Post-COVID Turn Around: Fashion Entrepreneur Designs Win

Ahyoung Kim Stobar, founder of Joah Love, turned her company around during COVID.

This is the better life her parents imagined, and it is of her creation.

Ahyoung Kim Stobar, the daughter of an opera singer mother and a nationally renowned professor, TV and radio show host father in Korea, came to the United States from Korea in 1983 as a nine-year-old with her two brothers and parents.  

Now CEO and founder of Joah Love, a children’s clothing line that has branched into adult clothing as well as masks, Stobar says her parents’ decision to move her family to Washington state made all the difference.

“It’s crazy when you think about it; my dad had a TV show and was like Mr. Rogers, and my mom was an opera singer, so they were creative people and didn’t want the typical Korean lifestyle for us,” Stobar says. “They had never been to the U.S. before, but they had friends in Washington state, and siblings on the East Coast.”

“Ahyoung Kim Stobar, founder of @Joahlove, turned her company around during COVID. #womeninbusiness #femaleentrepreneur”

Enrolling in school here, Stobar says her parents insisted she and her brothers have an “American name.” So her older brother became Lewis, for Carl Lewis; her middle brother picked Don, and she picked Nancy for Nancy Reagan.

“I became Nancy; people from high school call me Nancy still,“ says Stobar. “At that time the goal was to get the kids to blend into the crowd. A lot of immigrant parents insisted their children speak English.”

As ongoing Asian-American racism from microaggressions to hate crimes and murder erupt across the country, such assertions ring continued alarms.

Her mom, Kyung Ja-Kim was a stylish influence. “My mom was always a fashionista,” Stobar says. “My mom was always the most beautiful and the most stylish so it rubbed off on me. I grew up drawing girls and making outfits for them.”

Even though first generation Korean-American children are often expected to become doctors or lawyers, Stobar says, her parents allowed her to enroll at The Fashion Institute of Design & Merchandising in Los Angeles after high school in 1993.

“My parents gave me $1,000, but when you’re 18 you’re fearless,” Stobar says.

Graduating in 1995, she went to work as a design room assistant for a menswear company and learned pattern making, soon moving to another company as an assistant designer. After a few other stints at designing, Stobar went to work with Academy Award-winning costume designer Ruth Carter in 2002, with a recommendation from the Wayans brothers Shawn, Keenan and Marlon, who happened to be her friends.

As a partner in SMK Merchandising, Stobar helped to create cartoon characters, stories, comic books and more. After five years, she decided it was time to start a children’s clothing line for herself. Now married, with one son, she launched a collection for Spring 2009, called Joah Love, as in Korean, “joah” means to like something.

“Now married, with one son, Ahyoung Kim Stobar launched a collection for Spring 2009, called Joah Love, as in Korean, “joah” means to like something. #fashion #entrepreneur #womeninbusiness”

“We immediately had a good response,” Stobar says. “We sold to stores and boutiques,” and the line was in 300 stores in the U.S. and Canada. Now the line is direct to consumer online.

When COVID hit, Stobar says she was afraid they would shut down. “Will the pandemic wipe me out?” she wondered.

Then she said she ocontemplated if she made face masks, if that would help. It was the correct pivot and now Joah Love has sold more than 500,000 face masks and seen a company growth of 1300% since COVID hit in 2020.

“When #COVID hit, Stobar says she was afraid they would shut down. Then she said she wondered if she made face masks, if that would help. It was the correct pivot, and now @Joahlove has sold more than 500,000 face masks and seen a company growth of 1300%. #womeninbusiness #carpethechaos”

“That changed everything and turned my company around overnight,” Stobar says.  

“In Korea, I grew up with people wearing cloth masks when you’re sick. “ But the stigma and hate associated with Asian Americans around COVID is another reality.

““In Korea, I grew up with people wearing cloth masks when you’re sick,” says Stobar, founder of @Joahlove. But the stigma and hate associated with #AsianAmericans around #COVID is another reality. ”

“It’s a time when Asian Americans are getting attacked and blamed,” Stobar says.

Making the masks out of fashionable t-shirt fabric has been the key. And the pandemic also offered another opportunity for expansion: comfortable clothes for adults.

“I’m all about comfort and style,” Stobar says. “Our whole motto is you should never have to sacrifice comfort for style. There are no zippers, no buttons, no fuss and we make it universal for genders and ages.”

““I’m all about comfort and style,” Stobar says, founder of @Joahlove. “Our whole motto is you should never have to sacrifice comfort for style.” #femalefounded #womeninbusiness ”

According to Global Market, trends in apparel due to COVID-19 include, “More customers moving towards online shopping fueling strong growth and a shift towards ‘Casualization’ prompts retailers to put more focus on comfort and casualwear.”

Vogue recently reports that comfort fashion is experiencing a big increase. “Many are aiming for the fashion equivalent of comfort food. Multi-brand retailers are highlighting more household and wellness products in place of fashion. Nordstrom’s homepage guides shoppers to a ‘Home is where the cozy is’ section that lists knit joggers, scented candles and Aesop hand balm. Neiman Marcus is promoting skincare, loungewear, and accent pillows on its homepage. Discounts are rife, stripped across the tops of the websites of Macy’s and Bloomingdale’s. Bergdorf Goodman is pushing a ‘State of calm’ campaign as well as 40 per cent discounts.”

The Washington Post reports that comfort sells. “Casual is really what’s winning right now,” said Maria Rugolo, an analyst for NPD Group. “Activewear is becoming more acceptable and if customers are looking to extend their wardrobe, they’re more likely to buy something with multiple uses, that they can wear for work, leisure and working out.”

Stobar knows this to be true. With her business booming, Stobar says she has learned a few lessons as a fashion entrepreneur.

“I’m always surprised that when you think you’ve hit the roof of how far you can go, there is a hidden attic.” She adds, “I thought I got to the highest floor, but you never know what is ahead. We are still here and stronger than ever.”  

““I’m always surprised that when you think you’ve hit the roof of how far you can go, there is a hidden attic,” says Ahyoung Kim Stobar, founder of @Joahlove. #fashion #entrepreneur #femaleleader”