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 interesting thing about the world today is you can really be anywhere. I was curious about how it was going to affect the podcast and business, but Charlottesville is such an entrepreneur- and technology-friendly place. It’s growing, and I think the business community is extremely supportive. There is no question being in New York or L.A. gives you physical access to people and companies. But over the past few years, people who are coming into fashion are not located in those places. People are no longer at a disadvantage depending on where they are. This year has made that more of a reality, and it’s only added to our comfort in digital connections.
What’s next for Spirit of 608?
Over the last year, we put out the PressDope course, a DIY training program for fashion entrepreneurs to get visibility without working directly with an agency. Online education is a booming space. The pandemic has absolutely contributed to it, but in reality so many people have been reflecting on their lives and careers. Female entrepreneurs wanting to pursue something tied to a passion or mission are looking to build businesses and families. The online training landscape has aided them.
Last question. What the heck does 608 mean?
It’s a reference to an ’80s film called The Legend of Billie Jean. In the movie, the main character gets into a disagreement over $608. It’s a fun, campy ’80s film, and when I was creating the business, I decided I enjoy thinking about that movie—it makes me smile. I am a big believer in mindset, and the name makes me 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.
