SONSON is a Bowtie Brand for Men and Young Boys, and It's Created by a Woman
Rashima SonSon. (Picture provided by SonSon)
Fashion designer Rashima Sonson created the bowtie brand SONSON for men and young boys after looking and failing to find matching bowties for her brother and his son.
The designs are inspired by cultural celebrations, art, and personas that focus on three core values: family, fashion, and tradition. Sonson is an Afro-Caribbean woman from St. Croix, U.S.V.I.
For the first five years, the SONSON brand held back-to-school bowtie events where students received free bowties. The SONSON brand not only provides quality bowties but surrounds itself in the community.
Sonson also believes in education, which is why she loves teaching young men how to tie their bowties. According to SONSON’s site, only 1% of U.S. males know how to tie a bowtie.
“Bowties are the beginning of cultivating a relationship,” she said.
SONSON caters to an all-male clientele which can be challenging for a woman owner. She’s experienced sexism and criticism because some believe a woman doesn’t know what a man likes regarding fashion. Yet, there are multiple men in women’s fashion who are dominating the industry.
Despite the occasional backlash she tries to focus on the positive.
At the beginning of the brand, all ties were made in-house because Sonson wanted to be a part of the entire process. The manufacturing is now being outsourced in California and outside of the country.
With a degree in fashion, being the oldest of nine, and a passion to make a disruption in the fashion industry, the SONSON brand is getting recognized on a national level.
In 2021, the bowtie brand received a $10,000 grant from ICON360 x A Common Thread award, which was used to employ multiple creatives including photographers and creative directors.
“I want to support people from an economic standpoint…and I hope that can help people to achieve [their goals],” said Sonson.
Sonson has big plans for the brand in 2023 and going forward.
"Keep pushing,” she said.