Modern Fashion: David Abissidan of Lola Jeans On The 5 Things You Need To Lead a Successful Fashion Brand Today
An Interview With Candice Georgiadice
A Growth Mindset — There is always room for growth and improvement for any brand. Recognizing that is an important first step in seeing success within your organization. Never getting complacent or too comfortable is important, not only for you as a leader, but for your team as well.
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 David Abissidan.
David Abissidan began his journey in the fashion industry when he was just 14 years old. His father operated denim stores and David worked his way up from cleaning the floors and working customer service to later buying and merchandising. David began manufacturing his own designs in Canada, marketing the product himself to local stores. As Lola Jeans grew from Montreal and Toronto to Western Canada, David hired a sales team and focused on growing the business.
In recent years, David and the Lola Jeans team have made a commitment to create eco-friendly denim. Manufacturing has moved from China to Mexico in an effort to use recyclable materials in more innovative factories.
David is a firm believer that in entrepreneurship, there are no shortcuts. You have to do the groundwork yourself. Nobody will do it for you. Whether you’re in 1982, or 2022, it’s about relationships, calling people, getting in front of people. Making mistakes, building grit, and making it happen.
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”?
After a tumultuous journey in high school, I dropped out of school and started working full time at my Dad’s jeans store, Prestige Jeans. My Dad taught me the ropes of the trade but more importantly, I became versed in business ethics and strong moral principles, which continue to guide me every day.
Can you tell us the story about what led you to this particular career path?
I found my passion in fashion through my 10 + years working retail and decided to pursue my studies in fashion marketing at LaSalle College, in Montreal. In 2004, fresh out of fashion school and with barely any manufacturing know-how, I set up shop on top of my dad’s jeans store in Montreal and set out to craft women’s jeans. I didn’t know exactly what my creations would look like, but I had a good idea of what I hoped to create, a perfect pair of jeans for women of all shapes and sizes. In 2006, my brother Sam and I joined forces, and Lola Jeans was born.
Can you share the most interesting story that happened to you since you began your career?
When I started Lola Jeans back in 2006, I wasn’t really thinking about my impact on the environment. I was running around with a duffle bag full of samples, trying to follow my dream and build a fashion brand from the ground up. Ignoring (or trying to ignore) just how polluting our industry is.
We live in and love our jeans, but denim is a dirty business. A pair of jeans uses the same amount of water that one person drinks in 13 years, approximately 8000 liters. And it also contaminates it! So, how do we break this cycle and begin to repair the damage done?
In 2020, we acted! We brought back most of our production to North America. We built an ethical supply chain that creates Sustainable Denim for All Bodies. From responsibly sourced fabrics to ozone washing, and laser finishing, we have reduced our water consumption by 80%.
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?
Passion and Enthusiasm — If you want people to follow you, then you must lead with enthusiasm. As a leader, it’s your job not to tell, but to show those around you what enthusiasm and a true commitment to greatness look like daily. The best way to do this is to lead by example.
Don’t outsource the groundwork, grab a duffle bag, hit the road, and knock at doors. No one will do it like you do it. Once you’ve built distribution and once your customers are enthusiastic about the product and the company, then you can assign people to take over with the same passion and enthusiasm as you.
Endurance and Determination — You’ll have your wins, and you’ll have your losses, but through it all, you can’t lose your sense of confidence. You must believe in yourself and your business and persevere even when shit hits the fan. Moving swiftly and confidently, even if you’re not entirely certain of the direction because any direction is better than no direction.
Lola Jeans was greatly impacted by Covid, and to stay afloat, we had to make incredibly hard decisions. We chose to look at the current situation as an opportunity to press reset and reinvent ourselves. That was the silver lining of the pandemic.
Integrity and Fairness — Too many leaders lean on their titles as a crutch and don’t treat others with equity. They excuse their own behavior by saying, “I’m the founder. I’m the CEO. I’m the manager,” instead of earning people’s respect by acting and behaving appropriately. Integrity and fairness are about more than just doing the right thing. It’s about standing for something bigger than yourself and setting a precedent within your business.
My teammates know not to call me “The Boss”. I hate this title and don’t think I deserve this title. Without my colleagues’ know-how, without my teammates’ contribution, I would not be here today, Lola would not be here today.
What do you think makes your company stand out? Can you share a story?
Lola Jeans offers something truly unique and that is denim that is sustainably made and affordable. Not only that, but we are committed to providing a selection of quality basics for women of all sizes. It is our goal to make high-quality denim accessible for everyone. Ethically-made brands often come with a high price point and limited sizes. We are committed to changing that.
Internally, we have a very close-knit team. Everyone has their hands in everything, making for a great work environment.
Do you have a favorite “Life Lesson Quote”? Can you share a story of how that was relevant to you in your life?
“The way to get started is to quit talking and begin doing.” -Walt Disney
When I first started Lola Jeans, I was on my own in a sense. I had my experience working in the denim and fashion industry, but no one was going to sell these jeans, except me. There are certain crossroads that all entrepreneurs face when they put their business model or idea to the test. For me, that came when I filled my car with denim samples and hit the road. I began knocking on the doors of businesses, showing them the product, and doing everything I could to gain a wholesale following. That is how Lola Jeans was built, with hard work, grit, and determination.
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?
As a whole, the fashion industry is becoming more and more interested in sustainability, for good reason. We are encouraged to see so many brands prioritize the environment. It is no secret that the fashion industry is a large contributor to global pollution. From the dyes used to unethical labor practices, it is time for a change; a change that many are actively making.
Clean manufacturing is becoming more accessible. It is by no means easy, and there is still much room for growth, but there are factories that are committed to helping brands create products that don’t pollute the environment. That is why we moved our production to Mexico.
Laser finishing is a technique that we use on our products that is sustainable in practice, creating less toxic waste. It is used to get that authentic finishing effect that we all crave from our vintage denim. The process allows the designer’s sketch to be directly transferred onto the jean using a laser. The dated alternative involves using chemicals like bleach and potassium permanganate, which is not only harmful to the environment when discharged as wastewater, but to the factory workers who handle these chemicals.
As the push to create a more sustainable industry continues full speed ahead, we are seeing better technology become available to help brands accomplish their sustainability goals.
Can you share how your brand is helping to bring goodness to the world?
Environmental responsibility is at the forefront of Lola’s creative vision. We know there is still a lot to learn and for us to accomplish, but the important thing is getting started. We are building an ethical supply chain that creates high-quality, low-impact, long-lasting, affordable denim. We have started at the source and aim to be as transparent as possible. From raw materials to innovative washing techniques, to the finished product — we have managed to cut our water consumption by 80% in the first year.
We are combining ethics and quality to revolt against the trends of fast fashion and irresponsible production. We are devoted to producing the highest quality denim with minimal environmental impact. As we grow, we continue to focus on progress and champion sustainability one step at a time. The denim we create is a testament to a higher standard you can expect from Lola Jeans.
Can you share with our readers about the ethical standards you use when you choose where to source materials?
Our signature stretch denim contains 80% recycled cotton, made from post-consumer waste and denim floor scraps. 18% Tencel, derived from sustainable wood sources and sustainably managed forests. Additionally, our Sustainable Denim fabric is Global Denim® certified, ensuring quality control that meets environmental standards. It’s eco-responsible and has a low carbon footprint.
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?
Fast fashion has become the norm for our generation. We have become accustomed to having new styles readily available each season. Simply throwing out clothes that don’t last has become normalized. It doesn’t take an environmentalist to know that this is problematic. At Lola Jeans, we don’t make disposable jeans. We make jeans that last and that can be passed on to your sister, cousin, friend, or even donated, but never discarded like fast fashion shmattas.
We use sustainable, recycled materials and manufacturing practices, but more than that, we create jeans that are going to carry you from season to season. Moving away from fast fashion requires that brands be committed to creating incredibly high-quality products that consumers aren’t going to want to put in the trash at any point in the product lifecycle. It’s about creating quality apparel to last a lifetime.
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.
Passion — If you aren’t passionate about what you are selling, there really is no point in selling it. Pursue your passion and results will follow. When you are truly exploring your passion and working hard to bring it to life, the result will be something you are truly proud to have grown.
Lola Jeans was built from humble beginnings and has grown to a great brand today. This could not have been achieved without the passion and dedication of my team and myself.
Grit — Whether we are talking about entrepreneurship or leading a successful fashion brand, hard work and grit are at the top of the list. The people in leadership have to put in the work. Good leaders can’t outsource everything. Leaders that inspire growth in an organization are constantly working hard alongside their team to see results.
Hard work has always been something I valued. From initially learning the fashion industry while working with my dad, nothing was handed to me aside from the opportunity to learn. I was constantly learning, growing, and developing a passion of my own. From a leadership perspective, your team will respect you that much more when you are setting a precedent for hard work and actually working hard alongside your team.
Willingness to Learn — A talking head is worthless. If you want to remain a leader of your market, and within your own company, it’s crucial that you keep a finger on the pulse of what’s happening, and stay on top of relevant facts, trends, and best practices. You must stay relevant and be innovative to propel your business forward. Often, what’s required is not “more hard work,” but a different approach altogether.
Many leaders at some point in their career will think that they know all there is to know. Good leaders who continue to see success are always learning new things and keeping tabs on how the industry changes because every industry does. In 2020, when we were faced with the pandemic, we really had to listen to what the industry was demanding of brands that wanted to stay relevant. More than that, we had to read what consumers really wanted. With an open mind and a commitment to doing what was right, we began moving our manufacturing to North America and sustainably manufacturing our product. That came from a willingness to learn and grow.
A Growth Mindset — There is always room for growth and improvement for any brand. Recognizing that is an important first step in seeing success within your organization. Never getting complacent or too comfortable is important, not only for you as a leader, but for your team as well.
When it comes to fashion, innovation is critical. At Lola, we never sit on our laurels. To remain relevant and to continue growing, we continuously put forth new styles, new ways of doing and continuously invest in new technologies.
We are combining ethics and quality to revolt against the trends of fast fashion and irresponsible production. We are devoted to producing the highest quality denim with minimal environmental impact. As we grow, we continue to focus on progress and champion sustainability one step at a time. The denim we create is a testament to a higher standard you can expect from Lola Jeans.
Integrity — Quality brands place a high value on ethics and integrity. Both in how they develop and design their products, but also in how they conduct business internally.
Every industry constantly evolves and seeks improvement. How do you think the fashion industry can improve itself? Can you give an example?
I think most of us were aware of the shortcomings of the apparel industry, but we often felt powerless to do anything about it. Lately, it has not been the case. Customers are asking about our environmental footprint and our manufacturing practices. This will force manufacturers such as ourselves to bring about change to remain relevant.
This trend has reached well beyond the small niche of those who traditionally positioned themselves as “green.” A large and growing number of manufacturers are realizing substantial financial and environmental benefits from sustainable business practices.
Today, sustainability is an important objective in our strategy and operations to increase growth, and these efforts are having a significant impact on our company’s competitiveness.
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. 🙂
Give a man a fish and you feed him for a day. Teach him how to fish and you feed him for a lifetime.
I am against government handouts or parents’ handouts. It does not motivate nor incentivize people to contribute to society or to better their lives. On the opposite, it makes people dependent on their government. or their parents. The satisfaction of making it happen on your own is priceless. The gratification of feeding your family without relying on food stamps is invaluable.
If I could start a movement that would bring the most amount of good to the most amount of people, I’d try to rehabilitate, reintegrate the disadvantaged or the people that were deprived of a parent or a role model at home or at school. I would not teach them how to use a compass or to calculate fractions of Pi. I would instead train them to do something they love, something they would be proud to exhibit. The money will follow.
How can our readers further follow your work online?
I’m too vocal to be on social media. You can find me every night at my local shitty bar by the beach. Come chill with me 🙂
You can find our jeans and shop our product at lola-jeans.com.
Thank you for these fantastic insights. We greatly appreciate the time you spent on this.
Modern Fashion: David Abissidan of Lola Jeans 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.