Front & Center
Best of the FEST
LORRAINE’S FAVES
Local fashion marketing firm Spirit of 608 trains focus on tight niche By Shea Gibbs
L
orraine Sanders knows FEST. She better. She came up with the acronym. As a modern marketer, acronyms are kind of Sanders’ thing. So are podcasts, social media campaigns, viral videos, email pitch templates, lookbooks, and online networking. 434 recently chatted with Sanders about her company, Spirit of 608, where she came from, and where she’s going.
What I’m reading: The Last Law of Attraction Book You’ll Ever Need to Read by Andrew Kap and, with my kids, I’m reading Neil Patrick Harris’ Magic Misfits series. What I’m listening to: Led Zeppelin’s “Tangerine” and Claire Pelletreau’s “The Get Paid Podcast,” which is literally the only show I’ve ever known where the guests discuss real business numbers transparently. It’s a great show for female entrepreneurs.
And what does technology have to do with fashion? When you look at the fashion industry, what is driving it into the future? Sustainability and technology. Spirit of 608 produces content to help bring brands tips and advice so they can continue to grow and thrive. So they can be better for themselves and for the planet. What made you invest in FEST? I was a journalist for many years in San Francisco, both general interest and for fashion publications. I also had a blog about fashion and independent designers, and over the years, I started to write exclusively about fashion. San Francisco is the seat of so many startups, these amazing unicorn companies, and their key focus was on fashion and technology. That drove me to create a podcast in 2015. I wasn’t able to get my editor to give me enough space to report on all this cool news. Why the move from San Francisco to Charlottesville? I grew up in Richmond and wanted to move back to be closer to my family. The
EZE AMOS
434: So what does Spirit of 608 do exactly? Lorraine Sanders: Spirit of 608 is in a space I call FEST, which is my play on STEM. Fashion, entrepreneurship, sustainability, and technology—when you say it, it becomes clear why I have that acronym.
↑ interesting thing about the world without working directly with an today is you can really be any- Lorraine Sanders' agency. Online education is a Spirit of 608 where. I was curious about how it booming space. The pandemic has mixes fashion, was going to affect the podcast and absolutely contributed to it, but in entrepreneurship, business, but Charlottesville is reality so many people have been sustainability, such an entrepreneur- and techreflecting on their lives and caand technology. nology-friendly place. It’s growing, reers. Female entrepreneurs wantand I think the business community is ing to pursue something tied to a passion extremely supportive. There is no quesor mission are looking to build businesstion being in New York or L.A. gives you es and families. The online training landphysical access to people and companies. scape has aided them. But over the past few years, people who Last question. What the heck does are coming into fashion are not located 608 mean? in those places. People are no longer at It’s a reference to an ’80s film called The a disadvantage depending on where they Legend of Billie Jean. In the movie, the are. This year has made that more of a main character gets into a disagreement reality, and it’s only added to our comfort over $608. It’s a fun, campy ’80s film, and in digital connections. when I was creating the business, I decided I enjoy thinking about that movWhat’s next for Spirit of 608? ie—it makes me smile. I am a big believOver the last year, we put out the Presser in mindset, and the name makes me Dope course, a DIY training program for feel positive and confident. fashion entrepreneurs to get visibility
What I’m watching: I just watched “Tenet,” and I think I’m going to have to watch it again. It’s crazy, but good. What I’m eating: My absolute favorite splurge takeout is ordering from Petit Pois. So beyond good every time. What I’m buying: I was so glad when Darling opened their online shop earlier this year. They always have great merch, and I love what they are all about as a company. 434 29
