5 Questions With Apparel Company Little Black Diamond

If you’re going to a music festival this year, chances are someone within arm’s reach will be wearing something by Little Black Diamond (LBD).  In just a few years, this San Diego company has grown into one of the largest EDM fashion leaders.  Purchasing from LBD means that you’ll be wearing something that’s made in the United States by fairly compensated employees, working in a safe environment.  LBD has now launched a new line, LBD 2.  The new line offers improved designs and even more localized manufacturing which is better for the environment because there is less shipping involved, and in turn helps keep costs lower for customers.  We got the low-down from Little Black Diamond creator Adrienne Shon about her designs, challenges and a few of her favorite things.

[divider]5 Questions with Little Black Diamond[/divider]

1.  What was your inspiration for creating Little Black Diamond?  What were some challenges starting LBD?

All the warm, loving, hilarious and batshit crazy people I met through raves and festivals inspired me. I knew this scene and the honest energy of its people were things I had to make part of my daily life. I tried having 9-5 office jobs and needless to say they didn’t work out. I was unhappy for a long time, waiting for the courage to express myself, not realizing that the power was already within. At the end of 2013 I hit rock bottom. When I finally looked up, I saw my path. All the other voices in my head had silenced–all that was left was my truth. There is no greater freedom than to be the master and commander of your universe.

Challenges: getting my head into the game and getting rid of all my excuses, hesitations, doubts and other demons. It’s scary to commit yourself fully to something uncertain, but once you do, you become unstoppable. Setting your intentions and not being afraid of failure are the biggest challenges to beginning anything.

2.  How did you turn your company into the success it is today?

It takes a village. My family and friends helped jump start this business. I used to run everything out of my bedroom at my parents’ house. There were shelves and boxes of inventory crammed into every corner. Then we moved out and got a warehouse, much to my parents’ delight because our house looked like an episode of Hoarders: Buried Alive.

The most important component has always been that we know our values and we make every decision based on them: We act with integrity; We strive to make Little Black Diamond a place that delights our customers and provides a stellar work environment for our employees. We make sure that we are participating responsibly in our community and the world. Globally we have donated to UNICEF, It Gets Better Project, and Toys for Tots, and we have also donated money locally in San Diego to the LGBT Center and Mama’s Kitchen – an organization that helps feeds people living with AIDS or Cancer. Positive energy will make any entity a success.

3.  Let’s talk favorites! What are some of your favorite outfits to wear at music festivals and who are your are your favorite DJs right now? 

I wore our LBD 2 Boyshorts all sweltering weekend at Lighting in a Bottle. I also love our Basic Black Halter because it goes with everything. I go out of my way to buy from my friends who make treasures as a hobby or have shops of their own. I’d rather spend my money to support another small business than a huge corporation or discount stores whose leaders who have lost touch with reality. I never leave home without my AyahEye glasses.

Drum and bass, Dela Moontribe, old OLD Bassnectar. Hats off to all of the class acts making Brooklyn the amazing house and techno scene that it is today. Really enjoying Atish’s pure and moody sounds from the Desert Hearts crew. And my first love will always be classic rock.

4.  What’s new and what’s next for Little Black Diamond? 

LBD 2 is the culmination of a huge effort to take our line to the next level, combined with the rebirth of all our signature products. They are beautifully crafted, sturdy and comfortable. We think they’re the best product on the market in terms of both price and quality. We have added better lining for swimming and also got rid of all our front seams to eliminate any camel toe problems. We adjusted our sizes and added a third one for our curvy ladies. Nothing makes us more excited than when our customers feel fabulous, funky and free in our clothing. The other major result of this effort has been expanding our capabilities in terms of what we can make. We have a ton of new looks in the pipeline – we’re keeping it sparkly and ostentatious but will be introducing more versatile silhouettes.

5.  What sets you apart from other designers out there?

My business philosophy is very unconventional. This entire journey is not about making money – it’s simply a means to an end. This journey is about being happy, practicing it, sharing it, and learning how to be fucking grateful every single day of your life. You will be happy if you’re doing a great job making others happy.

Check out Little Black Diamond’s entire collection  and get ready to rep the hottest rave gear at the festival!