Spotted on everyone from Beyoncé to Kate Hudson to Rachel McAdams, Suburban Riot’s designs are everywhere. Founded by Nate Koach and Jason Reed, who both grew up in Oregon, Suburban Riot’s pieces are sold in several stores, including Urban Outfitters, Nordstrom, Bloomingdales, along with many boutiques across the country. The incredible duo has designed countless amazing pieces for both men and women, and when they launched their business in 2006, both Nate and Jason knew that they wanted to design pieces that are funny yet sophisticated and to create things that offer a little social commentary. Suburban Riot began designing tees for the cast of It’s Always Sunny in Philadelphia, and over the numerous seasons, the designs have become a part of each character’s personality. After many years of hard work and dedication, Suburban Riot became extremely popular and set a new standard for “luxury”, by focusing on how people live, rather than the expensive things people acquire. I had the incredible opportunity to speak with Nate about everything from when he realized he wanted to launch his company to his reaction when he found out Beyonce had worn one of Suburban Riot’s designs. I am so honored to feature such an inspirational entrepreneur on The Zeitgeist, and I am also very excited to see more of the phenomenal things Nate will accomplish in the years to come.
1) When did you realize you wanted to launch your company, Suburban Riot?
We launched nine and a half years ago, so it’s been a while! When we first started, my business partner and I had just moved to Los Angeles, and I grew up and went to school in Portland, Oregon. It’s a very cool town, but it’s very different than Los Angeles. When we moved to Los Angeles, we were both bouncing around at odd jobs and started to become friends with these cool, interesting, creative people, and this is what happens when living in Los Angeles. My business partner and I were roommates at the time, and we’re old friends. We decided to put our heads together, and it just so happened that we decided to go into business with each other. Both of us realized that the West Coast is a manufacturing center and that you can make a lot of things here that it is the capital for knit-based and denim production in America. So we thought, that’s cool! Maybe we can start a lifestyle brand. That’s what planted the seed. My business partner’s vision was to start a business, while mine has always been to build a lifestyle, and between the two of us, it’s a very good balance. We realized there are a lot of other people out there like us who want to fight the status quo, so it’s really just honoring that idea. Our goal as a company is to support that spirit.
2) How did you come up with the brand’s incredible name?
It goes back to the fact that we both grew up in Oregon, and in a lot of ways, Portland and Los Angeles are total opposites. I love the idea that opposites attract and that there can be juxtaposition in life, as well as in design. The name Suburban Riot came from the idea of two opposite worlds coming together and creating something totally new.
3) What is the inspiration behind the brand’s signature “KALE” design? This is my all-time favorite Suburban Riot graphic!
We were just sitting around the office, kidding around like we do, and this is how we come up with pretty much every idea. We have a big whiteboard, and we start writing our thoughts down. For such a long time, my business partner and I kept talking about kale. It was kale, kale, kale! Kale in our smoothies, sautéed kale for dinner, kale in our juice, and then we began joking about the idea of how things are so “Kale” or “California”. Then, our full-time creative director, Janie Marshall, looked up and had one of those moments. She suggested doing Kale in the form of Yale, and we all laughed and thought it was funny. We didn’t think much about it, but we designed the shirt, and then about a season later, the design just caught fire.
4) What is the best thing that has happened to you since starting Suburban Riot?
To me, having found success in this industry is the best thing that has happened to me since starting Suburban Riot. Anyone inside the industry will tell you that it is one of the most difficult businesses to succeed in. There is so much competition, and there are thousands and thousands of designers, many of whom have cool, interesting ideas. The fact that we’ve been able to stay around for this long is what I am most proud of. Also, luckily, we have had a few follow-ups to our “Kale” design. That’s the fear in this business. What if you put something out there that people love, but then it’s a one hit wonder?
5) Who is your favorite person that has worn a product from your brand?
You can’t top Beyoncé. Who’s better and bigger than Beyoncé? Nobody! She really put us on the map by wearing the “Kale” shirt. People follow Beyoncé on social media for one reason, and they follow Kim Kardashian for a very different reason. You follow Kim Kardashian because it is frivolous entertainment that can get your mind off of things for five minutes. People follow Beyoncé because she is an amazing entertainer, and she is such an icon. She holds herself to a different standard. She connects with her fans, and what’s better than that?
6) What was your reaction when you found out that Beyonce had worn your design?
I didn’t think about it much, honestly. It was not until we got the response that we did when I realized the power that celebrities have in this country. The response was unbelievable. I always thought that people buy what they want to buy, and they don’t need a celebrity to tell them. What I was missing is that it is not about a celebrity telling people what to purchase, but it is about a celebrity connecting with their fans.
7) Where do you find inspiration for all of your amazing pieces?
It almost always comes from what is topical and what people are talking about. Also, fashion is about having fun. Let’s not take ourselves too seriously. The ones that take themselves seriously are doing high fashion. We are not high fashion. Suburban Riot’s designs are casual shirts that you wear for a walk to the farmers market or the gym. Also, a luxury life does not have to be about expensive and fancy things, and I think that is why a lot of celebrities are on board with what we’re doing because there is some sophistication to it, but it’s also not too serious.
8) Do you have a personal favorite design from Suburban Riot?
My favorites are the ones that never sell! However, Kale was a great idea. It’s funny and the perfect tee shirt. When buyers or sales reps come to us, they always say, “Look, guys. Give us more kale.” My favorite pieces are usually the collection pieces. For example, we did some great yoga pants for men that I think are amazing, and every guy should have a pair of these in his closet, but these pants are not the piece that will hit the mass market. We design things that will be successful, and we also make things that we love, whether it’s a button down or a great pair of yoga pants.
9) What piece of advice do you have for young entrepreneurs?
My advice to anyone starting a company would be to know what you’re getting into and be willing to give it the time it takes to be successful. If you have a vision or a unique idea, and you know there is a place for it in the market, then go for it! But at the same time, be willing to dedicate the time that it will take to build that business. It will not be an overnight thing. It will be a long-term commitment.