Meet Phillip Sidberry of GrailATL and Astorre Cut + Sew in Brookhaven and Buckhead

Today we’d like to introduce you to Phillip Sidberry.

Phillip, please share your story with us. How did you get to where you are today?
I started my college career at Auburn University in software engineering, but soon figured out that coding did not satisfy the creative in me so I decided to take the “risk” and change my field of study to design. After putting in the work in my courses and completing the mandatory internship (with BCBG in LA) – I finished my bachelor’s degree. However I was left in flux because I finished school shortly after the recession was announced; and though I had a job offer, my gut was telling me I would be the first one out of the door if budget start to look shaky. With these thoughts in consideration, I decided to go to graduate school for product development, with my department granting me a teacher’s assistant position to cover my tuition costs and paying me a stipend to live. I once again put in work in classes and interned once more for experience; however this time the intern experience was totally different because I worked with a Kevan Hall, black male like myself, in an independent business setting – which gave me an entirely different perspective on the fashion industry and how to run business independently. He gave me sound advice from an OG’s perspective. His advice was about putting in work to learn and “learning on someone else’s dime”; things I still carry as coins on wisdom today. Shortly, after my internship I finished my coursework, but an important note is that I did not finish my thesis for completion of my masters. I didn’t want to waste any more time outside of industry experience so I decided to take my first industry job in LA at a low-mid budget denim design house/supplier. This job was hell, it was long hours, little pay and a stress haven – but working experience is very value for creatives because it gives us a model for structure as well as contacts. So stayed at this job for a year, but my quality of life was trash – being that LA is so expensive and I elected to stay near Venice; Life was a trash bin on many levels, so much to the point that I found myself freezing Gatorade as a way to eat “solid food.” In addition after working in LA for a year, I realized I hadn’t had any time to complete my thesis; this is something I could not just let go easily so I had to make yet another big decision. I needed to make a move back to the southeast and finish what I started. I was able to return and was blessed enough to be granted another TA assistantship to cover my thesis hours; I grinded out my final time completing my thesis paper, successfully defending and finishing my Masters. This time around, I had no plans of returning to California at an entry level salary so I took a FT job in Atlanta. The cost of living + my new base salary allowed me the flexibility to start building my own brand and getting needed entrepreneurial experience. With this I started Astorre Cut + Sew, with a partner who later decided to pursue other opportunities more comfortable to his world of experience. Since then I have started another clothing line, GRAIL, with partner’s that I also consider friends.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
My entrepreneurial road has not been smooth at all. I’ve found that many retailers, even independent retailers, do not like to take chances on independent brands; mainly because they are afraid the consumer won’t recognize the brand which would deter from immediate sales. There’s also a higher make price associated with quality and the exclusivity of producing low units – this translates to higher wholesale prices when compared to bigger brands that produce more quantities, therefore pay cheaper make prices. Big thanks to the local stores that have taken the ride with us: ThreadzATL in Virginia Highlands, Premium Kicks in Midtown/Buckhead, and Bill Hallman in Inman Park.

I also had a rift with a popular dropship online boutique. About 4-5K worth of my Astorre product was sold through their channel but however after only receiving at total of 1500 in payments, this company filed by Chapter 11 bankruptcy, leaving it’s vendors with a huge LOSE. Being a completely new brand at the time, I didn’t have the backend money to create more product without my full payment. It was back at square one for me.

Another huge struggle is functioning as my own salesman/hypeman. I honestly suck at it. I am far more introverted and to the point, than extroverted with a mouthpiece. I also put so much pride and work into creating product that lasts and gives the buyer a quality experience – I often feel as though, there doesn’t need to be a sales pitch; so my mindset ends up as more a “you don’t see the quality in detail in this work? It speaks for itself!” But let me tell you – THIS. DOES. NOT. WORK. AT ALLLLLLL. Lol. Especially being that we are in a fast fashion climate, the quality and make of garments have become less important; the initial aesthetics and price are king. An independent business creating limited runs of in quality in-house designed pieces will always have a hard time competing with fast fashion pricing and turnover times.

Please tell us about GrailATL and Astorre Cut + Sew.
I currently have two lines, with Astorre Cut + Sew, I operate as every function from design/concept to sourcing/production; the other being GRAIL which I started in the recent year with a couple partners/friends of mine. GRAIL and Astorre are too totally different aesthetics – which could be for the same consumer, but the goal is not for one to cannibalize the other.

Astorre is more streetwear/workwear oriented; and is currently menswear. The fabrications are more classic Americana, such as denims, chambrays, twills, soft jerseys etc. Holistically, to be short about it, the product is quality casual wear with innovative design details. Being that this line is solely mine, it has grown with me as a person and carries my heart in it. This line closely ties with my faith and evolution in faith, so the purpose is more to illuminate and be transparent in heart as well purpose. The tag line “Chase Forever” is a metaphor referring to following your faith and creating legacy that outlives our physicality. This line is tied more to philanthropy, specifically in the homeless realm. I’ve partnered with friend and colleagues of the same mindset in the past to put on outreach events with the goal of connecting with an otherwise forgotten people in our communities.

GRAIL is luxe sportswear /upscale streetwear. The fabrications are meant to be more plush and luxury; the first capsule collection is made out of fine satin and suede. The product includes both men’s and women’s product; with a HIS/HER inspiration, these pieces are designed to complement each other – they share design designs and aesthetics. This line is a joint effort; it is currently headed by me – mainly because of my entrepreneurial experience in apparel and contacts to get the product done. The overarching purpose of this brand is to promote and encourage holistic individuality and to positively contribute to culture. Corporate structure found in the States has a way of setting standards that remove culture and individuality. My partners and I like to think that all are created dynamic and we set out to add to culture through original art that accents the individual and promotes the dynamic. GRAIL’s mission is to provide consumers with the “grail” of clothing – pieces that represent their style, mission and personality. We want the consumer to feel confident and self-assured, as a leader in life and in culture.

The tagline “Be Found” refers to finding yourself in the pieces we create. When you find our goods you find work that perfect compliments your style, almost like you found a piece of yourself that you didn’t even know was missing. Find the GRAIL and Be Found.

If you had to go back in time and start over, would you have done anything differently?
Honestly, I appreciate everything that I’ve learned up to this point in my entrepreneurship journey; but if I had to change anything it would be my financial sense when I started. Ambition and creativity can be costly and sometimes you just need to take your time and test the waters.

Contact Info:

• Website: http://www.grailatl.com; http://www.liveastorre.com
• Phone: 2514060643
• Email: info@liveastorre.com; info@grailatl.com
• Instagram: @grailatl; @liveastorre
• Facebook: www.facebook.com/liveastorre; www.facebook.com/grailatl

Getting in touch: VoyageATL is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.