Viral Growth Without Abandoning Your Joy or Values with Kelsey Campion of Fringe + Co.

If you are anything like me, you’ve started paying way more attention to the ingredients in our food and realized just how many nasty ingredients are hidden within. If comprehensive ingredient labels existed for clothing, they would be equally shocking. Even in garments labeled as “natural fibers”, there are hidden sources of plastic and chemicals that have a negative effect on our health and the health of our planet.  For Meli and Rensso Hinostroza, this realization turned into curiosity and a deep dive into 100% plastic-free clothing production. The two siblings have started two brands – Arms of Andes and Eco Aya. In episode 133, we go into the nitty gritty details of eliminating all plastic from the clothing they make down to every thread, zipper, button, and fabric finishing and how they had to set up their manufacturing to do it. Melissa and Rensso Hinostroza are the sibling co-founders of Eco Aya, a plastic-free non-toxic lifestyle brand, and Arms of Andes, home of the world’s only 100% alpaca outdoor apparel. In an industry dominated by synthetic fibers and microplastics, the sibling duo have returned to their roots to offer a high-performance alternative that is entirely natural and biodegradable.  Born in California and raised between the U.S. and Peru, they have spent their lives navigating two worlds, a perspective that allowed them to see how heritage-driven techniques could solve the modern environmental crisis in the global outdoor market.  Meli Hinostroza is the brand’s creative force and strategic visionary. She leads marketing, sales, and the customer experience, ensuring that every campaign reflects their deep-rooted commitment to the planet. For Meli, the mission is to dismantle the industry's reliance on plastics by building a brand that connects people back to nature through sustainable, purposeful design.  Rensso Hinostroza is the operational backbone of the company. With a background in international business, he manages the entire supply chain directly from Peru. He is the guardian of the brand’s transparency, overseeing everything from sourcing raw fibers to final production. A believer in a minimalist approach to adventure, Rensso is dedicated to proving that performance gear doesn't need chemicals or plastics to excel in the world's harshest environments.  Together, Meli and Rensso are bridging the gap between ancestral wisdom and modern technical performance, proving that the future of the outdoors isn't synthetic, it's natural. This episode explores: Fitting the customer Who Meli and Rensso designed Arms of Andes and Eco Aya for The questions Meli and Rensso wish customers would ask of brands The questions brands should be asking of their suppliers Fitting the lifestyle How the sustainable lifestyle Meli and Rensso grew up with influenced their early business decisions Why Meli and Rensso decided to bring all their textile and garment production in-house in a single country The nitty gritty details of how Rensso and Meli got rid of the hidden sources of plastic in their brand’s clothes Fitting the values Why Meli and Rensso put so much value (and effort) into making clothes plastic-free The balance between longevity and biodegradability People and resources mentioned in this episode: Eco Aya. website Arms of Andes website Eco Aya Instagram Eco Aya email Take the podcast listener survey here. Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

The custom fit of bespoke clothing with the efficiency and scale of factory production: this is the sweet spot that so many fashion businesses are aiming for. However, finding this sweet spot can be as difficult as finding a pair of jeans that fits just right. Daniela Rodriguez and Andre Ramirez-Cedeno of Neems Jeans have found both. Traditional manufacturing is still evolving and the technology is still emerging. In episode 132, we look at what is working and what still needs work when it comes to custom clothing production. Daniela Rodriguez-Firmani and Andre Ramirez-Cedeno are the co-founders of Neems Jeans, a fashion-tech company using AI body-scanning technology to create custom-fit jeans for every body. Both Miami natives and Northwestern graduates, Dani and Andre worked as management consultants before their personal frustrations changed everything: they could never find jeans that fit perfectly.  In 2020, they launched Neems together - armed with zero fashion experience but fierce determination to solve a problem millions face every time they shop for denim. Together, they've scaled Neems into a rapidly growing seven-figure brand serving thousands of customers internationally, challenging the myth of standard sizing while proving that innovation and sustainability can coexist. Their mission: make clothing that fits people, not the other way around. This episode explores: Fitting the customer Why Neems isn’t constrained to fitting one customer niche The biggest customer segments for Neems and what that says about the fit of off-the-rack options How Daniela and Andre overcome skepticism from customers Fitting the lifestyle The point-of-no-return investment that Daniela and Andre made How Neems production has evolved through different stages of the business’ life How Daniela and Andre arrived at the price point for their custom jeans Fitting the values The vision and values that keeps them going even when things are hard The different reasons why customers buy Neems People and resources mentioned in this episode: Neems Jeans website Neems Jeans Instagram Choozr body scanning/measuring technology Tukatech pattern software and machinery Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

If there is one thing that entrepreneurs face every day, it is choices. Some choices are deliberate and planned in advance. Others are made last-minute when something unexpected happens – like a 13 second video going viral when the featured product is already sold out. With every choice, you get to choose the type of life and business you want to run.  This is just what Kelsey Campion has been doing for the past 10 years. She is the founder and Chief Sequin Officer of Fringe + Co and my guest in this episode 131. What started in her spare bedroom, grew into a thriving brand that supports color, celebration, and her local New Orleans community. With each stage of her business – even when the decisions haven’t been so sparkly and fun – Kelsey has chosen to transparently live by her values. Kelsey Campion is the founder and Chief Sequin Officer of Fringe + Co., a New Orleans–based fashion brand rooted in celebration, color, and community. She started Fringe + Co. over 10 years ago out of her 200-square-foot spare bedroom, building the business from the ground up with creativity, grit, and a belief that getting dressed should feel like a party.  As the brand grew, Kelsey faced a turning point: scaling production without sacrificing her values. Determined to keep manufacturing local and ethical, she partnered with a New Orleans manufacturer for four years. In 2021, a single viral video changed everything — accelerating the business and creating the opportunity to purchase that very manufacturer in 2022.  Today, Kelsey not only produces Fringe + Co. locally, but also manufactures for other brands, helping founders bring their ideas to life while keeping production ethical, transparent, and community-driven. Her work and story have been featured on The Today Show, she’s been scouted by Shark Tank, and she continues to advocate for small-batch manufacturing, creative entrepreneurship, and building businesses that don’t require burning out or going it alone. This episode explores: Fitting the customer How Kesley designs pieces that go beyond parades and special occasions Why Kelsey is super transparent with her customers about the behind the scenes of her business Why Kelsey describes herself as a “selfish creative” and how that has served her business How Kesley makes Fringe + Co more accessible to people despite a higher price point Fitting the lifestyle Why Kelsey has been feeling a bit bored in her business right now and what she’s doing to bring creativity back How going viral forced Kelsey and her team to systematize the business How the city Fringe is part of (New Orleans) influences the brand How running a fashion business for over a decade transforms your lifestyle Fitting the values The values Kesley will never leave behind as her business grows How Fringe customers became some of the biggest advocates for Kelsey’s business values The points where growth can test your values People and resources mentioned in this episode: Fringe + Co. website Fringe + Co. Instagram Fringe Factory Instagram Kelsey’s email Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

We think that offering different sizes is serving our customers, but is it actually? Does standard sizing make it easier for the customer or does it just make it easier for the brand? Rick Levine and Steven Heard have thoughts.  They’ve each run multiple manufacturing businesses in different industries and are currently partners of the made-to-measure development and manufacturing studio ApparelWerks. No matter the business, their goal with product design, fit, and sizing has been the same: make each customer insanely happy. It impacts how they see production, technology, entrepreneurship, craftsmanship, customer relationships, and more. In episode 130, we cover it all. Steven and Rick were introduced when Rick was looking into body scanning for a problem his daughter, an engineer, was trying to solve. "There's a guy in Portland who's been making customized clothing for decades. He knows all about scanners and measurement." They discovered a shared appreciation for manufacturing technology, a fascination with old sewing machines, and a view that tech is only a means to an end; their past businesses were focused on making customers happy. Both were also looking for something new and interesting to do, and the result was starting ApparelWerks, a manufacturing and product development studio in Portland creating made-to-measure clothing. Steven Heard has decades of experience making clothing, starting at the Levi Strauss factory on Valencia Street in San Francisco, at a time when all patterns and samples for the company were still created there. He was a senior pattern-maker for Levi's Dockers brand, and went on to spearhead the world’s first large-scale bespoke jeans production, leveraging body scanning technology to craft custom jeans for thousands of consumers. He founded pattern service bureau Clinton Park, doing garment development and pattern work for numerous national and start-up brands, and developed a reputation for being the go-to patternmaker for denim development. He went on to found Japanese-inspired San Francisco denim and workwear brand Dillon Montara in 2014, and was the development and manufacturing partner behind Portland's Ship John brand. Rick Levine is the engineering black sheep in a family of artists. His father was a ceramist and designer, making and using tools to create mid-century ceramic tile and lamps on a large scale. Rick spent a lot of his time growing up around clay and machinery. Rick started his career as a producer and editor for film and video, and stepped sideways into programming tools and user interfaces for computer systems. He worked at Sun Microsystems early in its existence, and then at a series of start-ups. In 2006, Rick followed his interest in manufacturing automation to found chocolate brand Sun Cups. He repurposed industrial-scale chocolate techniques to create artisanal, organic, nut-free chocolates and made them available in thousands of stores. In 2013, he and his brother, designer Neil Levine, founded sock company XOAB, focusing on creating comfortable socks with a broad palette of Merino wool and Supima® cotton colors. They created a domestic supply chain, and used modified knitting machines and pattern analysis software to take new designs from sketch to shelf in less than a week, a capability unique in the hosiery industry.  This episode explores: Fitting the customer Why the garment won’t fit unless you’ve had a conversation with the customer The difference between solving fit for your brand versus solving fit for your customer The advantages and limitations of 3D body scanning for apparel development How they know when they got the fit right Fitting the lifestyle Scaling on-demand production How one-piece production flow changes the way you see efficiency How Rick’s and Steven’s background lead to their perspectives on manufacturing The tools Rick and Steven use to systemetize custom clothing Fitting the values Why there’s value in both craft and technology Why Rick has a “healthy disrespect” for tools People and resources mentioned in this episode: ApparelWerks website Dillon Montara website ApparelWerks Instagram Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

As people in creative fields, many of us can look back and see how our activities and interests as a child led to the work we do today. We may have grown up and grown out of clothes along the way, but some things never change. Creativity and other values that are important to us show up in our adult life through our fashion businesses. This is certainly true for today’s guest Bergen Anderson. Her brand, Lilla Barn, makes colorful and sustainable clothes for kids and grownups alike. As a lifelong sewist, Bergen Anderson started Lilla Barn in order to make colorful, genderless, sustainable, baby clothes that stand out in a world of pinks and blues. In the last 12 years, she has grown her brand to include grown-up clothes, accessories, and homegoods including a storefront/studio in Andersonville, Illinois.  Inspired by visual artists who play with color and texture, her work is intended to bring joy, creativity, and individuality into everyday life. Bergen enjoys exploring the overlaps between traditional craft ("women's work"), modern textiles, and functional fine art. As a slow fashion advocate, she believes the personal is political and that our consumer habits and creating habits should align with our values.  This episode explores: Fitting the customer Why Bergen designs what she likes even though she is technically no longer her own target customer Bergen’s process for patternmaking and sizing and its pros and cons for fit Fitting the lifestyle The hardest part about hiring a small team for Lilla Barn The extent that creative habits are intertwined with personal and business lifestyles The projects Bergen wants to take on in her business once she has a bigger team How opening a retail space changed Lilla Barn’s business model Fitting the values How to communicate brand values in a way that is meaningful and relevant even as the broader culture changes around us People and resources mentioned in this episode: Lilla Barn website Lilla Barn email Lilla Barn Instagram Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

Fashion expects a lot from designers. It expects you to release new collections at a set seasonal schedule. It expects you to just know the right people and know where to find a good production partner (because as you know, some of the best factories don’t even have websites). It expects you to show up on social media to sell. These expectations can run your life if you let them.  Dana Mortada doesn’t let them. She gave up the traditional wholesale calendar and the pressure that came with it. Her four-year-old brand, dal the label, now releases new capsules on a flexible schedule that works for her. In episode 128, Dana shares how far she’s come by following intention instead of expectations. dal the label is a California womenswear brand redefining modern luxury through elevated essentials. Founded by designer Dana Mortada, the brand focuses on timeless, ethical pieces designed in Los Angeles and made to be worn again and again. Each collection reflects a commitment to intentional design, quality craftsmanship, and a slower, more thoughtful way of dressing. This episode explores: Fitting the customer Why simple designs are harder to fit The marks of craftsmanship that Dana designs for and looks for in clothing Fitting the lifestyle Why Dana doesn’t want the traditional fashion calendar to run her life and instead releases capsules whenever she is ready What makes Dana say dal has come a long way since first launching in 2022 The biggest challenge Dana is trying to solve on the business side Why Dana moved some of her production overseas Fitting the values How long clothes last depends on the designer and the consumer How Dana answers the question of “does the world need another fashion brand?” based on her values People and resources mentioned in this episode: Dal the Label website Dal the Label email Dal the Label Instagram Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

Changing algorithms, the constant time investment, and, with the rise of AI, even more content to compete with for customers’ attention make many of us want to avoid social media altogether. However, it can seem like a necessary evil. Isn’t every brand on social platforms? But what if staying off socials as a fashion brand isn’t just the right choice for your mental health as a founder, but also for your business strategy?  This is the choice that Maria Alejandra Alvarado has made for her luxury workwear brand ZADIMA. In episode 127, she shares how she’s connecting with people to market her brand instead of competing with algorithms. For Maria, it felt like a natural fit that aligns with her business.  María Alejandra Alvarado is a marketing leader with nearly 15 years of experience shaping brand and product launch strategies for global companies. For the past three years, she’s been building ZADIMA — a brand born from her desire to help modern professionals dress beautifully and intentionally, without adding more decisions to already full days.  Frustrated by the lack of color, personality, and quality in workwear, María set out to create pieces that combine great tailoring, elegant silhouettes, and luxurious Italian fabrics. Each garment is crafted from exquisite Italian deadstock textiles in a woman-owned atelier in Manhattan’s Garment District, designed to make women feel confident, polished, and effortlessly themselves. This episode explores: Fitting the customer The smart questions Maria asked while gathering customer research The ways that knowing her customer helped Maria make decisions about fabric, designs, and colors  Fitting the lifestyle How the lifestyle of the Zadima customer shaped the marketing strategy The practical ways Maria generates word-of-mouth referrals How Maria represents her brand as the founder How Maria prioritizes tasks in her business Fitting the values Why Maria decided to produce her collection in NY How Maria uses AI tools in alignment with her relationships and quality-focused business values People and resources mentioned in this episode: ZADIMA website ZADIMA email Maria’s LinkedIn Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

In slow fashion, we like being intentional with our clothing choices. We want our wardrobes to be aligned with what we care about and how we live. It is a reassuring kind of intention. Then there is another type of intention that affects fashion founders – the way we intend things to go. We have intentions for the launch, product development timelines, or what it means to be a good founder. But as anyone who has started a business knows, things don’t always go quite as intended. So how do we balance intention and reality? In episode 126, ARIMMA founder Lucielle Salomon shares how she moved past her assumptions about what it means to be a founder and finally launched her brand. Through the process, she now sees fashion in a new light. Lucielle Salomon is a Dominican-American founder, fashion editor and storyteller advocating for a slower, more soulful approach to style and business. With a background in journalism and a sharp editorial eye, she blends thoughtful design with meaningful storytelling, inviting her audience to dress with intention, find beauty in the everyday and redefine what success looks like through a values-first lens.  She is the founder of ARIMMA, an on-demand women's wear brand rooted in romantic silhouettes, timeless details and environmental responsibility. Every piece is crafted only after it's ordered—minimizing waste, reducing overproduction and creating space for clothing to be made with care. ARIMMA designs use natural or low-impact materials and are constructed with durability, emotion and longevity in mind.  Through her Substack newsletter, Woven Letters, and growing digital platforms, Lucielle shares a curated blend of sustainable fashion finds, emerging brands, and everyday rituals—from what she's wearing to how she's slowing down. As a mother of two, she also explores the intersection of creativity, motherhood and entrepreneurship, offering a rare behind-the-scenes look at building a conscious business without burning out. Lucielle is available for interviews, panels, collaborations, and essays that explore the future of fashion, identity-driven entrepreneurship and intentional living.  This episode explores: Fitting the customer How Lucielle follows feelings, not trends with her designs The part of development that was the biggest challenge for Lucielle Fitting the lifestyle What Lucielle would do differently now if she was starting over How our mindset can hinder or help us in entrepreneurship What Lucielle thought a good founder lifestyle should look like and why that didn’t work for her Why Lucielle didn’t go all out for the launch Fitting the values How becoming a founder changed what Lucielle values about fashion Why Lucielle reached out to factories before she even had designs People and resources mentioned in this episode: Arimma website Arimma Instagram Lucielle’s Instagram Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

Newness builds excitement, but consistency builds trust. Which one will get your brand to a decade in business? Erin Gray Morton just celebrated ten years of her gold-filled jewelry and premium tee shirt line erin gray. The brand has grown to being stocked in over 800 boutiques. To get there, Erin and her team have prioritized relationships while figuring out how to make each wholesale show feel new with basics products that are more timeless than trendy. In episode 125, hear the ways erin gray builds trust with customers and the boutiques that buy wholesale from them, how Erin keeps herself from a lifestyle of overworking even when she loves what she does, and how Erin structured the business model and pricing from the very beginning to allow giving back to causes she values. erin gray is a female-owned and operated brand from Atlanta designing elevated essentials with a touch of luxury. Their customers primarily love them for two things: their cult-favorite Pima cotton tees and refined tops that offer high-end style at accessible prices and our 14k gold-filled waterproof jewelry, which wears like solid gold without the high cost. Erin built this brand from the ground up and the brand is now featured in more than 800 boutiques nationwide. Giving back is our heart - Erin lost her mother to cancer, so supporting cancer research is at the core. The atmosphere at erin gray's Atlanta warehouse is fun, respectful, flexible, family-oriented and customer-focused. The team gets things done without compromising the things and people who matter to them the most. This episode explores: Fitting the customer The ways erin gray builds trust with customers and the boutiques that buy wholesale from them The effort that went into developing the best basic white tee (because simple is never simple!) How erin gray creates newness at each wholesale market with a basic, timeless product Why Erin thinks wholesale shows will never go away Fitting the lifestyle What they did differently when erin gray introduced apparel alongside their jewelry line How Erin keeps herself from overworking even when she loves what she does How Erin has expanded her team over the years The benefits of a long wholesale design and development calendar What to do when you get bored of your product before it even launches Fitting the values How Erin structured the business model and pricing from the very beginning to allow giving back to causes she values Ways your business can give back to causes you care about beyond cash donations Why customer service is so important for the success of erin gray  People and resources mentioned in this episode: Erin Gray website Erin Gray email Erin Gray Instagram Erin’s LinkedIn Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

In an industry obsessed with outward appearances, what if we made decisions by listening to our body and not just looking at it? If clothing choices came from a place of self-awareness, how would that change the way we design products and run fashion businesses? Victoria Lister approaches her work from this perspective. In episode 124, she shares what made her start listening to her body and what that has meant for her underwear and lounge brand Hummingbird Pie. Victoria is the founder and owner-operator of Hummingbird Pie, an Australian-based, micro-business that has supplied women with luxe, everyday basics since 2015. The business was born from Victoria's personal quest to solve the problem of thigh chafing without resorting to shapewear – a challenge that led her to create Hummingbird Pie’s flagship product, long-legged underpants known as ‘Longerpants’.  Today, the range has expanded to include outer as well as underwear, designed to help women of all ages, stages, shapes and sizes to feel at home in themselves – not reshaped, but supported, relaxed and free to be. Hummingbird Pie fits in and around Victoria's work as a researcher, with the help of her wonderful husband and two dear friends who work casually on different aspects of business, and local suppliers and manufacturers.  This episode explores: Fitting the customer How the Hummingbird Pie target customer has expanded since the start of the business The mindset that unites Hummingbird Pie customers What makes Hummingbird Pie garments different The relationship Victoria wants her customers to have with Hummingbird Pie clothes Fitting the lifestyle The challenges of scaling a cottage business Why new products don’t always start with design What gave Victoria the courage to start a business The behind the scenes lifestyle that supports Victoria’s business Fitting the values How Victoria’s self-awareness and valuing her body influences her approach to design Why Victoria prefers working with other collaborators instead of learning how to do everything herself People and resources mentioned in this episode: Hummingbird Pie website Hummingbird Pie email Hummingbird Pie Instagram Victoria’s LinkedIn Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.