Craving Good Vibes’ Shani Brown Merges Food and Fashion

When life gives you lemons, make lemonade – or, if you’re Shani Brown, create a fashion line that celebrates the zest for life. That’s exactly what the Chicago-based designer did when she launched Craving Good Vibes, a clothing brand that draws inspiration from the world of food and delivers a fresh perspective on what it means to express yourself through what you wear.

Born in Kingston, Jamaica, and raised in the Windy City, Brown’s journey to fashion entrepreneurship has been as diverse as her designs. Her passion for style, coupled with her love for culinary adventures and travel, culminated in the creation of Craving Good Vibes.

The brand’s mission goes beyond clothing; it’s about inspiring others to savor every moment and create their own vibe.

“I wanted to create a brand that radiates good vibes and energy,” Brown explains. “With Craving Good Vibes, I’m inviting people to express themselves through fashion in a way that’s uniquely theirs.”

Serving Looks and Flavor with Craving Good Vibes

Brown’s love affair with fashion began at an early age, largely thanks to her mother’s sense of style. Growing up in a Jamaican household, she was surrounded by the vibrant colors and bold patterns of dancehall reggae culture, which would later influence her designs.

“In Jamaica, fashion isn’t just about looking good; it’s about feeling the music, tasting the flavors and living life to the fullest, says Brown. “That’s the energy I bring to Craving Good Vibes.”

After completing her degree in business management at Marshall University, Brown briefly attended the Illinois Institute of Design to further her education in fashion. During this time, she began to hone her skills and develop her distinct aesthetic.

Brown’s first venture into the fashion industry was with her contemporary clothing line, True Blessyn, which she launched in 2009. The line featured staple pieces and T-shirts with hand-painted designs created in collaboration with local artists.

True Blessyn enjoyed a successful run until 2015, with influencers like Ashley Everett supporting and wearing her pieces.

In 2016, Brown faced a personal tragedy with the loss of her brother, which temporarily halted her creative pursuits and left her questioning her next steps. During this challenging time, she found herself drawn to experiences that brought her joy, such as exploring new destinations and savoring diverse cuisines.

These moments of connection and discovery became a source of inspiration, ultimately establishing the name Craving Good Vibes.

“I found myself enjoying those simple moments and they really helped me to get through the grief I was feeling,” says Brown. “I also found myself constantly craving the next good vibe.”

Craving Good Vibes officially launched in the summer of 2019, featuring energetic colors and eye-catching prints. One unique aspect of the fashion collection is its custom-made fabrics. Brown learned from her experience with True Blessyn that relying on pre-made fabrics can lead to supply issues.

“All of my fabrics are custom-made from a local vendor here in Chicago,” Brown explains. “By working with a local vendor, I’m able to quickly replenish my stock and maintain the exclusivity and consistency of my designs.”

A Recipe for Fashion Success

Starting a fashion line is no easy feat, and Brown has faced her share of challenges along the way. One of the most significant hurdles has been the constant need for capital to properly manage her business operations.

When the COVID-19 pandemic hit just months after the launch of Craving Good Vibes, Brown had to reshuffle her plans and find new ways to drive brand awareness and revenue.

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Despite the challenges posed by the pandemic, Brown’s entrepreneurial spirit remained unshaken. She pivoted her strategy, focusing on online sales and virtual marketing to keep her fashion brand afloat. This adaptability not only helped her navigate the uncertain times but also opened up new avenues for brand growth.

“My proudest moment is transforming my passion into something fun and never giving up,” she says.

While many fashion brands aim for rapid expansion and mass-market appeal, Brown is taking a more measured approach with Craving Good Vibes. She’s committed to maintaining the brand’s exclusivity and quality as it grows.

“Right now, I’m focused on keeping Craving Good Vibes manageable and exclusive,” Brown explains. “I want to grow slowly and thoughtfully. It’s not about being in every store; it’s about creating pieces that are special and meaningful.”

Brown has ambitious plans for Craving Good Vibes. She’s currently exploring collaborations with other brands and influencers to broaden the reach of her message. She’s also expanding the clothing line and venturing into accessories, with a collection of statement earrings set to debut later this summer.

To stay updated on Brown’s latest collections, follow Craving Good Vibes on Instagram and Facebook . Customers can purchase pieces online or in person at Franklin Makers, a boutique in Brooklyn, New York.

This story originally appeared in Cuisine Noir Magazine