Since its inception five years ago, the modern apparel label Cara Cara has offered a beacon of brightness to consumers through its warm, sun-kissed patterns. Co-founder and UGA graduate Katie Hobbs’ BBA ’01 flair for style and expertise in marketing have been instrumental in the brand’s success from the outset.
Hobbs embarked on her journey into the fashion realm at the University of Georgia, where she obtained a degree in marketing. Following her graduation, she relocated to New York for a position in advertising sales at New York magazine.
“Fashion has always been a passion of mine. I enjoyed clothing, assembling outfits, tracking trends, and immersing myself in fashion literature,” Hobbs notes. “I had no connections in the industry, nor had I ever resided in New York City. The path to get there was unclear, but it was a journey I was eager to undertake.”
During her initial years in New York, Hobbs gained firsthand experience at a number of prestigious fashion-focused labels like Elle, Harper’s Bazaar, and Carolina Herrera. She honed her skills in e-commerce as well as digital media and content, which provided her clarity on her future aspirations.
“I was with Elle during the inaugural season of Project Runway. I built incredible connections and gained significant industry knowledge,” she remarks. In 2019, Hobbs took a major leap of faith. Although her education at UGA laid the groundwork for her career, her campus experiences—serving as VP of recruitment for Panhellenic and being active in Greek life—instilled the confidence needed to embark on her “own thing,” as she describes it.
With support from friends Julia Brown and Sasha Martin, the trio began conceptualizing what would eventually evolve into Cara Cara from Brown’s Upper East Side flat. Brown brought fashion designing expertise, while Martin had a background in finance at Barclays. Coupled with Hobbs’ marketing prowess, both digital and otherwise, they formed a formidable partnership.
“Everything fell into place, with each of us contributing something distinct to the brand. It just worked,” Hobbs states.
“Fashion and media are evolving continuously. Your team must be deeply involved in current trends and adapt swiftly to stay ahead.” — Katie Hobbs, co-founder of the contemporary clothing brand Cara Cara
Cara Cara unveiled its inaugural collection in March 2020. The brand’s vivid floral signature prints offered a refreshing diversion to consumers tired of their dull, pandemic-induced work-from-home attire. The dresses and sets served as cheerful reminders of delightful summers ahead. This achievement motivated the team to launch additional collections within the same year, a trend they have maintained in subsequent seasons.
As Cara Cara expanded, Hobbs was keen on honoring the contributions of female entrepreneurs and embedding that ethos into the brand.
“We began as three working mothers,” Hobbs shares. “Our current team is diverse and includes some wonderful men. Nevertheless, the brand was both founded and financed by women. We have not sought any external investments.”
Cara Cara will commemorate its fifth anniversary this spring and intends to establish a physical store in New York, marking its first brick-and-mortar location. Hobbs aspires for the brand’s continuous growth.
“Fashion and media are constantly changing,” she adds. “Your team needs to remain highly engaged in present developments and keep everyone alert.”
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