Cleobella's founder, Angela O'Brien, reveals how she built a profitable, sustainable fashion brand rooted in ethical production and global inspiration. She shares insights into balancing DTC growth with a continued commitment to wholesale, emphasizing the power of authentic storytelling and artisan craftsmanship to build a lasting legacy without external fundraising. This episode offers a blueprint for creating a values-driven business that resonates deeply with consumers.
Key takeaways
Prioritize authentic brand storytelling by highlighting the people and processes behind your products to build a legacy brand that connects with conscious consumers.
Successfully integrate wholesale channels alongside a rapidly growing DTC business to diversify reach and revenue, rather than viewing them as mutually exclusive.
Achieve sustainable and profitable growth by focusing on ethical production and quality craftsmanship, demonstrating that 'slow fashion' can compete effectively.
Resist the pressure for external fundraising by maintaining a self-owned structure to control growth trajectory and brand vision.
Leverage personal experiences and values to imbue your brand with a unique identity and purpose, fostering a deeper connection with your audience.
Cleobella founder and designer Angela O’Brien built her strong, 15-year-old business from an idea she had while galavanting around the globe.
“My husband and I left our jobs in Southern California, and we did a trip around the world for a year -- we lived in a camper van in Europe, and we traveled all through Southeast Asia, Africa, Australia and New Zealand. And we felt this freedom that we wanted more of,” O’Brien said on the latest Glossy Podcast. “So the idea became, ‘How do we create a business and keep this journey going?’”
Now, she splits her time between living in Bali and doing business in Los Angeles, the headquarters of her globally-inspired, ethically-made fashion brand produced by artisans around the world. The brand has a story worth telling, too, O’Brien said. “The customer cares how her product is made. And having that openness, and telling the story of the people and the hands and the hearts that make our product, that's what's most important to me. And that's what builds a legacy brand.”
Currently, the self-owned brand is in growth mode -- for example, it’s grown its DTC business 100% year-over-year, O’Brien said. She also discussed what’s fueling the growth, why she still believes in wholesale and why she won’t be fundraising any time soon.
Prioritize authentic brand storytelling by highlighting the people and processes behind your products to build a legacy brand that connects with conscious consumers.
What does this episode say about brand & content?
Successfully integrate wholesale channels alongside a rapidly growing DTC business to diversify reach and revenue, rather than viewing them as mutually exclusive.
What does this episode say about retail & omnichannel?
Achieve sustainable and profitable growth by focusing on ethical production and quality craftsmanship, demonstrating that 'slow fashion' can compete effectively.
What does this episode say about founder & leadership?
Resist the pressure for external fundraising by maintaining a self-owned structure to control growth trajectory and brand vision.
What does this episode say about dtc strategy?
Leverage personal experiences and values to imbue your brand with a unique identity and purpose, fostering a deeper connection with your audience.
