We were lucky to catch up with Tony Poteet recently and have shared our conversation below.

Tony , appreciate you joining us today. Learning the craft is often a unique journey from every creative – we’d love to hear about your journey and if knowing what you know now, you would have done anything differently to speed up the learning process.

Learning the Basics Early: A Boost for My Sewing Skills
Acquiring foundational skills at a young age significantly enhanced my sewing and crafting abilities. In the beginning, most of my projects involved hand sewing, which felt tedious and time-consuming at the time. Mastering essential techniques is crucial; once you grasp the basics, you can build a solid foundation. I would never claim to know everything about garment construction, as the learning process is ongoing. New techniques and innovations continuously emerge, simplifying processes. One key factor that has benefited me greatly is finding a sewing machine that meets my needs. Throughout my sewing journey, I have used various machines, whether due to breakages or outgrowing them. A little tip: YouTube is truly your best friend. For any detail needing clarification, countless creators produce videos that explain concepts in great depth.

Tony , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

My name is Tony Poteet, and I grew up in a small town in Alberta, Canada. From an early age, my grandmother introduced me to sewing through sock monkey kits—my first memory of working on her somewhat intimidating machine. I would spend my time dressing up, experimenting with new styles, and hand-sewing my wardrobe, but living in a small town posed challenges due to the narrow-minded attitudes toward fashion.
After being accepted into fashion school, I moved to Vancouver. Throughout my education, I encountered an array of opportunities through various internships. As I honed my sewing skills, I grew confident in sharing my creations with the world. In 2022, I launched my brand, Labelled 7701, which corresponds to my birthday. The name felt fitting, as it represented the first time I truly embraced my unapologetic self, reflecting who I am through my brand.
Labelled 7701 is a handmade clothing brand that celebrates maximalistic excess while rejecting overconsumption. We reimagine dead stock textiles that were destined for landfills, breathing new life into them through truly unique garments.
I won’t repeat the familiar refrain about waste in the fashion industry—we’ve all heard it before—but the question remains: are we taking action? My goal is to deliver high-quality, one-of-a-kind garments that celebrate your individuality and self-expression through creativity. I personally handcraft every piece, overseeing the entire process to ensure transparency and authenticity. You can find my creations online through my Instagram @labelled7701 and on Depop.
In addition to designing and making clothing, I discovered a passion for creative direction thanks to my education. I love crafting a visual narrative; when I create a piece or a mini-collection, I draw inspiration from what motivated me to make it and tell a story through fashion editorials. Expanding my network by collaborating with photographers, artists, and models has not only broadened my creative community but also deepened my passion and changed my perspective. Working with diverse individuals and listening to their ideas allows me to learn from their experiences, resulting in the creation of beautiful visuals and an enriching collaborative experience.

How did you build your audience on social media?

I always encourage individuals starting a creative business or pursuing a passion to establish a social media presence. Most of the opportunities that come my way have been through my social media platforms. The real question is: How do you create a presence that captures people’s attention? Here are some key points for curating your feed:
Be active on multiple platforms. While Instagram is my primary focus, don’t overlook TikTok and Pinterest. These apps are great at curating your feed and connecting you with like-minded individuals and brands.
Create content consistently. Document everything! You might need to invest in additional storage, but consider it an investment in your growth. A better camera can also make a difference; I recently upgraded mine and feel more motivated to create content that looks polished and professional on my feed.
Collaborate with others. This aspect will vary for everyone, but since I direct and organize fashion editorials, I work closely with photographers, designers, artists, and models. Collaborating with these talented individuals is a tremendous blessing, and from a business perspective, it’s invaluable. Each of them has their own social media following, which means they will share your work and expose your brand to a broader audience.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

At the start of my business journey, it was crucial to embrace every opportunity that came my way. Now that I’ve refined my brand image and reached this stage, I still say yes to many opportunities. However, it’s essential to carefully consider which organizations and events align with what I want my business to represent. Associating with certain individuals might not always yield the best outcomes for you or your brand; some may not support your success or growth. While it’s disheartening, obstacles will always arise. You must be prepared to prioritize your own interests to safeguard what you’ve built from the ground up. Be mindful of who you choose to surround yourself with.

Contact Info:

• Instagram: Labelled7701
• Other: https://www.depop.com/bytonypoteet/

Image Credits

1 Justin.rix
6 gbohunm.i
7 bodhirutledge
12 emmeiling