Today we’d like to introduce you to Kenneth Johnson.
Hi Kenneth, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I started building my clothing brand (Produce Section Clothing) in 2012. Actually, I didn’t have this grand idea to create a clothing brand, it came about as an unforeseen opportunity. Let me walk you through how I got started. I’m a web/graphic designer, and I was hired to design some t-shirt merchandise for a client. As I was designing the merchandise, a light bulb went off and I immediately got inspired!
As I completed the design project, I began to think of what type of clothing brand that I wanted to build for myself. I’m a guy who likes to dress fresh and subtle, so I wanted my brand to capture that same feeling. It took me about a week to come up with the name of the brand Produce Section Clothing, which is simply a metaphor for fresh. Once the name was solidified, I created a script logo, a sub mark logo, and Produce Section Clothing was born! I bought 100 T-shirts with the logo imprinted on them and I gave them away to family and friends as a test run. I wanted to see what type of response I would get. The response was overwhelmingly positive! The demand began to grow! Once I received great feedback, I was ready to make the launch official. I gathered a group of models, created the website, and the brand took off! I also have benefitted from the likes of DJ Envy and Angela Yee. I sent DJ Envy a hoodie back in 2013 just to see if he would wear it. Not only did he wear it, he posted a picture on The Breakfast Club’s Instagram page. The following year 2014, I met DJ Envy, Angela Yee, and Charlamagne Tha God here in Birmingham, AL. I reminded DJ Envy that he wore my hoodie on The Breakfast Club. He gave me some great feedback and positive advice. Envy, Yee, and Charlamagne were very receptive of me. They have worn my brand several times on The Breakfast Club. I would definitely like to thank them!
We all face challenges, but looking back would you describe it as a relatively smooth road?
I have definitely had some challenges along the way! One of my challenges happened when Facebook and Instagram ads first came about. My team and I decided to try out the ad service. After about three days of running ads, we received emails and dm’s from several of our customers saying that our brand was on several Asian websites and Ebay for purchase! So evidently, these companies stole our product images and started illegally manufacturing knock-off versions of our products. My first reaction was heart-breaking. Something that I worked so hard for was just snatched from me and someone else was making money from my efforts and creativity. I thoroughly spent several hours a day on google locating these companies that were illegally selling counterfeit versions of my brand. I got contact emails for most of the companies, took matters into my own hands, and sent cease and desist emails to each company. Some of the companies took our products off of their website and some didn’t. It was like a wildfire trying to track all of these companies down, but I felt pretty good with the amount of traction that we made. This was a huge hurdle to cross, but at the end of the day, it was a bit flattering as well.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I’m a full-time Web/Graphic Designer and Clothing Line owner. I graduated from Tuskegee University in 2006 with a degree in Computer Science Information Systems. My web/graphic design company (Picture This Media Group) is an independent multimedia company that specializes in brand development. Web/Graphic design began as a part-time side hustle starting in 2006. I worked in Corporate America doing Computer Database for 11 years. I worked for two companies(Mail Enterprises and BrightHouse Networks) during those 11 years. I always felt that I didn’t belong in Corporate America. I would often get frustrated while at work because I didn’t want to be there. I would constantly pray and ask God to deliver me and allow me to be a full-time entrepreneur. That opportunity came in 2017, and I haven’t looked back! Thank God! I’m most proud of the fact that I’ve been able to maintain fully independent for these four years. It’s definitely a struggle! I have some good months and I have some bad months, but it’s a struggle that I’m definitely willing to endure! I would bet on myself 100% of the time!
How do you think about happiness?
The art of creating makes me happy. Not only creating but actually executing my creation. Taking an idea from mind to fruition is the ultimate satisfaction! My 1-year old son has given me a huge spark! Every time I look at him, I get a sense of feeling that I CAN’T fail!
Contact Info:
- Email: info@producesectionclothing.com kjohnson@picturethismediagroup.com
- Website: www.producesectionclothing.com and www.picturethismediagroup.com
- Instagram: instagram.com/lilkennyj, instagram.com/producesectionclothing, and instagram.com/picturethismediagroup
- Facebook: facebook.com/kenny2453, facebook.com/producesectionclothing, and facebook.com/picturethismediagroup
Image Credits
Danny Austin Photography
