Inspiring Conversations with Matthew Linman of Lot 54 Goods

Today we’d like to introduce you to Matthew Linman

Hi Matthew, so excited to have you with us today. What can you tell us about your story?
After studying graphic design in San Diego and working as the Creative Lead for a hospitality + restaurant development company in Malibu, I found myself in a situation where I was doing and living the dream from an outsider’s perspective. The problem was I found myself being burnt out continually, I wasn’t being fulfilled by the work I was doing, and ultimately I began to look for a way out.

I had always been intrigued and fascinated by outdoor lifestyle brands and began to start seeing if I thought I had the ability to create one from scratch. Fast forward and after months and months of long hours after work, endless sketches, and healthy fear, I launched Lot 54 Goods. With almost no social following, only two products, and more questions unanswered than ones that were answered, I began to do markets and put the brand into the world. That holiday season we put out our first two pieces and re-invested the money. This cycle of investing and re-investing has been the story to our growth ever since. We are still a small team (mostly me with the help of friends + family) but we have been able to expand to international retailers and grow year over a year chasing and doing what we love, which is the biggest gift I could have ever asked for.

We all face challenges, but looking back would you describe it as a relatively smooth road?
Like any small business owner would agree the road has never been smooth or easy but instead filled with bumps, potholes, and detours along the way. As someone who has a strong background in design and photography but no experience in product development, inventory management, trade show merchandising, wholesale expansion, and so on there was a lot to learn on the go. With limited cash flow, it becomes hard for a brand to choose where to best invest their money, so things like production mishaps or bad trade show really take a beating on a small brand. Ultimately it’s been through these learning lessons and hardships that Lot 54 has really been able to grit its teeth and find its way in the market.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Lot 54 Goods is an outdoor lifestyle brand that focuses on inspiring others to get out and explore their surroundings. We firmly believe that adventure can be found in any environment and we want to encourage people to explore the nature around them. We are known for our apparel, these things include graphic tees, fleece, beanies, headwear, outerwear and an ever-expanding selection of what we like to call small goods. One of the main differentiators for us in the marketplace is that we aren’t focused on being a highly technical brand. If you want to go out and climb Everest more power to you, but ultimately we are focused on encouraging and supporting the everyday escape. Our brand is built on community and we recognize that without our supporters and followers, we wouldn’t be here today, every purchase of a tee or hat is hand-packed in our tiny Ventura studio and the money goes directly back into the brand. Ultimately Lot 54 is a brand for the people and we want to make sure that everyone’s voices can be heard.

What do you like and dislike about the city?
Our favorite thing about the area we are in is the community aspect. We have seen it time and time again through events we’ve been part of or whether it’s watching the community come together in times of crisis to support and love one another. It’s relatively hard for us to find something negative about the place we live when we are surrounded by so much beauty and good but I think if we had to pick something, it’s the obvious traffic.

Contact Info:

• Email: [email protected]
• Website: www.lot54goods.com
• Instagram: https://www.instagram.com/lot54goods/

Image Credits
Matthew Linman + Chris Meugniot