Being Reluctantly “Choosy”


While we have been tucked away in our shells trying to create a great product to debut later this year (if all goes according to plan) I have been thinking more about who we are and how we want to be perceived by our consumers. This is, obviously, a huge deal since our brand and image will be what sets us apart from the hundreds of other denim brands currently on the market.

Whenever people ask me, “what do you do?” and I tell them about Jeanesis, they always ask me to tell them more about our jeans and specifically what makes them different. My natural intuition is to talk about our unique design and sourcing aspects until I see that something peaks their interest. Some people like the fact that we are committed to responsible production; some like the fact that we will offer colors other than the standard denim “blue jean” and others like the fact that we are based in the Midwest where few apparel brands choose to locate.

I am always glad to hear their feedback and hope that they want to be more engaged with our brand and story after speaking with me. I am slowly coming to the realization, however, that we have to be more specific and targeted with our marketing as we transition to sales and promotion from design and sourcing. Simply put, no business (or person for that matter) can be everything to everyone. Yes, this may seem obvious but it is counter to Rom and my natural instincts to be people pleasers.


As a result, we have thought more over the past few weeks about what we are most passionate about in our story and our design and making sure that those things come through strongly and loudly. This may isolate us a bit in the short run but it will also allow our consumers to easily communicate who we are and how we stand out from the pack. When it comes to branding, I have found that less is more. We want people to be able to say what our brand’s identity in a sentence or less as opposed to long and drawn out explanations.

If you wouldn’t mind, please share below what the specific message and points of difference of your business are and how you communicate with your consumer. Everyone’s method for their messaging is unique and noteworthy. If you do not have a business yet, maybe share a bit about your favorite brands and what they communicate and exemplify that really resonates with you. How are they able to capture your attention over others?

In the meantime, we will keep planning our messaging while also producing more prototypes. The key is for us all to grow every day we certainly hope that these blogs are helping you all grow as well. Please, make this week great and help make someone else’s great along the way.


 One key to our brand’s identity is our desire to establish a connection to the nature and the resources, both human and natural, that go into our jeans. We want to really make an impact on how our consumer’s think about their clothes and shopping so that they can feel a stronger connection to the materials, our brand and the people that worked to produce the clothing. Today, our photographer and my cousin Troy (pictured above) went with me to scout out a few locations for our first product photo shoot at the Morton Aroboretum in Lisle, IL. It was incredible. I had never been to the Arboretum before and it was amazing to see the abundant nature and beauty right in our backyard. I am looking forward to seeing the final images in a few months.






“Enter by the narrow gate. For the gate is wide and the way is easy that leads to destruction, and those who enter by it are many. For the gate is narrow and the way is hard that leads to life, and those who find it are few.    Matthew 7:13-14



Turning The Page…Again

California Adventure

These past few weeks have been a whirlwind in the best sense. My wife and I packed up all of our belongings and moved back to Chicago from Orange County, California. This was an immense deal for us personally because it means we are both turning new chapters in our storybook of life. As you all may know, we began our entrepreneurial journeys in California with the intention of following our dreams and passions, so our move was both physical and metaphorical. We moved away from conventional career wisdom and tradition towards our own paths.


After my wife graduated last month, we spent a lot of time in reflection, taking stock of our accomplishments on this leg of our journey, and thinking about what we want to achieve going forward. This is an exercise I hadn’t done lately.  I’ve been so focused on tasks and to-dos; I realized I hadn’t taken a step back to see how far we’ve come as a business. Certainly, we still have a ways to go, with many obstacles standing in our way, but there has definitely been progress. For example, I have been able to carve out the foundation for our supply chain in California, which including five different service organizations, ranging from cutting to finishing and washing.


Ultimately, I hope we can all agree there comes a time when we need to take a step back, and reflect on how far we have come. This helps us acknowledge and appreciate our own hard work and effort. Surely, there will always be work to do and more goals to achieve but taking a moment to give yourself a little pat on the back is healthy and essential for your future growth and motivation. I know it was for me.


Please share below some of your most recent accomplishments and reflection on your growth. We would love to hear your story and support you on your journey as well. Remember, that charting your own course is a long and arduous ride. It will take time; energy and a lot of effort so don’t expect an overnight miracle. Take care and for those of you in the United States, happy belated 4th of July!


Disney Panorama

During our last week, we stopped by Disney’s California Adventure Park since we had never been. I, personally, am not very fond of rollercoasters but it was a welcome distraction from packing boxes. More importantly, I thought that the name of the park was especially relevant to us as we wound down our very own California Adventure. 



“Your word is a lamp to my feet and a light to my path.” – Psalm 119:105 ESV