Our brand started out to appeal children’s apparel, however, it was a strong focus on pop culture and hip-hop. So it was highly favorable however, to stay on trend and relate with vast range of hip-hop/ rap culture was quite a task. It’s a subject matter where one day something is totally “in” and then a season later it switches.
However, what we found to be most frustrating was the, “deep connection” to the fans of the music and lifestyle. As we get older our taste changes and certain trending terms and slang didn’t resonate with us, or at least not enough not to put on our kids.
We had a great idea just no, “true” love. So that made us do some soul searching.