Today we’d like to introduce you to Sarah Herrick-Smisek.
Hi Sarah, so excited to have you with us today. What can you tell us about your story?
Eight years ago, in the fall of 2014, my husband, Mike, and I had this random idea to create something of our own. We both had full-time jobs at the time, but had the drive to start something of our own. He was working as a graphic designer and I had a background in public relations, event planning, basically all the things that made me a people person. I’m a Duluth native and Mike made Duluth his home by choice so it felt like a natural fit to create something that would resonate with Duluth locals.
DLH Clothing was created after a simple conversation on our couch. We wanted to create a line of apparel that celebrated the pride we had for Duluth without being touristy or gimmicky. Within an hour, we had a name and a rough idea for a logo. Although a few different variations were created, where we landed is not far off from the original concept. We frequently get asked why DLH or what is DLH, to which we respond “similar to a good friend’s nickname, using the abbreviation DLH puts the focus of the brand on the spirit and feeling of the Twin Ports instead of the word ‘Duluth’.”
We started small, with only a few products, a website, social media accounts, and scheduled pop-ups during our first 1.5 years in business. We also had people from Electric Fetus and Duluth Coffee Company, who believed in us right from the beginning, and opted to carry our products in their shops.
From 2016 – 2019, we ran the business out of two different spots above the Electric Fetus, before finding our place in the Lincoln Park Craft District in the summer of 2019. During the pandemic, we started carrying products from a number of local makers, as a way to help support their businesses when no art fairs were happening. It was such a well-received addition, that in 2021 we expanded into the small shop next door to ours so we could continue to grow our product line and other offerings.
Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
It has not always been a smooth road. When we first started the business, we both had full-time jobs. About six months after we started DLH, Mike left his job to start his own graphic design company and I continued to work my full-time job until mid-2016, when our daughter was born. In 2019, we signed the lease to our new space just weeks after our son was born, and did the demo, communication with contractors, hiring of new employees, etc with a newborn in my arms. I should note, that we made the choice to not have our children in full-time daycare, and as hard as that was at times, I would never change it.
2020 presented all the same challenges that most people had – our shop closed to the public for 2.5 months, I had to lay off all my employees and then lost half of them because the pandemic changed their situation. We continue to struggle to get some of our most popular items restocked and although we have an all-star team, we have just enough coverage to fill in our schedule, but if someone were to get sick, leave the team, etc., we would struggle to get shifts filled, as hiring continues to be difficult as well.
I think as a business owner, I could deep dive into many other struggles as well, because I think that’s just part of the gig, but when I look at some of the most difficult things for me, personally, what I mentioned above, is what stands out the most.
As you know, we’re big fans of DLH Clothing. For our readers who might not be as familiar, what can you tell them about the brand?
Simply put, DLH Clothing celebrates the lifestyle and culture of North Shore living through the exploration of a city surrounded by forests, trails, and Lake Superior.
We are a brand celebrating, supporting, and giving back to this area. And we run a shop that prides itself on being family-friendly – whether people walk in with kids that have Love Creamery ice cream dripping down their arms or dogs that need a drink from a water bowl, we welcome it all.
When you come into our shop or visit us online, you’ll find apparel for every age and size from newborn to 3x, with designs inspired by Duluth and the surrounding area. You’ll also find a curated selection of local art, jewelry, home goods, and so much more. And have you seen “that car decal?”, we have those too!
How can people work with you, collaborate with you or support you?
The best way to support DLH Clothing is by visiting us in our shop or online at dlhclothing.com. We also welcome you to find us on social media to see what we’re up to in the shop, upcoming events, new product releases, and our adventures around Duluth and the North Shore.
Contact Info:
- Website: dlhclothing.com
- Instagram: https://www.instagram.com/dlhclothing/
- Facebook: https://www.facebook.com/dlhclothing
- Other: https://www.tiktok.com/@dlhclothing
Image Credits
Personal photo by Carlino Creative
