CreativeMC features Epic Everyday: Amplifying Culture, Resilience, and Purpose
At CreativeMC, we’re dedicated to spotlighting Black-founded brands not just this February for Black History Month, but all year long through our Brand Together program - our commitment to championing BIPOC, AAPI, LGBTQ, and Women-led brands.
EPIC Everyday
This month, we’re excited to feature EPIC Everyday, a brand on a mission to amplify joy, pride, and representation for historically excluded children—especially those from multicultural, BIPOC, and transracial adoptive families. Known for their colorful designed sweatshirts, nurse scrubs, bags, and totes, EPIC Everyday blends fun, function, and fashion while staying committed to eco-friendly, sustainable practices. Their small-batch production approach eliminates the need for assembly lines and large amounts of raw materials, resulting in minimal waste and a smaller carbon footprint. Plus, they exclusively use 100% recycled apparel packaging.
In this Q&A, EPIC Everyday CEO and Creative Visionary, Cara Johnson Graves, and COO, Jenae Johnson-Carr, share how their own cultural identities shaped their vision, the challenges they've faced as Black entrepreneurs, and advice for the next generation of innovators striving to make a difference.
How has your cultural identity influenced your journey as founders and the vision behind your brand?
Our cultural identity, as Black Americans, has profoundly shaped our journey as founders and the vision behind EPIC Everyday. Growing up as children in Ohio, we often faced challenges in seeing ourselves represented in the media, fashion, and toys that surrounded us. These experiences cultivated a deep understanding of the importance of visibility and belonging. We realized early on that every child deserves to feel seen, celebrated, and valued for who they are, no matter their background.
EPIC Everyday was born from this personal narrative—a desire to create a world where historically excluded children, especially those from multicultural, BIPOC, and transracial adoptive families, see themselves reflected positively and authentically. Our characters and products are intentionally designed to celebrate diverse experiences, break down stereotypes, and challenge societal norms that often limit self-expression and acceptance. We envision a world where every skin tone and hair texture are beautiful, celebrated, and embraced.
This mission is further driven by the reality that while ethnic minorities make up 30% of the U.S. population and are the global majority, less than 2% of products in stores or online positively represent and reflect them. This stark disparity not only highlights the need for more inclusive products but also fuels our determination to close this gap. EPIC Everyday exists to change that narrative by amplifying joy, pride, and representation among children who are often overlooked in mainstream markets.
Our brand is rooted in a legacy of self-love, committed to addressing deeper issues like colorism, texturism, and hair discrimination. These are experiences we have witnessed and navigated firsthand, and we believe it’s vital to create empowering narratives that challenge these biases. By focusing on representation and inclusion, we aim to inspire children to embrace their unique identities and foster confidence.
Ultimately, our cultural identity isn't just a trend—it’s the heartbeat of EPIC Everyday. It drives our mission to amplify joy, celebrate diversity, and empower children to be Empowered, Positive, Innovative, and Creative, no matter where they come from or what they look like.
What key challenges have you both faced as a Black entrepreneur, and how have they shaped your leadership style?
One of the biggest challenges has been limited access to capital. Statistically, Black-owned businesses receive a fraction of the funding compared to their counterparts, which often translates to slower growth and limited scalability. EPIC Everyday has been bootstrapped with $10,000 from the start, which meant navigating tight budgets while striving to create high-quality, impactful products. This challenge taught us resilience, resourcefulness, and strategic thinking, influencing us to lead with creativity and to maximize every opportunity.
As Black founders, we’ve had to work harder to establish credibility, especially in markets where Black-owned brands are underrepresented.
Creating a brand that is culturally rich and commercially viable required a strategic approach to balance purpose with profitability. It’s not just about creating products; it’s about shifting mindsets. This has shaped our leadership style to be purpose-driven with transparency, consistency, and building genuine relationships. It’s why EPIC Everyday actively partners with non-profits, community organizations, and corporate entities that align with multicultural communities, ensuring our brand resonates authentically.
Key Lessons That Shaped Our Leadership Style:
- Recognizing the Power of the Pivot: One of the most valuable lessons has been learning when and how to pivot. When the pandemic drastically reduced our back-to-school sales, we pivoted from a kid’s collection for school and travel to a family apparel line and home goods. This taught us the importance of adaptability and agility in business.
- Adding Visibility & Authenticity: As an emerging brand, we realized that sometimes you have to be what you don’t see. When less than 2% of products positively represent ethnic minorities despite them making up 30% of the U.S. population, we became the representation we wished to see. This mindset shaped our leadership to be visionary and forward-thinking, paving the way for others.
- Leaning Into Our “Why” as a Source of Impact: Our “why” is to affirm and amplify joy among historically excluded children, empowering them to feel seen, celebrated, and valued. Leaning into this purpose has been a powerful source of impact, guiding every decision and strategy we implement. It’s more than just a mission statement; it’s the heartbeat of our brand.
What advice would you give to the next generation of Black innovators looking to break barriers and build impactful businesses?
- Your story is your power. Embrace your cultural identity, experiences, and perspective—they are your unique advantage. Don’t conform to fit in. Instead, redefine the standard by being unapologetically authentic. Build a brand that reflects who you are and the community you represent. Authenticity resonates, and the world needs your voice.
- Your “why” is your anchor. For us, it’s about affirming and amplifying joy among historically excluded children. It’s about empowering them to feel seen, celebrated, and valued. Leaning into this purpose guides every decision and strategy we implement. When challenges arise—and they will—your “why” will keep you grounded and motivated.
- As emerging entrepreneurs, you might not always see yourself represented in the industries you’re entering. That doesn’t mean you don’t belong. Sometimes you have to be the first, the trailblazer, the representation you wish to see. Breaking barriers isn’t easy, but it’s necessary. Don’t be afraid to redefine the narrative.
- You don’t have to do it alone.Community is your greatest asset. Build genuine relationships, collaborate with others, and uplift those around you. Join accelerators and entrepreneurial ecosystems that offer valuable resources. Surround yourself with people who believe in your vision and are willing to grow with you. Your success is tied to the success of your community. Whatever you build, pour into others and pay it forward.
- Breaking barriers requires courage, persistence, and an unwavering belief in your vision. You are here to shatter ceilings, redefine industries, and inspire others to do the same. Trust your journey, celebrate your wins, and learn from your challenges. The path may not always be easy, but it will always be worth it. You have the potential to change narratives, inspire generations, and build legacies. Dream big and know that the world needs what only you can create. Remember: You are never ordinary, always EPIC!
