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SESSION 002: looking for roots

Part two. It only took a year and a half. But sometimes you lose focus on what’s truly important. A couple of quick sales for your fledgling business can make you giddy that you’ve cracked the code. Your business is a hit. 


No, it really isn’t. 


When I last left you, I mentioned designing the RVHS Goalie Icon. I’m still very proud of that icon and one day I hope to bring it back to the forefront of RVHS gear. I liken it to the Jordan “Jump Man” but for hockey. To be perfectly frank, there isn’t a parallel. Gretzky had his own logo, but in terms of rooting that symbol deep within the culture of streetwear for hockey, akin to what Jordan did for basketball, it’s no contest. 


I say this because I’m looking closer at the brand now, and wondering where it’s headed. There’s plenty of “seeds,” but I’m looking for roots. 


When I started RVHS, I knew I wanted to create and sell apparel with as much control as possible. I designed the logo and logotype. I secured a local printer, just down the road from me in fact. I created my own website, with the help of an established ecommerce platform, Shopify. I purchased the packing materials, the PO slips, the stickers, the packing slips, and took the orders down the road to my local post office drop-off. 


I felt like I had done everything according to my vision. I felt like I had done everything right. 


But to be perfectly honest, I didn’t strike gold. I didn’t even strike bronze. 


I started this business with a vision, a passion, and my own wallet. I didn’t take out a business loan and I don’t have an invested partner. And maybe that’s biting me in the back. 


Within the relatively short time RVHS has been around, I’ve watched other brands start, sprout, and bloom. A good majority of them are doing quite well, at least based on social media followers and “likes”. 


I think that’s awesome, and in the day and age we live in, it’s easier than ever to start your own clothing business. 


And that’s where I struggle with it all…business. 


We are in this cycle of creating “content,” and content is made to sell a product. I think that’s wrong. 


When I started RVHS, I did create content for the sake of “content.” And as I scroll back through old posts, I cringe. It’s not representative of RVHS. It’s not representative of what I desired to create. 


But I’m not going to delete it. Because the truth is, people change, opinions change, brands change. Evolution happens, and whether you’re prepared for it or not, the world is going to evolve, and you need to either grow with it, or become extinct. 


RVHS started out with the mission to create a future-forward nostalgic effect. While that remains true, the reality is that we’re always looking towards the future of design, that’s both aspirational, and ethical. 


Let’s create a brand that fosters art. Let’s create art that preserves the future.