We caught up with the brilliant and insightful Julia Livingston a few weeks ago and have shared our conversation below.
Alright, Julia thanks for taking the time to share your stories and insights with us today. Do you think folks should manage their own social media or hire a professional? What do you do?
We run all of our Clovis social media in-house, quite literally. It’s just me and my beyond-incredible photographer Haley doing everything from content creation to trend-wrangling to handling the never-ending platform changes. And honestly? Social media has become more of an obstacle course than a creative outlet.
One minute, Instagram is IT, then suddenly everyone’s on TikTok, and just as you start figuring out short-form video, Instagram decides nope, we’re back to favoring photos again. Is TikTok banned? No one knows. Now the grid isn’t a grid and your photos are unfavorably cropped. Your audio is no longer available. The rules change constantly—new formats, new trends, new algorithms—all demanding businesses to jump through hoops just to stay visible. And if you don’t keep up? Good luck getting your content seen by fresh eyes.
The hardest part isn’t coming up with new ideas—it’s keeping up with the ever-moving goalposts. Social media used to be about connection, now it feels like a full-time strategy game. But despite that, we’ve figured out how to make it work by staying focused on what we do best. Clovis isn’t about chasing trends – both in social media and fashion – for the sake of it; it’s about making sure the content, the brand, and the voice always feel authentic—whether that means leaning into a viral moment or ignoring it entirely. Sometimes it even means extended breaks to reset when I just don’t have it in me to film a dance in my living room or find new relevant content at the end of a very long day’s worth of work at my full-time job.
For other business owners, my advice is this: social media will keep changing, but if you build something with a strong identity, you won’t have to change with it—you’ll just adapt in a way that still feels like you. Figure out what makes your brand unique, and stick to that, no matter how many hoops they throw in your way.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
Clovis started because nothing on the market was what I was looking for. In 2019, I took up horseback riding as an adult—an objectively ridiculous thing to do when you’ve never been on a horse before—but if I was going to do it, I was going to look like I belonged there. The problem? Finding riding apparel that felt modern, functional, and stylish without veering into either old-money cosplay or overpriced fast fashion was nearly impossible. Equestrian style is iconic for a reason, but there was a clear gap between tradition and what people actually wanted to wear. So, I woke up in the middle of the night one day in October 2019 with a dream and desire to fill it. Or do my best to, anyway.
Originally, Clovis was designed for riders, but it quickly took on a life of its own. The fleur-de-lis logo coupled with a horse bit very quickly gained almost a cult-like following of anyone who appreciates a classic look with an edge of modernity, and the brand expanded naturally because the clothes weren’t just for equestrians—they worked for golfers, tennis players, skiers, and anyone who appreciates pieces that blend performance with a sense of style. Clovis has always walked the line between sport and fashion, bridging the gap between technical function and effortless luxury, without the ridiculous price tag that usually comes with it.
What sets Clovis apart is the intention behind it. Every piece is ethically made in small batches—no mass production, no shortcuts, no soulless “athleisure basics” just to fill a catalog. I personally design everything (aside from our USA-made printed tees), and I refuse to release anything that doesn’t meet the standard I built this brand on: refined, modern, and wearable without trying too hard. The Clovis identity is clear in everything we do—sharp, stylish, and built for movement, whether that’s in the saddle or on the street.
Despite being based in Boston, Clovis has made its mark far beyond New England. It’s been worn on every continent except Antarctica (still waiting on that call from a very stylish Arctic scientist), and it has built a loyal following across the U.S. and Canada. The brand has also expanded internationally, with Clovis being wholesaled in the U.K. and Portugal. The growth has been entirely organic—our customers don’t just buy the clothes; they get the brand. They recognize the difference between trend-chasing and timeless style, and they come back because Clovis offers something that stands out in a sea of sameness.
If there’s one thing I’ve learned, it’s that knowing exactly who you are is the only way to stand out. Fashion shifts constantly, social media even faster, and if you spend all your time trying to keep up, you’ll never build anything lasting. Clovis isn’t about following trends—it’s about setting a standard.
I’ve never been interested in blending in, and that shows in every part of my brand. I don’t water things down to make them palatable to the masses. Clovis has a distinct personality because I have a distinct personality—direct, sharp, and unwilling to compromise just because the industry says I should. If there’s a right way and an interesting way to do something, I will always choose the latter. Clovis thrives because it’s built on that same energy—people gravitate toward it because it stands for something.
I also don’t do things halfway. If I’m interested in something, I will learn everything about it until I could teach a master class. That obsession with detail and history is why Clovis has such a strong foundation—it’s not just another clothing brand throwing out designs for the sake of it. Every piece is designed with a purpose, a story, and a reason it exists beyond just looking good (though, obviously, looking good is non-negotiable).
At the end of the day, Clovis is an extension of me—opinionated, quasi-sophisticated, and never afraid to take up space. If you want something generic, there are plenty of brands for that. But if you want something that makes a statement without screaming for attention, you’ll understand exactly why Clovis is different.
How’d you build such a strong reputation within your market?
A relentless commitment to quality, a clear brand identity, and an unwillingness to compromise. From day one, Clovis has never been about chasing trends or mass-producing forgettable athleisure. Every piece is designed with intention, made in small ethical batches, and built to blend performance with style in a way that feels effortless. That level of thought and attention to detail is something people notice—and once they experience it, they stick with us.
Beyond the products, I think Clovis has built a reputation because it has personality. The brand doesn’t try to be everything to everyone—it knows exactly what it is and doesn’t waver. That confidence resonates with people. In an industry where brands often shift their entire identity just to keep up with whatever’s trending, Clovis has remained consistent. I think my customers respect that, and it’s why I’ve developed such a loyal following.
Social media has also played a huge role. I run everything myself, and that authenticity is part of what keeps people engaged. It’s not polished ads and product shots—it’s real, unfiltered, and unapologetic. Sometimes it’s product drops, customers proudly wearing the brand, and edgy memes, and sometimes it’s just me being honest an admitting I accidentally disabled check-out throughout the entire month of December and unbeknownst to me no one was able to make a purchase (whoops). That transparency has built trust, and in fashion, trust is everything. People don’t just buy into the brand; they buy into the vision behind it. And when they do, they keep coming back.
How do you keep in touch with clients and foster brand loyalty?
I don’t just have customers—I have relationships. My DMs, emails, and even my personal phone number (for a select few) are always open. But more than that, I remember every single person who has ever supported Clovis. For the first two years, I wrote a handwritten note—not just a thank you, but a personalized message—to every single customer. Frequent buyers and the friends I made through Clovis didn’t just get notes; they got custom drawings of everything from the Grinch to their favorite TV characters tucked into their orders.
I’ve always believed that if people show up for me, I should show up for them. I’ve written college recommendation letters for customers, donated countless items for college teams and barn giveaways, and thrown in secret gifts just because it was an order on a Tuesday. I’ve hand-drawn Christmas cards for kids who got their first pair of Clovis gloves, sent letters out of the blue, and done whatever I could to let people know they matter beyond a transaction. I host events, meet clients in person, and genuinely care about the people who support this brand.
At the end of the day, Clovis isn’t just about selling clothes—it’s about the people who wear them. If you love this brand and you can handle the level of sass that comes with both me and the clothes, you deserve a spot on my roster and a spot in my heart. My customers are what keep this all going, and I will never take that for granted.
Contact Info:
- Website: https://www.shop-clovis.com
- Instagram: @shopclovis
- Facebook: https://www.facebook.com/shopclovis
Image Credits
Haley Abram