Leah McSweeney on Cultural Entrepreneurship
Chatting streetwear, sobriety, and empowerment with one of the brightest minds in culture
Leah McSweeney needs no introduction. From starting the iconic streetwear brand, Married to the Mob, to writing a powerful best-selling book called ‘Chaos Theory’ & advocating for mental health and female empowerment, it’s impossible to capture all of Leah’s influence. A true cultural entrepreneur, Leah offered her insights on the changing landscape of streetwear and advice for creatives on how to lead a cultural shift.
AS: Married to the Mob is one of the original streetwear brands that ushered in an entirely new era of clothing. Where did the inspiration for MTTM come from?
LM: I was 22 when I created Married to the Mob. I was unemployable to be honest because I was such a “party girl” and I couldn’t wake up before 11am, but I was a savvy young woman at the same time. I knew I needed to do my own thing. I was so inspired by the people I was hanging out with like Rob Cristofaro and Ruslan Karablin who all had their own streetwear brands (alife and ssur) plus living in downtown NYC and being in that community of people doing cool shit. The name came from me joking around about how I had a mob wife lifestyle, and I would joke and say I’m married to the mob. Though I was not!
The real motivator for starting MTTM was seeing how all my male counterparts were getting free trips to Europe and Japan just because they had clothing lines. I was like I want to travel for free also! I thought that was the coolest thing ever and running a brand didn’t look too hard (little did I know). So I decided a female brand adjacent to these other brands was needed. A female voice.
AS: Many call the early 2000s the golden age of streetwear. How does modern day streetwear compare to the earlier era?
LM: The early 2000’s was such a special time because it was the last of our social media free era! It was the golden age for many things! I think streetwear was so niche at the time and now the term is used widely so it’s very saturated just like the market. I think there are very cool brands that are doing their thing and I love it. But there are also nostalgia brands making comebacks and it’s such a perfect melding of past and present.
AS: Some of my favorite work you've done is your work with KAWS in 2007 and also Colette in 2008. Those are only two of many stellar collaborations you've worked on including MCM, Barbie, Nike, and more. How would you describe your approach to collaborations and partnerships?
LM: I really pride myself on the partnerships and collabs and the relationships I have built over the years. The collabs were always used as a vehicle to tell more of the MTTM story. I never worked with another brand solely for a paycheck. It has to make SENSE. It has to be part of the MTTM story. Storytelling is so crucial to me and that goes back to the difference between early 2000’s and now. You HAD to tell a story with your brand where as now you can get away with paying influencers to sell your product.
AS: Among many other things, I really admire your advocacy around female empowerment, wellness, and mental health. What does the future of the wellness industry look like?
LM: I appreciate that because these topics are so important to me. I really hope we can start taking an honest look at how harmful booze is. That is my hope for the “wellness” community. Let’s get well! Let’s take a real look at brain health and big pharma and big booze. We need to heal on a communal level after what we have all been through over the last several years together. Why are so many Americans depressed. Why do so many binge drink? We need to have a culture shift and I think Gen Z is going to lead it. I hope!
AS: As a cultural icon, entrepreneur, and mother that's accomplished so much, what advice would you give to creative entrepreneurs starting out right now?
LM: I’m flattered! My advice would be to let go of expectations. Being a creative is not easy but when you are one you can’t be anything else. Make sure you surround yourself with people who believe in you and your visions. And always advocate for yourself.
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