Today we’d like to introduce you to Iman Tatum.
Thanks for sharing your story with us Iman. So, let’s start at the beginning and we can move on from there.
Growing up, I always had a love for art and design, not knowing that one day I would own my own clothing brand. My younger sister would always say to me, “Iman, one day you are going to have a clothing line. Unknowingly, years later her vision became my reality.
The influence behind everything I have done up to this point has been my mom. She was my best friend and my rock. She has always pushed my sister and I to strive for greatness and to be fearless in whatever we do. She is the motivational force behind the man I am today and my biggest fan. When I left for college, like most, I thought I had everything figured out as far as my career. With majors in Architecture and Computer Animation, I attended three different schools. FAMU, Georgia Southern University, and AIU were great schools. However, it was at AIU where taking a few basic design courses allowed me to really understand design.
Like most graduating from college, I was lucky enough to get a few IT jobs that led me to working in the Healthcare IT field. Though I worked in IT, I always believed my purpose was to be in the field of creating and design. One particular job I had working third shift allowed the starting point for me to work on my craft. With working third shift, I was the only one in the building so I took advantage of my time and started learning to design. This also helped me to realize that I did not want a 9 to 5 job. I did not want to be stuck doing something I did not have a true passion for.
As time went by my interest peaked at becoming an entrepreneur. In 2006, I began to brainstorm on the idea of having my own clothing brand. However, still working in corporate America at that time, I decided to invest in real estate to increase my cash flow. The investment allowed me the opportunity to self-finance the brand. Every amount of time that life allotted me I did tutorials and researched about design and what was needed to start a clothing line. The hardest part about starting a brand is creating the look of the line and deciding who the target market is. My goal was to create a progressive brand influenced by lifestyle, culture, and the desire to win by any means necessary. I wanted to create a line that resembled like-minded individuals like myself.
I began researching tradeshows and came across the Magic Tradeshow in Las Vegas. At the time, this was the show to attend if you wanted to break into the industry. I reached out to my friends Ant, Chad, and Q and told them I was about to start a clothing line and was headed to Vegas for a week for the Magic Show. They were just as excited about the journey I was about to embark on and decided to come along with me. It just so happened that it was All-star weekend as well so I figured we would check them both out. I registered all of us for the show and we made it happen.
At the time Sean John, LRG, Phat Farm and a few other brands were popping. It was very surreal because we would see the brands we grew up on live and in action. I took pictures of other brand’s booths and checked out their samples to get a feel for the materials they were using and for inspiration. The energy was so dope out there. The first night out in Vegas we received an invite to Russell Simmons’ party at the Wynn. We were fortunate to receive this invitation from our friend, Ced, whom at the time was doing some work out there. We get to the party and Benard Hopkins comes up to me randomly and just starts talking. Crazy right? I loved it. Later, I see Russell Simmons and say to my boys, “I should go up to him to and ask him for advice.” So, nervous as hell, I walk up to him and ask him “what’s some advice you would give to someone just getting into fashion?” He looks at me and says “stick to T-shirts.” I took that and ran with it. I decided that for next show in August of 2007, I would create and show my line.
With this inspiration in tow, I needed to create a name for the brand. I wanted the name to be something meaningful. Something that could be passed down. Something timeless and universal. Something premium, retro and classic with a confident look and feel. A name that exuded an excellence and a high quality about itself that would not put my designs in a box. Something that embodied whom I am and who I inspired to be. Thus, the name VINTIGE (derived from “Vintage”) was born. VINTIGE is a lifestyle brand that finds inspiration in success. We rejoice in other’s success while we create our own. We follow the mantra “The Dream Is Real”.
Our first photoshoot was so organic. We hired photographer Hannibal Matthews to do the shoot. I had no clue about make up artists and hiring models. My boy Chad worked for Jive records at the time and had access to DJs so he gave me their contact information and I started reaching out. I reached out to Sense and he contacted Don Cannon and DJ infamous to do the shoot. I reached out to Bangladesh and he agreed to do the shoot. I told Hannibal we needed more models and looks and he reached out to his network and made it happen. He introduced us to his boy Sean Falyon and at the time, he was signed to Bone Crusher. It was crazy because Sean said to me let me call Bone Crusher and see if he wants to do the shoot. Next thing you know Bone is pulling up doing the shoot. We have been blessed since day one.
In preparing for our first Magic Show, I taught myself how to create line sheets so we could present our designs to buyers at the show. Ant, Vice President & Director of Marketing (my right hand), and my friend Chad accompanied me to the show. This was my first show and I was nervous as hell with no experience at all but we went for it. I took 4,000 dollars and bought two clothing racks, a steamer, a 10 x 10 booth and printed up sample tees for the show. From visiting the previous show earlier that year, we knew we needed materials to pass out at the show so we printed stickers and flyers and would pass out at the show.
We learned everything on the fly. How to sell, how to create wholesale pricing and how to deal with retail stores, etc. At the show, Chad ran into an old friend by the name of Braden Peters whom at the time was the lifestyle editor for XXL magazine. Chad made the introduction and Brandon and I instantly clicked. Who would have known four months later we would get calls from different people saying they saw the brand in XXL. I go grab a copy and I see our “Hip Hop Ain’t Dead” tee and “I Love my Fresh” tee on the same page as LRG and Phat Farm. It was so cool because it was two of the three tees I designed. The first three designs were “The Dream Is Real” tee, Hip Hop Ain’t Dead tee and I Love my Fresh tee.
Our first few shows allowed us the opportunity to get the line into over 50 stores domestically and a few stores overseas in Japan, London and Puerto Rico. As time progressed, we were blessed to see different celebrities such as Terrance J, Gucci Mane, Flo Rida, and Keri Hilson wearing the brand to name a few. With the success of us doing tradeshows Ant and I decided to travel abroad to another show called Bread & Butter in Barcelona, Spain. It was this trip that introduced us to the global community of fashion.
Fast-forward a few years and the market takes a turn for the worst. Many of our key accounts started to close and money was becoming scarce for me because I was self-financing the company. We decided to take some time off and re-strategize the brand. Seeing that the market was slowly getting better Xavier, whom at that time was Director of Marketing, mentioned the idea of us launching a Kickstarter campaign. Xavier flew out from Texas to shoot the Kickstarter video and create a storyboard for the campaign. This was the first time we really got into visuals for the line. Our campaign goal was to raise 10K in 60 days and we had exceeded our goal.
After we fulfilled the Kickstarter orders we started to figure out different ways to brand the line without having to put out so much inventory. We started doing local festivals in Atlanta like One Music Fest, throwing events and parties and even hired some models and skateboarders to tag up the city in Texas to shoot a lifestyle video at SXSW. We have now been in the game for 13 years. Like many businesses, there have been many ups and downs and I, along with my team, had to grind to figure things out. One of the most challenging and rewarding things I have ever done is create VINTIGE.
Our first tee released was the “The Dream Is Real” tee. We have held on to this slogan since day one not giving in or giving up. My family and team have been the motivation behind what we do as company. Even in my lowest moments when sales weren’t coming and there were doubts, I was steadily getting pushed to keep going and not to give up. My circle has been one the major keys to the success of this company.
Our vision for this brand is to become a global lifestyle brand that not only pays attention to details but also focuses more on an eco-friendly approach to Progressive Streetwear fashion. Creating the cool factor while saving the environment. VINTIGE is the future of fashion. Our brand attracts The Fearless. The Motivated. The Underdogs. Those willing to win by any means necessary and will not take no for answer. The foundation of VINTIGE is built on inspiration, winning and success. This is the epitome of VINTIGE LIFE. VINTIGE will carry an array of products ranging from tees, knits, denim, activewear, accessories, men’s, women’s & kids apparel.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Definitely has not been a smooth road but anything worth having will always be a challenge. Starting any business with no direction has its pros and cons. I am a self-taught designer which makes me respect the journey even more.
Some of the struggles along the way consisted of lack of industry knowledge pertaining to when to drop collections, how to create trends and not follow them in addition to funding. When the line first launched learning the business of retail had its challenges as well especially when it came down to learning how to talk to buyers and create line sheets.
I would say one of the most challenging parts of starting a line is funding. After a few years of being in over 75 retail stores worldwide, we decided to try crowdfunding which was very successful for our company. I would recommend anyone looking to start their own brand two things: Mentorship and to take your time when trying to build a brand. Learn from other brands mistakes and create something that is meaningful to you and not just a trend.
I remember doing our first show in Vegas and we printed up 25 plus shirts.
So let’s switch gears a bit and go into the VINTIGE story. Tell us more about the business.
VINTIGE is a lifestyle brand created to challenge mainstream fashion and the current trends of today. VINTIGE was created to promote individuality, self- expression and the spirit of entrepreneurialism. We represent a lifestyle brand that is unique in its mission to provide high quality, luxury and meaningful apparel for the innovators, entrepreneurs, socially conscious visionaries, and fashion-forward consumers striving to progress and positively influence our modern-day society. Consumers of VINTIGE are willing to succeed regardless of circumstances and achieve success by any means necessary. VINTIGE is founded on the belief that balance, inner motivation, and fearlessness will manifest success in an individual’s life. Our brand will set the standard for those that come from all walks of life. The foundation of VINTIGE is built on the philosophy “NOTHING ELSE EVEN MATTERS”. Meaning focus on what’s in front of you, not what’s around you. Never let others dictate the road you follow. We represent a way of life and choose the life we live.
We specialize in Mens apparel and are in the process of also expanding into the luxury streetwear market to include womens and children’s apparel.
The longevity and what we stand for as a brand is what I am most proud of. The ability to have a vision and execute is rewarding. What sets us apart is staying true to who we are and not changing our brand to fit in current trends.
Has luck played a meaningful role in your life and business?
Having relationships with the right people has allowed us the opportunity to be blessed in this business. I do believe when people see your hard work they also do not mind assisting you on your journey to success.
Contact Info:
- Website: www.vintigecollection.com
- Phone: 6783929116
- Email: vintige@gmail.com
- Instagram: instagram.com/vintige
- Facebook: https://www.facebook.com/vintigecollection
- Twitter: www.twitter.com/vintige
Suggest a story: VoyageATL is built on recommendations from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.
