Black lives matter. In light of the unrelenting police brutality against people of color and the world’s larger question right now surrounding race in America, I know that I need to self-audit on privilege with important, uncomfortable conversations to bring about change. These conversations can start within my very own family, network, and industry. But the conversations can’t just be with other white people.

Dani Elle Moore, the founder of IMperfect Apparel, agreed to speak with me this week. So, I asked her the questions that make me feel uncomfortable right now about privilege, racial experiences of motherhood & the fashion industry, and how I can do better.

Dani Elle Moore is one of the first fashionable city moms I connected with through Instagram in 2018. She’s a female entrepreneur and fashion designer with an [insanely adorable] son named Xavi that is about 4-months older than my own. First, I started obsessing over a pair of patchwork jeans that Dani was wearing. Then, she told me that she designed them. And while we then mostly followed each others motherhood experiences from afar, we also felt connected through our mutual obsession with matching “mommy & me” outfits. We were also part of a mom cast in a Little Spoon campaign together in 2019. And if her company sounds familiar, it’s because I featured her custom patchwork hoodie in my round-up of small businesses giving back during COVID-19 a few months ago.

Here’s everything we discussed…in black & white.

On injustice & change

Q: I know that we have a lot to do and that this will be an ongoing, long-term process with many steps to bring about real change. But what is one thing that you think people should do right now to support the black community, as we work closely together to fix these deeply rooted injustices? 

A: I think the keyword is SUPPORT, And support comes in many different forms. I believe it’s important to first have an understanding and empathize with the black community and the issues we have faced as a whole. With this understanding and empathy brings the ability to approach topics more sensitively and from a sincere place. That being said, I feel there is a lot of importance in starting to have more of these uncomfortable yet very necessary discussions. Speaking up is the first step.

On starting a business

Q: How is it more challenging to launch a black-owned business – more specifically a fashion brand? Did you have unique challenges starting out that people with privilege might have never understood?

A: I guess people with certain privileges may start with a “small loan of a million dollars,” from their parents! I didn’t have the privilege of investors, sponsors, or business loans. I was the sole investor in my company, and still, today will sometimes spend my own money to invest in a project! I built it on my own without much financial or business guidance.

Along with that, being in the streetwear industry is very different than everyday RTW fashion because it’s way more male-dominated. There aren’t too many women in this niche of the industry, let alone black women. So I think men are surprised I know about the detailed process of things like direct-to-garment or screen printing. But, it’s because years ago when I first started IMperfect Apparel, I was in my basement screen-printing T-shirts myself, (which ended up being a failure). Ultimately, it’s been these challenges that have made me into a more well-rounded business owner today. I’ve taught myself to do A LOT because there were many times I couldn’t just pay someone to do it for me.

On IMperfect Apparel

Q: When did you start imperfect apparel? How did you know you wanted to design? Or to own your own business?

A: Well, I officially relaunched the company January of this year. It started with a love for style, fashion design, and sketching in high school that I added on to throughout the years. As much as I loved sketching your everyday runway wear, I always had a secret love for streetwear and graphic tee’s, both of which were popular in the NYC/ tri-state area growing up. So it was those things, paired with this strong desire to have something of my own that made me start IA.

Q: What is the brand identity of IMperfect Apparel? What does it stand for at its core? 

A: We are each perfectly IMperfect. It is the idea that our imperfections are actually what makes us the most perfect version of ourselves. This concept influences everything from our graphic tees to our customizable ripped jeans. So as tensions run high in both the social and political climate of the country, we aim to be apart of a dialogue promoting love over hate and embracing individuality.

On supporting Black culture

Q: Do you think white people can support black culture without appropriating and unintentionally causing offense? I ask this because during black history month, I remember wanting to purchase some products from Target to support an old friend and co-intern who had designed them, but I became worried that someone would see me and tell me to GTFO. I guess what I’m asking is, is there a fine line white people need to be aware of as they look to stand with the black community now & into the future?

A: I do think this is a tricky question because we live in the “era of the internet.” A time when everyone has an opinion. So, there will always be those people. That no matter how respectful, and sensitive you are, they will never be satisfied. Sometimes you have to disregard those people and do what feels right to you! I am not offended by a white person wearing box braids. I love to see other people embracing the black culture and standing with us on topics that matter!

In some cases, I think it comes down to “paying homage” and showing appreciation towards where certain styles and trends derived from. Some black people may feel as though someone can go from mocking or looking down on a part of our culture, to suddenly wanting to take part in it once it’s a trend. So if you are supporting black culture, I think it’s important to shout out that black designer you purchased from to help her get sales up or tag the black model you drew hair inspiration from on a hairstyle. I think the point is giving credit where it’s due, so other people can acknowledge and appreciate the origin of which it came from as well.

On celebrating Black culture

Q: What’s the most beautiful thing about black culture (or style) that you think white people should be aware of? Or one thing that can and should be recognized or celebrated by all people?

A: There are so many things from the music to the originality in style, but I’d have to say resilience! I truly believe it’s one of the most important traits any of us as humans can have. And I do believe it is embedded in both black style and culture. We don’t have to go over the years of slavery, oppression, and suppression to realize black people as a whole haven’t had it easy. However, the beauty of it all is that we never allowed it to keep us down. All the many successful black people in the world today are proof of that. Even days when POC had next to nothing you could always count on them still showing up in their “Sunday Best” at church every week. I think there’s something really special in that sort of resilience, and I believe it’s a resilience that is within us all, beyond the black community.

On being a Black mom

Q: What’s it like to be a black boy mom? In a perfect world, this movement will bring about real change before the time Xavi is leaving the house alone but I wanted to be sensitive to the fact that being a boy mom might be different for both of us…

A: For some reason, this feels like the hardest question of them all! I guess I say that because being a mom is such an amazing, awesome, wonderful experience but, and I hate that there’s even a “but”… as a black mom, it’s scary! I think maybe I didn’t realize ALL of the worries that came along with being a mother when I was pregnant, especially the mother of a Black-American boy. We hear so much and SEE so much between TV or social media. POC, being killed at the hands of the police on what starts to seem like a regular basis, and for what? An alleged fake $20 bill or playing with a toy gun in a park? These are conversations I naively didn’t consider having years ago before my son. The realization of it all can be a lot because you start to think these will have to be on-going conversations forever and that’s heartbreaking.

As a country, we can not continue to sit by and be okay with this being the “new normal.” I am confident we can do better for our kids because I’ve met mothers like you and many others who stand on the side of what’s right! Coming together to help in being the change we so desperately need right now. I don’t want my son to be another headline or hashtag one day! Systemic racism, social injustices, police brutality; we can all be affected by these things in some way. These conversations have never been easy for a lot of us, however, I want to be apart of the generation breaking the silence that has been in place for too long. We have to be, not only for ourselves but for our children.

Shop IMperfect Apparel

You can browse the screen-printed tees & custom statement pieces on the IMperfect Apparel site…or shop my summer must-haves below.