Founder Interview With Anissa “Donny” Truitt, 17th & Granville
Photo Credit: 17th & Granville
17th & Granville is a clothing brand dedicated to celebrating and amplifying the voices of the BIPOC and LGBTQ+ communities. Born from the founder's personal experiences and frustrations with the lack of representation in the fashion industry, the brand strives to create inclusive and diverse collections that resonate with underrepresented folks. By recognizing the significant cultural influence of these communities, 17th & Granville aims to tell authentic stories through fashion, providing clothing that not only fits physically but also aligns with the unique identities and styles of its customers.
Anissa “Donny” Truitt, the founder of 17th & Granville was inspired by their early struggles to find clothing that truly reflected their identity. This challenge ignited a passion to create a brand that fills the gap in the market for BIPOC and LGBTQ+ representation. With a deep commitment to inclusivity, the founder's creative process is centered on understanding and addressing the specific needs and challenges these communities face. Through thoughtful design, trial and error, and a focus on quality over quantity, they have built a brand that not only offers high-quality products but also fosters meaningful connections with customers. Their journey, marked by overcoming resource limitations and learning to delegate tasks, underscores their dedication to creating a more inclusive and vibrant fashion community.
Can you share the inspiration behind 17th & Granville and how you got started?
Growing up, I vividly remember the struggle of finding clothing that truly reflected who I was and how I wanted to express myself. It was frustrating having to settle for clothes from the Men's section just because they were the closest match to my personal style. As I got older, my passion for starting a clothing brand grew stronger, fueled by the lack of representation for the BIPOC and LGBTQ+ community in the fashion industry.
Recognizing the profound influence of BIPOC and LGBTQ+ culture on fashion, I became determined to change the narrative and ensure that our stories were told authentically by people who shared our experiences. Now, with my brand, I am committed to creating inclusive and diverse collections that cater specifically to the needs and preferences of the BIPOC and LGBTQ+ communities. I believe in providing a platform where individuals can find clothing that fits them physically and resonates with their identity and personal style.
Photo Credit: ShotsOnOurStreet | Mural Artist: Lisa Marie Thalhammer
What does your creative process look like when considering new products or campaign?
When developing a new product, my approach always begins with deeply considering the needs and challenges faced by the BIPOC and LGBTQ+ communities. I am using my platform to amplify their voices and address the issues that genuinely demand attention. After identifying a cause or problem, I take the time to craft a carefully tailored message that effectively communicates our commitment to inclusivity and support. This involves brainstorming ideas, creating rough drafts, and refining the design through multiple iterations.
Every aspect, from placement and colors to materials used, is thoughtfully considered to ensure that the final product conveys the intended message. Throughout this process, I embrace trial and error as essential to achieving the perfect fit and maintaining high-quality standards. Ultimately, my goal is to create a successful product and build meaningful connections with our diverse customer base by showcasing our dedication to their needs.
Photo Credit: ShotsOnOurStreet | Mural Artist: Lisa Marie Thalhammer
What is one challenge you faced as the founder of 17th & Granville and how did you navigate it?
One of the key challenges I faced in building my business was the need for more resources. Starting out, I heavily relied on the support of my friends and family until I secured an investment that helped cover operating costs and more. Thankfully, I could use my funds to get things off the ground, and it's been a great success so far. However, as my business has grown, I've had to make tough decisions about what tasks I can handle and what needs to be outsourced.
It can be difficult to relinquish control in certain areas, but it's necessary for expansion. To ensure efficiency and focus on core aspects of my business, I've learned to prioritize and delegate specific responsibilities. Doing so allows me to free up time and energy to concentrate on areas where my expertise truly shines.
This approach has allowed me to streamline operations and deliver better customer results. It's all about finding the right balance between what I can personally handle and where outside expertise can bring added value. Ultimately, this strategy helps me stay attentive to customer needs while maintaining a high level of service.
Every entrepreneur should have the necessary resources to succeed, regardless of background or identity. That's why I'm committed to promoting diversity and representation within the fashion industry – ensuring that BIPOC and LGBTQ+ entrepreneurs have equal opportunities for growth and success. Together, we can create a more inclusive and vibrant fashion community that celebrates diversity in all its forms.
What does the long-term vision for 17th & Granville look like?
I aim to establish 17th & Granville as a well-known and trusted brand. I strive to be a beacon of support and inclusion for the BIPOC and LGBTQ+ communities. We must foster conversations, build meaningful relationships, and contribute to social causes directly impacting these communities. The commitment goes beyond mere words - I believe in taking action and making a difference.
In the realm of fashion, representation holds immense significance. Accurate representation requires more than token gestures; it demands genuine lived experiences and a culturally diverse perspective. With this understanding, I am dedicated to showcasing diverse voices and perspectives throughout our creative process. I prioritize amplifying the historically marginalized voices from the initial design stage to the final product.
I recognize that fashion can shape culture and influence societal perceptions. By championing inclusivity and authentic representation, I aim to redefine beauty standards and challenge conventional norms within the industry. At 17th & Granville, I want everyone to feel seen, heard, and celebrated.
As I continue on this journey, I remain committed to creating a customer-centered experience that is accessible, accommodating, and informative. I want my customers to know they are at the heart of everything I do. Together, let's create a world where fashion truly reflects the diversity of our society.
Tell us about one of your values and how you’ve incorporated it into your brand?
Quality over quantity has always been a value of mine and it is what I bring to 17th & Granville. If the quality of a product does not meet my standards I will not sell it to my customers.
I would rather have a few good products that can last a long time vs cheaper products that might cost less but won’t hold up past a few washes or wears.
The same goes for designs, I’ve created many over the last two years, however, some just don’t make the cut. If it doesn’t look good, it won’t be made available to the public.
Photo Credit: ShotsOnOurStreet | Mural Artist: Lisa Marie Thalhammer
If you could give one piece of advice to future LGBTQ+ entrepreneurs, what would it be?
If you're a BIPOC or LGBTQ+ entrepreneur, representation and mentorship are crucial for your success. Don't hesitate to ask for help and seek a mentor who can guide you. As someone who has participated in various accelerated programs, like the TGX Entrepreneurial Growth & Development Training Program, I can attest to the value they bring. This particular program, sponsored by NGLCC, TD Bank, and Destination Tomorrow, provided me with invaluable support and resources.
There may be moments when you need clarification on your readiness or question if your business is popular enough. But let me tell you, taking those shots and seizing opportunities is essential. Remember, you miss 100% of the shots you don't take. Your business will grow by putting yourself out there and leveraging available resources.
The beauty of programs like TGX is that they offer guidance and foster a sense of representation within the industry. Being surrounded by like-minded individuals from diverse backgrounds empowers you and contributes to a more inclusive community. So embrace these opportunities, connect with mentors, and take advantage of programs that support entrepreneurs like yourself.
Remember that success doesn't happen overnight; it's a journey that requires continuous learning and adaptation. With the right support network and a willingness to learn from others' experiences, you can navigate the challenges of entrepreneurship while making meaningful strides toward your goals. So don't hold back—ask for help, find a mentor, and apply yourself relentlessly because your dreams deserve to be realized.
Photo Credit: ShotsOnOurStreet | Mural Artist: Lisa Marie Thalhammer
How do you take care of yourself, especially during this moment in history (a record number of anti-LGBTQ+ bills being passed, an increase in violence against our community, etc.)?
At a time like this, I remember to maintain a healthy relationship with myself, my therapist, and those around me. I practice staying up to date but putting parameters in place to not get overwhelmed and anxious. Limiting social media and news time has helped tremendously. In parallel, I advocated for friends, family, and co-workers to do research, stay up to date, and show up as an ally. Now more than ever it is needed.
What LGBTQ+ owned brands are your go-to and why?
Stealth Bros & Co has been an absolute godsend throughout the transition. Being able to store my HRT products stylishly and discreetly has made my anxiety about it go away.
Ash + Chess is a company I have loved watching grow over the years. I love everything about them, especially their cards and stickers. You simply can’t go wrong giving a gift to someone with an item from their store!
Who is your favorite LGBTQ+ celebrity, and why?
Hmm this is a tough one! I think the entire cast of POSE would be my best answer. That show is absolutely a classic. From Billy Porter to MJ Rodriguez, Angelica Ross, Dominique Jackson to Hailie Sahar (my secret celeb crush, well maybe not a secret anymore!) Anyway, this show opened the doors to a world that many have experienced quietly and some had no idea existed. Embracing the trials and tribulations of our trans and gay communities, from HIV/AIDS awareness to highlighting the ballroom scene, all of it was everything to me.
Can you share one fun fact about yourself?
I’m a huge WNBA and NCAAW fan. I’ve had the opportunity to meet many of the greats over the years including Teresa Weatherspoon, Sue Bird, Becky Hammon, Chamique Holdsclaw and plenty others. Next on my list, Dawn Staley! Let’s go Gamecocks!
