Credit: Photo by Alexzia Shobe
From car trunk to the Mall of America
What began as a limited 30-piece collection sold from the trunk of Lakeadra Aaron’s car has transformed into Focused Clothing, now a prominent Black-owned brand proudly located in the Mall of America (MOA), the largest mall in the United States. In the constantly evolving fashion industry, where innovation and persistence intersect, Aaron’s rise from a passionate entrepreneur to a prominent streetwear designer inspires creatives of all disciplines.
Aaron’s path to success wasn’t easy. She encountered significant challenges, particularly in finding manufacturers, which forced her to adjust her approach and continually explore alternative options. Struggling to find companies to collaborate with, she created and distributed all her merchandise herself. In 2014, she channeled her creativity into painting on t-shirts and jeans, a pursuit she eventually set aside due to its lack of profitability.
It wasn’t until Aaron observed the burgeoning custom brand movement on Instagram in 2017 that she reignited her passion. Inspired by the many fellow designers establishing their online presence and making their brands known, she determined that her goals of being a prestigious presence in the fashion scene were attainable.
“If they can do it, I can do it,” she resolved.
Initially, she sold her designs to family and friends, starting with just 30 pieces of inventory. Aaron embraced every opportunity to develop and promote her brand, from ironing and sewing patches onto jackets to securing business cards and participating in vendor gigs. Her dedication and hard work paid off, as word of mouth began driving up interest in her unique designs. With each sale she reinvested in her business, gradually expanding her collection and refining her craft.
Just as her brand was gaining traction, tragedy struck. Hers was among the countless local small businesses devastated by the Covid-19 pandemic and subsequently impacted by the civil unrest in the Twin Cities in 2020. Still, from the depths of adversity, hope rose and revealed the resilience of our communities.
A close friend told Aaron about Community Commons, a market-style retail space at the MOA offering BIPOC business owners three free months of retail space, and she immediately pursued the opportunity.
Still, more challenges emerged. She was placed on a waitlist for a storefront and then offered a kiosk placement at the MOA. Aaron accepted the offer, not realizing that it would render her ineligible for the Community Commons program. She was locked into a two-thousand-dollar-a-month contract. Although she rapidly sold out her inventory due to a flux of interest in her brand, she had to return to working a nine-to-five job to afford the kiosk.
Credit: Fashions found at Focused
Despite the difficulties she faced, the success of her brand was undeniable. “I knew our brand was really popping off when we saw more and more people proudly wearing our brand, sending us pictures and videos on socials. I realized we were really becoming a staple.
“Our supporters kept coming back for new items, excited for what we would do next,” she enthused. “That’s when I started to feel like we’re a staple here. People know who we are.”
Despite the initial financial strain, Aaron’s fortunes changed dramatically when she secured a storefront at MOA after two years. “God is good. We made over $50,000 in our first month,” she reflected, attributing her success to divine intervention and relentless hard work.
Along with her strong faith, Aaron’s identity as a sapphic Black woman has also played a nuanced role in her business journey. Her unique position has enabled her to build a welcoming community around her brand, where individuals from diverse backgrounds feel comfortable and valued.
Aaron’s approach to business goes beyond transactions, focusing on creating meaningful connections and fostering a supportive environment for customers and peers. “I know many of our customers by first name,” she said, “and we’re friends on social media. They’re not just consumers; they are a community.”
This commitment to community is mirrored in Aaron’s designs, which vibrantly reflect her personality and experiences. Known for her colorful, youthful, yet serious aesthetic, she strives to craft pieces that captivate attention and make a statement. Her creative process involves keenly observing what is popular at the time and blending that with her innovative twists to create original designs that resonate deeply with her audience.
Balancing current trends with her unique vision, Aaron emphasizes the importance of originality. She uses trends as a template, infusing her designs with personal creativity to ensure they stand out in a crowded market. Her commitment to innovation and quality is evident in every piece she creates.
Looking ahead, Aaron envisions expanding her brand beyond Minnesota. Her plans include opening additional stores in cities like Fargo, Las Vegas, and Chicago to reach new markets and broaden her brand’s impact. Her aspirations reflect a desire to grow locally and nationally while maintaining the authenticity and vision that define her brand.
Lakeadra Aaron’s story stands out as a beacon of perseverance and creative excellence in a world where fleeting fads often drive fashion. Her brand’s success reflects her dedication to craft, community, and pursuing a meaningful legacy in the fashion industry.
