Joining me today is Toyin Omisore from Roam Loud.
Roam Loud is a premium brand of activewear and athleisure apparel. Toyin is a Liberian-Nigerian American, born and raised in Rhode Island and was inspired to create this brand for two reasons; wanting to unapologetically create a lifestyle where brown skin is at the forefront and not an afterthought. And for Cynthia Grey, her maternal grandmother and second source of inspiration who’s personality and legacy embodied the essence of roaming loud in the world.
In this ep we’re covering how she launched the business while working her 9-5 and investing all the money she could directly into the brand, the key moments of growth and the pros and cons to being part of popups.
The Journey Begins
Toyin’s entrepreneurial journey started a decade ago, fueled by a passion for creating a lifestyle brand that puts brown skin at the forefront. Roam Loud isn’t just about selling activewear; it’s a movement encouraging women to embrace their identities unapologetically. Toyin shares, “I want the same feeling that I get inside to resonate with other women when they hit the gym.”
Juggling Work and Passion
Launching Roam Loud while working full-time wasn’t easy, but Toyin was determined to invest every spare dollar into her brand. “It doesn’t always work out, and that’s okay. You will figure it out,” she says. Every hiccup became a learning opportunity, shaping her understanding of the business landscape.
Getting Started on a Budget
If you’re thinking about starting your own activewear brand, Toyin suggests exploring various routes:
- Wholesale: Start by registering your business and selling activewear from established brands.
- Custom Designs: This path requires more investment. You’ll need to hire a designer and conceptualize your pieces, along with sourcing fabric.
- Private Labeling: Choose blank items and brand them as your own. This method can be more budget-friendly.
Toyin admits, “In a perfect world, I wanted to design all my pieces, but I was unfamiliar with the industry.” She started with pre-made items, allowing her to customize them and gradually learn the ropes.
Financing the Dream
Toyin managed her finances wisely. Initially, she invested $900 from family and friends to get her samples. It’s important to note that many samples won’t make it to the final product. “If it’s not working for us, it’s probably not going to work for our customers,” she wisely observes.
Toyin’s research led her to manufacturers across the globe, with costs ranging from $150 to $1,500 for samples, depending on the location. Starting small with a minimum order quantity of 50 pieces for each style allowed her to test the market without breaking the bank.
Launching Amid Challenges
March 2020 marked Roam Loud’s big launch, right as the world was facing the onset of COVID-19. “It was a unique opportunity to connect with our audience directly,” she explains. This timing, combined with a surge of support for Black-owned businesses, catapulted her brand into the spotlight.
The Power of Pop-Ups
Toyin strategically participated in pop-up shops associated with fitness and lifestyle events. “I’m very calculated about the events I attend,” she shares. While some pop-ups can be financially risky, they also offer invaluable opportunities to connect with other business owners and gain exposure.
Marketing and Growth
Public relations played a crucial role in Roam Loud's success, with features in various magazines elevating brand visibility. Toyin also emphasizes the importance of targeted Facebook ads and email marketing. “If someone unsubscribes, that’s fine. You want engaged customers on your list,” she adds.
Today, Roam Loud is projected to hit six figures by the end of the year, a feat Toyin never imagined when she started. She reminds aspiring entrepreneurs to push past doubt and stay true to their vision. “Whatever you want to do, think about why you want to do it. That emotional connection will carry you through tough times,” she advises.
Closing Thoughts
Roam Loud is not just an activewear brand; it’s a call to action for women to move through the world on their own terms. Toyin’s journey is a testament to the power of resilience, creativity, and community. So, whether you’re dreaming of launching your own brand or simply looking for inspiration, remember that every setback is a stepping stone toward success. Embrace the journey, trust the process, and, most importantly, roam loud!
