June 21st 2023.
Devlin Carter's success story is an inspiring one. In 2019, he started SIA Collective, a multimillion-dollar fashion brand. His journey began years earlier, when he realized he could use social media to sell his products. As he told NBC News, the decision to start the company was a no-brainer.
Things really took off for SIA Collective in the wake of the Kyrie Irving controversy. When the Brooklyn Nets player tweeted a link to a controversial film deemed anti-Semitic, Nike cut ties with him. This provided the perfect opportunity for Carter and SIA Collective to step in. He saw the potential for a signature sneaker partnership between Irving and a Black-owned company like SIA Collective, and commented that it could change “how young Black athletes look at endorsement deals moving forward.”
Carter's foray into fashion began long before this. His mother was a seamstress, yet societal norms prevented him from using the sewing machine himself. This all changed when he met Augusto Cerrone, who owned American Shoe Repair in Queens, New York. Cerrone mentored Carter, giving him access to the resources he needed to pursue his dreams.
Carter moved to New York in 2011, and began working on new shoe concepts every day. He knew he needed to produce more than anyone else to stand out, so he began sewing materials on shoes, something no one else was doing. After leaving the Coast Guard in 2014, Carter attended the Fashion Institute for Design and Merchandising in San Francisco to perfect his skills. It was there that he recreated the Curry 6 shoe, leading to an offer from Under Armour for a sneaker designer job.
It was also at the Fashion Institute for Design and Merchandising that Carter connected with another Black man, who would eventually become a business partner. Together, they launched SIA Collective in 2019. Now, the company brings in at least $25 million annually, without a penny spent on advertising. All their sales come from social media and word of mouth.
Carter's journey is a testament to the power of hard work and dedication. He never let anything stand in his way, and has achieved immense success with SIA Collective.
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