Since BrownMill started in 2009, the partners have grown revenues to more than $300,000. In 2021, they transitioned from an e-commerce website and pop-up shops to a storefront on Halsey Street in downtown Newark that’s now attracting corporate partnerships and celebrity athletes.
BrownMill provides motivating fashion for men and women. The brand is merging street fashion with a preppy aesthetic. Although prominent messages such as “Think Bigger” can be found on t-shirts, the company is proving it’s more than just a catchy phrase.
“With the image we are portraying—positive, uplifting, and astute—we are actively changing the narrative of Newark,” said co-founder and creative director Justis Pitt-Goodson, age 27. “It’s our positive energy that helps change the experience around retail in the area.”
The business has partnered with Audible to host the Newark Holiday Market to encourage support of other local businesses and artists. In addition, the BrownMill anniversary weekend has turned into an annual Block Party and Halsey Fest sponsored by the Newark Alliance, a collaborative of the top 20 anchor institutions in Newark.
Destination Newark recently sat down with Justis Pitt-Goodson to discuss BrownMill’s growth and roots in Newark.
Here’s what he had to say:
Why Newark? What’s so special about Newark?
The company is named after my grandparents. My grandfather’s middle name is Brown and my grandmother’s name is Mildred–that’s how we got Brown Mill. When my grandfather came from the South during the Great Migration, he came to Newark—Garden Spires to be exact. He worked really hard to provide for my family. He bootstrapped and worked two full-time jobs—it’s an American story. Our essence is in Newark. There’s a lot of potential for the future and things happening now. I’m happy to be a part of it. Newark is part of my family’s heritage and story.
— Justis Pitt-Goodson
What steps did you take so that you were ready to open a storefront?
In 2018, we got really serious about our business. We did a crowdfunding campaign with family and friends to support the growth of BrownMill. We are doing pretty well in business. We knew we could get an office space or a storefront. After going to college in Newark (Rutgers-Newark), I always wanted a store here. We opened during COVID-19. Landlords were looking. It was a risk but it was a good thing for us. Our biggest startup cost was $7000 for rent. But before that we were saving because we were doing well online.
— Justis Pitt-Goodson
Why do you call yourself and your partners the ‘three-headed sword?”
We are all sharp in different ways. As we’ve grown in this business, we’ve been smart and made the brand better. It’s great to have people challenge you. A business is not about you, but about how you win. I don’t always have the answer but others might. So we really aren’t a “three-headed sword” it’s more like a “five or six-headed sword” because of the other people that work with us, too.
— Justis Pitt-Goodson
Pitt-Goodson started the business when he was in middle school by designing bow ties that were sold to friends and family. By high school, Pitt-Goodson teamed up with his friends, Taha Shimou, and Kwaku Agyemang, to expand the business from bow ties to a lifestyle brand. Known as the “three-headed sword” Shimou, is serving as designer, and Agyemang overseeing sales to further develop the idea of Brown Mill.
How did BrownMill begin gaining popularity with celebrities?
This is a prime example of “if you’re ready you don’t have to get ready.” It happened organically. We were doing our thing as a business—day in and day out. We were building. One day I looked at Instagram and Dwayne Wade was wearing our stuff. The stylist came in and bought some stuff. Carmelo’s stylist reached out as well and we sent some things. They weren’t forced situations—they presented themselves. You have to do the work and be consistent for that to happen.
Now we’ve built a brand and a system. Now it’s time to actively work on getting more celebrities to wear our brand. So you’ll see more of that in the near future from us.
— Justis Pitt-Goodson
