Chicago is me. I really can’t tell my story without talking about Chicago, because it made me the person I am.
Mike cox
It’s common for Chicago natives to refer to the city as “the crib,” a term of endearment often used in Chicago’s Black community.
As an ode to the city he loves, Michael Cox took the sentiment a step further—naming the storefront of his apparel brand SoGo (short for “So Chicago”) The Crib.
“I tried to come up with a name and a place that will resonate with the city,” Mike told THE BLOCK. “I ended up settling on The Crib because, [though] it’s become more of a universal thing, I still feel it’s something that we universally say in Chicago.
“It’s another way to represent the city without exactly saying, ‘This is Chicago.’”
The fabric of The Crib is laced with all things Chicago. When patrons enter the store, the storytelling begins. Mike’s passion for both his city and using fashion to tell stories through the eyes of a Chicago kid can be immediately understood.
From the black wall covered in oversized white letters that read “Cool.Chi.Kid.” to folded and hanging apparel adorned with sayings like “Home is where the heart is,” “Chicago kids stand out” and “God bless Chicago,” the atmosphere and experience captures the culture and electricity of the city.
“I went with SoGo and tried to represent something with the city because it’s such a part of me,” Mike said. “I feel like Chicago as a whole, we don’t get the recognition that we deserve as a city, consistently.”
“It was important to me to be able to make something that kind of shed light on that,” he added.
I wanted to make a brand that shed light on a lot of positives in the city.
Mike Cox
While The Crib opened its doors in November 2020, the SoGo brand was born two years earlier following the death of one of Mike’s closest friends. Mike, who has always had an affinity for art, wanted to honor his best friend’s memory and legacy in a stylish way. One piece turned into many. Before Mike knew it, he’d created various pieces that not only represented his friend Robert, but embodied what his friend meant to those who knew him. The designs gained momentum, revived the creator that lived inside of Mike and motivated him to live his life to the fullest.
Since starting the brand, the goal has been to periodically release capsule collections of six to seven pieces, which is imperative to effective storytelling. However, COVID-19 impacted the business, forcing Mike to adjust. On occasion, he’ll drop one essential, focus piece that highlights something specific. He knows consistency is key.
Staying within himself on this journey of creating and maintaining a successful brand is also important. Being in the creative space at a time when trends appear to be the end all be all can be challenging, but Mike remains an example of being yourself and staying true to yourself, despite what’s happening in society.
It’s easy to get caught up in trying to do what you think everyone else would like, just to try to sell [something]. I just want to stay true to myself, stay true to where I came from.
Mike Cox
“Everything will take care of itself if I’m consistent, and I tell this true and relatable story.”
While authenticity may come easily, being a small business owner comes with its own set of challenges, which Mike has learned as he navigates working a full-time job—with 12-hour days in some instances—and operating SoGo without a team, until recently. Mike’s goal is to eventually operate the brand full-time, which would mean more time with family. It’ll also free up time for him to focus on overcoming one of the greatest obstacles in his business—a saturated market.
“Everyone’s making clothes and trying to create a brand for themselves,” he commented. “There’s a lot of dope material out there. It’s just trying to find your lane, build your customer base, build your foundation and be consistent.”
“That’s the biggest challenge because of social media,” he added. “Everyone feels like they can start a brand. So, now you have competition everywhere. The biggest challenge is trying to grow your brand through all the competition that’s out there.”
A Reminder to Follow Your Dreams
While in high school, Mike began to tap into his creativity with art and drawing. At that time, he never imagined his skills could translate to the designs he creates today. It wasn’t until he saw the dedication and hard work of two local creatives who were able to transport a local brand to a national platform.
A by-product of the work he’s doing now is showing the city’s youth that there are many ways to be creative while using their skills and talents, which Mike didn’t truly realize until he was 30.
“It’s important to be able to show that to our youth in the city,” he explained. “They have such an uphill battle with overcoming neighborhoods, gangs and violence. So, just try to show another path that you can take. There’s so much talent. When you see it, you want them to be able to have a chance to tap into that.”
SoGo’s recent collaboration with Foot Locker Chicago hones in on the importance of following your dreams. The Follow Your Dreams collection not only sends a message to do what you love and follow your heart, but it symbolizes how things can come full circle. The brand Mike worked for as a teenager and young adult became a brand that he worked alongside years later.
“For me to work for [Foot Locker] for so long, then fast forward to my brand being successful [and] them approaching me to do a collab and a release was one of the most surreal things ever,” Mike recalled. “Being able to tell that story out loud and in front of people’s face, you never know how much that could change someone’s perspective or path from what they were doing, for them to tap into their resources and talent to be able to make a change globally. It’s super important to pass that along.”
To connect with Mike, visit SoGo’s website and follow the brand on Instagram.
