Modern Fashion: Kyhry Taylor of Adonis by Kyhry On The 5 Things You Need To Lead a Successful Fashion Brand Today
An Interview With Candice Georgiadice
Have the right mindset: The first is pretty obvious but honestly in my opinion very underrated. If you’re constantly questioning yourself, thinking that you’re not smart enough to do this, or don’t have the knowledge or credentials to start a fashion brand — you need to think again. The fastest way to build a successful brand or any business for that matter is to believe that you can. You have to work hard. There is no substitute for hard work, but you need to keep your head high and your mind strong even when things feel out of your control.
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 Kyhry Taylor, the Founder and CEO of Adonis by Khyry.
Kyhry studied Graphic Design at the Art Institute of Washington, and worked as a visual/interactive designer for many international brands and top design firms prior to launching Adonis By Kyhry. Kyhry’s extensive design background is what makes him capable of creating products that empower men around the world to look and feel sexy. Adonis by Kyhry underwear is one of the leading luxury underwear brands on the market that caters to the LGBTQIA+ and celebrates representation for all body types.
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”?
Like most other 90’s kids, I spent a large part of my childhood flipping through GQ magazines, spotting the latest trends, and dreaming of how to be in the fashion world someday.
From my early school days, I was always quite inclined towards fashion and design, especially because my mom studied Graphic Design, and at that time it wasn’t easy to do.
The moment is still clear in my head. I was about 12 years old when I watched her walk across the stage to receive her BFA in Graphic Design and this was a pivotal moment for our family because she was a first-generation graduate.
She also had a non-profit organization where she curated and produced high-school fashion runway competitions. One of the schools in the competition was mine, so I vividly remember watching the students practice and perform. Every detail — from the choreography to the music selection was intentional. The students would design their outfits and their creativity was so inspiring to see. I remember thinking “how cool would it be to do that someday”.
Can you tell us the story about what led you to this particular career path?
As a kid, I was always someone who looked out for other people and made sure that people close to me felt safe and comfortable (and free from bullies). That feeling transcended quite seamlessly into my adult life and it became quite clear to me that I wanted to help more men feel confident and comfortable in their skin. I realized quite early on that confidence really is the ticket to success and is the main ingredient in building strong relationships, having good interpersonal skills, and of-course succeeding professionally.
But to be real with you, I didn’t always feel that confident about my own body and I saw how that impacted my personal life. So in many ways, Adonis was born as a personal project to help me rebuild my confidence and feel good in my own body.
I wanted to feel confident, attractive, and beautiful just standing in my underwear, looking at myself in the mirror. I wanted to say to myself “damn you fine!”. That’s where the name actually comes from — Adonis means the god of beauty and attraction.
Over time I realized that most men were battling with some sort of self-confidence issue. I thought that if this worked so well for me, I’m pretty sure that I can help a few other guys too.
So, I decided to use my design knowledge and educational qualifications (I followed in my mom’s footsteps and also studied Graphic Design) to build a business that would change the lives of many men.
The idea was simple — to create products that could improve men’s self-esteem, boost their confidence, and make them feel empowered and sexy regardless of their body shape or sexual orientation.
Can you share the most interesting story that happened to you since you began your career?
I’m not sure if it’s the most interesting, but it’s definitely something that always brings a smile to my face.
Sometimes when I’m out at a bar, in the supermarket, or at the gym, customers come up to me and tell me how much they love Adonis, how amazing our products are, what their favorite styles are, and how sexy they feel when they wear them. This happens quite often and it truly is the best feeling in the world — to know you’re doing something that positively impacts someone’s life.
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?
Adaptable: When the pandemic hit, we were forced to redirect our resources and pivot our advertising strategy. In-person photo shoots were no longer possible when the world was shut down and all photo studios were closed. While the initial response was to panic — because photos and their shareability is an integral part of our brand — we had to think of new ways to incorporate photography in a way that didn’t require models. This obviously meant more standard product shots, but we still needed a way to show people how our products looked IRL. So, we built a strong team of influencers and began to post UGC (user-generated content) on our website product pages and social channels. Funny enough, we realized that this was a much better strategy than hiring professional models because this made our customers feel closer to us as a brand and our products. These images provided them with a much more realistic view of how our products would look worn on real men with everyday bodies which helped us build more trust in our products.
Embracing Change: I am someone who loves to challenge myself and step out of my comfort zone. Being in a situation or circumstance that tests me excites me, and I love the feeling of learning more. I am constantly investing in myself to improve my business skills and become a better entrepreneur. In fact, I recently completed a Business Fundamentals program at Harvard Business School Online to learn analytics, economics, and accounting business concepts — all of which were quite alien to a right-brained, creative person like me.
Empathy: From a young age, I was always sensitive to other people’s feelings so this has carried on with me in running my business. I make it a point to understand all my customer’s core needs, and desires and connect with them on as many levels as possible. Thorough research is conducted before every product release — we run a minimum of 5 in-depth customer interviews every quarter, and send out regular surveys to make sure that we are consistently fulfilling our customer’s needs and wants. All the input we get from our customers — whether it’s through reviews, emails, interviews, or even just DM’s or comments on social media — drives our decisions and influences new product launches. We never just blindly produce a new style without having some indication from our customers that this is genuinely what they want.
What do you think makes your company stand out? Can you share a story?
I think our storytelling and reason for existence is what sets us apart, especially my story, which I feel resonates very closely with our customers. To know that — as the founder — I didn’t always feel confident or comfortable in my body makes the people who buy from us feel like they’re being heard.
What a lot of people don’t know (but most of our loyal customers do) is that we’re a black-queer founder-led business. And as a founder, it is my responsibility to make sure that our products deliver on their promise.
We are on a mission to help as many men as possible — especially black queer men — feel confident, empowered, and sexy. This mission flows through all our imagery, and some of it features me so our customers feel connected to the brand. They can relate to me and my personal story, many of them even follow my personal Instagram and always see me wearing our products. They see that I am the biggest fan of Adonis and that I don’t just wear our products to promote them, but I actually love our products and wear them all the time.
We also have so many reviews on our website. These are reviews from real men, written by themselves, straight from the heart. So when people come to our website and read these reviews they immediately know that this brand is authentic and does exactly what it says it does — help men look and feel great about themselves.
Do you have a favorite “Life Lesson Quote”? Can you share a story of how that was relevant to you in your life?
“Don’t talk about what you’re gonna do. Don’t just dream about what you’re gonna do. Don’t criticize somebody else for what they’re not doing. You, be it. Be about it. Be about that action and go do it. Keep your eye on your intention. Don’t let any outside distractions or your own insecurities stop you from your goals. Embrace that struggle. Surviving that struggle will strengthen you.” — Beyoncé’s speech to 2020 graduates.
I mean who doesn’t feel inspired when they listen to Queen Bey? But honestly, this life lesson/quote inspires me to keep at it and not give up. Even when the going gets tough (like it does for everyone), I have this audio saved on my phone and I just play it whenever I need a quick pick-me-up. Being an entrepreneur is exhausting, and some days you get overwhelmed and think is this really worth it? But I listen to this, think of all our customers, and get back to work because I know what I am doing is making a difference. And to be a successful entrepreneur, you have to block out the noise, get out of your way, and sometimes be your own cheerleader.
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?
The continued evolution of wearable fashion excites me. I thought the Gucci x Oura collaboration which dropped this year was so cool. Because here is a fashion wearable device that not only looks good but can monitor your temperature, heart rate, and breathing patterns. And with more people trying to optimize their performance and live long healthy lives, we’re going to see a lot more of this.
Fashion in the metaverse is also something that can’t be ignored. We’re going to see a lot more fashion x metaverse collaborations that allow people to express their individuality and sense of style through digital avatars. I was especially inspired by Lacoste’s undw3 digital collection and how they’re building a community around this project. Purchasing this NFT will allow customers to be “design partners”. People with this NFT will help shape future Lacoste products.
Although larger brands are at the forefront of creating digital fashion experiences, we will also explore how we can provide innovative brand & customer experiences using technology in the digital space.
Can you share how your brand is helping to bring goodness to the world?
It all goes back to our mission. We are committed to helping men of all shapes and sizes feel better about themselves. We know that people with higher self-esteem are less likely to be depressed, more successful in their professional lives, and just are overall much happier and more at ease.
Can you share with our readers about the ethical standards you use when you choose where to source materials?
Before we began producing, we did strict quality checks on the two manufacturers who we’ve now worked with for over 6 years. Both of them provide traceability identification so we know the exact source and origin of the raw materials. This year, we started introducing styles made with a lightweight blend of GOTS organic cotton, bamboo, and elastane since we know that organic cotton has a significantly lower carbon footprint. But this is just the beginning. In 2023, we will release many more products made with GOTS organic cotton.
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?
It really depends on the business model. We are not a fast fashion brand at all. We don’t release thousands or hundreds of “trendy replicas” at once. That is not something we’ve even been inclined to do and we never will. We release 8–12 new styles every year and that’s it. Some of our best-selling styles have been available since launching in 2015 because people love them so much.
We’re very intentional and thoughtful in creating products that will stand the test of time aesthetically, functionally, and sentimentally. Our products are designed to stick with you for years to come because we believe that your underwear should last a lifetime. We like to look at it like this — you’re making a small investment in yourself that will have you looking and feeling great for a lifetime.
We’re not driven by trends, and that’s why most of our customers who’ve been with us since our start in 2015 are still with us.
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.
- Have the right mindset: The first is pretty obvious but honestly in my opinion very underrated. If you’re constantly questioning yourself, thinking that you’re not smart enough to do this, or don’t have the knowledge or credentials to start a fashion brand — you need to think again. The fastest way to build a successful brand or any business for that matter is to believe that you can. You have to work hard. There is no substitute for hard work, but you need to keep your head high and your mind strong even when things feel out of your control.
- Believe in your idea: There is no point in starting a brand if you don’t fully believe in it yourself. It’s important to remember that when you start a fashion brand, you’re selling a lot more than just products. It is a vehicle to communicate your thought process, your beliefs, your philosophy, and a lifestyle. This means that you have to believe in your idea and be willing to do everything it takes to make the world see how great it is. If “they” don’t believe in your idea, make “them” believe in it. You will come across naysayers. People will put their fears on you (knowingly or unknowingly) by telling you that you can’t do it. There will be stiff competition (there always is), but as long as you believe that your product is what your target customer wants and needs right now, you’ll win.
- Embrace imperfection: When starting a brand, it is natural to spend hours and nights toiling away, making sure that every tiny detail is perfect. But something I learned the hard way and early on in my journey as an entrepreneur is the need to embrace imperfections, and take action even before you feel ready. Sometimes you just gotta press go and take it from there. You don’t need to have all your ducks in a row. Just start. When you think you’re somewhat close to where you want to be, take action and move on. Be willing to take risks even when they feel really scary. Put yourself out there and wait for the rewards to come pouring in. If you keep at it, you will reap the rewards.
- Learn and understand the business side of fashion: While creating beautiful products is super fulfilling and seeing your vision come to life is probably a feeling only someone who’s done it will understand, being creative only gets you halfway. You have to learn the analytical, numbers side of things, to truly make those designs materialize into a successful business. Fashion is a very tough business. The competition is only getting more stiff every day so you need to have a solid understanding of business fundamentals like analytics, economics, and accounting so that you never lose sight of the fact that you are running a business. Finances matter. Having this knowledge and keeping it top of mind (without overshadowing the mission which is the heart and soul of the business), will allow you to make balanced, logical decisions that are backed by data as opposed to what just “feels” right. I believe that there should be the right mix of intuition and data to make good business decisions — and ultimately — this is how you build a brand that resonates with people and stands the test of time.
- Have empathy: In my opinion, empathy is a very underrated leadership skill. As you grow, you will need to build a team that you can rely on. And that can only happen if you are empathetic to your employee’s feelings and sensitive to their desires. You must always make them feel appreciated and heard. Always remember that your team is the reason you are where you are. Loyalty only comes from constantly listening and understanding the needs of your team members and resolving conflict in an unbiased, objective, and practical way. I have a small team of just 3 employees; both have been with me for over 5 years.
Empathy towards your customers is also very important. I have been able to build and nurture strong relationships with our customers by constantly listening to them and identifying their core needs. This helps us create products that they want which in turn improves brand loyalty and retention. There’s no point wasting resources creating products that your customers don’t want.
Every industry constantly evolves and seeks improvement. How do you think the fashion industry can improve itself? Can you give an example?
While we have been seeing a lot of efforts to increase diversity and representation in the fashion industry, there’s still a lot more that needs to be done. Many fashion brands still only represent or highlight the LGBTQ+ community during pride month in June. But that is just 1 month out of the whole year — what about the other 11 months? We’ve seen a lot of rainbow washing in recent years and strangely enough, it has become a trend. This isn’t something that’s supposed to be a trend and the LGBTQ+ community should be celebrated, represented, and highlighted more than just once a year. Little has been done to hold fashion brands accountable for not genuinely supporting the LGBTQ+ community, their rights, or alliance outside of pride month.
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. 🙂
My ultimate goal and responsibility as the founder of Adonis is to help people improve their self-confidence. So the movement I would start would be to kill body shaming entirely, in every aspect of life; dating, online profiles, friendships, social media, and social gatherings. The worst thing you could do is shame someone because of how they look, especially their body shape, size, or weight.
I think a lot of people don’t realize how hurtful and debilitating these remarks can be. When you judge someone or criticize their body image, the underlying subtext is that they’re not attractive.
Unfortunately, society places a lot of value on attractiveness so when someone hears things like “you’re too big” or “you’re too small”, they constantly question and doubt themselves. They’ll often internalize this as “I’m not good enough” or “no one will accept or love me for who I am”.
How can our readers further follow your work online?
Follow us on Instagram @AdonisbyKyhry and shop our products at AdonisUnderwear.com
You can also learn all the tips and tricks to launch your own e-commerce fashion business at AdonisUniversity.com where I personally teach you everything you need to know — from how to find the perfect suppliers to getting the business off the ground, and transforming your idea into a brand that can change lives.
Thank you for these fantastic insights. We greatly appreciate the time you spent on this.
Modern Fashion: Kyhry Taylor of Adonis by Kyhry On The 5 Things You Need To Lead a Successful… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.