On this episode: SET Active founder Lindsey Carter on matching sets and building a brand that people want to live in.
To back it up a bit… SET Active launched in 2018 with the idea to make activewear that feels good to wear, fits well, and comes in colors you can’t find anywhere else. What started with a few core pieces turned into a full uniform.
What really set it apart early on was the way Lindsey built it: in public. She asked her audience what they wanted, teased colors, got real-time feedback, and actually applied it to the SKUs and the way they operated.
SET is a brand where the community came first and never left. It’s not just about the clothes (though yes, the colors, the fits, the fabric are a bit of an ~obsession~ of ours), but also the feeling around it. There’s real excitement and anticipation around drops.
Lindsey is a founder who makes you feel like you’re in on it with her. That’s because you are.
And that openness is intentional. At one point on the pod she talks about how, when it comes to oversharing and people’s reactions, “I think who I am in real life is also who you see on the internet.” It’s something she’s gotten pushback for over the years, but she sees it as part of the strategy.
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