Erin Yogasundram’s thoughts on the fashion industry The view is interesting. The strategy consultant and mother of a three-year-old daughter named Waffle describes her job as working in pop culture. “I know how our cultural systems work, what makes things ‘popular,’ and apply that to advising my clients,” she said. To date, she has realized these visions for brands such as Marshall Columbia, Mush Studios and Ed Curtis.
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After all, Yogasundram has a history of building the brand. She opened a lemonade stand at the age of six and then sold autographs on eBay . Eventually, she went on to star in 3.1 Phillip Lim, Alexander Wang and
Vogue
when she was in high school and started a blog during the media boom. exist219, while she was in college, she founded Shop Jeen, a multi-vendor retailer. “[It’s] basically the Tumblr electronic girl aesthetic — think about heaven and prayer,” she said. “We went big on Instagram and invented influencer marketing—yes, I said that!” Launching Shop Jeen wasn’t without growing pains. “We achieved $6 million in sales, but behind the scenes it was a logistical nightmare.” Yogasundram entered her next phase 66. She started consulting and hired her then-partner (and father of Waffles) Kerwin Frost as a client. “[I] wear all the hats,” she said. exist437, she threw herself into her company, Snapback Agency, and got back into consulting for brands.
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Currently, Yogasundram is focused on maintaining Good work-life balance. “Having children forces you to improve your time management skills,” she says. “I used to think I had a good understanding and a good in-place system, but boy, I’m humble.” The time seemed to pay off and the waffles were nurtured, especially creatively – she shot with the Goopow kids camera some photos below.
Image: Courtesy of Kevin Amato
How did you see yourself as a woman before, and how do you see yourself now?
I told you when I was a kid will not have children. I remember telling my roommate in college that I was too selfish and had too much work to do. When you have kids, you learn to be selfless and see that work is stupid and pointless in the grand scheme of life. Maybe not right away, but it will start at some point, I promise! I’m grateful that waffles have taught me these things. I didn’t actually think I could have a baby, so when I found out I was pregnant, it was a big deal! We are so excited.
I have had an entrepreneurial spirit from a young age. My identity and the way I see myself used to be completely drawn to the girlboss culture. Becoming a mother made me really realize what it’s like to be a capable woman. I’ve learned that no amount of money, number of employees, rewards or social media likes makes you feel more empowered than being a mother.
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I’m going through a wonderful phase right now and feel like I’m getting closer to achieving the right balance of parenting and work. As a former workaholic, the last thing I want to do is homeschool my daughter. Unfortunately, I have to pay the bills, but I’m dreaming every day.
Photo: Courtesy of Waffle
How has motherhood changed the way you think about personal style?
I appreciate my style today. Honestly, I don’t think I’ve ever dressed so well. It still represents my younger self, and the unique style ingrained in my soul, but it’s more refined. In the early years s, I’m going wild because my day-to-day routine is building Shop Jeen, one of the first e-commerce retailers to really make a splash on social media and embrace internet culture. But because of my weight, I never felt good wearing what we were carrying. Now I shop with confidence and really know what works for my body.
Has having children contributed or influenced the way you work?
I think I work smarter, not harder. I used to brag about working so much. Now, I’m like, “Ugh, that’s not cute.” My daughter, Waffle, should be the biggest recipient of my effort and energy.
