We recently connected with Lauren Anthony and have shared our conversation below.
Alright, Lauren thanks for taking the time to share your stories and insights with us today. One of the toughest things about progressing in your creative career is that there are almost always unexpected problems that come up – problems that you often can’t read about in advance, can’t prepare for, etc. Have you had such and experience and if so, can you tell us the story of one of those unexpected problems you’ve encountered?
January 2022 saw my brand, LAVINGT, be in a store for the first time. Thought this was going to be the start of a wave of new store accounts, but that’s not what happened. It has still been such a process after having such a great 2022, and towards the end of the year. Since then, even though we had a store account, we are still experiencing issues with buyers not answering emails. The doors still haven’t been opening as quickly as I would like. Even the store we were in, it still has been difficult to do another buy with that store – as the buyer seemingly ghosted us. As one door was opened, other doors were still closed.
Lauren, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I’m Lauren Anthony, designer/creative behind LAVINGT, pronounced “lay-vont”, we’re a unisex streetwear brand. We aim to make “clothes for guys and the girls that steal the guys clothes”. The idea has been refined, but after some time, it all came back to the “streetwear” girl – that girl that was into sneakers and a tomboy aesthetic. I always thought those girls were cool, so “she” became the muse. Also the guys into sneakers, music, skate, etc.
Let’s talk about resilience next – do you have a story you can share with us?
There are many, but I look at things overall. This journey has ebbs and flows. At times when things don’t go well, have to remain resilient and keep going. From unanswered calls, emails, cancelled meetings, and sometimes sells being down – it’s all apart of the journey. I always say “no one shoots 100% from the field” and that’s what helps me get through things.
Currently; we’re having a hard time getting into additional stores but at the same time trying to create and still put out product via our e-commerce, along with working with stylists on seeding and getting our product out in the public and in front of certain eyes. Have to keep shooting and not dwell on the missed shots, as hard as it may get at times – even week over week; “Shooters keep shooting”.
Is there a particular goal or mission driving your creative journey?
The ultimate goal is the have LAVINGT brick and mortar store(s) in addition to having product in other stores. From the first time seeing someone wear something that I created, the goal has been to see as many people wearing LAVINGT as possible. With having as many people wearing it as possible, seeing it in as many places as possible goes hand in hand.
So until that happens, and even when it does, we’ll keep going.
Contact Info:
- Website: lavingt.com
- Instagram: @lavingt_
- Youtube: https://www.youtube.com/channel/UCo7lOdMy717m-GpO3V90CsA
Image Credits
NBA FashionFits – Trent Forrest IG: Nick Demoura IG: Paris Naro