Today we’d like to introduce you to Bethany Yellowtail. Them and their team share their story with us below:
NATIVE AMERICAN FOUNDER, DESIGNER & CEO OF B.YELLOWTAIL
Bethany Yellowtail is a member of the Northern Cheyenne Nation and proudly hails from the Mighty Few District of the Crow Nation (Southeastern Montana). She is the designer and founder of LA-based apparel brand B.Yellowtail.
A 2009 graduate of the Fashion Institute of Design and Merchandising, she started her fashion career at the BCBG Max Azria Group, moving on to become a lead pattern maker for several private labels specializing in Women’s dresses.
Since launching B.Yellowtail LLC in 2015, Bethany has become a leading voice in Native Fashion. An award-winning designer and business leader, in 2022 she was selected for Visas “She’s Next in Fashion” and was recognized at the Green Carpet Fashion Awards alongside fellow honorees Aurora James (Founder of Brother Vellies & the Fifteen Percent Pledge), Rashad Robinson (President at Color of Change), and Tom Ford.
Bethany’s artistic vision and work is irremovable from her vision for her community. She is an active organizer in her Tribal communities and is passionate about using fashion as a tool to uplift Women and young girls and to support MMIWG preventative resources.
In a world where Indigenous images are often stolen and misappropriated, Bethany serves as an unapologetic arbiter of authenticity; a genuine voice who seeks to empower through design and equitable representation.
I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
Like many small BIPOC businesses, we face many challenges especially in the uncertainty of the pandemic. One of our biggest obstacles is growing our market audience in face of cultural appropriation. The fashion industry is incredibly saturated with “Native American inspired” apparel and jewelry, but rarely, if ever, are the designs authentic, let alone benefit native people.
However, now that more people have a heightened awareness about cultural appropriation, they are afraid to buy from brands like ours in fear of being offensive.
But for us, it’s simple. Invest in products that benefit the source. Feel good knowing your dollars benefit Native people, and Indigenous-owned companies like ours and that you can wear authentic designs created for people from all walks of life.
Can you tell our readers more about what you do and what you think sets you apart from others?
I love fashion. I knew from an early age I wanted to be a fashion designer. My company is nearly seven years in and it’s beautiful to look back on the journey here. I’ve combed the love for my culture & community with my passion for design.
What quality or characteristic do you feel is most important to your success?
INDIGENOUSLY DESIGNED FOR ALL.
WE ARE A NATIVE AMERICAN – WOMAN-OWNED FASHION BRAND.
WITH COMMUNITY & CULTURE AT THE HEART OF WHAT WE DO, WE’VE SET OUT TO SHARE AUTHENTIC INDIGENOUS DESIGN WITH THE WORLD.
Contact Info:
- Website: byellowtail.com
- Instagram: @byellowtail
- Facebook: https://www.facebook.com/byellowtail
Image Credits
Erica Elan
