Ones to Watch: Direct-to-consumer founders
Curated by Megan Collins, Cultural Anthropologist, Generational Expert and contributor to the MTD blog
In the world of DTC [direct-to-consumer] businesses, these three founders are taking the digital space by storm. Not only have they developed innovative offerings that are in tune with the extremely online consumer, they've also mastered the art of social media, building engaged communities and leveraging digital tools for growth.
Evelynn is using social to create IRL community, Angel crowdfunded her passion, and Georgia is short form video posting her way to the next it girl bikini brand. Get ready to be inspired by these leaders who are proving that they innovative modern ideas, authentic online presence, and strategic digital approaches that are a recipe for success.
Evelynn Escobar, founder Hike Clerb Inc.
Evelynn Escobar is the founder of Hike Clerb, a Los Angeles-based social community looking to create safer spaces in the outdoors for women of color. Founded in 2017, Hike Clerb is on a mission to help members appreciate the importance of mental and physical well-being through meditation, journaling, and movement. The non-profit hosts events all over LA inviting their community of over 25,000 members to share in a love for nature. Those not in LA can still get involved because Hike Clerb just released a collab with The North Face bringing Hike Clerb’s unique aesthetic to outdoor pieces!
Angelia Trinidad, founder & CEO Passion Planner
Angelia “Angel” Trinidad is a business owner, adventurer, artist, and so much more. As she tells it, the Passion Planner Kickstarter campaign went viral when she was only 24 and–in the decade since then–has grown to a large community of planners & goal-setters with over 400k followers on Instagram. Angel is also exemplary at navigating executive comms on Instagram. Not only are they creating great content on their own channels, but they are transparent when they need to be and overall embody the ethos of the Passion Planner brand: “make time for what matters, put yourself first, & live intentionally.”
Georgia Costello, founder Strawberry Milk Mob
Georgia is the founder of swim brand Strawberry Milk Mob. Their mission? “Cute bikinis for cute prices.” Strawberry Milk Mob stands out from many other swimsuit-slinging brands thanks to Georgia and her seemingly effortless social media presence. On TikTok you wouldn’t necessarily know that @strawberrymilkmob is a swimsuit brand. She’s incredibly active and posts telling funny and relatable stories about her relationship, sisters, outfits, life, and-oh yeah–her business. Her likeability and frequently viral content have garnered her a following that’s rooting for her (and buying her swimsuits)!