Ron Poisson knows denim. He’s taken many years of experience within the fashion industry and has built a brand that creates not only exceptional products, but also embodies an awesome ideology behind the brand. We recently caught up with the brand’s co-founder and the designer as he discussed how he started CULT OF INDIVIDUALITY.
Q: Please describe your position at your company.
A: CULT OF INDIVIDUALITY IS APPROACHING OUR 6 YEAR ANNIVERSARY .
I AM A CO-FOUNDER AND THE DESIGNER, MY TEAM HAS GIVEN ME THE MONIKER “JEANSMITH TO THE ONE”
Q: How long have you known you wanted to do what you are currently working on?
A: I HAVE ALWAYS HAD A PASSION FOR THE APPAREL INDUSTRY AND STARTED MY CAREER 25 YEARS AGO IN THE SURF-WEAR BUSINESS. SINCE, I HAVE WORKED MY WAY THROUGH NEARLY EVERY POSITION WITHIN A MANUFACTURING AND DESIGN FIRM. AS THE MOST UNIVERSAL FABRIC IN THE WORLD, I HAVE ALWAYS HAD AN ATTRACTION TO DENIM AND I FELT THERE WAS A SPACE IN THE MARKET FOR A TRULY VINTAGE INSPIRED JEAN THAT FEELS HANDCRAFTED AND REPLICATES THAT PERFECT PAIR YOU’VE HAD FOR 20 YEARS. SO, I WAS INSPIRED TO START CULT OF INDIVIDUALITY IN 2009.
Q: Why are you passionate about what you do?
A: DENIM IS A BLANK PALATE WITHOUT ANY RULES. IT ALLOWS ME TO BE CREATIVE AND DESIGN LIKE AN ARTIST, AND AS ANY ARTIST KNOWS, FREEDOM IS THE BEST CONDUIT FOR SELF EXPRESSION. ALSO, DENIM IS SUCH A PERSONAL GARMENT, THAT I GET TO CREATE PRODUCT THAT BECOMES A PART OF PEOPLE’S DAILY LIVES AND GREATEST MEMORIES – THAT’S A SPECIAL FEELING.
Q: How did you overcome your own doubts and the doubts of other people?
A: BY EMBODYING AND LIVING OUR BRAND PHILOSOPHY – TAKE RISKS, BLAZE YOUR OWN TRAIL, STAND UP AND STAND OUT, BE THE ONE.
Q: What were some bumps you hit to get where you’re at now?
A: THERE ARE MANY BUMPS ALONG THE WAY. FASHION IS A FICKLE THING. AND THERE ARE MANY ASPECTS INVOLVED IN CREATING A BRAND: HAVE THE RIGHT MANUFACTURING PARTNER, THE BEST SALES PEOPLE, A GREAT BACK END OFFICE / WAREHOUSE. WHEN DESIGNING A BRAND, IF YOU DONT HAVE THE OUTLET TO SHOWCASE YOUR BRAND AT A RETAIL LEVEL, IT DOES NOT MATTER HOW GOOD YOUR COLLECTION LOOKS. SALES IS PARAMOUNT. IF YOU DONT HAVE THE FACTORIES TO EXCUTE AND DELIVER A FINISHED PRODUCT THAT MATCHES YOUR VISION, YOU ARE SUNK. IVE MADE MISTAKES ALONG THE WAY, AS DESIGNERS WE ALL DO. NOT EVERYTHING WE DESIGN CAN BE A HOME RUN. THERE HAVE BEEN IDEAS/DESIGNS I HAVE FELT VERY STRONGLY ABOUT, BUT WHEN THEY HIT THE MARKET AND THE END CONSUMER HAD THE ABILTY TO CAST THEIR VOTE ON IT, THE ENTHUSIASM ISN’T MUTUAL. IT’S PART OF THE BUSINESS. YOU HAVE TO HAVE THICK SKIN. AND OF COURSE, HAVING A STRONG MARKETING TEAM IS INTEGRAL IN COMMUNICATING YOUR MESSAGE TO THE WORLD. MAKE SURE YOU PICK ONE THAT SHARES YOUR VISION AND UNDERSTANDS HOW TO PROPERLY COMMUNICATE IT.
Q: What is one thing you did wrong in the past that you can share with people?
A: I WOULDN’T SAY THIS IS SOMETHING I DID WRONG, BUT DEFINITELY SOMETHING THAT IS AN IMPORTANT LESSON TO LEARN IS TO BE OPEN TO OTHERS IN THE BUSINESS AND THEIR SUGGESTIONS, WISDOM AND EXPERTISE. REGARDLESS OF HOW LONG WE HAVE BEEN IN THE BUSINESS, EVERY DAY IS AN OPPORTUNITY TO LEARN SOMETHING NEW. AND IF YOU THINK THAT YOU KNOW IT ALL AND WILL NOT LISTEN TO OTHERS, THEN FOR SURE YOU WILL BE PASSED BY THE COMPETITION
Q: What is a way you got your name out there?
A: OUR NAME EMBODIES A LIFESTYLE THAT CELEBRATES THE INDIVIDUAL, THE TRENDSETTER, THE TRAILBLAZER; AND WE’VE BEEN FORTUNATE THAT THOSE FOLKS HAVE DISCOVERED OUR BRAND ORGANICALLY, THORUGH OUR PR, MARKETING AND SOCIAL MEDIA EFFORTS AND THROUGH OUR RETAILERS. AND WE ARE EVEN MORE FORTUNATE TO HAVE A REALLY LOYAL CUSTOMER WHO SHARES OUR STORY AND CONTINUES TO BUY OUR PRODUCT.
Q: Is there anything that almost stopped you from doing this?
A: THE ECONOMY IN THE US AND THE WORLD CAN BE QUITE CHALLENGING. WHEN I LAUNCHED CULT IN 2009, IT IS WHEN THE ECONOMY REALLY STARTED TO HIT BOTTOM. WHEN MONEY IS TIGHT, PEOPLE DONT OFTEN LOOK TO SPEND THEIR DISPOSABLE INCOME ON PREMIUM JEANS FROM A NEW DESIGNER. THEY TEND TO LIKE TO STICK TO WHAT THEY KNOW, THEIR “CREATURE COMFORTS”, IF YOU WILL. SO, THERE WERE TIMES THAT THE MOUNTAIN DID APPEAR TO BE TOO BIG TO CLIMB. BUT MY PASSION WAS STRONG AND UP TO THE TASK.. AND I HAVE AN AMAZING SUPPORT SYSTEM, MY WIFE AND FAMILY, OF WHICH I WOULD NOT BE ABLE TO BUILD THIS BRAND WITHOUT THEIR STEADFAST MOTIVATION, INSPIRATION AND SUPPORT.
Q: Is there anyone in your profession that you admire and/or model yourself after?
A: RALPH LAUREN, HE’S AN ICON AND EXAMPLE OF DOING IT RIGHT. HE’S ALSO MADE SUCH A POSITIVE IMPACT IN OUR INDUSTRY AND THE WORLD.
Q: How do you continue to perfect your craft?
A: FINDING INSPIRATION EVERYDAY AND STUDYING THE PROGRESSION OF DENIM FROM THE 1800’S WHEN IT WAS PRIMARILY BLUE COLLAR WORKWEAR. ALSO, TALKING TO MY CUSTOMERS AND FASHION INFLUENTIALS ABOUT WHAT THEY LOVE ABOUT DENIM.
Q: How do you envision the future of your product?
A: CULT STARTED AS A PREMIUM HERITAGE DENIM BRAND. WE ARE CONTINUING TO BE MORE OF A LIFESTYLE BRAND RATHER THAN JUST ANOTHER JEAN LINE. WE CONTINUE TO ADD NEW CLASSIFICATIONS TO THE COLLECTION, HATS, TEE, KNITS, WOVENS AND OUTERWEAR. WE’RE LOOKING TO ULTIMATELY ADD WOMENS SWIMWEAR AND ACCESSORIES.
Q: What’s some advice you can share for anyone who wants to pursue what you are doing?
A: THIS INDUSTRY IS NOT FOR THE FAINT OF HEART, SO MAKE YOUR OWN STRIDES IN LIFE. DO NOT FOLLOW IN THE FOOTSTEPS OF OTHERS. MAKE SURE YOU HAVE PASSION FOR THE BUSINESS AS IT IS AN EMOTIONAL ROLLERCOASTER RIDE, NOT FROM MONTH TO MONTH, BUT RATHER HOUR TO HOUR EACH DAY.
Q: You have a nice online website. How much of your business is driven by online buyers/clients?
A: IT IS A VITAL COMPONENT IN ANY BRAND GROWTH STRATEGY. OUR CUSTOMER IS VERY TECHNOLOGY SAVVY AND LIKES IMMEDIATE ACCESS TO CONTENT AND PRODUCT. WE ARE ABLE TO ENGAGE DIRECTLY WITH THESE CUSTOMERS AND PROVIDE ALMOST IMMEDIATE FEEDBACK FOR A PERSONALIZED CUSTOMER SERVICE EXPERIENCE. THEY ARE ALSO ABLE TO GAIN A STRONGER UNDERSTANDING OF WHO WE ARE AS A BRAND VIA OUR EXTENSIVE CONTENT ON OUR SITE AND SOCIAL MEDIA PLATFORMS.
Q: Where can people go to find out more about your awesome products/services?
A: WWW.CULTOFINDIVIDUALITY.COM
Comments
comments
