ISSUES #22: MAY 2016
BLACK ENTREPRENEURS
SEPTEMBER 2015
Southern Gents
THE
ANATOMY
BRAND
of a
a conversation with Fola Lawson of Southern Gents
"...the art of style is one where individuals can find commonality and shared interests, regardless of age, race or societal class."
One look at the Southern Gents line and you know that these tastemakers appeal to the upper echelon of fashion taste. Every nuance of their image lends to the brand. The website, the logo, the events and mixers all have that je ne sais quoi that draws you in. Southern Gents appeals to fashion intellectuals while remaining approachable and affordable. Makes you wanna never leave home without 'em.
I had a chance to chop it up with Fola Lawson of Southern Gents. It was cool to get an inside track on the Southern Gents perspective.
Thanks for making time to connect up Fola. I know you've got a full plate these days. I know I'm probably on the late with Southern Gents but.. how long has Southern Gents been established?
Southern Gents was established in the summer of 2012. Shortly over a year later, we launched our online web shop, with 15 items.
How did Southern Gents get started?
Southern Gents was started as a community endeavor, to bring about social atmosphere and a culture which we felt was missing in the city of Houston through hosting of mixers & style events. This entailed not just an atmosphere of fun and networking, but one where individuals were able to indulge and express their sense of style, Gentlemen and Ladies alike, but also find a common bond in doing so. Similar to sports, the art of style is one where individuals can find commonality and shared interests, regardless of age, race or societal class.
Absolutely. Speaking of style, what would you say are some common basics that every well-dressed man should have in his closet?
I think every man should have a well-fitting navy blazer, collection of white button down shirts, and solid brown dress shoes. With these items, just about anything else could fall in place. Each of these items complement each other perfectly, and work well independently. Best of all, they could be worn with just about anything, regardless of whether one is aiming for a professional, semi-casual or casual look. (Blue jeans, black slacks, red tie, black bow tie, Fedora, gold watch, tee shirt etc.)
The Southern Gents persona is very sleek wih cool, upscale imagery. What types of branding strategies does Southern Gents observe?
The SG Branding style is rather simple. It’s all about ambition and pursuing a progressive lifestyle. Somewhere along those lines, the way you dress, and taking pride in self presentation come to play. It’s more than just a strategy. We believe our approach comes from an authentic and genuine place.
Fola, what’s your personal clothes budget for the fall?
Honestly, I personally don’t have budgets for seasons. I don’t really budget for anything clothing related, which is not to say I spend carelessly either. I am a style enthusiast before a men’s designer. With that said, over the years, I have learned painstakingly might I add, that style is all about a “collection”. This takes place over time. It cannot be rushed, nor accomplished overnight. In other words, I believe a gentleman should train his eye, stay away from trends as much as possible, learn to vet products in the marketplace, scrutinize them, and collect timeless articles of clothing he believes he could wear for years. (i.e. Chelsea boot). If an item doesn’t fit this criteria, then it’s not worth a spend of his hard earned money.
In summary, I don’t feel the need to buy new things. I find I have to be persuaded to add an item to my collection, and should the item be irresistible, amount be reasonable and affordable to my pocket, more times than not…I will indulge. :)
I must add that the MAJORITY of items do not meet this criteria. I also keep this in mind with every product we add to the Southern Gents collection.
Who are the Southern Gents designers?
Although we all partake and have roundtable discussions regarding product design, I am the primary designer on the team.
Where do you find your biggest support comes from?
Our support comes from all over. Locally, it’s most visible when we have a mixer event. As far as sales are concerned, it’s rather amazing because we get supporters from all over (Maryland, LA, New York, Canada, Bahrain, Singapore, Denmark, e.t.c) You name it. This is a large part of what keeps us motivated and inspired.
What would you say separates Southern Gents from other fashion companies?
This is a great question because it truly reflects and embodies our brand character. I think what separates us, is that we actually care about the way people look. If we wouldn’t wear or buy an item ourselves, we don’t produce it. Furthermore, we genuinely care about the way our customers choose to live their lives. We believe in indulging in a lifestyle that promotes a progressive way of life. Style is just where the journey starts but it certainly doesn’t end there.
A sampling from Southern Gents. Get a full look online at www.s-gents.com
Any plans for a brick and mortar location in the future?
Possibly but it all depends. Location plays a great deal here, and prime locations cost an arm and a leg. With such pressures, brick & mortar can be hard to justify with infrastructure overhead. Although they lead to increased foot traffic, they also make it difficult to establish economies of scale, in an efficient, cost-effective manner at least..
Any events planned for the near future?
We haven’t formally announced anything, but we will hold an event before the end of the year.
What’s the future plan for Southern Gents for say… the next 3 years?
Become a renowned online retailer, with SG products also in distribution at stores and boutiques across the globe.
Success is not optional for Southern Gents. It's great to see a team focused, owning their brand and displaying the marketing savvy to take it forward. All the while dressed to the nines. Boss it up, Southern Gents!!!
ONLINE: www.s-gents.com
TWITTER: @s-gents
FACEBOOK: So.Gents
INSTAGRAM: S_Gents
TUMBLR: s-gents
V. Ray
#positiveblack
#RiseShineRepeat
