Today we’d like to introduce you to Bradley Soltis.
Bradley, please share your story with us. How did you get to where you are today?
Truth Soul Armor started as an action sports clothing company in Orange County back around year 2000. It has deep roots in skate, surf, moto and music and still has a lot of professional brand ambassadors today. We started, and continue to be, inspired by the Christian faith and encourage others to live for something bigger than themselves.
I have spent the better part of the last 15 years working for some big names in the action sports and apparel industry, including Volcom, Metal Mulisha, Sullen Clothing, Paul Frank and Lucky Brand to name a few. Roughly three years ago, I reached out to the staff at Truth Soul Armor to see if I could offer my expertise to fine tune their business. After putting in some sweat equity, we all mutually agreed that the brand could reach new heights with me at the helm.
We recently redesigned our website and are currently investing in new designs, expanding our footprint on social media, establishing our brand identity and forging stronger partnerships with our current and new vendors. We feel strongly that our focus needs to be on designs that are more relevant within our space and that translate to the non-Christian demographic. We want to let people know that we’re here without forcing our ideals on anyone.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Honestly, it hasn’t been all that bad. There are challenges that any business or individual will face. Some vendors were charging too much and were delivering poor quality product. There was an inactive fanbase on social media because nobody had posted in over a year. There weren’t many product shots because there wasn’t much physical inventory. Some of the social media accounts were locked because nobody could remember logins. There were lots of counterfeiters, even though we still have active trademarks, but we didn’t have the manpower to take on all of these tasks.
After looking under the hood, we’ve been able to solve the majority of these issues. We’ve slapped down and had 500+ counterfeit products delisted on Amazon and elsewhere. We’ve invested into some great inventory of screen printed shirts, accessories, embroidered/printed hats, cut and sew garments and much more. We’ve got a lot more direction now and are taking it a day at a time. Step 1 was to protect the brand. Step 2 was to grow slowly. Step 3 is now to broaden our reach and to let people know we’re still here and to invest more in the future.
So, as you know, we’re impressed with Truth Soul Armor – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
At our core, we are a Christian clothing company. We offer up encouragement and inspiration on our social media accounts. We are active in the community and partner with several venues involving concerts, conventions, festivals, extreme sports shows and feeding/clothing the homeless. We want to be so much more than a clothing brand and want to be active not only in our faith but also in our community.
Traditionally, faith-based clothing has this stigma of being lame and not on trend. And I agree with that stigma. There’s this “IN the world but not OF the world” mentality that comes from the Bible. I agree with this also. The difference is that while Truth Soul Armor should be a beacon for uplifting Christians, it should also be a place where everybody can feel welcomed and have a sense of inclusion. I want Truth Soul Armor to be on par with our industry counterparts in every area, especially when it comes to designs and product.
My background is in fashion design. I’ve also had the privilege of working in pre-production, product development and domestic and international production, so I have a full gamut of product creation. I feel that this will give us a competitive edge because we know where to get great product from great vendors at great prices.
So, what’s next? Any big plans?
Amazon is in the near future. We took initiatives to protect the brand and definitely want to invest more into e-commerce. We’ve also invested into graphic designers around the world and are collaborating with them to launch a cohesive, killer set of designs in the next few months. Eventually, we will roll out into wholesale. Thankfully, we also have great relationships with big box retailers and shops, but we aren’t at that point yet.
We are currently partnering more with brand ambassadors and influencers and investing more time and money into SEO and digital marketing. This is new for us, so we’ll see how it goes. We have to educate ourselves in order to stay relevant and ahead of the curve.
- Website: https://www.truthsoularmor.com
- Email: firstname.lastname@example.org
- Instagram: https://www.instagram.com/truthsoularmor/
- Facebook: https://www.facebook.com/truthsoularmor/
- Twitter: https://twitter.com/truthsoularmor
Ivan Juarez, Picar Photography