Lindsay Hearts is an entrepreneur and founder of the FOXBLOOD fashion line (https://foxblood.com). As a former stylist, Lindsay has worked with a number of recording artists including Slash, and the members of Megadeath and Steel Panther. And her designs have graced the runways of the prestigious New York Fashion Week. In 2017, Lindsay created FOXBLOOD. The line is headquartered in the heart of downtown Los Angeles, is 100% female owned and operated, and regularly partners with a number of charities in order to give back to the community. Home Business Magazine spoke with Lindsay to discuss how she got started, what her days look like running a fashion line, and more.
What was the catalyst for starting your company, FOXBLOOD? (www.instagram.com/foxbloodshop)?
It’s is actually my 3rd clothing brand. It started when I began making clothes that I actually wanted to wear daily. It’s difficult to find high-quality, edgy, easy wear that can be styled up or down. When I realized this was missing in the market, FOXBLOOD quickly exploded.
Can you tell us a bit about how you market to your customers?
I really lucked out by having beautiful friends in LA that really liked the line and believed in what I was doing. So many of them offered to use their social media platforms to help get my brand out there — all wearing FOXBLOOD. That was my initial, low-budget marketing. Over the last 3 years we have found a good groove in curating a very stylized and aesthetic Instagram account that drives 80% of customers and sales to our web store daily. We update our Instagram with fresh content at least 3x day.
Your background is in designing stage wear. How did you transition into your current business?
The last New York Fashion week collection I ever showed was all elaborate jackets and bellbottom pants, heavily inspired by Rock and Roll. The week after that show, I packed up and move to LA to work with bands and musicians full time. While working as a stylist and designer, you still want to look put-together, but also be comfortable since you are always on the go. I dressed a lot of guitar players in this super simple, soft black unisex hoodie with thumb-holes, one that I also personally wore daily. I decided to put it into production and it sold out in minutes. That’s when everything changed. From then on, I started only making what I wanted to wear. To this day that hoodie continues to be a top seller.
As the CEO, do you schedule your day with designated times for things like design, sales, production, social media? Or do you take each task as it comes?
I am not a list-making type of person, so I tend to take every task that comes my way. Each day starts with emails and unfolds into design meetings, production meetings, photo shoots, fittings, web-order fulfillment, and social media. I am still in the office every day approving and overseeing everything.
Do you have any tips or tricks for pushing employees out of their comfort zones to take on more responsibility?
I think being extremely selective in who you hire is probably the best advice I have. My team is all women who truly live in and love the clothes. It’s not hard to get someone out of their comfort zone when they are genuine fans of the brand and want to see it succeed.
Is your closet entirely black?
Yes, everything is black. And yet I can never find that one black shirt I’m looking for. [laughs]
Where can people find out more about you and FOXBLOOD?
At foxblood.com, and on Instagram @foxbloodshop and @lindsayhearts.
