Check out the full shop at: shop.fourthisking.com
BC: Can you tell us about the history of Fourth Is King?
FIK: Back in 2010, I was looking for something to balance my career in graphic design with the need for personal creativity. I have always been interested in fashion, so I decided to use my passion for design and build an independent clothing brand based out my hometown, Chicago. A few sketches later the logo was created, and Fourth is King was officially born.
BC: What artists or other brands are currently influencing your designs?
FIK: Our influences come from all over. I like to stay up on everything going on and keep an open mind. That’s the best way to learn and grow - not only as a brand, but also as a person. Right now, we appreciate the works of brands like SLVDR and The Quiet Life, photographers like Paul Octavious, and artists like Bryan Nash Gill.
BC: What are some key features that set you apart from other clothing brands?
FIK: Comfort and simplicity. That’s what we focus on. It’s great to be recognized for simple designs that have a story behind them, but it would be a tragedy if our clothes weren’t the most comfortable items in your closet.
Also, Fourth is King believes in the details. Whether it’s a woven tag on the sleeve of a tshirt or the stickers we throw in with your order. Those are the kinds of things we enjoy, and our customers recognize the importance of that attention to detail.
BC: What tips do you have for creating brand loyalty that might help folks just starting out?
FIK: Put yourself in the customers’ shoes. We appreciate the entire shopping experience from order to receipt. It’s not just about the item these days. Packaging, customer service, and unexpected surprises go a long way in completing a successful order. We’d like to think that’s the same way customers see their shopping experience with Fourth is King.
BC: What are some of your favorite Big Cartel features that help make your store what it is?
FIK: Some of my favorite features have been Facebook integration and discount codes that allow me to control things like percentage, flat rate or free shipping along with start date and expiration. Big Cartel really has thought about my needs.
But overall, just like our brand, Big Cartel is simple in design and has an easy to use backend interface. The simple look and feel allows for a seamless customer shopping experience. As advocates of simplicity, we can appreciate that.