As the old saying goes, “Mom knows best.”
In the case of James Herndon, given his continuous success as a rising entrepreneur, it’s safe to assume that, well, son, too, knows best.
A 1995 graduate of Memphis Trezevant High, Herndon is the founder of Yachts & Treasures Clothing Company, an up-and-coming clothing line created to give consumers comfort and quality, yet stylish. Yachts & Treasures (or YT, as a majority of Herndon customers call it) is a rather unique brand Herndon acknowledges that represents integrity, particularly amongst those who are not afraid to “have big dreams and try to pursue them.”
A business that is starting to have a viable presence throughout the Mid-South and Southern regions, Yachts & Treasures were birth, in large part over a brief exchange between Herndon and his mother, Gwendolyn Herndon.
“In the beginning when I told my mom I was starting a clothing line, she laughed and asked, ‘Who do you think will buy a shirt from you?’ James Herndon explained during a recent interview with MemphiSport. “At that moment, a drive fueled in me in the form of self-determination. I was determined to launch my clothing line. Presently speaking, my mom is one of my greatest supporters.”
Aside from his mother proving to be one of his grandest supporters, James Herndon’s venture also has garnered tireless his support by his wife, Sabrina, and their five children (James, Jacobs, Joshua, Markayla, and Brean).
Having attended Grandview Heights Elementary during his childhood days of growing up in North Memphis, James Herndon attended Trezevant High, where he starred in basketball through his senior year.
Assuming mostly the point guard position, James Herndon said the competitive drive through sports essentially played an integral role in his launching a business, one about which many Mid-Southerners are starting to embrace.
“From the competitive stance in sports perspective, it taught me that you have to work hard,” James Herndon said. “You can’t be afraid to take the shot. You have to be willing to pass the ball. In the clothing industry, that means to come up with new ideas. In addition, as it is said, ‘There is no “I” in team.’ That remains true in the fashion world. You have to network, not only with consumers, but with other designers.”
CHECK OUT Yachts & Treasures ONLINE or call 901.870.7576-: www.yachtsandtreasures.com.
James Herndon said arguably the most intriguing attribute about his up-and-coming business is witnessing consumers walk around town sporting his brand, a trend he says gives ways to what he describes as an “awesome and humbling feeling.”
Generally, he said his fashion line caters mainly to teenagers and young adults, although his products are also available to individuals of all ages and various walks of life.
When asked where do he see his business in the next couple of years, James Herndon said amongst his primary objectives is to ultimately run his own flag-ship store.
By and large, his desire to launch his clothing was inspired largely by renowned entrepreneurs JayZ (RocaWear), P.Diddy (SeanJohn), and Damon Johnson (Fubu), among others.
“It is imperative to inspire others,” said James Herndon, “because I was inspired by someone and I would want to inspire someone as well. My biggest supporters have been my family and friends.”
Especially his mother.
Which, of course, means that mom knows best.
Then again, so does her son.
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Andre Johnson is a senior writer for MemphiSport. A 2000 graduate of the University of Memphis School of Journalism, Johnson covers the NBA Southwest Division from Dallas, Texas. To reach Johnson, send an email to email@example.com. Also, follow him on Twitter @AJ_Journalist.