My favorite genre of books is the fashion brand founding story.
I’ve listened to nearly every one Audible has to offer — from high fashion houses like Chanel and McQueen, to pop-cultural phenomena like Dapper Dan and Juicy Couture, to streetwear and sportswear brands like The Hundreds, Eckō, Vans, and Nike. Each story is both inspiration and cautionary tale: a study in growth, ambition, identity, and the risks of scaling too quickly or losing control along the way.
From all of them, I’ve learned something useful. And from many, I’ve gathered pieces of fashion history that will inevitably surface — subtly or overtly — in future House of Caswell collections.
Learning from the Founders
The most recent founding story I listened to was that of lululemon.
Written by its founder, Chip Wilson, the book traces the brand from infancy through adolescence — including the moment when it outgrew him. That particular arc is common in this genre. What stayed with me more, though, was the way Wilson described nurturing a brand early on: defining its DNA, clarifying its values, and intentionally shaping what would make it distinct.
One idea appeared again and again: goals.
Wilson set them rigorously — in both his personal and professional life — and required every new hire to do the same. These weren’t vague aspirations, but specific, measurable objectives set across multiple time horizons.
The Discipline of Specificity
The framework was simple:
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goals for one year, five years, and ten years out
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at least three goals for each timeframe
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clearly defined and quantifiable
Not “I want to be successful,” but concrete markers you could either reach or miss.
What resonated most was his observation that many people avoid setting specific goals not because they lack ambition, but because they fear falling short. The vulnerability of naming what you want can feel riskier than staying undefined.
Looking Back, Honestly
I’ve had businesses before. I ran a jewelry shop on Etsy. I’ve worked closely with my husband, Charlie, on Berried Alive for years. For a time, we even had a guitar accessory line together called Muffle Cuffs.
But I never truly set goals for any of them. Sometimes because I hadn’t thought far enough ahead. Sometimes, I suspect, because I was afraid of naming something I might not reach.
In 2019, Charlie and I did set loose intentions for Berried Alive. Mine was simple: to become successful enough that it could be my full-time work. It eventually happened — but without a timeframe, and without a next horizon.
Once that goal was met, I felt unmoored. I had reached the only destination I had ever articulated, and I didn’t know what came next.
(And to be clear: I’m still involved with Berried Alive, and I’m grateful to support Charlie’s creative vision as it continues to grow. That chapter remains part of my life.)
Naming the Road Ahead
With House of Caswell, I chose to do things differently.
I took Wilson’s advice seriously and set clear goals — not as guarantees, but as signposts. A way to orient myself so I don’t lose direction again. I don’t expect to meet every one of them exactly on schedule, and I’m trying to resist being harsh with myself if timelines shift.
The point is not perfection.
The point is continuity.
I even created a physical record of them: handwritten on watercolor paper I painted myself, framed, and placed directly in front of my desk. A reminder of what I wanted this brand to be when it was just beginning.
The Goals (as They Stand)
By the end of 2026
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Release three collections
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Produce 100 units per style by the third collection
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Be stocked in five boutiques
By the end of 2030
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Produce four core collections per year, plus monthly artist collaborations
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Be carried by one luxury department store
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Launch an accessories line
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Sell internationally
By the end of 2035
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Release one full collection per month with consistent sell-through
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Introduce menswear and childrenswear
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Use exclusively sustainable materials
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Be featured in Vogue
These are not declarations of certainty. They’re intentions with structure — a way of honoring the dream without letting fear dictate its scale.
And maybe, someday, I’ll get to write my own founding story.
A Quiet Continuation
House of Caswell is still in its earliest chapter. For those who want to follow the work as it unfolds — the collections, the process, and the thinking behind it — the collector’s list offers early access, private notes from the studio, and first notice when new chapters arrive.
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