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April Spring On Making Boxers Mainstream

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April Spring had a light bulb moment after noticing many women's thongs peeking above their jeans. Spring, who has a background in finance, thought "if we only had the boxer band like men's boxers." Within 24 hours purchased men's boxers, cut the top bands off and stitched them onto women's underwear. Today, she has two US patents for the idea.


“My thought was that men have always had the protection of the wider, comfortable cotton-gathered boxer band that gives coverage, and it’s made of outerwear fabric.

-April Spring

www.foxers.com

Foxers have become a staple in people’s wardrobes thanks to their comfort and function factors.

Foxers took off on its own, thanks to the quality of the product and the power of publicity. Wherever Spring went, she found an opportunity to advance. When her friend, a designer for department stores, came to visit her in while she was traveling in Malaysia, she took him to tour the clothing factories. At the same time, she made connections for herself and ended up using them for Foxers. When she was visiting her friends in Chicago, she found a representative at who ended up placing Foxers in 74 stores within 90 days. While at the U.S. Patent and Trademark office, a patent attorney was passing by and casually mentioned that her designs could be patented. She got her design patented in a year.

www.foxers.com

When it comes to the product, itself, Foxers have become a staple in people’s wardrobes thanks to their comfort and function factors. Foxers started with 3 panties and now the brand has over 900 SKUS and 21 styles, with new looks coming out every month. Such new looks have inspirations that come to Spring in dreams, or when she’s driving on the highway. All looks are of the same luxurious quality.

As for the success that doesn’t just fall into place, Spring’s business acumen more than makes up for that. “As an entrepreneur, you’re always thinking about ‘what’s ahead of this, so that I can be there and be ready?'” But she sees herself as more than just an entrepreneur; she also sees herself as a designer, which comes with extra responsibilities. For example, Spring believes that “[research and development] has to be the designer’s thing for her whole life.” Because of this, she knows that her time is both valuable and limited. In Spring’s case, for example, while she does pay for advertising, she relies more on publicity. “It’s funny – when you have paid advertising, you usually don’t get much from it," she said. "It’s the free publicity [that works].” However, publicity does come with its unforeseen consequences. “As soon as you get all this publicity, you just start getting tons of people wanting to take your time, and you lose track – really – of what you’re supposed to be doing.”That being said, Spring knows how to spend her time – and finances – strategically. When she had first launched, she had tackled the smaller markets in the southern and midwestern regions, but the west coast and the northeastern region were entirely different markets. In order to get her product into those mainstream channels, she knew she had to take some publicity risks and hire PR; “I knew that celebrities sold apparel.” Gifting, her not-so-secret weapon, was the catalyst that really got her noticed. She “did gift bags for the artists who didn’t win at [that] year’s Grammys.” At the Jingle Ball (remember, this is back when it was a thing), she was such a hit that PR firms starting contacting her instead of the other way around. She was on the The Big Idea with Donny Deutsch eight times, with one of those times being on the same day she was on the Valentine’s Day episode of the TODAY show.

Spring was constantly thinking about how to grow her business in the best way in that moment in time, and she acted accordingly. She still does – now she’s on the social media train, which is working out really, really well for her. But you’ll need to listen to know how well.

www.foxers.com

What impressed me the most about Spring, aside from her plan to have people learn to sew in Foxers’ factory in Atlanta, was her influence over me. Without once mentioning that she wanted to be featured on SWAAY or the EEV podcast, she had me practically begging to feature her. Not only that, but Spring could have name-dropped Beyoncé or any of her other celebrity customers in her email to me.* She didn’t. The only name she dropped was mine. It. Worked. Like. A. Charm. Kids, they don’t make them like these anymore.

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2020 is Around the Corner: Here's How To Design Your Next Decade

Personally, I am over the top excited that we are on the cusp of turning the page on not only a new year but also on a new 10-year window of opportunities and possibilities!

You may be thinking, whoa…I am just embracing the fall season…yikes… it is tough to think about a new decade!


Yet it is this groundwork, this forward thought that you put in place TODAY that will propel you and lead you into greatness in 2020 and beyond. Designing a new decade rests in your ability to vision, in your willingness to be curious, in your awareness of where you are now and what you most want to curate. Essentially, curating what's next is about tapping into today with confidence, conviction, and decision. Leading YOU starts now. This is your new next. It is your choice.

Sometimes to get to that 'next', you need to take a step back to reflect. Please pardon my asking you to spend time in yesterday. Those who know me personally, know that I created and continue to grow my business based on enabling the present moment as a springboard for living your legacy. So, indulge me here! True, I am asking you to peek into the past, yet it is only in order for you to bring the essence of that past forward into this moment called NOW.

One of the best ways to tap into what's next is to clarify what drives you. To design a new decade, ask yourself this question about the past ten years:

What worked? What were my successes?

Make a list of your achievements big and small. Don't type them, but rather use ink and paper and sit with and savor them. Move your thoughts and your successes from your head, to your heart, to your pen, to the paper. Remember that on the flip side of goals not attained and New Year's resolutions abandoned, there was more than likely some traction and action that moved you forward, even if the end result was not what you expected. Once you have a full list of a decade's worth of personal and professional accomplishments, think about how this makes you feel. Do you remember celebrating all of them? My guess is no. So, celebrate them now. Give them new life by validating them. Circle the successes that resonate with you most right now. Where can you lean into those accomplishments as you power into the decade ahead?

Now comes a tougher question, one that I used myself in my own mid-life reinvention and a question I adore because in a moment's time it provides you with a quick reconnect to your unique inner voice.

If it were 10 years ago and nothing were standing in your way, no fear or excuses to contend with…what would you do?

Don't overthink it. The brilliance of this question is that it refocuses purpose. Whatever first came to mind when you answered this for yourself is at its core a powerful insight into defining and redefining the FUTURE decade. Bring your answer into the light of today and what small piece of it is actionable NOW? Where is this resonating and aligning with a 2019 version of yourself?

Then, based on your success list and your answer to the above question, what is your 2020 vision for your business and for the business of YOU?

Designing a new decade begins as a collection of 3,650 opportunities. 3,650 blank slates of new days ahead in which to pivot and propel yourself forward. Every single one of those days is a window into your legacy. An invitation to be, create, explore, and chip away at this thing we call life. One 24-hour segment at a time.

While you have a decade ahead to work on design improvements, you have the ability to begin manifesting this project of YOU Version 2020 right NOW. Based on exploring the exercises in this post, begin executing your vision. Ask questions. Be present. Let go of 2019 and the past 10 years so that you can embrace the next 10. Position acceptance and self-trust at the forefront of how you lead you. One choice at a time.

Don't get bogged down in the concept of the next 10 years. Instead position clarity and intention into each new day, starting today. Then chase every one of those intentions with an in-the-moment commitment and solution toward living a legendary life!