue in my brain. So, I am big on casual basics that are simple but feel good. Is that a millennial thing, or just a me thing? Iām not sure.
Which brings me to my brand. Iāve always loved hats of all kinds especially caps. Finding caps that I could wear that felt neat, chic, and cool felt near-on impossible. Sure, we all know the big brand caps that everyone loves like the Polo Ralph Lauren caps but there is a zero percent chance in hell I am paying AU$120 for a cap, like ever. If you ever catch me in one thatās not a Bali rip-off, then I have become too rich and changed as a person, and someone needs to give me a stern talking-to.
So, I set about designing some that I liked, that I could wear with my simple wardrobe and feel GOOD. The first moment that I received the Golden Hour Relaxed Dad Cap Ā sample in my hand, I knew I was onto something great. I was obsessed. I donāt think I stopped wearing it for a year. I recently heard on Shameless Podcast that brown is the new millennial beige and maybe that has something to do with my inability to put the cap down. Case in point:
Ā
I knew I had created something stylish, cute, but also very wearable. Like I can put on that cap, some jewellery, denim shorts, a white top, and actually feel like I was put together, not just dressed. IDK if this will make sense to everyone but those who get it will get it.
And honestly, the people I think 'get it' most are mums my age. I'm not a mum, but if I feel like I can't get properly ready quickly, surely they do too. The people I know in my life who are mums sometimes feel like they donāt have time to be themselves or feel like themselves anymore. With the whole social media ruling our lives thing, there must be so much pressure to feel like the perfect mum, the most put together, the most gorgeous, etc. the list is long. I want to speak to those mums and say it doesnāt have to be so hard to feel that good.
As an unfashionable person, it does feel very strange to run a fashion brand and try to make content that feels aspirational or stylish or make people want to buy my caps. But I am pushing through that and need to remind myself to just be myself. And be the person who isnāt fashionable but ideally does always look good and feel ready. I once had JC, another business founder (she runs Basic B Body ā the most lush scrubs ever, you need these), tell me she bought my cap. She said she kept seeing how cool I looked on our WACA (We Are Creator Academy) community calls. And I was like what?? I literally was wearing black activewear, a cap, my two everyday necklaces, and some earrings. But it just put into perspective that people will like you for you, think youāre cool because you are who you are, and be influenced by you when you are you.
That's why I'm emboldened to keep going with Cap Society ā to build this into a beautiful, profitable business, even as someone who's unfashionable and has no idea what she's doing half the time.
Imposter syndrome be gone!!
Justine xx