BY SELINA McCALLUM
He’d been let down one too many times before but knew this time things would be different with his new business partner.
They had met at the University of Windsor and participated in the same student group, Caribbean and African Organization of Students (CAOS). However, it wasn’t until after they both graduated and went on with their lives that they reconnected over this business venture.
Isaac Davis, the CEO of IISH clothing, had thought of this idea a few years ago and shared his excitement with friends.
“I had a group of friends come over and I was watching a music video. I think it was a Dipset music video, and I saw how the people in the video branded themselves. I called up my friend and told him about it,” said Isaac.
His friend told him to think of a logo, and he’d help him with the graphic design. That was when IISH which stands for Intelligent Individual Surpassing the Hype was born.
“I was around the house thinking, I want something cool because I’m the iish. Wait, iish…Intelligent Individual Surpassing the Hype,” said Issac.
He feels that an intelligent individual knows to surpass the hype, not follow into the same thing that everybody else is doing. Not only did he want to create a clothing company, but a community of like-minded people.
At the time, Isaac and his previous business partner were still students at the University of Windsor. But it takes money to make money.
“We didn’t even have money. We used grocery money to print 500 shirts. Then we printed 1,000 shirts since it was around St. Patrick’s Day. Whoever bought a green shirt, we also gave them a black and gold shirt as a thank you for supporting the business,” said Isaac.
“We sold out and broke even.”
The feeling was incredible explained Isaac. He wanted to go further and see what else they could accomplish.
“We have something here,” said Issac to his previous business partner. “Let’s push this.”
Choosing who you go into business with can be very risky. A lot of people say, “I don’t do business with friends”, because of the risk of losing the friendship or that friend sabotaging the business, whether intentionally or not.
“I kept hassling him for new logos and giving him new ideas, but nothing was moving. I kept waiting, and waiting until I gave up,” said the CEO of IISH clothing.
Isaac stopped running his business for three years.
In that time, he saw other clothing lines come into the market that were making a profit and giving back to the community just as he wanted to do himself. He knew he had to try again, but this time with the right business partner.
Shante, who graduated with a degree in psychology, was up for the challenge of starting IISH clothing again because she puts her entire energy and effort into anything she puts her mind to.
“I knew Isaac was a hard worker because he was a DJ throughout university. Whatever he puts his mind to, he’s going full force with it. He started the business before too, so I know he’s really for pushing this through,” said Shante.
For Isaac, he knew that Shante wanted to be a part of something. During her time in university, she was a part of many clubs on campus and held the position of the student union’s Afrofest Coordinator, who is responsible for planning events during Black History Month.
What held Shante back at first was not having an education in business.
“I did not know one thing about business, so I had to research, and Isaac did as well. My only hesitation was thinking; Am I cut out for this? Am I able to do this?” said the COO of IISH Clothing.
“Shante has always been so engaged, and that’s one quality that drew me to her,” said Isaac. “The way I put 100% into something, Shante would put 105%, and that motivates me to work harder.”
In the beginning, Isaac and Shante were taking orders for their merchandise using their social media platforms and delivering it themselves. Now they have a professional website, where people can put in their orders.
IISH clothing currently sells t-shirts, long-sleeve tees, sweaters and tracksuits. Their style is extremely comfortable and simple but stands out. On their t-shirts, which come in white, black, navy and sport grey, the logo “IISH” is printed in gold right in the centre, while another t-shirt says “On My IISH” in black. Their website states, “This OG Tee has the IISH logo on a comfortable and classic-styled t-shirt, but with a twist. Choose your favorite color and get on your IISH.” It is 100% ring-spun cotton and preshrunk.
The IISH long sleeve tee and sweater also come in the same colors. The IISH Quickstrikes tracksuit, which is navy blue with mustard yellow stripes on the side of the pants and sweater is their more popular item which sold out on their website in less than a week.
After everything that Isaac had experienced at the beginning of building his business, he still has issues trusting people. He is a very giving person, so it is tough when his generosity is not reciprocated.
“While my business is going on and a friend approaches me that needs something, I’ll refer them to a guy I know that will hook them up with a deal. But once I’ve shared my resources, they ignore my business,” said Isaac.
Shante took it upon herself to also learn how to use Adobe Photoshop to keep creating new designs for the brand. Their next step is to come up with more colors for their tracksuits and find people that they can work with as their company grows bigger.
“I want to tap into new talent. There are so many people that are coming up, and they don’t get the spotlight that they deserve. I have a couple of people that I’m looking at on Instagram and I’m writing their names down and what we might need them for in the future,” said Isaac.
Isaac and Shante know that their journey is just beginning, and they’re prepared to make a breakthrough.
To support these young, talented, black entrepreneurs, check out IISH Clothing at www.iishclothing.com