by Lisa Parks
- Breaking into fashion can be difficult, but one designer is getting her colorfully customized foot in the door by taking her urban designs straight to the public.
- Erica Purnell, 28, is the creator of Pink Eye Fashions, a sneaker and apparel customization company based in Brooklyn.
- Purnell began redesigning shoes by airbrushing and hand-painting designs to suit her peers. She also attracted new customers online.
- Her work has been showcased at niche conventions, sneaker shows and VH1′s Hip-Hop Honors (TheRoot.com 6.4.10).
WHAT THIS MEANS TO BUSINESS
- Young consumers look for unique and trendy ways to show their style. Pink Eye sneakers speak to teens and young adults because they incorporate elements of real urban culture.
- Entrepreneurs, take note: Purnell found her customer base among her peers, via social media. Small enterprises need not spend a lot of money to reach their target consumer.