Today we’d like to introduce you to Cara Johnson-graves
Hi Cara, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
“Sometimes you have to be what you don’t see.” This simple yet profound mantra is the foundation upon which EPIC Everyday was built. It all began as a heartfelt mission to empower my nieces living in Scotland, transforming into an intentional and inspirational kids’ brand that ensures children worldwide feel valued and visible. Despite ethnic minorities comprising 30% of the U.S. population, less than 2% of products, whether online or on retail shelves, represent diverse children. EPIC Everyday was co-founded by my sister & I with a vision to amplify and affirm historically excluded children through products designed to build confidence. We are advanced STEM degree professionals (Engineering & Healthcare), wives, and moms committed to leaving a legacy of love. We set out to fill a void with a brand that celebrates diversity and inclusivity. With a personal investment of $10,000 in 2019, EPIC Everyday launched and quickly grew into an international brand, now offering eight family lifestyle product categories. The name EPIC is an acronym for Empowered, Positive, Innovative, and Creative, embodying the brand’s mission to uplift future generations. EPIC Everyday is not just a kids’ brand but a catalyst for change, inspiring children everywhere to embrace their uniqueness and shine brightly. We are dedicated to creating a world where every child feels seen, celebrated, and “proud to be ME!”
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I am proud that we had the audacity to dream, plan, execute, and evolve without a blueprint. This has not been a smooth road, but we have managed to always triumph. Our biggest challenge was starting a company with absolutely no business experience, only inspiration and a passion to make a difference. It is notable that we created a company from dream to reality while living worlds apart. Jenae and her family lived in Scotland, and served as our international headquarters in the U.K. While I managed the U.S. headquarters in the Washington, D.C. region. We were living in 2 different countries which had their own set of issues such as time differences, trying to determine products and our supply chain. Add to this that neither of us, as cofounders, had a background in product design, development, or marketing. I think some of the learnings were baptism by fire and we were able to play up to our teams’ capabilities and skills. We have managed to sort our small team out so that we are effectively cross functional. As soon as we were getting our footing, COVID impacted the world and we had to pivot away from our focus products because kids were no longer going to school and didn’t need backpacks or lunch bags. We then made the decision to create home goods products such as towels, blankets and bedding, as well as apparel lines to include the entire family. We have been successful because we work as a team to face any headwinds straight away and listening to all the diverse voices on our team. Integrity, resilience, and adaptability to learn in an ever-changing world have helped us to thrive.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
As the premier source of unique and unforgettable gear for diverse children we feature joy-centric character designs to cultivate confidence. Progress is possible when inclusion and inspiration are part of the narrative. EPIC Everyday is a visual affirmation brand that fills a void to reflect, represent, and inspire diversity. The foundation of building confidence via self-awareness, self-love, and self-acceptance starts early. Our school, home, and travel collection of products are primarily created for children, from newborn to 10 years old. There is a direct correlation between the positive impact and importance of representation early in life to build self-esteem and self-worth in children. All around the world our products are conversation starters. We’ve been stopped in Barcelona, South Africa, and even Mauritius by people inquiring about what we’re wearing or carrying, and where did we get it. Strategic consumer surveys revealed that parents face a big challenge when looking for goods that affirm, inspire, and positively impact their children. Positive representation can be helpful in increasing self-esteem for people of marginalized groups (especially youth). The impact of seeing yourself represented starts as early as age three or four, when children become interested in vivid character imagery. Being represented conveys that anything is possible, and there are people that are just like us, accomplishing their dreams, breaking barriers, and destroying stereotypes. We are kid-tested, mom-approved via global beta testing experiences in London, Dubai, Cyprus, Dominican Republic, Berlin, and Quebec City. So they’re not only fashionable, but also functional and durable. More than 80% of kid-centric competitors focus exclusively on girls. We believe that it is important for boys to see themselves as more than just future athletes or entertainers. We stand out for culturally relevant, visually affirming coordinated family gear for boys, girls, men & women. Our commitment to sustainability incorporates eco-friendly practices through small-batch production to reduce our carbon footprint and utilizing 100% recycled packaging for all apparel. Serving as a comprehensive one-stop lifestyle shop for the entire family for travel, school/work, and home. We offer relatable character-based designs that resemble children from diverse cultural backgrounds that cannot be found easily elsewhere, in-store or online, among licensed kid’s products. Our premium accessories include totes, belt bags, crossbody bags, lunch bags, and backpacks. The apparel line comprises t-shirts and hoodies. Additionally, our home goods include shower curtains, bath rugs, wearable blankets, pillowcases, duvet covers, plush blankets, and signature hooded towels. Every bright and bold design empowers children to love their skin color, embrace their hair, and celebrate their inherent style. EPIC Everyday is more than a brand; it’s a movement igniting hope so that the next generation feels proud to be themselves. Bridging community, culture, and creativity where inspiration is fueled by representation, that’s the EPIC way!
How do you think about happiness?
Showing gratitude through service during this journey, sprinkled with a whole lot of grace, makes me happy! Building connections and creating meaningful impact truly lights up my soul. EPIC Everyday stands as proof that small businesses can bring big energy and make a substantial impact in the community. Contributing nearly $150,000 in gifts to deserving community organizations, schools, and social impact recipients, in collaboration with corporate sponsors, has been a source of happiness. Our commitment to social responsibility is evident in every action we take. We support charities and social causes that benefit communities in need, directly contributing to youth and cultivating partnerships with like-minded start-ups, mentors, and corporate sponsors. One such partnership with Amazon Web Services allowed us to provide over 5,000 underserved children in Washington, DC, with quality school gear. Additionally, we’ve worked collaboratively with esteemed corporate partners and non-profits, including Disney, Hulu, Amazon, Mother LA, ActOne Group, The Wade Family Foundation, NFL Washington Commanders, Jack and Jill of America, and Boys and Girls Clubs of America. We are passionate about empowering the next generation of entrepreneurs. Through our entrepreneurs-in-residence initiatives, we offer college students our time, tools, and resources to achieve success. We provide mentoring, experiential education, and real-world project-based learning for students at Baylor University and Bowie State University. Improving lives in our community means creating meaningful experiences, fostering connections, and giving back. From my appearances on The Kelly Clarkson Show, Mastercard’s “She Runs This” on Amazon Live, and Good Day DC for Women’s History Month, sharing our story has helped inspire change. Having the opportunity to feature our products in media outlets such as British Vogue, InStyle, and Good Housekeeping has introduced our brand to new advocates and expanded our reach. In every product and partnership, we ignite hope. Building a supportive entrepreneurial ecosystem, pouring into others, and paying it forward has brought immense joy, even on the most challenging days of this journey. Knowing that we are making a difference, and touching lives fuels my passion and keeps me going. It’s this joy and sense of purpose that drive me as an entrepreneur.
Contact Info:
- Website: https://shopepiceveryday.com/
- Instagram: https://www.instagram.com/epiceverydayofficial/
- Facebook: https://www.facebook.com/epiceverydayofficial/
