We caught up with the brilliant and insightful Sharif Gordon a few weeks ago and have shared our conversation below.
Sharif, thanks for taking the time to share your stories with us today So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?
At So Chosen, our mission is to remind people that they were born with purpose and that they are chosen. This mission comes from my own life experiences growing up in New Jersey, where I often felt overlooked and questioned my worth. But through every challenge, I held onto one belief: if I woke up today, I still have purpose.
That mindset is now the core of So Chosen. We’re not just creating clothing. We are building a movement to inspire confidence, identity, and purpose in people who need that reminder the most.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
My name is Sharif Gordon, and I’m the founder of So Chosen, a purpose-driven streetwear brand rooted in the belief that if you woke up today, you’re chosen. I was born and raised in New Jersey, and like a lot of people, I’ve been through tough season and times where I felt lost, overlooked, and unsure of my path. But through it all, one thing kept me going: the deep belief that I still had purpose. That belief became the foundation of So Chosen.
I got into this industry not just because I love fashion, but because I wanted to create something that could inspire people on a deeper level. Clothes are powerful. They say something before we even speak. I wanted to create apparel that doesn’t just look good, but feels meaningful. Every hoodie, shirt, and product we release is designed to speak life into people, to remind them that their story matters and that they were born with something special.
At So Chosen, we provide premium-quality streetwear with a message. But more than that, we provide community, purpose, and identity. We solve the problem so many people silently deal with which is feeling unseen, unmotivated, or like they don’t matter. Our brand exists to speak to those people. To help them feel chosen, empowered, and reminded that they’re here for a reason.
What sets us apart is the heart behind the brand. This isn’t a trend or a hustle, It’’s a mission. We’re not just selling clothing; we’re building a movement rooted in real experiences and real impact. I’m proud that So Chosen has already helped inspire so many people just by reminding them of their worth, and I’m even more excited for what’s ahead.
Any insights you can share with us about how you built up your social media presence?
Building my audience on social media started with being real. When I first launched So Chosen, I didn’t have a big budget or a huge following. What I did have was a powerful message and a drive to connect with people. I started by sharing the story behind the brand, why I created it, what it stood for, and how I wanted it to impact lives. I wasn’t focused on being perfect or polished. I just stayed consistent, stayed authentic, and made sure every post reflected purpose.
If you’re just starting to build your presence, my biggest advice is: be intentional and stay consistent. Know why you’re showing up online and let that guide everything you do. Don’t chase trends, simply build connection. Talk to your audience like real people, not just potential customers. Focus on community over clout. Show your face, tell your story, and let people see the heart behind your brand. The right people will find you if you stay true and keep showing up.
Let’s talk about resilience next – do you have a story you can share with us?
One story that really stands out in my journey with So Chosen happened early on, when I first started building the brand. I had just invested what little money I had into my first round of shirts. No team, no big following, no safety net. Just a dream and a message I believed in with everything I had. I launched the drop, expecting big support… and barely made a handful of sales.
It was a humbling moment. I remember sitting in my living room with boxes of inventory, wondering if I had made a huge mistake. But deep down, I knew why I started. I reminded myself: this isn’t about hype, this is about purpose. I told myself, “If you woke up today, you’re chosen,” the same message I was working on sharing with the world.
So instead of giving up, I doubled down. I studied marketing, improved my content, reached out to people directly, and kept pushing my message with even more heart. I started showing up every day even when it felt like no one was watching. Slowly, things began to shift. More people started resonating with the brand, and the movement started to grow.
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So Chosen