FEATURE INTERVIEW THE BLACKMILK CLOTHING STORY WITH LINDA LILLIS BLACKMILK CLOTHING
THE BLACKMILK CLOTHING STORY Discover the exciting world of BlackMilk Clothing, a brand that has been shaking up the fashion scene since 2009. James Lillis, the founder, started with just a sewing machine and a heap of enthusiasm, despite his initial lack of garment-making skills. Through perseverance and creativity, he turned BlackMilk into a household name in the world of leggings. Today, BlackMilk stands tall as a global, online-only fashion destination, adding fresh and funky items regularly to its collections.
We caught up with Linda Lillis,
BlackMilk has always been
Tell us about the term
BlackMilk’s CEO, for a fun and
an online brand. What's the
'Sharkies' in your brand’s story.
insightful interview, courtesy of
story behind that? The term “Sharkies” came about
The Bugg Report. We did toy with retail stores at
after a product launch crashed
first, but our unique styles found
our website – it was like a frenzy!
their true audience online. It
The name caught on among our
allowed us to build a community
customers, becoming a badge of
vibe that's hard to replicate
honor for our most dedicated fans.
in physical stores. Our online approach has been a huge hit,
How important is social media
so we’ve happily stuck with it.
in your relationship with your
Hi Linda! Can you share some
fans and customers?
early memories of BlackMilk
Your brand is known for being
from 2009?
bold and unique. Was this
Social media is crucial for us. It’s
always the goal?
where we connect, share, and have
Sure! It all started with James Lillis and his kitchen table, where
Yeah, we dove into leggings and
he began sewing leggings. He
stretch wear with a passion for
was a total novice but quickly
vibrant and unique designs.
got the hang of it. His blog, “Too
This naturally attracted
Many Tights,” gained a following,
customers who wanted to stand
and soon, fans were clamoring
out. We're proud to cater to
to buy his creations. That's how
those looking for something a
BlackMilk's journey really took off.
little different in their wardrobe.
a bit of fun with our customers. We believe in genuine interactions rather than just pushing sales.
It's about building a community where everyone feels welcome and connected. www.buggreport.com.au
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