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Start Your Business Success Stories

Small Business Snapshot: Attitude Apparel

Credit: Matt Lawrence Davis/Attitude Apparel

Our Small Business Snapshot series features photos that represent, in just one image, what the small businesses we feature are all about. Matt Lawrence Davis, chief marketing officer of Attitude Apparel, explains how this image represents his business.

Attitude is an apparel company based primarily in New York City. We produce sustainable, high-end athletic clothing that is functional in the gym and stylish in the street. Our signature "Streetletic" clothes can be worn while working out or in casual settings, and wouldn't seem out of place in either scenario. All of our products are made in the USA from 100 percent recycled materials. 

Growing up with interests in sports like BMX, skateboarding, and MMA, we were unhappy with the styles – and especially the quality – that contemporary popular athletic clothing brands offered. We wanted products that were functional but also fit within our personal fashion and street aesthetic. That, along with our high standards and a sense of responsibility led us to transform from a mildly successful novelty t-shirt business to producing top of the line, environmentally-friendly activewear- made right here in our own backyard.     

This photo represents Attitude Apparel on multiple levels. The model is wearing our Slouch Beanie, our Crop Top Hoodie (featuring our mascot, "Skully"), and our Mesh Panel Leggings. She's jogging, representing our focus on health and wellness. The nature surrounding her represents our commitment to using only environmentally-friendly recycled materials in the creation of our products.

The biggest challenge we face right now is finding our place in such a saturated landscape. Casual athletic styles (aka Athliesure or Streetletic) are so popular now that everyone seems to be doing it. It's a challenge to stand out as a brand. So we really try to provide the absolute best product possible, and putting out into the world what we'd like to receive.

A good product is more than just its features. A product is good when its effects radiate positively in all directions: A good product has a positive effect on the people who consume it, the people who make it, and the earth itself where the resources that make up the product come from. These vibrations carry further than you may realize. We plan to stay our course and continue growing. 2017 and 2018 will be a period of great growth for us. New product offerings, winter lines, swimwear, footwear and more are all on the table. We're very excited for what the future holds.

Edited for brevity and clarity by Nicole Fallon.