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

Alright, Kelsi thanks for taking the time to share your stories and insights with us today. Let’s start with the story of your mission. What should we know?

Our Mission Statement: Turning clothing waste into sustainable fashion

At Branded, we are committed to revolutionizing the fashion industry by transforming clothing waste into sustainable fashion treasures. Our mission is not just about reimagining the past; it’s about reshaping the future.

Driven by our passion for both fashion and environmental responsibility, we strive to breathe new life into forgotten garments by elevating the understanding of uniqueness and quality of vintage clothing. By meticulously curating vintage pieces for Branded and newer items for our third location ‘Thrifted’ from our own textile recycling facility, we elevate discarded clothing into eco-conscious fashion statements. We’ve diverted over 1 million pounds of textile waste from landfills so far since 2019 and aim to double that number in 2024 alone.

As someone deeply committed to environmental stewardship, this company perfectly embodies the principles I hold dear in my own life. I’ve been a vegetarian since I was 18 years old, driven not only by compassion for animals but also by the urgent need to address the significant environmental impact of animal agriculture—an issue often overshadowed by textile waste, one of the planet’s foremost polluters.

Being able to assert that my personal and professional lives align seamlessly with my environmental values holds significant importance to me. It’s not merely about making choices; it’s about living and working in harmony with those values, ensuring that every aspect of my life contributes positively to the well-being of our planet.

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?

Branded, a vintage boutique, proudly operates in two locations: Butler, Pennsylvania, and Kent, Ohio. Our niche lies in curating a distinctive collection of 80s/90s vintage clothing and exclusive sneaker releases, merging our passion for fashion with a commitment to sustainability. Our diverse inventory ranges from the latest Jordan 1’s to authentic 90’s Nirvana tees, with new hand-selected items added weekly.

Specializing vintage tees, crewnecks, hats, jerseys, jewelry, jackets, and bottoms, we also feature contemporary sneakers and a range of sneaker cleaning and protecting products. Our focus extends to a broad spectrum, including band merchandise, Harley Davidson gear, Pittsburgh and Cleveland sports, comic and movie promo tees, Disney clothing, name brand attire, and Nascar apparel. With sizes spanning from youth to 4XL, our store caters to diverse styles and body types. Every item in our collection is meticulously chosen, photographed, and added to our online store weekly, ensuring a global reach through worldwide shipping. Not only can you assemble an entire outfit from our selection (just bring your own socks), but we also delight in styling our customers. Sourcing the majority of our vintage pieces from our personally managed rag house, we maintain an environmentally conscious approach that sets us apart from other vintage sellers.

In addition to our retail offerings, we foster a dynamic relationship with our customers through buying, selling, and trading. Our store frequently hosts promotions, including $5 tees, $10 crewnecks, 3 for $35 vintage items, $5 fill a bag sales, and more rotating monthly events. At Branded, we embrace the fusion of style, sustainability, and customer engagement, creating a distinctive and vibrant shopping experience.

Our owners got into the business after leaving the military and striving for a career that wasn’t a typical 9-5. They worked tirelessly transforming our original retail space themselves before I came along. Shortly after I started in 2020, they opened the textile recycling facility which is instrumental in sourcing inventory and maintaining our stores. Our dedicated team of six warehouse professionals meticulously handles and processes an impressive 60-100,000 pounds of clothing every month. Vintage items undergo a meticulous journey, from being carefully pulled and sorted by hand to undergoing laundering, before being showcased on brandedinbutler.com. The final step involves these unique pieces finding their way to one of our two storefronts.

Even non-vintage clothing don’t go to waste. In November 2023, we proudly launched our very own thrift store, offering in-demand name brand items at remarkably discounted rates, with savings exceeding 70% off their original prices. Businesswear is donated to nonprofits that specialize in providing affordable interview and office attire to local community members. Winter jackets find their way to Bundle Up Butler, contributing to the provision of warm outerwear for the less fortunate. While the remaining clothing is exported overseas, becoming part of the thriving secondary clothing market in East Africa.

Any insights you can share with us about how you built up your social media presence?

In today’s business landscape, social media plays a pivotal role, yet it remains one of our greatest challenges. Balancing relevance in our posts while avoiding excessive sales pitches requires considerable effort. We’ve undergone multiple iterations of our social media strategies in pursuit of staying current. Throughout this journey, we’ve learned that maintaining consistency and prioritizing quality content are paramount. It’s a delicate balance, but by focusing on these two principles, we aim to navigate the social media landscape effectively while authentically engaging with our audience. You also have to accept there will be days that you lose more followers that you gain, for seemingly no apparent reason.

When launching a business social media page, it’s essential to approach it strategically to maximize its impact and reach. Firstly, define your brand’s voice and identity to ensure consistency across all platforms. Understanding your target audience is crucial; tailor your content to resonate with them effectively. Create a content calendar to maintain a regular posting schedule and keep your audience engaged. Incorporate a mix of promotional content, educational posts, behind-the-scenes glimpses, and user-generated content to keep your feed dynamic and interesting. Utilize relevant hashtags to increase visibility and engagement. Interact authentically with your followers by responding to comments, messages, and inquiries promptly. Additionally, leverage analytics tools to track your page’s performance and adjust your strategy accordingly. Remember, building a successful social media presence takes time and effort, so stay patient and persistent in your efforts.

Can you share one of your favorite marketing or sales stories?

We frequently engage in vintage events that demand meticulous staff coordination, hotel bookings, and extensive travel. One standout endeavor was our participation in Thriftcon, arguably the nation’s biggest vintage events. Held in Philadelphia—an unfamiliar territory for our team—it presented our greatest challenge yet. Securing a space spanning 30×15 feet, at a cost exceeding $1000, marked a considerable leap of faith for us.

Undeterred, we rallied our resources, loading two Dodge Rams with our dedicated team comprising the two owners, operations manager, and warehouse personnel, embarking on a journey spanning over five hours to Philadelphia. Upon arrival, we dedicated an entire day to the arduous task of driving, and unloading our van at the expo center.

After a much-needed rest at the hotel, we woke up at the crack of dawn, eager to commence the event at 7 am. The day unfolded into a marathon, spanning 12 relentless hours, with a staggering influx of over 10,000 enthusiastic customers. Despite the fatigue, the endeavor proved immensely rewarding, culminating in our first-ever five-digit profit day—an outcome that validated the risks and efforts invested in our ambitious venture.

Contact Info:

• Website: https://www.brandedinbutler.com/
• Instagram: https://www.instagram.com/brandedinkent/
• Facebook: https://www.facebook.com/brandedinkent?mibextid=LQQJ4d
• Linkedin: https://www.linkedin.com/company/branded-in-kent?trk=public_post_follow-view-profile
• Other: Depop: https://depop.app.link/URvY5K6GhIb Tik tok: https://www.tiktok.com/@brandedinkent_?_t=8l471Uotdbn&_r=1

Image Credits
(just our wonderful staff)