Meet Stevee Rodgers of Los Angeles

Today we’d like to introduce you to Stevee Rodgers.

Hi Stevee , so excited to have you with us today. What can you tell us about your story?
COiN started back in 2015 as an idea that helped me cope with the mental stress I was dealing with at the time. I was fresh out of high school, entering college, and realizing I was stepping into a completely new world that I had to adjust to.

When the brand first started, it actually had a different name. After brainstorming with my sister, she came up with the acronym ‘Character Overshadows internal Negativity.’ That really resonated with me because I was at a transitional point in my life and needed something that could ground me internally while navigating so much change.

And like any startup business, COiN has had its ups and downs, along with moments of pause due to being fully self-funded. But even through that, I continue to look for new ways to separate us from other fashion brands and avoid being copy and paste. We’re still growing, evolving, editing, and pivoting every day.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely hasn’t been a smooth road. There have been a lot of ups and downs, pauses, and moments where I had to really reevaluate what growth looked like for me and the brand.

One of the biggest turning points was moving to Los Angeles. I originally thought being closer to fashion production and having more access to in-house manufacturing would automatically make things easier. In some ways it did open my eyes, but it also showed me the reality behind building a brand independently.

Life forced me to pivot in ways I didn’t expect. I had to become more resourceful, more intentional, and learn how to maintain the brand’s presence without losing myself in the constant chase of trying to keep up. That experience taught me that growth isn’t always linear. Sometimes it’s about adapting, refining your vision, and continuing even when things don’t look how you originally imagined.

Can you tell our readers more about what you do and what you think sets you apart from others?
My work mainly centers around building and developing COiN as a creative fashion brand rooted in individuality. I specialize in creative direction and developing concepts that feel intentional rather than just trend driven.

A lot of what I do is hands on because the brand has been self-funded from the beginning, so I’ve had to learn how to wear multiple hats. From developing ideas, styling, and finding ways to keep the brand visible while it continues to evolve.

What I’m most proud of is simply staying committed to the vision even through all the challenges. Moving to Los Angeles pushed me creatively and over time I’ve been able to involve myself in different creative spaces, collaborations, pop-up opportunities, and even being featured in a music video and an album cover. Those experiences reminded me that growth can happen step by step, even before everything feels fully established.

I think what sets me apart is that I’m not trying to create something out of scarcity. I care a lot about authenticity and creating from real experiences. COiN is still growing, but every setback and adjustment has helped shape the brand into something more intentional.

Who else deserves credit in your story?
My sister TAY’e definitely deserves a lot of credit when it comes to the creative direction of COiN. Like I mentioned before, she actually came up with the name and acronym for the brand, which became such an important foundation for everything it represents today.

Beyond that, she’s also been my creative partner throughout this journey. I constantly run ideas by her because she has a strong creative eye and helps me think outside of the box. A great example of that is our recent bedazzled bandana pieces. I originally wanted to introduce them into the catalog because I felt the brand needed more accessory driven items that could elevate and complete an outfit alongside our bedazzled hats and shirts. But she really helped bring the vision to life in a way that felt artistic and intentional instead of just decorative.

She also played a huge role in us being featured on Smino’s album cover for Maybe in Nirvana, which was a major moment for the brand.

Pricing:

• Hats/Beanies – $40
• Bandannas – $40 – $80 (customized)
• Shirts – $50

Contact Info:

• Instagram: @coin.96

Image Credits
@steveerae.96
@tolouofficial
@marcy_flowers
@weareloosha
@smino