There are thousands of urban clothing companies around the world and lots more springing up locally, how then is it possible to achieve success without piggybacking onto someone else’s designs? Hopefully Rick, the CEO of BBi can shed some light on the subject.
SONDRIA: Barely Broke Intellects Clothing is clearly a dominant clothing company in the Inland Empire, and it is quickly spreading to the rest of Southern California as well. Rick, what do you think helps your brand stand out in a seemingly saturated market?
RICKY MONTANO: Well, first of all, I took a look at the established brands thoroughly—whether design, marketing, image, etc.—I researched the hottest selling tees on websites that provided adequate information, and incorporated [the technique] into my design process. I didn’t take people’s concepts or images; I simply used [their work] as a guide and added my own 100% [authentic] twist.
I also study what people touch and buy at the boutique where I currently work. (I live by the saying: “If you stare at it long enough or touch it, you’re buying it”) That’s what I provide everytime I design a garment.
What really helps me stand out is making clothing for the people. Most brands just make what they like. I study the industry, and add what people are buying and what they love to my interpretation of what the design should look like. Don’t get me wrong: I make what I like. I just take input.
SONDRIA: I use the phrase “Tunnel Vision” because it almost seems like you have to have blinders on to achieve the individualism you have with Barely Broke. How do you block out the unnecessary information, and let in the inspiration?
RM: I block the unnecessary information by staying focused and not dwelling on small, insignificant events or situations. My dream is way more powerful than any irrelevant thing said about me or about the company. My passion and determination, in a sense, don’t allow me to get irritated. People get so caught up on small issues they lose track of the bigger picture, and their dreams.
I have a family and a dream that I want to support for the rest of my life. That’s the only thing that crosses my mind when people try to sidetrack me.
SONDRIA: Are you following a blueprint? That is, do you have a clear set of goals to which you strictly adhere in order to make sure you’re accomplishing your vision, as opposed to trying to play catch-up with other companies? If not, how do you stay focused?
RM: Yes, I have a solid blueprint [for everyday of my life]. I believe you have to. Life is not about living day by day and not accomplishing anything toward you dream at least once a day. I have a daily agenda that I [create] every night [and] set out for the next day.
Everyday I do at least one thing that’s going to benefit my clothing company, whether it be selling a t-shirt or thinking of a new concept. Everyday [there]is a goal to make my company better. On Average, I accomplish five tasks that deal with Barely Broke and at least once a day I run through e-mails, twitter, myspace, facebook, and make sure I have responded to everyone that has tried to contact me—or I set an exact date to contact them back because you never know how these people could help you in your life.
I also set monthly sales goals for Barely Broke and I set yearly goals on which stores we are going to target for the year and get accounts with.
Every opportunity I have to go out I make it a habit to at least pass out 5 business cards and network with as many people as possible. Going out to a club/bar can also be business subconsciously. Instead of going out looking for a hook-up or a potential wife/husband, just focus on talking with people on what you do and if it leads to a date or a hook-up then that’s just an extra plus.
I come home from a club or bar happy because I know five more people know about my dream instead of coming home sour because I didn’t pull any females.
I also have become so obsessed with fashion that everytime I go out I look at what people are wearing before I look at them, just to try and come up with a new concept or see where fashion is going.
SONDRIA: Do you have any advice for readers that have talent and love for a market that seems to already be flooded with exploiters?
RM: My advice is to follow you talent and love to the fullest—turn it into a passion. If you are passionate about something enough it will stand out and people will follow and recognize your work. I never had schooling or guidance in the fashion industry. All I had was a passion and a dream and now I am fortunate enough to have students and people that graduated from fashion schools ask me for advice. And they went to school for years. I strongly believe that the love and passion for something will over come any type of schooling. Everything is about trial and error. That’s all I know. I’m not knocking school either, all I’m saying is if you have talent and love, you can make it happen from absolutely nothing. You just got to stay focused. That’s KEY. Sounds cliché but it works for me everyday.
Brief Bio Questions:
-How long have you been designing?
I’ve only been designing for two years and everything has been self-taught from reading, tutorials on Youtube, and just listening to advice and lectures people have given me. Most of all it’s been from research…that’s gotten me this far in designing with only two years of experience.
-When did you start BBi?
I started BBi in January of 2008 with 3 partners, including myself. The concept was thought about in 2006 but didn’t make it [into] fruition until everything was perfect and the right and timing was also key.
-What do you hope to achieve with your brand that’s unique to you?
I hope to start a trend and lifestyle out of all this. I want someone to walk into a room wearing BBi and automatically people know that person is unique and different from your average person. I also want the person to feel like they are part of something when they wear the clothing—kind of like a secret society. I would mainly just want everyone that wears BBi to feel confident as soon as they slide the garment on and not ever worry about what other people think or say, they just stay in their swagger bubble, as I say, and no one can come in and mess that up.
Learn more about Rick Montano and Barely Broke Intellects clothing by clicking on the following links.
Contact Mr. Montano at BarelyBrokeClothing@yahoo.com
Get organized and get creative beautiful people.
Love & Water,
Sondria
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