Southern Gents Founder Went From Houston CPA to Men’s Clothing Manufacturer

Fola Lawson is the founder of Southern Gents, a Houston-based menswear store that sells online and through Instagram.

The brand began in 2012, when Lawson, a CPA at Quantum Reservoir Impact in Houston, launched a fashion blog under the same name.

About once a month, he and his financial friends would don bow ties and Oxford shoes for what was then called “Southern Gentlemen’s Hour.”

“I started going to corporate parties because I wanted to meet classy people,” he recalls. “There weren’t many places where you could meet like-minded people. Everyone saved it for the weekend.”

It didn’t take long for them to realize that women wanted to be in the company of men who were ambitious and proud of their appearance. The monthly meeting became mixed.

Lawson’s friends, and his friends’ friends, would gather at the Sam Houston Hotel downtown, J. Black’s Feel Good Kitchen & Lounge or Zimm’s Martini & Wine Bar, to mingle with equally well-dressed young men and women. This was before Instagram really took off, he adds.

“I thought it would be interesting to introduce a commercial aspect to selling bow ties, neckties and lapels, so I took the opportunity to organize pop-up events,” he said. “For me, it was like getting a PhD in social sciences.”

Southern Gents partnered with the Health Museum, jewelry designer Kendra Scott and the Houston Polo Club. Then, in 2014, it did an about-face and decided to shut down.

“We had already started making the accessories in 2013, that was our taste test,” he said. “We were invited to Macy’s headquarters and were certified as having participated in their supplier program. Then, there was a turning point for us, because they created Bar III.”

The launch of Macy’s own brand created a hurdle, as the store was promoting its own accessories.

Lawson changed course and came up with a solution that was all the rage. Instagram had exploded. “So I thought, why not just go direct to the consumer?”

Southern Gents launched a coat collection in 2015. Lawson knew the shift from accessories to outerwear would be significant. But somehow, it worked.

“I didn’t have a coat at the time, so I solved my own problem by coming up with three colors: camel, navy and olive,” he said.

At first, there were risks in designing an outfit that was meant to be elegant. Texas men were reluctant to dress casually; it wasn’t their style. And price could be an issue.

Lawson was therefore targeting a female clientele, who often purchased his products for their male partners.

Southern Gents sent out a newsletter, sharing outfit ideas for men to wear on the weekend or on a date.

When the coronavirus pandemic hit and the corporate world shifted to remote work environments, Lawson turned to casual pieces, like camp collar shirts and cargo pants.

After the “work from home” era, the less strict requirements for appropriate office attire have allowed Southern Gents to find new market opportunities. The brand has recently launched into shirt manufacturing.

“Our evolution is due to our ability to understand consumer needs,” Lawson said. “Our strength lies in our ability to meet our customers’ expectations.”