COMFEST 2009

Comfest is a local Columbus festival in Goodale Park. The spirited message of unity aligns perfectly with the Delicious Tees message so it's the perfect venue to be at. I love interacting with my customers face to face, making new friends and reconnecting with old friends. Along with my original 10 tees, I offered 5 new tees, 3 tanks, 2 dresses and a variety of jersey scarves.

LIFE IS GOOD

I am exactly where I need to be. Sometimes I forget that.
I need to remind myself that when I feel antsy and impatient about today, these feelings are only there to remind me that I am indeed expanding. Expanding in my career, my abilities, my mind. Expanding towards all the things I want and leaving behind all the things I don't want.

I distanced myself a little bit from Delicious Tees this past winter. I needed to clear my head of uncertainty. I went full force from August-October with new art and a new game plan. But I had many doubts and was unable to get past my sense of urgency. I saw my resources and how things were aligning but I think I extended myself in ways that were unnatural due to an overzealousness I am characteristically attached to. So, even though the resources were right in front of my face, my vision was obscured and I couldn't connect the dots. So, I decided to shut my DT brain off for a while. Now, It's summer and I am back at it, making sense of past actions.

I can look back and see that in it's early stages, I developed a codependence towards Delicious Tees. I, myself, was growing along with the company. It was an intense time of high productivity and exponential growth. I was a bit obsessed, as most artists become of their creations. I was Ok with that because all things were leading me towards extreme clarity and focus. My only downfall was that my thoughts were all concentrated within the company and how I would find my place in the world through it. I wasn't separating my SELF from Delicious Tees.

Though I admired my whimsical mindset at the time, I did what I always do, I saw Delicious Tees as a ticket out of here. Here, being reality. I was looking for a ticket to complete creative and financial freedom. A ticket to leave my attachments to the corporate world behind, travel with cameras, merchandise and an open soul. A ticket to see the world and work on a humanitarian level. A ticket to be an instrument of peace and love...letting that guide me wherever the road might lead. And though my desires still align with this dream scenerio, I have left my sense of urgency and entitlement behind because I am exactly where I need to be today in order to make it happen. I know how to manifest the things I want with positive thoughts, patience and common sense.

It's been a while since I've made any directly visible business moves, but that doesn't mean the wheels aren't in motion. I have accomplished so much with a humble attitude towards the "busy work." By busy work, I mean the things I do during my 9-5 job as an apparel designer. I have nothing but gratitude for my job because it's refined and polished me as a designer. It's given me a sense of purpose and dignity. I learned how to see the retail industry with an understanding of the big picture. The things that used to scare me are now familiar and mechanical. I've had the ability to see business models grow from concept to million dollar companies. I now have the vision to apply a similar model to Delicious Tees, answer many of my own questions and take plenty of notes along the way.

Taking a little time away from the uncertainty, has allowed me to approach Delicious Tees with a new mindset. I am looking at my next move from all angels, instead of leaning towards time and comparison. There are so many places I can go from here. I have to say that I still come back to the most bohemian, grass roots business solution. Let it gain momentum through word of mouth. Put a stellar collection out there and market to the audience you know so well. Let the success of the merch line be directly attributed to the message. Find the outlets to express this message, whether through budding multimedia projects or social networking.

I want to be open to adjust the merch to fit a variety of markets but I never want to sell out or compromise the art and message. So, this is where I am at and now a whole new set of questions surrounds me but at least this time I can take it slower and be more methodical with the assurance that Delicious Tees is indeed growing. And so am I.

I'm exactly where I need to be. Gratitude surrounds me and I feel OK sitting at my work desk today. And even though I would rather be outside, I have a large window beside me and every time I look out of it, I am reminded of where I am going.

Consider this Day 7-Getting Back on it

Let's talk about the duality of Fear and love. My 3rd tee features this thought. I have been working through feelings of fear and love with this tee company for quite some time. The roots are strong. I am who I am and Delicious Tees is what it is but sometimes it's the "hows" that get me confused and cause me to question what my next move is. I have settled the "what am i here for? question. I am here to be an instrument of peace and love, simple and sweet. However, the thought, "how do I do this?" keeps sneaking up on me. How do I float in that creative place yet stay grounded as a effective business owner at the same time? How do I market this beautiful, wonderful creation that is so emotional to me that I sometimes think it's too precious to be diluted in an oversaturated market? How do I celebrate Delicious Tees? How do I stand apart yet connect at the same time?
The good news is that my fear is being replaced by love every day. Part of me is just tired of caring so much about all the "hows." God blessed me with the perspective needed to detach from a reality that says things are tough in this life. It's really very black and white, love replaces fear. That alone is liberating and motivating. I need to get out of this gray area.

Consider this Day 6-Evolving

DELICIOUS TEES TO DELICIOUS APPAREL
--FUTURE COLLECTION--
DESIGN SET 1: "1 AM"
DESIGN SET 2: "DIZZY GIRL"

DESIGN SET 3: "DUALITY"

DESIGN SET 4: "RESONATE"

DESIGN SET 5: "UNTAMED IMAGINATION"

DESIGN SET 6: "INSTRUMENT"

DESIGN SET 7: "NATURE"

DESIGN SET 8: "THE KEY"

DESIGN SET 9: "SHINE"

DESIGN SET 10: "WISDOM"

Consider this Day 5-What is Delicious Apparel?

Company Description (in Progress)
Delicious Apparel is a woman’s clothing and lifestyle brand, which fuses fashion, creative collaboration and service projects. Our line features classic, casual essentials- Tees, Tanks and Hoodies. Our collection merges design with a spirited message of unity, acceptance and love, rooted from the female perspective. Our philosophy is “Spread the Love,” and we draw inspiration directly from nature and humanity. What sets us apart is our positive reaction to modern society, while defining truth and beauty. Delicious Apparel will launch 2 collections a year. Spring/Summer + Fall/Winter

Extensions of the lifestyle brand will exist at Deliciouslife.com. Our interactive site will allow you to shop online, stay connected through updates and events and watch video shorts. We will also encourage involvement in community projects.

Defining the word “Delicious”
Delicious describes anything that is richly textured and palpable. In the context of the word “Apparel,” Delicious refers to trendy designs whose organic qualities flirt with the 5 senses. In the context of “Life,” Delicious describes an existence where mind, body and soul are one. Delicious Life is a culmination of both the big experiences and the little nuances, which make life sweet and joyful. It also speaks of a life full of awareness and connection to humanity.

Delicious Apparel customer:
Delicious Apparel will be marketed to a female audience. The target demographic is women ages 16+. Our girl is interested in equal parts fashion and earth consciousness. She is drawn to apparel that expresses self-awareness and connection. She is a girl who appreciates clothing with a message. Our girl is sporty, yet feminine. She likes soft, delicate fabrics. She is drawn to textures and embellishments. She will most likely wear her Delicious Apparel with a comfortable pair of jeans.

Company Objectives:
Our website, deliciouslife.com will have 3 main functions.
1.Retail site for Delicious Apparel

2. Interactive Community. Though our main focus is to generate sales, we want our customers to find something informative and stimulating each time they visit our site. Delicious Life will be in constant evolution and it’s content will be refreshed weekly. Delicious Life will offer news, events, monthly “Delicious Doses”, a blog and video shorts of Delicious Life in action.
Delicious Doses are monthly features of empowered females in a creative field who are stimulated by humanity and the greater good. These women dedicate their lives to the arts while projecting a positive image onto the world.

3. Community and Service. The heart and soul of our lifestyle is through service work. Proceeds of Delicious Apparel sales will support organizations locally, as well as internationally. We are currently coordinating efforts with Indieology and Pearl River Outreach.

A. Indieology: Our local grassroots project focuses on unifying woman and youth in the arts scene. Delicious Apparel will work in collaboration with Indieology Columbus; a group of female artists and designers, who network, collaborate and provide support for each other in their developing careers. The home branch is in Columbus, Ohio and the goal is to launch many sister branches throughout the United States.
The Indieology website will be set up like Linked-in with the friendly appeal of facebook. The community of artists can create profiles, exhibit artwork, share forum Q+A’s, and stay connected with local events.

B. Pearl River Outreach: Our service abroad will focus on helping children in Chinese orphanages receive proper health care, as well as, sponsoring children through foster care and adoption. Pearl River Outreach provides specialized medical training in the many areas of infant and child growth and development. This training is provided directly to the staff and caregivers of China's Social Welfare Institutes and orphanages. (www.pearlriveroutreach.com)

Consider this Day 4-Lesson Learned

What I learned from my self loathing is that there is no time for self loathing. I have no time for negative thinking. Delicious Apparel is happening and it may take baby steps, patience and lessons in humility to get me there, but I am getting there.
I share these vulnerable thoughts because I think I might be onto something here. I am wondering what could result from weekly updates. Surely, connection is at the forefront but I hope to offer something insightful, humorous and interesting. The perfect balance of whimsy and objectivity. Maybe the blog can act as a resource for friends or aquaintences who might be in the same process.
More so, I am curious about the success of this blog and if it could help launch Delicious Tees into a more familiar brand. If the spirit of Delicious Tees lies in a grassroots movement, then wouldn't "word of mouth" advertising make the most sense? If I call for assistance from the people who support me the most...close friends and family, even valued customers, then the message can't help but remain rooted in LOVE. You all have my best intentions in mind so if something I say evokes a spark, please let me know. I encourage you to voice your opinions, offer insight and help me grow..

This is my career/life path. Life truly is Delicious. This project is a passion and I will see it through for the rest of my life. It might evolve into many things but it will always be rooted in LOVE. It's not on my time, it's on god's time and I resign myself to that non linear path. With that said, lesson learned, one day at a time and Spread the love.

Consider this day 3-The Self Loathing

It started as a grass roots message expressed through t-shirts, so how did I get so far removed from those roots? Why did Microsoft Word, a recent episode of Rock of Love Charm School and this recent email from my SCORE counselor bring me to a breaking point full of self loathing. (see below)

January 4, 2009 Email reads:
"Please define your desired customer base high end and specialty retailers. High end boutiques are a no no - poor capitalization. Then how will you reach them? Trade shows, sales reps, direct sales effort? This is critical! You must be prepared make a passionate personal sales presentation to the decision makers - put together your designs, samples, portfolio and practice.

I believe Internet Sales for a small time operator like you is a waste of time and effort. You will require a fantastic Web Site and more important your Web Site must be positioned in the first few pages of the Search Engine. See attached. Do not bank on Internet Sales as a money maker.

My last comment for today and read slowly. Your CORPORATE OBJECTIVES must be profit oriented. You have a tremendous up hill battle to make a go your business, especially in today's turbulent times. As a counselor I do want to hear about Interactive Community and Service unless you can clearly demonstrate that these initiatives do not interfere with but rather enhance your corporate profitability projections. Focus your energies on building your brand image and developing your corporate customer relationships.
Regards."

It took me about a week to shake this one off and pull head out of my ass. My SCORE counselor, who later sent an encouraging follow up, was totally accurate in his assessment and I needed to get a dose of tough love. I mention Microsoft Word because I despise forced margins, Times New Roman and sterile white space. It makes me feel like an adult. I mention VH1's Rock of Love Charm School because an episodes focused on a competition where the girls created graphic tees. The contestant, "Destiny" worked side by side with a graphic designer who pulled clipart together. They presented the tee, she won the competition and impressed the judges (one of which was Christian Audigier) so much that she "created" her own spin off line. Why this makes me mad-- Anyone and everyone is starting an apparel line. And though I think there's space for all of us, I feel a little defeated when I see how easy and how little others do to just kind of slip into the apparel industry, especially reality show contestants and actors.

So I was really angry at first but anger turned into perspective. I have a long way to go. I realized that I can have all of the good intentions in the world, but if I don't have a financial plan, then I'm going in unprepared and vulnerable. Though it's hard to hear the truth, I am grateful for it because every experience offers an opportunity for growth.

Here is what I learned...
I was totally unprepared to go into this next phase of my company..the phase where the business plan is presented, investors are lined up and contracts are signed...I think ambition blinded me and comparison cut me down. It comes with quite a bit of self defeat, not towards the company but mostly in the time I wasted spinning my wheels. Working while I should have been out living. Being passive towards my husband instead of growing closer to him. Breaking plans with friends and family. I became a workaholic. 9-5 was spent at Atrium. Home by 6. Eat. Work on Delicious Tees while food digests. Go for a run/swim. Resume work. Go to bed when my eyes can't stay open anymore.

Hindsight allows me to see that a breaking point was bound to happen given my naive interpretation of the "big picture." You see, my 9-5 job at Atrium allows me to work with companies like Victoria's Secret, Target, Lane Bryant and Express. I have spent 3 years learning how overseas and domestic production works and familiarizing myself with garment, print and embellishment costs. I have seen projects through from conception to production. I have gained exposure with general numbers and business models and it seemed clear that I could apply a similar model to my company. I felt confident to push Delicious Tees to the next level. I started comparing Delicious Tees to multimillion dollar clothing businesses...Johnny Cupcakes, Element Eden, Ed Hardy, etc...I thought, surely I could have what they have, but do so while expressing a message of love. And wow, wouldn't that be something! A market saturated with crap and here is Delicious Tees, a thought evoking company with cool graphics and a positive social component. I knew I wasn't reinventing the wheel but knew I was onto something good. I daydreamed about it constantly. I almost felt immune to other business responsibilities because I was so convinced the love and good energy would guide me. And it did but I forgot to bring my brain along too.

I mentally jumped in head first and made a physical list of dates and goals. I would quit my job and dedicate all my time to my company. I would reinterpret the art and launch the line at trade shows. Delicious Apparel would be warmly received, become a familiar brand and everything else would fall into place. We would go from a t-shirt company to a full Apparel Brand. But wait, we would also have a niche and that niche would catapult us into a FULL LIFESTYLE BRAND. (insert gleaming rainbow effect).

But hmmm, those words sounded way to genius to be my own and I soon realized where I had heard them. Oh, that's right! Every newly launched apparel company uses the phrase "LIFESTYLE BRAND" in their mission statement. I did some research. It's plain as day. Many times, it's in the first sentence of their "About us" page, sometimes even on their homepage. I started to think, "Well, I'm unique but am I really unique?" This was the first sign that something was wrong. And no, the absence of a business plan, from day one, was unfortunately not the first red flag...

And so, began my demise into the abyss of self loathing and second guessing. But up until the email, episode and word doc., I stayed fairly positive and focused. I persevered with what I loved the most about Delicious Tees, the art.

I spent September and October redesigning and perfecting my designs. I focused on nothing else. The result is an impeccable apparel collection, one I am very proud of. The bold use of colors, the richness of techniques...all so worth seeing fully produced into actual garments. But for now, it lay safely tucked away in a portfolio case. Why? because that's all I got. I have to play catch up with the other aspects of my business. I learned really fast that the next tier of people I will be associating with (investors, banks, partners, lawyers, accountants) care very little for the art. They want to see a solid business plans and profit potential. And oh gosh, those darn CORPORATE OBJECTIVES. How could I forget?

To be continued, go to DAY 4...

By the way, I don't watch VH1's Rock of Love Charm School or any other trashy show, it was just on in the background.
http://www.bittenandbound.com/2009/01/04/divination-clothing-by-rock-of-love-charm-shools-destiney-moore/