Alright – so today we’ve got the honor of introducing you to David Robinson. We think you’ll enjoy our conversation, we’ve shared it below.

David, thanks for joining us, excited to have you contributing your stories and insights. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

I started DIGNITY × WORTH apparel in September 2020 to affirm the God-given inherent dignity and worth of humanity, both male and female, and to generate meaningful Christ-centered conversation. The events from 2012 – 2020 concerning Trayvon Martin, Tamir Rice, Philando Castile, Breonna Taylor, George Floyd, and others reminded me of the historic racialized injustices against African Americans in America. Unfortunately, particular segments of the church have been on the wrong side of history and generally still are hesitant to address this issue, but there are some that are bravely addressing it.

My ultimate hope is that D×W apparel will be a source of encouragement and create conversations about the value of humanity, why God is opposed to injustice and how the gospel of Jesus Christ is the remedy, not only to ethnic or racial injustice, but all types of injustices.

David, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do? What sets you apart and what you’re proud of?

My name is David Robinson, and I am the founder and owner of DIGNITY × WORTH, which is an apparel brand that affirms the dignity and worth of humanity, both male and female, as image bearers of God. Birthed out of frustration and hope, my aim is to provoke thought and encouraging conversations about how Christianity directly affirms the value of all humans, condemns all types of injustices, and instructs how we’re supposed to live for the flourishing of mankind and the glory of God.

I believe what makes DIGNITY × WORTH very unique are its specific niche and its look. While there are many faith-based apparel brands, I didn’t see one primarily dedicated to the value of humanity as image bearers of God. Considering many of the current issues greatly impacting America, and globally, I strongly believe that the Bible’s teaching on what it means to be human lays a solid foundation for addressing them. For example, in Psalm 8, David writes – “ 3When I look at your heavens, the work of your fingers, the moon and the stars, which you have set in place,4 what is man that you are mindful of him, and the son of man that you care for him? 5 Yet you have made him a little lower than the angels and crowned him with glory and honor.” Considering how grand creation is, David is amazed that God cares for humanity so much. The reason God cares greatly for us is because mankind is crowned with glory and honor. Humanity is the pinnacle of God’s creation, and I don’t believe we give that, and its implications, the attention it deserves. I wanted to direct people’s attention (my own as well) to that.

Aesthetically, D×W is characterized by minimalist designs. The goal is for the apparel to be easily read because too much “visual noise” is counterproductive. My goal is to please the eye and stir the mind. I look at apparel as a canvas. Although my collections are word-based, there’s still an artistic element involved with the use of fonts, their weights, their sizes, and their colors as well as the color of the apparel. Each of my collections are driven by a particular message and the fonts and colors that are chosen complement or reinforce that message. To date, I have ten collections available, which includes a youth shirt.

Being an entrepreneur is not easy, but the challenge (for me) to see the mission being accomplished is what keeps me going. The mission must drive you, not money. I didn’t start this brand to make a lot of money. I started it to remind and encourage myself and others about our worth as image bearers of God. When I started DIGNITY × WORTH, I didn’t know how it would be received. Thankfully, it’s been received very well. I’ve had many people tell me that my apparel has helped them understand how Christianity directly addresses ethnic injustice and other forms of discrimination. It’s given some people a voice to express what they have been feeling but couldn’t find the words for. Also, it has afforded many people encouraging conversations about the messages. Seeing the mission come to fruition is the greatest encouragement for me and what I’m most thankful for.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

Each month I send out no more than three emails to my newsletter subscribers to inform them of new products, general sales, newsletter subscriber exclusive sales, and a few bits of behind-the-scenes information. As a consumer myself, I value pertinent and consistent communication from companies I invest in, so I’ve sought to model that. I also communicate directly via email and text, which are both listed on the website.

Brand loyalty is one of the most important aspects of operating a business. Although I’ve seen a measure of brand loyalty with several repeat supporters, I’m always educating myself about how to run a business, how to increase visibility and retain supporters. By no means am I an expert, but what I believe helps establish brand loyalty are (1) trusted relationships, (2) transparency, (3) ethos connection and (4) a quality product / service.

When I first started D×W, most of my supporters were family and friends, which is probably true of most start-ups. These people knew me best, trusted me and understood my passions and desires well before I launched, so their investment was more than transactional. As they supported me and wore the apparel, their friends and family members eventually became supporters and D×W began to grow organically. I don’t know all my supporters, so I try to foster those relationships via the newsletter or email. Also, I reward supporters with quarterly discounts as a way of recognizing them and thanking them for their continued support. Another way, I try to foster brand loyalty is to involve the supporters in the creative process. I’ve always welcomed ideas and even solicited people for new apparel or designs because I value the thoughts of others.

Another aspect of brand loyalty is an ethos connection. People generally support things that resonate with them or that solves a problem. As I stated earlier, D×W is very niche, and many people emotionally connect with the emphasis of my brand. That emotional connection often makes them feel like they’re part of a community – they feel seen and heard. We’re wired for relationships and often those relationships or communities evolved from shared interests.

Lastly, I believe to sustain brand loyalty there must be a quality product or service that is consistently offered. When I first started D×W, which was self-financed, I extensively researched apparel so that I could offer a quality product that people would appreciate. When I launched, I started out with a high-quality shirt brand, but not a premium brand. Since then, I’ve moved on to offering a premium t-shirt brand because I value my brand and I value the supporter’s decision to support my brand. I want them to feel like their money was well spent and that they would have no problem supporting again.

Any advice for growing your clientele? What’s been most effective for you?

This is perhaps the most difficult part of any business, but I believe that a good product will garner supporters far and wide. For me, since I don’t have a large advertising budget, the most important strategy has been supporters faithfully and strategically wearing the product so others can see it. I do advertise on social media, but I’ve seen the most growth in supporters due to them seeing other people in the apparel. One of the most memorable instances was when I received an order from a gentleman in Michigan. He was attending a conference there in Michigan and saw another gentleman from Louisville, KY at the conference wearing the EVERY…Hoodie. He asked the gentleman where he got it from and subsequently made a purchase. Another incident that was really encouraging was when a woman from Brooklyn, NY was visiting a college campus in Pittsburgh, PA. While on campus, she saw a gentleman wearing the EVERY…hoodie and she ended up making a purchase. I don’t discount the ability of marketing on social media or doing live events, but there’s great value to organic growth when people see others proudly wearing the brand.

Other than having an excellent product, clear focus and communication is very key. People generally want to know what they’re supporting or considering supporting. Since my brand is centered on a particular message, I try to make sure that the message of each collection is clearly understood and that it ties back to the overarching message of my brand. I communicate that on the website on the feature page, the product page and I include a product postcard with every order that conveys the meaning of the collection. I’ve been told on numerous occasions how much this is appreciated and has been a point of emphasis when they’ve shared my brand with others. I believe these types of extras add value to the brand and aid in growing supporters.

Contact Info:

• Website: www.dignityxworth.com
• Instagram: www.instagram.com/dignityxworth/
• Facebook: www.facebook.com/dignityxworth

Image Credits
Main photo taken by Jenn Robinson All other photos taken by David Robinson