Today we’d like to introduce you to James Costa.
James, can you briefly walk us through your story – how you started and how you got to where you are today.
Rome wasn’t built in a day and The Curated Menswear Experience didn’t come to be overnight. CEO and Creative Director, James Costa was working at his previous menswear company when he was approached by the tight end for the Oakland Raiders (then Rams): Jared Cook. Jared came to James with the idea for a men’s clothing wear company called Nifty Genius. Taken aback by the cheeky name and the fact that an NFL player had come to him for consulting, James was apprehensive and asked Jared: “Do you want this to be a hobby or a real business?” Jared responded, “a real business” and the journey began. Flash forward, James had been consulting for Jared and partner, Larry Lemons for a year. They had decided to design a line of direct-to-consumer menswear that serves the informed gentleman through understated yet elegant garments. This ambitious team, however, did not stop there and decided to create a fully curated lifestyle experience: a website that would sell everything from clothing, shoes, accessories, and apothecary, to classic cars, furniture, watches, and everything in between.
Having created this unique shopping experience and the curated brand wasn’t enough though. They needed something new, something different that would set Nifty Genius apart. It fell into their lap, literally. James was sitting in a fabric meeting, going through swatches for the first fall collection when a piece of fabric came loose from the pile and fell into James’ lap. It was a sample for something called Ultrasuede, a microfiber that doesn’t crack, fade, shrink or wrinkle. It feels just like real suede but it’s vegan and machine washable. On top of all that, it’s a fully sustainable product made from recycled plastics and plant-based materials. James was hooked and asked the fabric supplier about it. She responded with, “don’t worry about that fabric, it’s too expensive for you.” James wouldn’t take no for an answer and said “well, why don’t you let me worry about that” and when she asked what he wanted to use Ultrasuede for he said, “everything.” And he did use Ultrasuede in everything. Every piece in the Nifty Genius collection contains Ultrasuede – it’s the intrinsic value that sets the brand apart.
So, at this juncture, the team had created a unique e-commerce experience and an incredible product with socially conscious motivation. Now, they felt the final piece of the puzzle was to position the brand as an affordable luxury, that transcends perceived value to offer ACTUAL value. This was achieved by doing something that most companies wouldn’t. They decided to simply make LESS. Which is why the brand is currently priced direct to consumer meaning the end consumer will be getting an amazing product at a more affordable price.
That’s how Nifty Genius was founded. Three years later, in Nifty Genius’ fifth collection, the company has been applauded for its commitment to superior design and affordable prices. Now, sold in over 130 stores, including Nordstrom, Stitch Fix, Trunk Club, Sundance Catalog, and many more. The company currently boasts over 25,000 new visitors to the website every month and has proven itself in the men’s clothing market. As Nifty Genius continues to grow, it continues to cultivate a collection that combines menswear intelligence and pedigree with craft and technology to create affordable luxury that transcends perceived value.
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?
It’s never a smooth road. If the road to success were smooth, everyone would be an entrepreneur. We experience the same struggles as most new businesses in any industry. High sales mean higher cash flow demands, so you must be prepared to weather the storm or get swept away by the current.
So, as you know, we’re impressed with Nifty Genius – tell our readers more, for example, what you’re most proud of as a company and what sets you apart from others.
We pride ourselves in NOT trying to reinvent the wheel, but rather changing the tires. I’m not looking to invent the next trend in fashion. This is a marathon, not a sprint. Short term gains are great but the long game is really where our head is at. We use great fabrics and timeless silhouettes paired with modern detailing and sustainable labeling to create a product that will stand the test of time. Disposable income should not equal disposable goods. You should be able to keep our garments in your closet and wear them years later without feeling like you are out of style or out of touch.
Our sustainable Ultrasuede details and our approach to creating actual value is what we feel sets us apart.
So, what’s next? Any big plans?
We have actually developed a secret retail environment, tucked away on the 7th floor of a building in the south part of downtown LA. Shoppers of the brand in this location receive a special preferred shopper membership rate and private shopping experience. We consider it the best kept retail secret in LA. Everything you find on our website is offered in this location.
Additionally, we will introduce some diffusion labels and a women’s label in the future. Timing is everything, so when it makes sense, we will expand the business in these ways.
Pricing:
- Other Branded Japanese Fabric Shirts sell for $175-$215
- Nifty Genius Japanese Fabric Shirts sell for $105-$150
- We Make Less, You Save More – Everyone Still Wins
Contact Info:
- Address: 155 W Washington Blvd
Los Angeles, CA 90015 - Website: www.nifty-genius.com
- Phone: 866.524.6950
- Email: james@nifty-genius.com
- Instagram: @niftygenius
- Facebook: /niftygenius
- Twitter: @nifty_genius
Getting in touch: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
