The A. Potts founder worked for a few other domestic and international companies before starting his own brand.
What constitutes a cultural brand, how luxury companies are faring and potential creative directorships were a few of the topics that A. Potts’ founder Aaron Potts discussed during a talk with Tara Donaldson, WWD’s executive editor and Fairchild Media Group’s head of diversity, equity and inclusion, at the Apparel & Retail CEO Summit.-based designer has a good amount of perspective. The Detroit-born Potts has worked in the design rooms of multiple domestic and international companies.
Their easy chic sensibility led to “a light bulb moment,” with the designer realizing that he had to make “those things that are in the middle of the closet for everybody.” From Potts’ perspective, doing so is about the base level. ”If the company is only showing Black and brown faces on the runway, but the board room doesn’t look like that, if the design room doesn’t have transparency, if it doesn’t have people with disabilities, then it comes across like pandering. So for me, it’s a very natural expression. So it’s not something that I tried to do. It’s just something that I do.
As for self-proclaimed cultural brand monikers, the designer was dubious. “If you call yourself a cultural brand, or a cool brand, those self-assigned monikers seem weird to me. I think that it is something that the community will call you. For me, it’s really less about calling yourself that and really doing the work what that means,” Potts said.
For Potts, it is the human connection that motivates him. That applies to not just working with his design team, and other individuals who do jewelry, shoes, and other things he works with, but also customers.
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