The fashion industry is one dynamic and fast-paced industry. You either adapt or continually innovate to stay in business. However, your authenticity and ingenuity will set you aside to help create an exclusive brand. Ideally, exclusivity means being the kingpin in your industry with unparalleled market dominance. Although not many brands scale to dominate markets, eTceTera by fashion enthusiasts Umi Wagoner and Perry Wright is one of the top brands on course to maintaining community and exclusivity.

Umi Wagoner is the co-owner and special projects manager at eTceTera. eTcetera is one of the best boutique and men’s retailers, as rated by South Sound Magazine. The independently black-owned, community-focused company has surprised many with its unmatched market strategies that see them continue growing in an online heavy fashion sector. eTceTera stands out as one of the few “streetwear” brands that still produce in limited quantities and focuses on its location of origin to build storytelling and brand narrative through clothing.

The eTcetera story dates back to Wagoner’s high school years when he entered his first business partnership with Perris Wright. “We sold our first wears in the halls of our high school, in the Tacoma mall parking lot, and out of our trunk wherever customers were willing to meet up. We kept our business afloat while going to college in separate states,” Wagoner says.

eTceTera first opened in July 2014, a multi-brand store stocking popular brands with little to no retailers in WA and the Pacific Northwest. Some brands they stocked included The Hundreds, 10Deep, Bricks and Wood, Carrots, Divinities, and Street X, among others. Incredibly, the eTcetera brand out-sold them all and broadcast the need to become a flagship store. 

Today, they stand out as a premier brand in the region, intending to become a heritage brand for Tacoma. eTcetera has also been classified as a rare-wear brand with collaborations with The Hundreds, Carrots, Bricks and Wood, The Kinsey Collection, Tacoma Art Museum, and several companies throughout Tacoma, which ensures they keep their reach national while relying on their backyard.         

Resilience and patience are essential attributes in the business landscape but one that some young entrepreneurs lack. Wagoner believes in facing your fears and continually innovating to stay relevant in the market. According to him, sticking to your guns, in the beginning, is how you get people to understand the void you hope to fill in the marketplace. This includes slowly evolving your business model as you grow your revenue and audience, which is essential to staying consistent. “The beginning is the most nerve-racking. After that, you should focus on being your only competition and beating your numbers from last year in as many categories as possible,” Wagoner adds.

Dreams and ambitions are worthwhile to achieve, but Wagoner, Wright and their team at eTcTacoma are confident of a bright future ahead. They envision the company scaling to greater success levels to be 85% vertically integrated. This includes making the eTceTera cut and sew pieces in Washington or Oregon. Wagoner also aspires to find a distributor abroad that believes in the eTcTacoma brands and products, including the garments, branding, and storytelling. The company also dreams of having its products in the right market and community to service, including its products in Australia, Asia, and Africa.