Today we’d like to introduce you to Ality Richardson.
Hi Ality, so excited to have you with us today. What can you tell us about your story?
I founded Ality Designs in October 2021. At that time, I was closing the chapter on a fifteen year career in an entirely different industry, hospitality software and payments. After a solid year of coaching and deep self-introspection, following some life changing personal events and the pandemic, I came to the decision, “life is too short not to pursue my dreams.”
I was born and raised in San Diego, and grew up in a small family business. It was pre-determined I’d follow in my father’s footsteps as third generation successor. I studied Marketing and Management in San Francisco and The Netherlands, and spent a decade refining my skills, climbing the ranks to CEO. I knew I enjoyed business and aspired to be an entrepreneur but lacked passion for my industry.
I didn’t fit the corporate mold, and being the bold outspoken free-spirit I am, was feeling frustrated and burnt out. I had overcome one of the toughest times of my life, losing my father and best friend to a tragic fall and traumatic brain injury. I had chosen to get sober as a result. Alcoholism has scarred my family for generations, and I knew it would be my biggest hurdle to overcome. I am proud to be celebrating seven years sober this year! My sobriety is by far my biggest accomplishment and it allowed me to achieve all I have since 2017.
I was thirty years old at the time and I had successfully sold my family business, helped take it public, led it thru the pandemic, and was recognized as a top performer and fierce leader in my industry. Simultaneously, I co-founded a drug and alcohol treatment center in Little Italy in 2018, and opened a sober living home in Bankers Hill in 2020, both of which I’ve also successfully sold. The recovery space is near and dear to my heart and I wanted to pay it forward. I was happy with my personal achievements but I was still thirsting for a challenge. I knew I had neglected the creative in me. I wanted an ethical and value-driven purpose that would exercise both sides of my brain in hopes it would give my life more balance and more joy. I had also learned the painful lesson that, “time is not guaranteed.”
The Great Resignation was all over the headlines post pandemic and it spoke to me. I won San Diego Business Journal’s 40 under 40 and the Vistage Impact Award in 2021, and felt a surge of confidence that gave me the courage to make the leap.
Immediately following my resignation, I packed up my sprinter van with my sidekick, Chocolate (lab) and we hit the open road. I knew I needed time to reflect, to let it all sink in and figure out my next steps. Ality Designs was the manifestation of all that soul-searching.
My given name is a suffix “-ality” that means “the art of being” and I was on a journey to explore the various layers of my being and encourage others to do the same. I knew being my own boss was a non-negotiable. I wanted a lifestyle that afforded me the freedom to work remotely, and participate in collaborations, causes and events that aligned with my passions. I wanted to build a business grounded in integrity, honesty and progressiveness. I wanted to build a community of like-minded individuals who I’d enjoy spending time with in and outside of work. I spend half the year surfing the beaches in San Diego and the other half, snowboarding in Big Bear, so Los Angeles was a perfect place to plant the seed.
I was struggling to find comfortable, quality clothing that would check all the boxes of my active, professional and laidback lifestyle. I was tired of cheap clothing with tacky designs and poor fitting patterns that didn’t fit my body. I never identified with girls/women’s clothing and felt most comfortable in the oversized, heavy-weight pieces I’d borrow from my boyfriend’s and father’s closet. I wasn’t concerned with mainstream fashion trends, instead comfort was my priority. I figure if you feel good, chances are you look good too.
I wanted to create a badass lifestyle brand with a solid message full of hope, inspiration and acceptance. Our tagline is: “Leap at life unapologetically, full of lust for whatever makes you tick.” We exist to inspire you to explore the various versions of yourself, over and over again.
I wanted to support slow fashion, small business, and sustainability. LGBTQ+ rights and gender expression are two movements very important to me. It took my father over fifty years to come out publicly as a proud gay man and my sexuality and gender expression is androgynous and fluid. It changes by the day.
I felt there was a lack of tasteful, gender-free clothing on the market and the timing felt right.
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. I was fresh blood in a sea full of sharks. New to the industry. New to the LA fashion scene. Not a clue what I was doing.
Yes, I was seasoned in business, but I was safe in the hospitality industry. People knew my family. In the LA fashion industry, I was a newbie with no credibility. They saw nothing but crisp dollar bills. There were countless false promises and I made many costly mistakes. The first mistake I made was hiring a creative director rather honing the confidence to be one myself. After all, it was my vision and no one was better prepared to execute it than myself.
I went thru three rounds of manufacturers, experienced delays in production and had quality control issues. I trusted a PR Agency with VIP gifting and I became a charity. I gifted way too much product away to influencers and celebrities with little to none in return. I fell into the trap of paying high retainers to “consultants” who left me high and dry. I overproduced photoshoots, and found myself with money out and little to no realized gains. As with any small startup, cash flow remains an ongoing struggle.
One of the biggest pain points I’ve experienced is the high cost to manufacture clothing locally. The problem is the slim margins and high price tags. I wanted to pay fair wages, source quality materials and work with experienced partners. I wanted to go to market as a luxury brand. This requires a lot of capital upfront. I priced my first collection below industry standard margins, and I even experimented with giving more margin away to retailers to grow my wholesale distribution channel, however that strategy just wasn’t attractive enough. Big box retailers like Nordstrom’s want a greater than 60% cut which I simply could not afford. I couldn’t compete with fast fashion brands manufacturing overseas, offering lower prices and better margins.
It is a real systemic problem that continues to perpetuate itself across the globe and contributes to overconsumption and massive pollution. Everyone in the supply chain is pinched, which results in a low-quality product and it’s unfortunate. What is the point of going thru all the work to design, source, and manufacture a product if it’s crap? I have high standards and wasn’t going to accept anything less.
The biggest lesson I’ve learned is growing a brand takes patience and perseverance. Throwing money at it won’t accelerate the growth like you want. Trust your gut, and don’t doubt yourself.
Appreciate you sharing that. What should we know about Ality Designs, Inc. ?
Ality Designs is a low-key luxury lifestyle brand, made to fit all of who you are.
We offer minimalist, gender-free, versatile designs, made to last a lifetime. Our first collection Layers, encourages you to explore the various layers that make you unique and offers heavy-weight, elevated t-shirts, crewnecks, hoodies, joggers, shorts, overalls and outerwear in six earthy tones. I am a firm believer that weighted clothing soothes anxiety and contributes to greater mental health. Our clothing is cut and sewn by hand in Los Angeles, sourced from high-quality California grown cotton, and warehoused in Los Angeles. We offer free shipping in the contiguous USA.
You might spot us around town in our branded sprinter van or at pop-ups alongside other amazing small businesses. Our collection is currently sold online direct to consumer, and I am excited to announce we will be opening our Flagship storefront in partnership with Good News, San Diego’s first alcohol-free bar on Park and University in Hillcrest, coming soon. So get excited for some tasty NA cocktails and locally made clothing, all in one!
Is there anyone you’d like to thank or give credit to?
I’d like to give credit to my friends and family for being supportive and offering compassion when I need it most. There have been many days where I wanted to throw in the towel and walk away. Fashion is a cut-throat industry and I’ve had my fair share of challenges over the past three years. It hasn’t been easy.
I want to thank my parents for encouraging freedom of self-expression and allowing me the space to discover what made me “tick”. They heavily influenced my eye for style and love for design.
I am sincerely grateful to our growing list of customers who continue to support Ality Designs, anyway they can. A little goes a long way.
I am stoked to have met the founders of Good News, Kaylee and Crystal Clark, and I cannot wait to open our doors to the Hillcrest and surrounding communities!
Contact Info:
- Website: www.alitydesigns.com
- Instagram: https://www.instagram.com/alitydesigns
- Facebook: https://www.facebook.com/alitydesigns
- Linkedin: https://www.linkedin.com/company/alitydesigns
- Twitter: https://www.twitter.com/alitydesigns
- Youtube: https://www.youtube.com/@alitydesignsofficial
