Interview by Carol Wright | Photos Courtesy of Esther Wallace
Esther Wallace is an artist turned athlete turned entrepreneur who founded the brand Playa Society in 2018. Imagine never wanting to play basketball, growing up as a 6’1 kid in the city where the game originated, Springfield, MA. Well, that was her until she fell in love with the sport as a sophomore in high school. Before basketball, her dream was to design apparel. So, after she retired from the game, she returned to creating. Playa Society began in a basement apartment in Boston, MA – made to bridge the gap and establish culture for women’s sports. Wallace talked to NYOTA about the brand’s mission, seeing her designs on prominent players and her advice for entrepreneurs.
Have you always had an interest in fashion and design?
Yes, since elementary school, I was walking around with my sketchbook, watching runway shows, and dreaming up red carpet gowns. My goal was to go to FIT and then work for a brand like Vera Wang or Tracy Reese.
Tell our readers a bit about Playa Society. What is the mission of the brand?
Playa Society is a streetwear brand that prioritizes women. Our mission is to use design and storytelling to bridge the gap between women’s sports and culture. We use apparel as a medium to build community with players and their fans.
There has been a rise in appreciation for women’s basketball. Why do you think this is and how has that momentum helped Playa Society?
I think it has a lot to do with the infusion of culture. More players, like A’ja Wilson, have been unapologetically true to themselves. More fans have been excited by the individuality of their favorite athletes and they find a lot of common ground beyond just their on-court personas. Seeing more players bring their full selves to the game has been inspiring. So as much as Playa Society has helped to create women’s basketball culture, I’ve also been very much inspired by the women within the space. Much like a team, we’ve all played our roles in contributing to the momentum. For Playa Society, we create opportunities for players and fans to express themselves and “communicate” through style. Playa Society is growing in tandem with the game.
The merchandise you create for each WNBA team has a distinct look. How did you narrow down the aesthetic for Playa Society’s designs?
Our aesthetic was very natural and organically crafted. We really do what makes sense, and authenticity is our biggest driver. Also, I care a lot and I really think that’s at the root of every design. I want everything I design to be the best thing I’ve done. It’s an obsession almost. The details are so important to me, and with a league that is 80% black, I understand the importance of the community having something that makes them feel seen.
Playa Society had a pop up store at WNBA Live and you got the opportunity to interact with customers face to face. Do you see pop-ups and activations being a large part of Playa Society’s marketing tactics moving forward?
For sure! I love when Playa Society gets to be “outside” and we learn so much by listening to our customers. We want to bring our unique community together whenever we can, to keep providing them with the energy and the hype they deserve.
How does it feel when you see your clothing on prominent women in the industry such as LaChina Robinson and Nneka Ogwumike?
It never gets old. Every time, I take it as a reminder that I’m on the right track and on the right path. It’s lowkey encouraging, and because it’s always so authentic and organic, it’s more impactful. When players and broadcasters can wear anything, and they choose Playa Society, I definitely don’t take that for granted.
Could you see Playa Society expanding into accessories or other items of clothing as the brand grows?
I love to create! So I want to make all the things. I honestly have just been feeding the community what they want for six years, I actually have barely scratched the surface of what’s truly in my design bag! But I think in the next year you’ll start to see a lot more along those lines. My sketchbook is full!
What advice do you have for aspiring designers and entrepreneurs?
My advice is to take actionable steps towards your goals. At the end of every day ask yourself, what did I do today to get closer to the thing I want to be doing. If you really want it, double down on what will get you there. Even if you don’t quite know ‘how’ to get there, the small steps to figure it all out are still important.
This story first ran in Issue 37: The Empowerment Issue. Read more from the issue here.
