What is BLoFISH?
We are a clothing company based in Louisville, KY. Known for our amazingly soft fabrics, All 4 All message, being gender neutral, and our 10% giveback program. We were founded in 2014 and opened our first store in Louisville in 2016. We are still small, but have a solid online presence and have sold to 20 cites, all 50 states, and 7 countries.
What is your mission?
Our mission is to ensure everyone has the same opportunities in life. Whether that be in traditional economic opportunities, education, racial equality, gender equality, or anything else. We believe in our “All 4 All” mission. No matter one’s sex, race, religion, sexual orientation or abilities everyone should have the same opportunities centered around equality. The message is deeply ingrained into our company’s culture and customers, with 10% of every sale going directly to social justice issues.
How do you financially give back to communities? How do you give back differently than larger corporations?
We believe in the power of grassroots organizations, particularly those who are on the ground doing the non-profit work that has a direct visible impact on the communities they are located in. We do give to national organizations, but we prefer to give to causes that support the communities we know our money will make the most impact.
Our business model is revolutionary and much different than what corporations are doing now, particularly in our industry. To put it simply for every $100 in sales we donate $10 to organizations we believe have an impact on the world. While 10% may not sound like a lot, it is exponentially higher than most corporations. Effectively, we created the ultimate Public Benefit Corporation before it was even a thing. How can we do this? We treat our accounting as if the 10% never existed, we work 10% harder, keep lower inventory counts, don’t take (and never will take) crazy bonuses or salaries, and don’t (and never will) have multi-million dollar campuses costing even more millions to maintain.
Here are some numbers:
- At $100k in sales, we donated $10k to organizations.
- At $1 million in sales, we will donate $100k to organizations.
- At $100 million in sales, we will donate $10 million to organizations.
- As a $1 billion dollar company (knock on wood) we will donate $100 million to organizations.
To put that into comparison, a company in the same industry (and pays their top 6 positions $21 million dollars a year) did $3.8 billion last year. They haven’t released a charitable report online since 2016, but on it they show their foundation has only given on average $400K a year. With our model, alone in 2018 we would have give $380 million to charity. https://www.aeo-inc.com/wp-content/uploads/2018/04/AEO_CSR.pdf (page 9)
Another question we get often with this model and the look of our stores is “how expensive is it?” Our prices are in-line with all the major players, including Nike, American Eagle, Abercrombie, and less expensive than the likes of Lululemon and Bonobos while still using fabrics that are fantastic. I can’t tell you the amount of people who walk by and are surprised when they find out our prices despite the clean, expensive look of our stores.
Going a little off topic. I think one thing average Americans struggle with in terms to the wealthy in this country is just how big those numbers are. While it may seem like a company donating $400k a year, it’s all relative. Here’s what that looks like next to their 2018 profit.
Try and type that top number in your phone calculator. Unless you turn it sideways it’s not even possible. That is 1,370 MILLIONS. No wonder we have a hard time comprehending just how rich the uber wealthy are.
How are your employees paid and how are you paid?
We are still a small company, but we’ve tried to build a culture here where we pay everyone a decent wage, but still work hard. Everyone we’ve brought on full-time has been paid the same, which makes for a cool work-place. Hopefully we can keep it up as we grow. One thing I really believe in is people taking responsibility for themselves, which includes taking as much time off as long as they can find someone to pick up on their responsibilities. It makes it tough being small, but so far we’ve been able to pull it off and should only get easier as we have more resources.
As for myself, I still haven’t taken a dime out of BLoFISH. Luckily I’ve been able to support myself enough in other ways. I don’t plan on taking anything out of BLoFISH so long as I see new products and expansion that needs to be done, which won’t be for a while. There are tons of designs and tons of people who haven’t been touched by BLoFISH, and until that’s done or we have enough resources I can’t see myself taking money out of the company.
What other communities would you like to reach out to?
We’ve hit on a lot of different communities, so there’s not one specific we feel like we need to reach out to. We obviously want to expand, and with that we will be able to copy some of the grassroots giving we’ve been able to do here in Louisville and extend our reach to other communities.
The LGBTQ+ community, the sexual assault awareness community, the trans community, the animal rescue community, human trafficking community, the veteran community, and many others have all been great to work with. It’s nice to be able to connect different types of people who may not otherwise meet. Many of these communities have goals that overlap, and it’s our job to not only give these communities the resources they need, but to connect them so there is an even bigger coalition to go forward and make changes the world needs, many of which aren’t that far out of reach or don’t require extreme resources.
Do you plan to bring your business to areas such as Appalachia, western Ky, etc.?
Yes. We want BLoFISH in as many places as possible, particularly in places that may not have the access to resources or support like many people here in Louisville have, and we know the power that one of our locations can have on a community. With that being said, we are limited in resources, and that’s where social media is amazing. We are able to reach people all over the country.
We recently did a podcast with a transgender veteran from Eastern Tennessee. He talked a lot about how he was surprised how many people were actually supportive of him when they found out about the transition, and while everyone was not supportive, many more than he thought were. So getting our message out in these places is so important to us, and until we can get the resources for physical locations we will do our best to reach out through social media.
What have some of the positive reactions been to your company? What have some of the negative reactions been?
The positive reactions have far overwhelmed the negative for sure. We’ve had people talk about how they wanted a place to feel welcomed, a place that is actually genuine, and some of the most emotional moments have taken place at our community events. The reaction to our products and fabrics have also been positive, which is important, because ultimately that’s the core and the reason we are able to give back so much. I would encourage people to check out our BLoFISH Speakeasy Podcast to hear some stories and see how we interact with the community.
As a company centered around social justice we’ve had our fair share of negative comments you might expect, but surprisingly we have had a little bit of push back from some people in the LBGTQ+ community saying our stuff isn’t gender neutral enough. Most of those people haven’t been in the store, but some are right we need to keep pushing boundaries. The key I have to balance is still making things accessible to everyone, while still being profitable on those products. Being small is tough, and all the new designs are capital intensive, meaning we have to charge more for the products. Some of the same people complaining haven’t been in to test our more “fashion-oriented” designs so it makes it tough in this market to keep producing them. It’s still just my money so far, so we don’t have a multi-million dollar (or anywhere close) resource to tap in to. We’ve had a few people complain about price, but we try and stay in-line with the bigger brands like Nike, AE, and Gap. We will never be as cheap as somewhere like Aeropostale because of the quality of fabrics and products we have, but $46 for our joggers and $25 for hats is right in-line with the brands I mentioned. We have also had some people talk about our sizing system and how we display it, and it’s something we are looking into along with everything else, trying to be as accessible and inclusive as possible.
Why is gender neutral so important, and why does a white cis male care?
When I first started the company the idea of having a place where everyone could come in and buy what they wanted regardless of who they were seemed like a crazy idea (and to many still is today). I think gender neutral is the best way to describe what we are doing, but I’m not sure the adjective fits the way it should. I see what we are doing as label-less, we don’t care how you identify, we just think everyone should have the same opportunity to shop and wear awesome things without worrying about people looking down on them because they are in the wrong section or in the wrong class to buy things. In the past few years gender neutral has almost taken on a moniker of its own and people think it should look one way or another. I push against that, and think people should be able to buy and wear whatever they want, whether they identify as “gender neutral” or male or female or gender fluid, and that’s the perspective I design from.
As a white cis male I believe, and have since I can remember, a responsibility to step up and speak up for those who don’t have the same privileges as me. And that goes beyond being just a cis white male, into a cis white male who grew up with everything I needed. I didn’t have to struggle for a ride to baseball practice or worry about how I was going to get to school. I think we have a tendency to use labels as a way to build walls, and if everyone would look at each other in a sense of their privileges and access as opposed to their race and gender the world would be better for it. I will continue to stand up for all those who didn’t and don’t have the same opportunities I had, and am extremely lucky to have a platform and a business like BLoFISH to help spread that message.
Who are YOU? What is Logan about?
I’m a crazy 31 year old person who is crazy enough to think it’s possible to create a new business model and flip the entire retail industry on its head while spreading a great message and making a REAL difference in the communities we are in.
What makes BLoFISH stand out among other retail companies in the nation?
You mean besides having better products, people, community, and business model? Not too much.