We caught up with the brilliant and insightful Erin Osborne a few weeks ago and have shared our conversation below.

Hi Erin, thanks for joining us today. Let’s start big picture – what are some of biggest trends you are seeing in your industry?

My name is Erin, and I recently started a brand – VINNI THE LABEL.

I started this brand while finding a gap in the market for clothing that was both active and casual focussed. We have a ton of brands that focus on one type of activity – Yoga, Running, Hiking, ect. However, I just wanted to create that in between, that movement brand that encompassed what I wanted to see. A brand that could move with you – wherever you were going.

I have always worked from home, as a contract worker – casual style is my style. I don’t dress up Monday – Friday – and I love to stay active. BUT, I was never in sports, I never felt like I fit into any active clothing, as I wasn’t a die hard for any type of activity. I wanted to dress casual, and also look put together at the same time, without the work.

I truly believe the trend in the athelisure space is that in-between. That clothing that women can wear for any leisure activity they decide to do.

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

I recently started a brand – VINNI THE LABEL.

I started this brand while finding a gap in the market for clothing that was both active and casual focussed. We have a ton of brands that focus on one type of activity – Yoga, Running, Hiking, ect. However, I just wanted to create that in between, that movement brand that encompassed what I wanted to see. A brand that could move with you – wherever you were going.

I have always worked from home, as a contract worker – casual style is my style. I don’t dress up Monday – Friday – and I love to stay active. BUT, I was never in sports, I never felt like I fit into any active clothing, as I wasn’t a die hard for any type of activity. I wanted to dress casual, and also look put together at the same time, without the work.

I provide activewear and loungewear that is different and super high quality. Items that you want to wear for your workout and then go to Sunday brunch.

I am most proud of the designs and the comfort this brand provides to others. I hear often that it’s the worst day when VINNI is in the wash, because they WANT to put it on, they feel comfortable and yet also put together at the same time. I think this is such a win for women, especially now in the time where women want to live their best life – being active, working from home, being a busy mom, ect.

What’s been the best source of new clients for you?

I think I am still learning this! I am fairly new, so this has been the biggest learning curve.

I have spent the past year going to local markets, and that’s been great for getting my name out there. However, I know the best way for my brand has been – community. I started not only going to events where I could meet other people – but creating my OWN events. This has been the biggest win for my brand.

Alongside a pilates instructor, I created events where we would have a pilates class, followed by shopping of my brand. I got to one on one talk to people, get to know them, talk to them about what they like/don’t like and create a community of like-minded individuals.

I would say this is by FAR my biggest win so far. Building a community has been the most pivotal part in the beginning of my business, and it’s also a lot of fun!

How about pivoting – can you share the story of a time you’ve had to pivot?

I got my degree at 23 in business with a major in Marketing and was so excited for a corporate life. However, as we all know, life has other plans. Following my graduation, I got pregnant right away and the company I started working for got sold and I was laid off. A terrible start to my career.

Since then, I have been contracting marketing jobs for various businesses and being a mom – until it just wasn’t enough for me anymore, I wanted more! I decided to do something, and live a dream. I would for sure say this is the biggest pivot. A time where I decided I was going to go for it, and put my degree to work.

I was scared / am scared that it’s not going to turn out. However, I will never regret going for it – and starting something now – even later in life when my initial plans didn’t turn out!

Contact Info:

• Website: www.vinnithelabel.com
• Instagram: @vinnithelabel
• Facebook: @vinni.label