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Do you ever attend an train class in the course of your workday? Possibly go to the grocery retailer? Head out with colleagues for lunch?

Lindsey Carter wished her outfits to permit her to just do that. 

In 2018 she launched SET Lively, a line of athleisure put on that may transition from workday to exercise and in every single place in between.

Two sets of hands reach for the SET Active workout tops laying out on the floor in rows of three.
SET Lively clothes is designed to be good for each event, out of your exercise class to your errand runs. SET Lively

“I wished to simplify the best way that I used to be getting dressed, and I figured that if I used to be feeling that approach, I’m certain lots of people had been feeling that approach too, so I simply went for it,” Lindsey says. 

SET Lively was born in Lindsey’s kitchen and has grown into the model worn by “it women” like Kylie Jenner and Hailey Bieber, and cherished by publications like Ladies’s Put on Day by day and Vogue. “I used to be $20,000 in bank card debt after I began SET Lively. It was actually scary and I cried hysterically the evening earlier than launch day, however giving up was not an possibility,” Lindsey says. 

On the time, Lindsey started branding and growing SET Lively by reaching out to her small following on social media. She would submit buyer critiques and ask individuals for his or her opinions on colours or completely different types and cuts. “Your neighborhood is at all times your largest influencer, as a result of they’re those who’re going to speak about your product, put on your product, and provide you with suggestions,” Lindsey explains. “There’s no higher method to hear how your product is than from the people who find themselves testing it of their on a regular basis lives.”

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By leaning on her neighborhood, Lindsey has grown SET Lively right into a model with nearly half one million followers on Instagram.

Three models wear their SET Active sets while laying on the ground with their heads resting on one another.
SET Lively creates matching two piece units good to your hardest exercise or your most enjoyable day at dwelling. SET Lively

At this time, you could find SET Lively on social media, sharing behind-the-scenes clips, insights into its work setting, and even polls for followers to vote on upcoming themes or drops. “The patron lives and breathes for teasers. They wish to get enthusiastic about one thing, so one among our foremost content material buckets is BTS [behind the scenes],” Lindsey says. 

Permitting the SET Lively neighborhood to participate within the decision-making course of and witness first hand how these clothes are developed makes them much more invested within the completed product. “They wanna see the work that goes into it, and so they wanna see how exhausting individuals are working each single day to convey to life a narrative,” Lindsey says. 

In 2022, Lindsey and her staff had been so dedicated to giving their neighborhood an in-person expertise with their model that they launched their first retail pop-up location on Melrose Place in Los Angeles.

SET Active CEO and Founder Lindsey Carter sits inside the SET Active dressing room in front of a wall of fabric samples.
Lindsey Carter opened the primary retail pop-up location for SET Lively so her clients might really feel and expertise their materials first hand earlier than buying. SET Lively

“It was simply time to convey the neighborhood collectively head to head, and for individuals to find out about our merchandise and perceive our materials in particular person,” Lindsey says. 

Tune in to Shopify Masters to listen to Lindsay’s social media methods, her recommendation on experimenting with retail pop-ups, and the way she constructed a model—and a neighborhood.

From $20,000 in Debt To Constructing a Model Beloved by Trend “It Women” (2023)