Gothic Lamb Clothing: Interview

by - July 31, 2018

Gothic Lamb is a clothing store that I saw on Instagram. What stood out to me was the fact that they are a black owned alternative fashion line an they also collaborated with the model Yasmin Benoit (seen below). I contacted them and decided it would be great to interview them. As always, Links to their social media will be linked at the end.

  1. Who is behind the brand? (Just introduce yourself generally).
The brand is just me :). I'm Lucy, your local alternative black girl from the Midwest. I'm 24 and you can usually find me somewhere complaining about my retail job where I work part time to supplement my income. I also have a fish named William and he provides moral support. 

  1. What was your first introduction to the alternative scene?
I feel like I was always into the alternative scene. When I was in high school, I was into the emo and scene thing (don't ask for pictures) and I feel like every good alternative went through that phase. I was pretty much always the "weird" friend in the group who wore way too many accessories and had no idea how to apply makeup. Of course, as YouTube grew, I was introduced to many more versions of "alternative." I began to find myself and see other girls that dressed like me and were into the same music as I was.

  1. How did Gothic Lamb start out and what was your vision?
When I was a kid, I always wanted to run my own business. In high school I even took a few entrepreneurship classes. At one point, I had a jewellery business (that only family bought from) and it was called "Offbeat Gems." I was way ahead of my time. But I hadn't really created anything that lasted until a couple years ago. During the summer of 2016 I had just started a pretty boring retail job and I really wanted to try and do something like it for myself. I definitely failed a lot, and I'm still failing. I tried so many products. All I knew is that I wanted to do something that others weren't doing. It eventually blossomed into the Gothic Lamb you see today.

  1. What is it like to start a business and do you have any tips or advice for anyone willing to do the same?
Starting a business is not easy at all. I did a lot of research and "stalking" (of other successful businesses, many of who I am now friends with) before I got to where I am now. Truthfully, there's a YouTube video for any and everything you want to know, but it's all about your intent and what you do with the knowledge. That as well as a lot of perseverance and trial and error. The best advice I can give is follow your heart, and bring something to the table that is unique to you. I also have a Facebook group called Soft Black Entrepreneurs that is open to any woman of colour looking to build a business and looking for advice from other successful and blossoming entrepreneurs.

 5.      What do you think about when coming up with new designs, and what are your inspirations? 

I would definitely describe my personal style as "graphic goth". I like to mix statement tees with accessories and textures. I get inspiration from everything around me. I love Halloween and it definitely influences my designs heavily. I also have a degree in graphic design so I use those techniques and ideas when I am creating. Some of my favourite brands are Killstar and Disturbia and I love shopping vintage and mixing and turning staple pieces from stores like Forever 21 into killer alternative looks. When I’m designing, I'm always looking for something witty and unique to say. I live on the Instagram explore page and also get my inspiration from music, personal experience, and art.

  1. What is your response to people that say your clothing line is cute, but not real Goth?
I feel that there is no true definition to Goth. It's all about the music. There is definitely a toxic culture within Goth that limits its boundaries when we all connect on one shared thing, the music. My definition of Goth might be way different than yours and that's okay. I would say my brand starts with the statement pieces. You get one of the crop tops, and you style it with a high-waisted lace skirt, throw a mesh or lace piece underneath and layer as necessary depending on the weather. Top it off with a killer pair of Demonias or winklepickers, a black lip and eye makeup. Then you've got a stunner Goth look that has a little fun thanks to Gothic Lamb. I always see customer photos and get so inspired. There are so many ways you can dress up a piece from Gothic Lamb. 

7.      Reading about you on the internet I found out that you have worked with model Yasmin Benoit, how has that been for you? 

Working with Yasmin has been the most amazing experience. She originally reached out to me, which is funny because I had been following her page for a few weeks but was too nervous to message her first. She's the whole reason I got featured in Afro Punk and that has been the most wonderful thing I've experienced to date - it introduced my brand to a wider audience and I got so much good feedback from the community. She's so great to work with and we already have more collabs planned for the future.

  1. Do you work with any other models, and if so how can they contact you?
I definitely work with other models. A lot of the models I've worked with I've found on Instagram. I have a few collabs in the works right now as well as planning to model a few pieces myself. They can always DM me or email me and I'll get back to them if they seem like a right fit. 

9.      Besides models do you work with Youtubers, Bloggers, and other creatives? How can these people contact you? 

Yes, yes, and yes! One of the first Youtubers I worked with was Julia Zelg, a Brazilian alternative Youtuber living in London. It was such a fun experience and I am definitely open to working with more. I have a collab in the works right now with a blogger and I am open to any other creatives contacting me via email or DM. 

10.  While researching your brand, some of the comments that come up from customers are that they wished you had more variety (e.g.: skirts, pants etc.) are you working on any new designs? 

New designs are definitely in the works! As a small one-woman brand I am definitely limited in what I can create as of now, but I definitely want to add more variety to the store and I love hearing feedback from the customers. It's all about demand, I am always decreasing or increasing my stock based on buyers.


11.  I found you off of Instagram, how big is Instagram to your marketing strategy and what opportunities has it given you?

 Instagram has been the biggest marketing strategy to date. If the right person tags me in a post, tons of people come over to my page and follow and like. Though, the algorithm now is a mess and I've gotten close to 1000 likes on some posts and a little over 100 on others. Instagram is such a visual experience and that's what having a clothing company all is about. People want to see the models and customers and ways to style the clothes. It's an up and down process. It's also an easy and less formal way to meet influencers and models. I communicate a lot with people via DM and I'm always looking for new ways to grow my brand and looking to other brands to see how they do it. 

  1. Your Instagram page features a lot of diversity in terms of models, I take it you are an advocate for diversity?
Of course I am. Gothic Lamb is meant to be a safe space for alternative girls of colour. When I created this brand I wanted to see myself in alternative clothing because I couldn't find it in any other brands. Black girls can and are alternative and it's not weird or rare, it's normal. That's what I want my brand to showcase.

Gothic Lamb Social Media:

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