We started in one surf shop in Encinitas. Now we're in Nordstrom, we have 50 stores, and we're expanding internationally. But the brand still feels like Encinitas. That's deliberate.
I'm not a celebrity endorser. I'm a mom who was frustrated with what was available for my kids, and I put my time and money behind a solution. There's a difference.
I bought fake Jordans on eBay. Paid $300 for counterfeits. That experience made me so angry that I built an entire company to make sure it never happened to anyone else.
Every single sneaker that passes through GOAT is authenticated by hand. Every one. People think we're a marketplace. We're actually a trust company that happens to sell shoes.
A pair of Air Jordan 1 OGs can sell for $5,000. A fake pair sells for $200. The price gap between real and fake is so large that authentication isn't just a feature — it's the entire value proposition.
Every item on StockX is authenticated. Every single one. We built authentication centers around the world. Counterfeits are the cancer of resale. We're the chemotherapy.
Reddit is the most authentic place on the internet because people are anonymous. When nobody knows who you are, you tell the truth.
Instagram is fake. Everyone knows it. We built BeReal because we wanted to see what our friends actually look like at 2pm on a Tuesday.
Every social app promises authenticity. We actually enforced it with a timer, dual camera, and no filters. The difference between promising and delivering.
Be the best version of yourself in anything that you do. You don't have to live anybody else's story.
Kate Hudson isn't just a spokesperson. She designs with us. That authenticity shows in every product.
We didn't start Casamigos to build a business. We started it because we wanted better tequila.
The best business decision I ever made was buying something I would have endorsed for free anyway.
Be genuinely funny. Be self-aware. And never let the audience feel like they're being sold to.
Everyone said owning inventory and logistics was suicide. They said be a marketplace. I said: I want to guarantee every product is real.
I still skate every day at 55. That's not marketing. That's who I am. The brand works because it's real.
I invest in things I believe in personally. If I don't use it or believe in it, I won't put my name on it.
I invest in brands I actually use and believe in. If I wouldn't buy it, I won't put my name on it.
I chose Athleta because they see me as a whole person, not just a medal count. Any brand that sees you as only your wins is a brand that will disappear when you have a loss.
I wanted wine that I'd actually enjoy drinking — not a label with my face on it. There's a big difference.
Genre is a cage. I've never fit in one and I've never tried to.
Maison No. 9 happened because I genuinely love rosé. If it didn't taste good to me, I wouldn't have put my name on it.
I just want people to feel good. That's it. That's the whole thesis.
The Pokémon stuff is not content. It's my actual hobby. I've been collecting since I was a kid.
Houston raised me. That city is in everything I do. That's not marketing — it's real.
I started a blog because I wanted to hear real women talk about beauty, not editors telling them what to think.
Authenticity is not a strategy. It is what happens when you stop pretending.
I did not know I was building a brand. I was just sharing what I loved.
The moment I stopped trying to look confident and just told the truth about my skin, everything changed.
You cannot out-advertise a genuine story. The truth travels faster than any marketing budget.
I would rather be completely authentic and have the company go to zero than bullshit people.
The only thing you can do is to be authentic. One thing people can read across cultures is whether you are being genuine or not.