From $20,000 in debt to creating a fashion favorite It Girls (2023)

Do you ever take an exercise class in the middle of your work day? Maybe go to the grocery store? Going out for lunch with colleagues?

Lindsay Carter wanted her outfits to allow her to do just that.

In 2018, he launched SET Active, a line of sportswear that can transition from workday to workout and everywhere in between.

Two sets of hands reach for SET Active training shirts laid out on the floor in three rows.
SET Active clothing is designed to be perfect for every occasion, from your workout class to your assigned run. SET Active

“I wanted to simplify the way I dressed, and I realized that if I felt that way, I’m sure a lot of people felt that way, too, so I just went for it,” says Lindsay.

Born in Lindsay’s kitchen, SET Active has grown into a brand worn by “it girls” like Kylie Jenner and Hailey Bieber, and loved by publications like: Women’s casual wear and: Vogue:. “I had $20,000 in credit card debt when I started SET Active. It was really scary and I was crying hysterically the night before launch day, but giving up wasn’t an option,” says Lindsey.

It was then that Lindsey began branding and growing SET Active by reaching out to her small following on social media. She would post customer reviews and ask people for their opinions on colors or different styles and cuts. “Your community is always your biggest influence because they’re the ones who are going to talk about your product, wear your product, and give you feedback,” Lindsey explains. “There’s no better way to hear what your product is like than from people who are testing it in their everyday lives.”

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Leaning on her community, Lindsey has turned SET Active into a brand with nearly half a million followers on Instagram.

Three models wear their SET Active collections while lying on the ground with their heads resting on each other.
SET Active creates matching two-piece sets that are perfect for your toughest workout or your most relaxing day at home. SET Active

Today, you can find SET Active on social media sharing behind-the-scenes videos, insights into its working environment, and even polls for followers to vote on upcoming topics or releases. “The consumer lives and breathes for teasers. They want to be excited about something, so one of our main content buckets is BTS [behind the scenes]says Lindsey.

Allowing the SET Active community to participate in the decision-making process and witness first-hand how these garments are developed makes them more invested in the finished product. “They want to see the work that goes into it, and they want to see how hard people work every day to bring the story to life,” Lindsay says.

In 2022, Lindsey and her team were so dedicated to providing their community with a personalized experience with their brand that they launched their first retail pop-up location in Melrose Place, Los Angeles.

SET Active CEO and founder Lindsay Carter sits in the SET Active dressing room in front of a wall of fabric samples.
Lindsey Carter opened SET Active’s first pop-up retail location so her customers can touch and feel their fabrics before they buy. SET Active

“It was just time to bring the community together face-to-face and have people learn about our products and understand our fabrics in person,” says Lindsey.

Unite Shopify Masters: hear Lindsay’s social media strategies, her tips for testing retail pop-ups, and how she built a brand and community.

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