Modern Fashion: Sean Coutts of Pas Une Marque On The 5 Things You Need To Lead a Successful Fashion Brand Today
An Interview With Candice Georgiadice
You must know why you are taking this route. Selling clothing & making money is just no longer enough. Being successful in the fashion industry requires making a product that speaks to its why and leaves customers with a feeling that is intangible.
Many in the fashion industry have been making huge pivots in their business models. Many have turned away from the fast fashion trend. Many have been focusing on fashion that also makes a social impact. Many have turned to sustainable and ethical sourcing. Many have turned to hi tech manufacturing. Many have turned to subscription models. What are the other trends that we will see in the fashion industry? What does it take to lead a successful fashion brand today?
In our series called, “5 Things You Need To Lead a Successful Fashion Brand Today” we are talking to successful leaders of fashion brands who can talk about the Future of Fashion and the 5 things it takes to lead a successful fashion brand in our “new normal.”
As a part of this series I had the distinct pleasure of interviewing Sean Coutts of Pas Une Marque.
Pas Une Marque or PUM as they are often referred to uses traditional French inspired tailoring techniques in their street wear garments, this enables them to offer pieces that you can wear throughout the day and into those long nights boasting durability in stylish wear. Pas Une Marque’s say’s its aesthetic, ‘Is a fusion between lux and street wear, a perfect equilibrium of comfort and elegance. Pas Une Marque re-interprets timeless environments of a luxurious midnight in Paris or a romance sparked in the Metropolitan’ and if you take a look at the pieces this brand stocks you can see this definition come to life. There is something special about this brand, you can see the quality in the designs as well as the fabrics and this is how you separate your self from the rest to join that small group of elite brands.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your childhood “backstory”?
I was born in Miami, Florida and have lived there for 11 years, then I moved to Lima, Peru where I have lived another 9 years.
Can you tell us the story about what led you to this career path?
Since moving to the United Kingdom for University I had a huge cultural shock especially to the way fashion was praised and worn. This inspired me to begin consuming fashion pieces and worrying more about my own personal style. Since then, I have developed a particular interest in fashion, and always found it something particularly special.
Can you share the most interesting story that happened to you since you began your career?
The most interesting story is when we had our first ‘campaign’. Back then, I used to travel with a couple of samples in my luggage but our pieces where very basic and generic, with our logo slapped on. We managed to connect with a well-known club promoter in Miami and he told us to come out to the club. There he told us how much he liked the brand and that he knew a lot of cool places to shoot in Miami. He said: I’ll help you guys out, but under one condition — If I’m the model. So, of course we went ahead and to our surprise we found out he was super close to the owner of the Versace Mansion (a cultural heritage site, and Gianni Versace’s former home). Next thing we knew, we were pulling up at the Versace Mansion with the samples and models, and the rest is history.
You are a successful business leader. Which three-character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Persistence, Self-motivation, and Determination.
Persistence — I have been let down multiple times throughout my career, and nowadays I feel like being let down is good if and only if you don’t let it get too your head. There always be people who don’t share your vision but that doesn’t mean you should give up or change it. It just means that they don’t agree with you, and that’s ok, each person is entitled to their own opinion upon any matter. What isn’t ok is giving up just because of rejection, because sadly you could be right next to your next big break.
Self-motivation — You must view motivation as your food and water — without it is hard to survive. Then you must realize that it is up to you to ‘hydrate’ and ‘eat’. Everyone is super focused on their own life, and it is important to grasp focus on yours, if you can’t motivate yourself then why should someone share with you, your vision?
Determination — Nothing good comes easy is probably the best motto to live by. Nothing will ever fall on your lap, unless you’re winning the lotto — and the probabilities of that are very slim. So best bet is to work like there is competition working 10 times harder, and slowly your wins will speak for themselves.
What do you think makes your company stand out? Can you share a story?
I think that Pas Une Marque stand’s out because it is invested more in the why. With this, I mean that we are interested in telling a story through clothing, one that evolves around questioning and discovering the unknown. The product comes second. Of course, we strive for top notch quality in everything we do, and our most loyal customers know that — but the true core of Pas Une Marque is it’s why.
Do you have a favorite “Life Lesson Quote”? Can you share a story of how that was relevant to you in your life?
I think the best life lesson quote is what comes up fast will come back down just as fast. This has always been incredibly relevant in my life because I have learnt to really enjoy the journey and view situations more in the long-term than short.
Ok, thank you for that. Let’s now jump to the primary focus of our interview. Do you see any fascinating developments emerging over the next few years in the fashion industry that you are excited about? Can you tell us about that?
I believe that the technological shifts in the fashion industry have been incredible such as the introduction of NFTs through fashion. However, what I find even more fascinating is the fact that there is a never-ending appeal on the vintage, as if the new is no longer relevant. This appraisal means that the future of fashion will always tends to look back in time.
Can you share how your brand is helping to bring goodness to the world?
Pas Une Marque is always trying to be much more than just a brand. Currently, we are donating one tree for every order placed on our webstore and this is the start of our path to reach carbon neutrality by 2025.
Can you share with our readers about the ethical standards you use when you choose where to source materials?
We are involved in the entire sourcing aspect of the brand, from the raw material all the way to the final product. That means — we visit the farms where the cotton is planted and work with professionals that test the quality of the cotton which will be used in our pieces. Then, our continue involvement in the cut and sew process ensures that workers are receiving appropriate compensation, with balanced work hours, and are treated honestly.
Fast fashion has an advantage, that it is affordable for most people, but it also has the drawback that it does not last very long and is therefore not very sustainable. What are your thoughts about this? How does your company address this question?
We are not interested in making affordable clothing because of the huge environmental impact this entails. We are instead intending on creating intricate pieces that will last a lifetime. This makes our entire research and development process very lengthy, but it allows us to ensure that all details from our pieces are the best quality possible.
Thank you for all that. Here is the main question of our interview.
What are your “5 Things You Need To Lead a Successful Fashion Brand”. Please share a story or example for each.
- Imagination — When creating pieces and making an impact in others you must make sure to be unique and not let any pre-existing paradigms affect you in your creative process. Imagination plays a very important role since you have to truly think outside the box.
- Courage — A Fashion Brand, is no easy task — and even though it may seem like it from afar it really involves and intricate array of problems, and outcomes one would never expect. Courage is fundamental because it helps one know that nothing is given or certain in fashion. What may work for some, may not necessarily work for you. That’s why it’s important to have strength and venture into the unknown, knowing that nothing is set in stone.
- Perseverance — You mustn’t allow anything / anyone to let you down even at the hardest of times. That person who probably doesn’t believe in you is likely not someone who has made much of his/her life. As a rule of thumb, only listen to those who are in a better position than you, or somewhere were you want to be. On the contrary, continue to row even if you are against the current, eventually someone will share your belief and will support what you are making, there is no such thing as being too late.
- Support — With support everything is easier, and less stressful — be it your partner, or parents, or siblings support is the key to gain the proper motivation to really exploit your full potential. Surely, if your brand and idea are so good that they will be part of fashion history — someone in your inner surrounding will find it amazing as well.
- Why — You must know why you are taking this route. Selling clothing & making money is just no longer enough. Being successful in the fashion industry requires making a product that speaks to its why and leaves customers with a feeling that is intangible.
Every industry constantly evolves and seeks improvement. How do you think the fashion industry can improve itself? Can you give an example?
I think the fashion industry can improve itself by being more open to newcomers. Even though nowadays it is ‘easier’ than ever, the industry itself is very narrow-minded and does not easily cave in especially when it comes to the newbies.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
I would start a movement that helps people question and develop critical thinking. I believe many of us are guided through so many different directions that is seems almost impossible not to be influenced. For that reason, standing back and seeing situations as a third party is fundamental because as we grow, and mature we need to be able to form our own decisions wisely and that the only way to make the world truly and singularly a better place.
How can our readers further follow your work online?
You can follow our brand on Instagram @pasunemarque
Modern Fashion: Sean Coutts of Pas Une Marque On The 5 Things You Need To Lead a Successful Fashion was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.