Today we’d like to introduce you to Shawn Johnson
Shawn, we appreciate you taking the time to share your story with us today. Where does your story begin?
The story of “In the Service of the Queen” (ISOQ) starts like all great stories—it begins with a love story. Falling deeply in love led me to reflect on my actions and behaviors in relationships, which shaped who I am today. With a long-standing interest in fashion, I made several attempts to enter the fashion world but kept convincing myself it wasn’t possible. Technology provided me with the skills and financial resources to finally launch my brand. ISOQ’s design language is a reflection of who I am—interpreting my emotions, thoughts, and love for the women in my life. I wanted to create a men’s fashion line that reflected the idea of being in service to the people we care about. I’ve designed everything from backpacks to varsity jackets. Each product went through multiple rounds of samples and testing. For example, the first backpack I designed was great but lacked padded straps and engraved hardware. I learned more about what worked and what didn’t with each iteration, constantly improving the design. The goal was to balance function, durability, and a timeless design, and it wasn’t always easy to get it right on the first try. Challenges with manufacturers and the learning curve in production taught me patience. I’m committed to improving each product to ensure it’s something I’m proud to put out into the world. This attention to detail led to designs inspired by a focus on loyalty and service, much like the concept of modern-day knights. My first product, an umbrella, represented shielding loved ones from the elements—a metaphor for the role men play. Over the years, I learned about fashion production, which allowed me to bring my ideas into reality, and that’s how ISOQ was born.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Absolutely not! Everything worth doing is difficult, and ISOQ has been no exception. The design process alone has been filled with challenges, from creating high-quality products to learning about manufacturing. One of the hardest lessons I’ve learned is the importance of getting the word out—great products mean nothing if no one knows about them. I poured a lot into the quality of the products, focusing on cut-and-sew techniques and avoiding shortcuts, but marketing has been a struggle. Convincing people to not just love the product but also spread the word has been an ongoing challenge. Building the brand requires incredible effort, discipline, and constant iteration. Despite the financial and marketing hurdles, I’m determined to never sacrifice quality for the sake of easier sales.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
ISOQ is known for its high-quality leather goods. Our backpacks, duffel bags, and varsity jackets are some of our most popular items. One thing that sets us apart is how we keep the same colorways throughout our product lines. For example, you’ll find our signature cement gray and yellow color scheme across different items like backpacks, varsity jackets, and even sneakers. We’ve had some logistical issues with launching sneakers, but I’m excited to see them in the hands of customers soon. Our products focus on durability, and I want them to stand the test of time, creating memories and emotional connections.
Can you talk to us a bit about the role of luck?
I’ve been fortunate, though I wouldn’t exactly call it luck. A long tech career has provided me with the resources to pursue my fashion dreams. I believe that luck is preparation meeting opportunity. While I’ve worked hard to create these opportunities, I’m also grateful for the opportunity to pursue my passion for fashion design. I don’t see it as luck falling into my lap—it’s more about making the most of the opportunities that come from hard work. Both in life and business, I’ve been blessed with chances that I’ve worked hard to maximize.
Pricing:
- discount code “PROTECTWHATYOULOVE”
Contact Info:
- Website: https://intheserviceofthequeen.com/
- Instagram: https://www.instagram.com/intheserviceofthequeen/
- Facebook: https://www.facebook.com/ISOQApparel/
