How to Grow A Brand Without Compromising Your Vision

An interview with CMMAWEAR founder Gizmo

Esteban: Gizmo, thanks for joining us. Could you start by giving us a brief introduction to yourself and how CMMAWEAR came to be?

Gizmo: Absolutely, Esteban. I’m Gizmo, and I founded CMMAWEAR toward the end of 2020 during the COVID pandemic. The brand is a collaboration between my partner, Val, and myself. We met back in school in 2015 and shared a natural connection around fashion and design. Val is CMMAWEAR's creative director, while I lead design, but we both bring our visions to the table. We didn’t plan to start a brand initially—it just evolved naturally as we experimented. Since then, I’ve taken a step back personally to let the brand’s identity grow independently.

Esteban: I can tell that you’ve shifted your focus to the brand itself rather than your personal presence. What motivated you to take that step back and stay quiet about your personal life and identity?

Gizmo: When I was younger, I wanted to explore and understand my strengths—what made me unique and what I could bring to the table. I was more public then, sharing parts of my life and my journey. Now, my focus is on building something more substantial with CMMAWEAR. I want the brand to be recognized independently, so I’ve chosen to stay quiet and focus on the work. I’d rather people know CMMAWEAR first and foremost, and now, when people talk about the brand instead of me, it feels like I’ve succeeded in that goal.

Esteban: That makes sense. Knowing and understanding your strengths clearly seems to have guided you as a fashion entrepreneur. Can you talk more about the strengths you’ve identified, both personally and in fashion, and how they’ve helped you grow?

Gizmo: One of my biggest strengths is my ability to assess myself honestly. I know what I’m good at and where I need support. I’m not afraid to say, “This isn’t my strong suit,” and I ask questions when I need help. That openness has been invaluable. In fashion, this has meant building a team that complements my strengths and brings balance to the brand. In CMMAWEAR, I focus on the harmony between pieces rather than on single elements, making sure everything we release aligns with our identity. This has helped create a consistent brand language that people connect with.

Esteban: If you were starting from scratch, what kinds of questions would you ask yourself to guide your path? And, in your view, what does it truly mean to “like” fashion?

Gizmo: If I were starting over, I’d ask, Do I truly love fashion, or am I just drawn to the idea of it? I’ve found that people often claim they “like fashion” because it sounds good, but it’s a much deeper commitment. For me, liking fashion means seeing it as a form of self-expression and an art form. Fashion isn’t about following trends; it’s about making choices that reflect your true tastes and ideas. I'm not passionate about “clothing” or “brands”, I am passionate about the commitment and real essence behind fashion. Which you don't get to experience if you just appreciate it superficially.  When I started CMMAWEAR, it was driven by this pure love for creating meaningful pieces that embody a feeling, a mood, or a message. That’s the mindset that has shaped the brand.

Esteban: Besides those foundational questions, are there any other reflective questions you ask yourself regularly?

Gizmo: Definitely. I often ask myself, Am I being the best version of myself as a designer and as a business owner? It’s about pushing myself to create the best possible work within the constraints we’re facing, whether it’s budget, time, or resources. Each piece we make is shaped by those realities, but if I feel I’m doing my absolute best with what I have, I can be at peace with it. I try to keep that mindset, knowing that each design and collection is a reflection of our current abilities.

Esteban: What have you learned about the fashion business that’s helped you stay true to your vision and goals?

Gizmo: The fashion industry has its own norms and pressures, but I’ve learned that if you understand the rules, you can control your own pace instead of being pulled by them. Many new designers end up rushing into trends or seasonal calendars, and it can be hard to break out of that cycle. I’ve found that managing our cash flow carefully and maintaining strong sell-through at full price has given us a unique advantage. It’s allowed us to focus on growth and control our pace without getting swept into the industry’s high-speed cycle.

Esteban: Can you talk more about the importance of controlling your pace, especially for emerging designers? Why does it matter so much?

Gizmo: Controlling your pace is essential for staying aligned with your vision. For emerging designers, the pressure to follow industry timelines or meet stockist demands can lead to compromises. I chose to start with drops and more commercial pieces before moving into full collections, which allowed us to establish the brand more gradually. Rushing to do too much too soon might bring short-term gains, but it often weakens the foundation of your brand and dilutes your creative direction. It’s about building carefully to ensure longevity.

Esteban: CMMAWEAR's sell-through rate has been strong. How do you manage to balance commercial viability with your creative vision?

Gizmo: It’s a careful balance. At the start, my audience gave CMMAWEAR an initial boost, but over time, the brand had to stand on its own, so we invested in quality and design. For us, good sell-through comes from making pieces that reflect both creativity and market relevance. It’s about offering something that connects with people on a deeper level while staying true to the brand’s identity. This consistent approach keeps customers coming back and strengthens our reputation.

Esteban: Besides sell-through, what other factors do you focus on to build CMMAWEAR's identity?

Gizmo: Fabrics are a huge focus for us. We put a lot of time and effort into sourcing and developing high-quality, mostly natural materials that feel luxurious and authentic. It’s one of the aspects that makes CMMAWEAR distinct. Some people categorize us as “technical” or “gorp core,” but it’s more about creating clothes that feel organic and timeless rather than strictly functional. I want people to experience CMMAWEAR pieces as part of their identity, something they feel proud to wear.

Esteban: The attention to fabric and materials really sets the tone for CMMAWEAR. What have been some of the biggest challenges for you, both personally and professionally, along the way?

Gizmo: Personally, staying true to my vision despite trends has been a constant challenge. It’s easy to get distracted by what’s popular, but I’ve learned that consistency is essential for brand identity. Business-wise, as we’ve grown, managing cash flow has become more complex, especially as our collections expand. Each new item adds costs, and balancing that with sell-through is challenging. There’s also a tension between doing what we need for sustainable growth and what boosts brand perception, like runway shows or large collection launches. Finding that balance is an ongoing challenge.

Esteban: Speaking of perception, how do you measure progress, and what’s next for CMMAWEAR?

Gizmo: Progress, for me, is intuitive. I measure it by how I feel about the brand’s evolution, how aligned it is with our vision, and how people connect with our pieces. In terms of next steps, we’re focused on expanding our team, increasing our product offerings, and working on collaborations, particularly through CMMACROSS, a new division we are creating. 

Esteban: If you were to start all over, what advice would you give yourself at different stages of building a brand?

Gizmo: I’d say three things: Don’t compromise on your vision, don’t rush the process, and let others into your world sooner. Compromise can dilute the identity of a brand, so I’d focus on staying true to that from the start. I’d also avoid rushing, as I’ve seen the downsides of hasty decisions. And finally, bringing in people who share your vision sooner helps build a cohesive team. Having a team you can trust is the difference between just running a business and creating a sustainable brand.

Esteban: Gizmo, this has been incredibly insightful. Thank you for sharing such a detailed and thoughtful look into CMMAWEAR and your journey.

Gizmo: Thanks, Esteban. It’s been a pleasure to dive deep into the brand with you. I appreciate the chance to share our journey and philosophy behind CMMAWEAR.