Athleisure Yoga Clothing

Interested in starting your own entrepreneurial journey in clothing but unsure what to expect? Then read up on our interview with Douglas Donehoo, founder of 4-rth, Inc., located in Los Angeles, CA, USA.

What's your business, and who are your customers?

We are an eco-friendly yoga-lifestyle-inspired athleisure brand that began as a B2C (business to consumer!) direct brand 13 years ago! Our mission is to make excellent American-made sustainable athleisure for the fitness-inspired.

Tell us about yourself

For many years I was inspired by the NatGeo series and wanted to do my part to form a sustainable, Pro-Planet business. I realized there was a very legitimate fashion infrastructure in the LA area in order to accomplish my mission of an American-made eco-friendly apparel company. I am motivated consistently -- by trying to figure out higher levels of sustainable sourcing and product development. This is inspired by my genuine passion for the planet and all living things on it. Huge passion for wild animals and land preservation + reforestation.

What's your biggest accomplishment as a business owner?

Having started the business during the "financial collapse" in 2009 & powering through a 2+ year pandemic. I feel pretty confident about that!

What's one of the hardest things that come with being a business owner?

I would say not losing focus. Especially as an entrepreneur, it's tempting to get may be involved in other business ventures of your own creative thinking, but I have pulled myself from that edge several times over the years in order to FOCUS on my brand.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

1, 2, & 3!! is to know what your PROFIT is going to look like from day 1. Building then maintaining a business through financial collapses and pandemics requires a strong understanding of financials. Are you selling your product/service at a price that covers ALL expenditures, compensations, and overheads? Cash Flow is King!

Where can people find you and your business?

Website: https://www.4-rth.com/
Facebook: https://www.facebook.com/4rthlifestyle
Instagram: https://www.instagram.com/4rthlifestyle/
Twitter: https://twitter.com/4rth

If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email community@subkit.com; we'd love to feature your journey on these pages.

Feel inspired to start, run or grow your own subscription business? Check out subkit.com and learn how you can turn "one day" into day one.