The Brand That Went Viral With One Post

An interview with Moth Apparel founder Bella Rose.

Esteban: Bella, welcome! Feeling ready?

Bella: Thank you! Yes, it is my first interview ever, but I am ready. 

Esteban: Tell me what inspired you to start this journey and do your first interview now?

Bella: Well, I think it’s just the right time. Before, I was working mainly with one-of-a-kind pieces, which made it difficult to promote and meet demand. Now, I finally have a bigger collection, so I can start looking into promoting it without worrying about selling out too quickly.

Esteban: Makes total sense. So you’ve built some structure around your brand and feel more prepared for the attention. I’d love to hear more about Moth Apparel. What’s the story behind it?

Bella: Moth Apparel started as a small project. I’d call it an upcycling brand. I’ve always been drawn to vintage pieces and giving them new life. I aim to enhance their quality and bring out their uniqueness. It was a side hobby that really grew more than I anticipated. I didn’t have a “brand plan” or anything—it just sort of grew into one.

Esteban: That’s incredible. So was it just you at first, hunting for vintage pieces and transforming them?

Bella: Yes! I was that kid who’d doodle on everything. Growing up, I was always drawing, and at one point, I thought, “What if I put my drawings on clothes?” So I looked up printing methods, started experimenting, and it just kind of clicked.

Esteban: And how did people respond to your initial designs?

Bella: Right away, actually. The first shirt I posted on Instagram got something like 14,000 likes. The demand was crazy! Back then, printed designs were just starting to gain traction, so I was lucky to capture that moment. It felt very organic.

Esteban: That’s amazing. I’d love to know about your process—how do you go from an idea to a finished product?

Bella: Well, initially, I was broke, and I spent my last $3,000 on a direct-to-garment printer. It was a risky investment, but it paid off. I didn’t have access to a print service because they typically require bulk orders, and my pieces were all one-offs. The printer gave me creative freedom, even though I had to figure out ways to get it to print on things it wasn’t designed for.

Esteban: Wow, so you’re not just sending your pieces to a local printer; you’re actually doing it all in-house?

Bella: Yeah! Most print shops only handle standard items like t-shirts, but I wanted to print on all kinds of things, which meant working directly with the machine. It allowed me to do a lot more creatively, and I upgraded to a better one for $15,000 recently, which expanded my options even more.

Esteban: So, over time, you’ve also developed other skills. What else have you incorporated into the brand?

Bella: I started bringing in more of my technical skills, like sewing. I didn’t want to rely solely on printing, so I began experimenting with tailoring and manipulating the clothes. I wanted the pieces to feel more customized and, in a way, more “me.”

Esteban: It sounds like your style has naturally evolved with the brand. When did you feel that shift?

Bella: It’s been gradual. I kept things casual for a long time, and I’m still figuring out the brand’s exact direction. I’m learning more about my style and how to bring that to life in a way that reflects my growth.

Esteban: So, creatively speaking, what’s your process like?

Bella: Most of my designs come from my drawings. It’s very instinctual—I’ll see something I like, draw it, and then decide to put it on a piece. Sometimes, I’ll pair unexpected elements, like an IV bag of blood on delicate lingerie. It’s about keeping it unique and, often, a bit ironic.

Esteban: Do you think about social media as part of your process?

Bella: Definitely. I’ve never paid for ads; everything’s organic. Social media is my testing ground. If something resonates, I know I’m onto something. If it doesn’t, I take that as a sign to rethink. Social media has played a huge role in the brand’s growth.

Esteban: That’s a very strategic way to use it. So, what would you say are your biggest challenges right now?

Bella: Probably the feeling of being locked into printed apparel. As much as I love it, I don’t want to be limited by it. I want to explore other types of pieces that might not be as flashy but feel more authentic to my style.

Esteban: Are you thinking about expanding into other types of products?

Bella: Yes, exactly. I’m trying to find the balance between creating unique, attention-grabbing pieces and more practical, wearable items. It’s tricky, especially because printed items perform so well online.

Esteban: Have you thought about showcasing the bold pieces for attention and using them as a gateway to your more commercial items?

Bella: I hadn’t thought about it that way, but it actually makes a lot of sense. I could use retargeting ads to promote the wearable pieces to people who already like the bold stuff, which keeps the brand’s identity intact while reaching new audiences.

Esteban: It could be a way to grow both sides of the brand. Speaking of growth, are you still working solo?

Bella: No, I recently started collaborating with a friend who’s been in the industry for 20 years. She’s helping me with manufacturing, which I knew nothing about, while I’m handling the artistic side. It’s been a great partnership.

Esteban: And where do you see Moth Apparel heading next? Any goals in mind?

Bella: I want to keep expanding but stay true to my vision. One of my goals is to elevate the brand image, especially through photography. Right now, I take simple photos, but I’d love to do more with set design and styling to create a cohesive look.

Esteban: It sounds like you’re building a very intentional brand. I’m curious, do you plan to expand offline as well?

Bella: Yes! I’ve done a few markets in New York, and I loved the face-to-face feedback. It’s not very profitable, but it’s rewarding to see the people who connect with my work.

Esteban: Do you have any big plans coming up for the brand?

Bella: Recently, a few celebrities started wearing my pieces, like Bella Hadid and Chappelle Ron. It’s been surreal to see my designs on them. I have a new collection in the works, too, but I’m taking my time to release it.

Esteban: Celebrities wearing your work is a huge milestone. Do you feel more responsibility or pressure because of it?

Bella: Definitely. It makes me want to push myself creatively and experiment more. But I also don’t want to overthink it—sometimes the best things happen when you just go with it.

Esteban: Is there anything you’d change if you could start over?

Bella: Good question. I think if social media hadn’t worked so well, I would have focused on in-person markets. There’s something really special about that direct connection. But honestly, I’m glad things happened the way they did.

Esteban: Sometimes life takes you exactly where you need to go. Any advice for others trying to start a creative business?

Bella: I’d say follow your instincts and be open to opportunities that come your way. I didn’t plan for Moth Apparel to grow like this, but I embraced it, and it’s turned into something beyond what I imagined.