Understand the Brand: A Family Stitching Purpose Into Fashion

by Trice Berlinski

The room pulsed with nervous energy at the Genesee Intermediate School District’s Final Pitch Event. Students shuffled notes, steadied their nerves, and prepared to speak their dreams into existence. As a Youth Entrepreneur Advisor, I was there to support them. But I had no idea that one particular introduction—sparked by a shared first name—would lead me to one of the most inspiring stories I’d ever witness.

Enter Patrice Howard. Young, visionary, and fashion-forward, she and her sister Shiann were already turning heads with their startup, Sister Soles. Their concept was genius in its simplicity: transform discarded shoes and clothing into bold, wearable art. Sustainability wasn’t just a buzzword for them—it was the core of their mission. Soon, their brand evolved into something bigger:  Understand the Brand. This was no longer just about fashion. It was about identity. Expression. Truth.

I found myself drawn in, not just by their designs, but by their ethos. I offered up cast-offs from my own closet—faded fabrics and beloved old pieces. Their answer was always, "Yes!" Before long, I was a dedicated donor, ferrying bags of secondhand clothes to parking lot meet-ups. One time, I had so many bags and boxes that we had to empty them into the trunk of their car. Patrice and her mom laughed and promised to turn the items into something special.

They kept that promise.

Months later, Patrice handed me a gift-wrapped box. Inside was a masterpiece: my favorite old shirt had been reborn as the decorative touches on the back pockets of a sleek pair of black pants and the ornamental trim on the lapel of a white pleather jacket with a handdrawn tiger roaring across the back. I wore the ensemble proudly at events, fielding compliments from strangers who wanted to know where I got such a stunning outfit.

As our relationship deepened, so did my understanding of the Howard family. Patrice began homeschooling and I stepped in as her Youth Entrepreneur  Advisor. I saw her dedication firsthand when she launched  Understand the Brand at the Flint Farmers’ Market. From February to May 2025, she and her family showed up month after month with energy, creativity, and style. Her mom Shareka was the tireless seamstress. Shiann, the quiet sketching prodigy. And their father, Michael, the artistic force behind many of their illustrations.

Backstage at their first fashion show I attended, I saw Patrice in her element—focused, driven, all business. “That’s when I’m boss lady,” she laughed. Her family agreed with a chorus of “mm hmm”s.

Where did this powerhouse talent come from? It turns out, fashion runs deep in the Howard DNA. Shareka learned to sew out of necessity, creating prom dresses and play costumes for her kids. One early milestone? A full teddy bear costume crafted from an old blanket. “If I wanted to wear ripped jeans or a crop top,” Patrice said, “I’d just make it myself.”

Shiann picked up sketching from their dad, whose drawings now grace their designs. Their first big break came with a butterfly dress for a child—it started as a sketch and ended up on a runway. That lit the creative fire. They went from shoes to clothing, from local runways to New York Fashion Week. Paris is next on the horizon.

Everyone plays a part. Dad critiques menswear. Their brother handles photography. Even Shiann’s partner now walks in their shows. The only holdout? Dad, who still refuses the catwalk. (For now.)

Not every moment is glamorous. They struggle with defining their target market and adapting statement pieces into everyday wear. “People love our bold designs,” Patrice explained, “but they don’t know where they’d wear them.” So they’ve started offering casual items like hoodies and key chains, aiming to bridge the gap between art and everyday fashion.

Their shows are masterpieces of creativity: a dress made from tote bags, a hat covered in pull tabs, each element assigned based on the family’s unique strengths. Shiann handles the artwork, Mom the sewing, Patrice the detail work. They collaborate, argue, and brainstorm constantly. And always with love.

Next up: a youth-led fashion show at Genesee Career Institute on December 13, where fashion, cosmetology, culinary arts, and student-run booths will converge to create a celebration of talent and entrepreneurship. They’re also exploring pop-up shops and even starting a YouTube channel to document their process, backstage chaos, and creative triumphs.

Understand the Brand isn’t just a fashion label. It’s a movement. It’s a family. It’s a declaration. They’ve had brushes with fear—finances, idea theft, being underestimated—but their biggest concern? That the youth of Flint are too often overlooked. “It’s a shame kids can hear gunshots,” Patrice said, “but not the sound of opportunity.”

They’re working to change that. They’re dreaming up internship programs, launching nonprofit collaborations, and pushing for visibility.

And in every stitch, sketch, and runway strut, they’re telling the world: this is Flint. This is power. This is what it means to truly Understand the Brand.

Trice is a Meditation Therapist, certified in Mindfulness Meditation and the Neuroscience of Meditation. Email her at Trice@ presencetopupils.com for a free 20-minute consultation. Www.presencetopupils.com.