Words by Carol Wright | Photos Courtesy: Lindsay Hearts
We got to chat with entrepreneur and founder of the FOXBLOOD fashion line Lindsay Hearts about what inspires her brand and advice she has for aspiring designers.
Growing up did you always know you would end up working in the fashion industry?
When I was 13 years old I asked for a sewing machine for Christmas (that I actually still have today). My mom taught me the basics on how to thread my machine and then I immediately got to work making all kinds of fun, wacky garments that I gleefully showed off on live journal. (Remember livejournal.com?) People even started sending me checks in the mail to buy my creations. This confirmed to me super early on that I was destined for the fashion business.
How did you get into styling? Do you have one moment or client you got to style that’s particularly memorable?
I was making a lot of custom show pieces for bands and other random celebrities, and they would often ask for more personal styling help on events or photo shoots. I already knew I had enough of a knack for fashion and what cuts looked good on what body types; I immediately rose to that challenge while acting like I knew exactly what I was doing. It turned out to be truly so fun and different every single time I was asked.
My favorite moment as a stylist is when I got to dress Laura Jane Grace of Against Me! for her solo show at the Hollywood Forever Cemetery. I’ve always been a huge fan of her, and Tweeted asking if she needed any wardrobe help. Laura immediately wrote back that she did! She’s just an all-around badass and punk rock icon who gave this perfect stranger a shot in the dark and I am forever grateful for that opportunity. I was so star struck the entire time — a dream come true that I’ll never forget.
You started FOXBLOOD fashion line. What inspired you to start your own brand?
I started my own brand because I saw a need for cool-cut, all-black clothing that could be worn in every day life. A lot of the earlier pieces of FOXBLOOD are all garments I designed because I wanted a certain style and couldn’t find anything like it. There was a huge gap missing in the indie fashion market and I ran with the idea. FOXBLOOD was also heavily influenced by the late Drew Bernstein of Lip Service brand. After his passing I knew I wanted to keep indie fashion alive and well in Los Angeles and was determined to get my line off the ground.
What is your clothing design process? Is the clothing you create heavily inspired by your own style?
The design process for FOXBLOOD is a little all over the place, but my number one inspiration is my surroundings and the people around me. I like to think about certain events or places in LA and what we would wear to them. Whether it’s visiting an art gallery, a rock show at The Whiskey a Go Go, or even Halloween time at Disneyland, there is always a reason to dress to impress here. I love being part of that special moment you’ll remember, because when you look good you feel good.
As a designer and entrepreneur, how has COVID-19 affected your business and the industry as a whole?
The dreaded question. I like to think FOXBLOOD is a little isolated from the mainstream fashion world, so I could only speak from the indie standpoint. COVID caused major delays in production due to the broken supply chains. For a while there was even a shortage on elastic because it was needed for masks so badly. Another example is we were due to launch a huge festival-season campaign right before the lockdown hit. That whole idea and collection had to be completely scrapped because as we all knew no one was going to any festivals in 2020. But I always like to say that as a millennial, we are wired to be able to pivot and change rapidly when needed. I’m super proud of how our team has been able to come together and still keep our kick-ass brand alive and well (from distance).
What advice do you have for aspiring designers?
My advice would be to break the rules. There is no one right way to be a creative entrepreneur. Making your own road map is challenging, but it’s your own map, your own secret ingredient that no one can take away from you. Also from a business standpoint, if you’re going to hire one person other than yourself when you start, have it be a photo editor to keep your branding voice and imaging consistent. This will keep your audience engaged and tuned into your long-term story.