Unstoppable Podcast: How to Turn a “Basic” Product Into a Trending Brand

Holly Peterson’s business idea was born out of necessity: She couldn’t find a white t-shirt that looked great in a board meeting andoff duty. So, in 2016, she started Fite, a luxury women’s fashion brand based in San Francisco.

Not only did Holly create the perfect tee, but she also launched a company that aligns with her values. In the latest episode of my podcast Unstoppable, I sit down with her to find out how entrepreneurs can build a viral brand without compromising on their ethics. (Related: 6 Podcasts to Keep You Inspired.)

 Lesson 1: Never stop learning on the job.

Fite was Holly’s first foray into the fashion world. Despite her lack of industry experience, she has since grown the company into a successful brand known for its classic styles. 

Before Fite, Holly worked at beverage companies (something we’re familiar with at hint) and sold real estate. While some people may have hesitated to jump into a new field, Holly didn’t let it worry her. Even though people told her, “Stay in your lane,” or “Stick with what you know,” she forged her own path. 

“My grandfather used to tell me: ‘When you stop learning and trying new things and new ideas, then it's over,’” she says. “Be willing to be open at all times.” (Related:Do You Have What it Takes to Start a Business?)

Lesson 2: Be your own customer.

The idea to start Fite struck while Holly was living in London with her two young kids. She was traveling a lot and needed clothes that worked in a variety of settings. 

“As your kids start to get older, you start to dress differently,” she recalls. “Before kids, you're a professional. Then, you're a mom. At some point, you want to be a professional again, or you just want to look more put-together. I was searching for a t-shirt to wear with everything.”

The tee she was envisioning had to be easy to care for at home (no dry cleaning required) and versatile enough to wear in any situation. The result? A line of elegant, washable linen and cashmere tops. Fite is fluid and flexible, and the shirts look great with everything from suit jackets to boyfriend jeans. I know this firsthand—I tried one on while chatting with Holly! 

Today, the shirts are an essential in many busy women’s closets, and Holly attributes her success to her willingness to create something she felt was missing in the market. “I am 150 percent sure that the product is beautiful, and that it's exactly what I want to wear,” she says. “Because I am my own customer, I know that people will love it. They just have to put it on, and they fall in love.”

Lesson 3: Wear your values on your sleeve.

For Holly, the biggest initial challenge was getting the fabric justright. First, she tinkered with the material and made prototypes in Vietnam. She knew exactly how she wanted it to drape on the body, how it should feel on the skin, and the way it was supposed to look with an outfit. “The most difficult part—by far—was making the fabric and getting it to a standard that was acceptable to me,” she says. “I really wanted to have a certain weight and a certain look. It just didn't exist.”

Once she nailed the prototype, she had to figure out the sourcing. Today, Fite clothing is ethically sourced and manufactured in Los Angeles. And while it wasn’t easy or cheap to go that route, it was worth it. “I knew I wanted to keep jobs here,” she says. 

Fite’s social impact doesn’t stop there. Every month, the company donates a large shipment of shirts to Dress for Success,a nonprofit that helps women prepare for interviews and find a job so they can support their families and break the cycle of poverty.

Making people feel confident is what motivate Holly to start Fite. And today, people can feel good wearing something that looks great, is ethically made andpays it forward. 

Tune into the podcast episode on June 5to hear more from Holly about how her search for the perfect shirt ended with the perfect business.  

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Let’s Connect! Find me on Twitter(@KaraGoldin), and DM me your burning business questions and/or comments. 

Kara Goldin is the founder and CEO of San Francisco–based hint?, a healthy lifestyle brand that produces the leading unsweetened flavored water and a scented sunscreen spray that’s oxybenzone and paraben-free. Listen to her podcast, Unstoppable, where she interviews founders, entrepreneurs, and disruptors across various industries and keep up with her on Twitter, Facebook, and Instagram.