We had the good fortune of connecting with Lauren Luketich and we’ve shared our conversation below.

Hi Lauren, what is the most important factor behind your success?
I treat every client’s project as if it were my own. I believe we should put all of our effort into whatever it is that we’re doing – otherwise, what’s the point? I get a lot of clients that do not come from the fashion world, and the apparel business is a completely different animal. I take the time to teach my clients about the process as we work through product development, and that is something that most agencies or manufacturers are not willing to take the time to do.

What should our readers know about your business?
The casual brand creative is your resource to all things related to conceptualizing and producing an apparel line. Our goal is to provide expert direction to start-ups who prioritize quality over quantity and whose approach to producing a fashion line is one with sustainability built in to its company ethos.We offer guidance to companies with great ideas who just don’t have the industry knowledge or connections to get their ideas down on paper and their business off the ground.

I’ve spent the majority of my career working with different brands on the production side of things, while also letting off creative steam designing for clients. It wasn’t necessarily difficult to start my business – it grew organically because the work was something I was already heavily involved in and doing on a daily basis.

The most challenging part of my business is saying “No” to projects. I hate saying no, but the reality is, there are some people who aren’t willing to learn about the business they are getting into and expect things that are impossible. I don’t have time to try and beg someone to listen to my expertise. I am more than happy to teach and guide – but I cannot babysit someone else’s business.

I will always treat each client’s project as if it were my own, but you also must do the work to learn about what we are doing!

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I do not leave the west side! I actually do not enjoy having to go anywhere outside of my bubble. We’d take some bikes all the way from Malibu to Hermosa and stop along the way to get some food. I don’t have a favorite place to stop along the route but Manhattan is a cute little drop-off point and easy to access. Cow’s end in Venice is my favorite local breakfast, but make sure to bring cash! Hinano Cafe is the most perfect dive-bar situation there ever was and I would be there every night if I didn’t have any responsibilities. Beer, burgers, pool, free popcorn, good music. That’s Hinano. That’s where you need to be. I always leave Hinano having met someone really interesting, which is a bonus! So, that’s my idea of a perfect time – the beach, a good bike ride or beach workout (shoutout to T3 team!) and drinks + good food.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
My success is 100% owed to my partner, with whom I share two beautiful babies. He has supported me in every step of my process in building my business (and even came up with the name!). Without his help, there’s no way I could play the role of both mother and owner of a business.

Website: thecasualbrandcreative.com

Instagram: casualbrandcreative

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