Maurice, please tell Sugarcube customers how you have managed to gain the mindset of ‘small is beautiful’ business model in an increasingly corporate branded world? –Even when corporate giants are re-branding to appear as boutique brands.
When I went into business, I had very little money. I knew I couldn’t out BIG any company, so I made being small my advantage. Big brands operate big. Everything’s about the numbers; personal service is not an option. Being small allows me to build relationships and react faster to customer needs. I want to have personal relationships with every boutique where the brand is sold. I want to personally respond to calls or emails and have friendly conversations when possible. I want to build friendships, not stats, which is why I view the retailers as my partners. Being small allows the boutiques to be my eyes, ears, and voice in communicating directly with consumers. I want the Sugarcube customer to feel that they can say to Edward or Elisa, “tell Maurice it would be cool if blah, blah, blah,” and they can respond, “that’s a good idea, I’ll make sure to tell him,” and the customer knows he or she has been heard.
Which leads us to ask how your one-person company has the dexterity to use mass manufacturing in a meaningful way?
When you think of this type of business, you think a team of people and lots of money determines success. In my many years in business, I’ve mastered the art of multitasking and spending less to achieve more. I’m putting everything I have into this brand to make it successful. In my efforts, I want to create something meaningful, so I made it my goal to do everything myself in the first year to inspire people ––To be a real example that you don’t have to go the traditional route to do anything.
You have a certain aesthetic criterion in your designs as translated through production. That cohesiveness is present between women and men’s styles. Is it the way you think about material, content and process that translates into product with ‘quiet’ integrity? –And , simultaneously badass, like your vintage inspired denim Naval Shirt.
I believe in silent branding. Like when you see a product, design, artwork, photo etc. and know who did it because of style. As a designer, when you can make it work, even between women and men’s styles, that’s when you have something. That’s the purpose of my coin pocket and other design details in the jeans. They are timeless, adaptable foundations. Published by
To read more of Sugarcube's interview with Maurice Malone, click here.