She’s got Spirit

Best of the FEST

Local fashion marketing firm Spirit of 608 trains focus on tight niche By Shea Gibbs

Lorraine 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.

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.

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

interesting thing about the world ↑ without working directly with an today is you can really be any- Lorraine Sanders' agency. Online education is a where. I was curious about how it Spirit of 608 booming space. The pandemic has was going to affect the podcast and business, but Charlottesville is mixes fashion, entrepreneurship, sustainability, absolutely contributed to it, but in reality so many people have been such an entrepreneur- and tech- and technology. reflecting on their lives and canology-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 ques- or 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 are coming into fashion are not located Last question. What the heck does in those places. People are no longer at 608 mean? a disadvantage depending on where they It’s a reference to an ’80s film called The are. This year has made that more of a Legend of Billie Jean. In the movie, the reality, and it’s only added to our comfort main character gets into a disagreement in digital connections. over $608. It’s a fun, campy ’80s film, and when I was creating the business, I deWhat’s next for Spirit of 608? cided I enjoy thinking about that movOver the last year, we put out the Press- ie—it makes me smile. I am a big believDope course, a DIY training program for er in mindset, and the name makes me fashion entrepreneurs to get visibility feel positive and confident.

LORRAINE’S FAVES

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.

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.