Editors note: Brad Alband is the owner of Autumn headwear and outerwear, Corduroy headwear, and Know Bad Daze Studios. He previously worked at companies such as KR3W Denim, Volcom, and ThirtyTwo Snowboarding.
Analysis paralysis. That’s where I sit today, with a week of ups and downs, gathering as much information from colleagues, the news, and then in the end, just going again with my gut.
I stopped working for big brands in 2016, tired of watching employees’ lives flipped upside down when new owners came into a business. I started my own company, first with Know Bad Daze, a graphic, sales and marketing house that works with emerging artist to start their own labels. In 2019, I launched Autumn Headwear, followed by Corduroy Headwear in 2021. My brands are carried in over 200 wholesale accounts.
Betting on Myself
I struck out on my own because I wanted to take my destiny into my own hands. It was a risk, but it felt safer to bet on myself rather than on a big corporate entity.
Now, the downside of that bet has arrived. Last week, I felt there was no way the new China tariffs would stick. We produce 100% of our product in that country – headwear, outerwear, and accessories for Autumn, Corduroy, and Know Bad Daze brands.
All the deposits are made, everything is in the production process, with most products scheduled to get on a boat in China in mid-July. So we have 90 days for U.S President Donald Trump and China Leader Xi Jinping to end the game of chicken being played with my business.
Why I Manufacture in China
I always knew it was a risk to manufacture in China, so when I first started Autumn, I tried U.S. production, and I can say those manufacturers did not offer the quality and service, and weren’t really interested in working together to bring a better beanie to the market to help us differentiate from other brands. So we went to China, and together with my factory partner, we created something we feel sets us apart from competitors.
Brad Alband, right, when Autumn first launched in January 2020 at Outdoor Retailer. SESO file photo.
Fast-forward a few years, and I did not bury my head in the sand about how a change in presidential administration could impact my business. This time last year, I looked again into North American production, this time in Canada, but the quality was not as good as what we get from China.
Hundreds of Thousands of Dollars in Tariffs Due in August
As I sit here today and am working on Fall/Winter ‘26, the internal questions don’t stop. Am I a fool for staying in China with the new 145% tariffs in addition to the tariffs that already existed? Am I going to be in business after August 2025 when I need to pay custom duties to deliver our Fall/Winter ‘25 production? If there’s no settlement, that could cost us hundreds of thousands of dollars normally needed to operate a seasonal business day-to-day.
As a private, entrepreneurial company, you work so hard to build something – the man hours, the passion. Hell, even the “Let’s go for it!” ethos I had during our first season which happened to come during the COVID closures. Then, I drove blindly into the future, believing that it would work out no matter what. This time around, I’m not so sure.
It’s especially frustrating because we have just finished booking our sixth season, and we saw order growth for all brands and all categories. It feels like a short-lived victory though.
But, to keep the business moving in a positive direction, all we can do is put our heads down and continue to work, and to hope. Hope there’s a reasonable, negotiated settlement between two at-odds global superpowers in less than 90 days. They hold the fate of my business, and many others around the world, in their hands.
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