We were lucky to catch up with Emaje Singleton recently and have shared our conversation below.

Hi Emaje, thanks for joining us today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

My Mission: Providing affordable & fashionable streetwear for all people

In May 2020, I launched Habits Co undermining what was building. In my first 10 minutes of releasing, I sold out my first collection. Of course, exhilarated by the love & support of my city, I began taking the brand more seriously. Since opening, HC has produced over 30+ original designs & has become an in-house manufacturer. My main objective is to create authentic streetwear that is cost-effective for all people.

Through everyone’s support and patience, I have had the opportunity to grow as an entrepreneur & apparel brand. I am excited to see my progress and teach others what I have learned. I will continue to uphold my responsibilities to change the game.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Spring of 2020, I was a freshman at the University of North Carolina Greensboro. COVID-19 had just got announced as an epidemic and students across the globe were being evacuated from their dorms and campuses. I remember being home bored with only my laptop, TV, and phone. This was when my passion for fashion grew. I was able to spend more time researching and finding my style. I had plenty of 4-5 AM nights learning about different fabrics, brands, and trends. I became a fan of brands such as Barriers, Supreme, Kid Super, etc. which were sometimes expensive, this is when my idea and mission for Habits formed. I wanted to create a unique streetwear brand at an affordable price that all types of people could wear. Aside from clothing, Habits offers accessories such as lighters, bags, posters, and much more. Habits unique in the type of apparel provided but the brand is a female-led and an in-house manufacturer. As my brand grows, I plan to teach others how they can be successful in the clothing industry. I am proud to be the sole owner of a successful brand, especially in a city where the industry is male-led.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

My main sources of education are YouTube, Instagram, TikTok, and personal experience. When it comes to running a business, learning is a must. I will never forget being told, “entrepreneurship is like jumping out of a parachute and building it on the way down”. There is no step-by-step guidebook on how to build a successful brand. I constantly find myself craving more information to better myself and my businesses.

We’d really appreciate if you could talk to us about how you figured out the manufacturing process.

When I first created Habits Co., I partnered with local print shops in my area. I started out using direct-to-garment printing. After awhile I realized this route was expensive and time-consuming. Most print shops had a 2-3 week turn around and my profit wasn’t so high. This is when I started researching how to produce my own clothing. Over the past year, I have been able to operate an in-house production studio.

Contact Info:

• Website: www.habits-co.com
• Instagram: https://www.instagram.com/habitsco.2020/?hl=en
• Facebook: https://www.facebook.com/habitsco2020
• Twitter: https://twitter.com/habitsco2020?lang=en
• Youtube: https://www.youtube.com/channel/UC5pX0GXYeSZaX1JCR4_Vnbg