From Soho to Sustainability: How Steven Alan Built—and Rebuilt—a Lasting Brand

What if the difference between a forgettable line and an enduring brand came down to a handful of details and a few brave decisions? In this episode, Steven Alan unpacks how a small Soho storefront became a global showroom, why discovery will always trump trade-show buying, and how clean distribution keeps both the magic and the margin intact. From recognizing Claire V’s voice in five self-sewn bags to cultivating independent designers who’d later define the modern accessories space, Steven shares how instinct, restraint, and precision build brands that last.
He also gets candid about scaling too fast—expanding from eight to twenty-three stores, adding overhead, and learning the hard way that growth without discipline can crush profitability. Post-COVID, he pared everything back, rebuilt around his core menswear, and reopened with a Chelsea studio that blends craftsmanship, curation, and calm. His playbook now? Specialize deeply, collaborate selectively, and let great product—not PR—do the talking.
💡 Key Takeaways:
Craft Creates Belief: Every zipper placement, stitch, and texture matters—they’re what earn a customer’s trust.


Scale with Purpose: Growth without clarity or discipline erodes the foundation of your brand.


Quiet is Power: Thoughtful distribution and organic word of mouth can build more enduring value than flashy marketing.


👤 Our Guest:
Steven Alan is a designer, retailer, and curator known for redefining modern American style through his namesake brand and visionary showroom. With a career spanning three decades, he’s launched and nurtured some of fashion’s most recognizable independent labels while championing authenticity, craftsmanship, and understated design.
Host Emily Blumenthal is a handbag industry expert, author of Handbag Designer 101, and founder of The Handbag Awards. Known as the “Handbag Fairy Godmother,” Emily also teaches entrepreneurship at the Fashion Institute of Technology. She is dedicated to celebrating creativity, craftsmanship, and the art of building iconic handbag brands.
Find Handbag Designer 101 Merch, HBD101 Masterclass, one-on-one sessions, and opportunities to book Emily Blumenthal as a speaker at emilyblumenthal.com.
🔖 Hashtags:
#StevenAlan #HandbagDesigner101 #FashionBusiness #IndependentDesigners #BrandBuilding #RetailStrategy #Craftsmanship #SustainableGrowth #FashionPodcast #DesignDiscipline