Founded by the visionary Jessica White, East On Rodeo stands as a beacon of inspiration, inclusivity, and ingenuity in the world of fashion and beyond. Through her impeccable eye for design and commitment to celebrating every kind of woman, Jessica has created one of our favorite brands to shop and support.

Read along as we catch up with Jessica and discuss her passions and experiences and the importance of Black History in today’s society.

Tell us about East on Rodeo?

EAST ON RODEO is an apparel brand that takes a petite first approach to design. We offer multi-functional, streetwear inspired pieces that help you build your staple wardrobe. We are based out of Los Angeles, CA and our laid back, relaxed style is inspired by the spirit of the city. 

What does inclusivity in the fashion industry mean to you?

It means that the industry values, amplifies and contributes to the economic improvement of the people, communities, and those that have been traditionally left out of fashion.  I don't want to downplay the importance of representation on the runways and in campaigns - That's important. 

But we have to be unapologetic in demanding a multi-billion dollar industry to do more than just representation on the runways and in campaigns. Show me the boardrooms, finance teams, IT teams, thought leaders and opportunity makers. Are you trusting us with the keys to the castle, trusting our strategies? Are you coming into our communities and helping to forge traditional and non-traditional a paths to the industry through implementation of skills based & monetary investments?

These are the things that incrementally change the way the industry looks and runs over time - even after it's not the focal point of the conversation.  For small businesses like mine - it's realizing that making progress in one area can have residual impacts in others.  

For example - average height in the US is 5'4" - however the average height skews even shorter for women of color. When I look at it that way - I realized that designing for women 4'9" - 5'4" is not niche at all, but further addresses inclusivity outside of height. 

Who/what inspires you the most?

I am endlessly inspired by life, the personal journey and walk with Christ, and the people in my life like family & friendsAfter that- I am inspired by home. Growing up in LA helped mold my point of view of style and design. There is so much more to say and project to the world about LA outside of the stereotypical storytelling & imagery of the city. It's why I really enjoy Jerry Lorenzo - the execution of his designs are effortless, comfortable, and full of substance and intentionality. I feel a lot of alignment with that embodiment of the city - and I am continuing to refine and hone in on the way I express my LA story through design as well. 

How has being a woman founder of color impacted the way that you navigate the business world?

Post COVID, where there is a lot more consciousness around supporting black people. I am glad that it's happened, and it was long overdue. However, There is a tension that I hear other black women founders grapple with, and I have experienced myself. Potential partners or collaborators (with good intention) want to work together for the sake of diversity but fail to do the groundwork necessary to truly create a space that nurtures inclusivity. 

So before I allow my likeness and brand to be used to make a claim of diversity & inclusion -  I had to be clear with myself  about the standard I wanted to set to guide me in picking partnerships and opportunities and come to peace with the possibility that I may walk away from opportunities as a result.

What advice do you have for other Black women looking to start their own business?

Really get clear on your motivation & have a metal health plan in place that you can lean on. I don't say that to scare anyone - I say that because there are labor pains that come along with birthing something new. 

No matter how beautiful it is, there are going to be hard days, you are going to need support. So be prepared to ask for help, to set boundaries around your time and bandwidth and lock in. I always tell myself - When I started this God showed me the vision for what it could be, not the full path to get there. 

Probably because he knows if we saw what the journey would require - some of us would never start. But have faith that what you see is possible and just remember you haven't failed until you give-up. You may have to pivot, start over, redirect - as long as you don't give up.

How do you celebrate and honor Black History this month and beyond?

I try to support black businesses, creators, movies, music, products etc etc. If I can spend my money supporting a black business - I do. Period. I think it's one of the most important things we can do as a community. We have to continue to send the message home that black creativity, leadership and influence is profitable and good business. 

While Black History Month generally focus' on Black Americans - I love that we are starting to talk more and more about the fact that black people were not only dropped off in the US but in Asia, Europe, Central and South America as well. As a result, our experience as black people is so diverse. I have personally enjoyed embracing, educating and connecting to this, because black people's presence has impacted the world culturally,  and that is something to celebrate.