Jeff Appolon is the CEO of the Poze Brand, a burgeoning fashion line that targets the Haitian-American market. For someone who has never studied fashion and merchandising, he’s doing very well for himself. It’s gotten to the point where Poze is an immediately recognizable name among the college crowd of Haitian descent. Appolon makes certain of that by concentrating his marketing campaigns on Instagram, where the majority of them hang out.
Born in California, and raised in Haiti, the designer knows a thing or two about strategy and marketing. The Poze brand has held court at Style Fashion Week LA, and is worn by many Haitian celebrities, including members of the group T-Vice.
Appolon has a degree in finance, and is currently working towards a Master’s Degree in Accounting at Nova University. This newest credential will surely come in useful as he continues to build his empire.
Kreyolicious: How did you settle on a name for the brand?
First, the word poze seemed so natural because it was so powerful and flexible. I added the “brand” to give it a more global appeal. I figured if people don’t understand the word “poze”, they will know it’s a brand either way and ask what it means.
Kreyolicious: Now, when you decided that you wanted to launch Poze, what steps did you take to make it a reality?
I decided to launch Poze brand after seeing so many other brands representing Haiti the same way. They were all using the same designs or slogans. I felt like we had so much more to offer—that we were more complex than that as a people. I wanted to do a brand that stood out from the rest—that was hip and still represented our culture.
Kreyolicious: What would you say to someone who’d like to create their own fashion line?
I would tell them to believe in themselves in just go for it. And, to be aware of the industry because people mostly see the good side of selling clothes. Also, that the Instagram likes you get doesn’t mean that your product will be a success. I would tell them to be prepared for people telling them how much they love their stuff, but [then] never [make a] purchase. Stay focused and keep your cool. [Laughter]
Kreyolicious: Is your family supportive when it comes to what you’re doing?
Yes. My family didn’t really understand it at first—until they started seeing other people wear the brand. Your family wants what’s best for you, but they can be tough on you as well. Sometimes, you have to shut out what the people who love you have to say about your actions. I’m a strong believer in making mistakes and learning from them. This goes against my parents’ culture and the Haitian culture as a whole—because they strongly believe in playing it safe.
Kreyolicious: What would you say is the hardest thing about doing Poze?
The hardest things about Poze I would say is to get Haitians to trust the online platform. Haitians as a whole are not really into technology. They are very pessimistic about buying things online. Even if they like it and they want to buy a shirt or hoodie, they would rather find a way to contact me instead of getting it from the website–which is a good and bad thing. Good because they are still supporting me—but bad because it takes up on my already limited time. Can you imagine 10 different people with 10 different orders?
Kreyolicious: I see…How do you stay connected with Haitian culture?
Yes. I’m always connected with Haitian culture because it’s a part of me. I can’t be anything else but Haitian. I always go to Haiti throughout the year during breaks. I have friends and family there.
Kreyolicious: Did you read any books that have helped you that you’d like to recommend to me and my readers?
I mostly read a lot of articles on entrepreneurship and small businesses. I really like reading about obstacles that successful entrepreneurs faced when they were first starting up. This gives me the drive to keep on moving forward and to believe in myself.
Kreyolicious: Have you had that moment yet…that moment where you smile to yourself over making your dream to make Poze a brand? What’s your proudest moment so far?
No. So far, I haven’t had that moment, and I think I am far from it. I do have good moments when I see a random person wearing the brand or when someone congratulates me on the brand. But so far, I just see myself scratching the surface. I don’t think I’ve reached a considerable amount of people yet with the brand. Some people might have seen a shirt or something, but they don’t realize that they can also get it. My job is to make that happen.
Kreyolicious: What do you hope to accomplish with Poze?
I want Poze to be what supreme is for the skate boarding culture. I want it to be recognized all over the world as the brand who only celebrates the positive side of Haiti through fashion. I want to show the world that Haitians can be cool and fashionable too…that even while we are dealing with our setbacks, we can still look good doing it.
Poze on Instagram | CLICK HERE TO PURCHASE FROM THE POZE COLLECTION|
