Atomic Sierra - Fashion For The Planet

Atomic Sierra

5. Gender Equality 9. Industry, Innovation and Infrastructure 12. Responsible Consumption and Production 15. Life on Land

Overview

The idea of Atomic Sierra began in May of 2020. Ms. Jaqua was originally an avid blogger, typically focusing on sustainability and health-related topics. COVID-19's worldwide shock provided some clarity for the founder's future goals. The entrepreneurship major wanted to create a product that combined her love for the planet and fashion and was determined to stop at nothing until that goal came to fruition.

Described as a "go-getter", Ms. Jaqua worked countless hours at Amazon during the height of the pandemic. Once enough money was saved, Ms. Jaqua heightened her networking skills among her colleagues. She enlisted photographers, models, and consultants from Western Michigan University and beyond.

Authors

Katie Fiore

Katie Fiore

Vyom Bhatnagar

Vyom Bhatnagar

Disha Chhawchharia

Disha Chhawchharia

Chau Nguyen

Chau Nguyen

School

Western Michigan University

Western Michigan University

Professor

Timothy Palmer

Timothy Palmer

Innovation

Ms. Jaqua describes her innovation as, "Fashion made for the people and the planet. This isn't just another clothing brand; this is a revolutionary BRAND. We provide a product that makes girls and women all around the world feel confident while also being made sustainably & ethically."

She has the resources and capital to fulfill her ethical standards. All products are made in the United States while compensating all workers a fair living wage with benefits. Details are not spared, as all materials are ethically sourced as well. Atomic Sierra opts for GOTS Certified Organic Cotton, Recycled Plastic, and Hemp when producing their clothing and accessories.

Ms. Jaqua keeps her vision at the forefront of everything she does. She shares, "Through this message we are inspiring people to go for their dreams, to love each other no matter what skin color, ethnicity, or body size you are, to love our planet and take care of it while it's still habitable, and lastly to take care of our bodies, not only what we put on it, but inside of it."

Atomic Sierra - Fashion For The Planet

Abigail Jaqua, 19

Inspiration

Ms. Jaqua's inspiration came from the people who supported her at the grassroots level. While on a shift at Amazon, she met a potential stakeholder who became her best friend. Evidently, the 21-year-old has a successful photography & videography services company, shooting big stars like Travis Scott. His words of encouragement and commitment to supporting the founder's brand provided the inspiration to create the ultimate vision of Atomic Sierra and what it could become.

Clothing was an interesting concept, as Ms. Jaqua typically focused on health and wellness blogging. However, she uncovered a niche in the market, as many college-aged women began supporting fast fashion during the pandemic. Despite the ethical impact, the convenience and price point of fast-fashion websites were appealing to members of the Gen-z/Millennial generations. With the support of family, friends, and a great deal of tenacity, Ms. Jaqua was primed to create a brand that consumers felt confident in supporting.

Overall impact

"My highest point thus far has been starting my business, the journey over the past year of working overtime every single week in order to save up enough money to start this business and then on top of that starting it on my own. There are so many things that go into a business besides the products or services. Figuring all of it out through research, podcasts, YouTube videos, networking, and just trial & error. I hit a lot of lows through the process but that's what makes the now so much more special, knowing everything I overcame all on my own."

Business benefit

Atomic Sierra is able to earn revenue through the promotion of their products and the lifestyle they endorse. By creating an inclusive and trendy brand, new customers are inclined to support Atomic Sierra.

Their clientele has expanded among young women and men across the U.S., while having a direct market in Kalamazoo, Michigan. Additionally, employees and models for Atomic Sierra prioritize work-life balance while being fairly compensated for their services.

Though the founder didn't provide specific statistics regarding sales performance, Atomic Sierra aims to be on a path of exponential growth. As Atomic Sierra is in the beginning stage of its launch, it will be exciting to see their clothing lines expand in addition to their clientele.

Social and environmental benefit

By placing an emphasis on fair wages and sustainable materials, Atomic Sierra is positively benefiting the retail industry while hopefully driving consumers away from fast fashion.

Ultimately, Atomic Sierra aims to decrease pollution and waste by producing a line of clothing that is not harmful to the planet. Ms. Jaqua wishes to set a standard for young entrepreneurs within the retail industry and truly have Atomic Sierra serve as a testament to what can be accomplished when adhering to societal and ethical standards.

Interview

Abigail Jaqua, Founder

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Atomic Sierra

Atomic Sierra

Kalamazoo, Michigan, US

Business Website: https://www.atomicsierra.com

Year Founded: 2020

Number of Employees: 11 to 50

Atomic Sierra, founded by Abigail Jaqua, is described as "Sustainable Fashion with a purpose." Abigail's core goal in creating Atomic Sierra is to inspire people to make conscious decisions regarding the planet and the environment while still looking and feeling good.

Atomic Sierra sells casual and athletic clothing for women in their teens-beyond. As the brand has been founded at Western Michigan University, there is a direct-to-consumer marketing opportunity for college and graduate students. The athleisure market is a booming industry, however many of these brands would constitute as fast-fashion. Atomic Sierra differs from competitors as they provide on-trend, budget-friendly, and sustainable clothing.