Meet Brian Seage of Back and Forth in Coral Gables

Today we’d like to introduce you to Brian Seage.

Thanks for sharing your story with us Brian. So, let’s start at the beginning and we can move on from there.
I’ve been into clothing and sneakers ever since I was young just trying to emulate my favorite athletes; Michael Jordan, Allen Iverson, Ken Griffey Jr, Tracy Mcgrady, etc. Once I hit high school and was opened up to the underground sneaker collecting and retro culture that existed there, I was hooked. While having a few spots to shop for that type of product, I either had to travel far from Coral Gables or never really got what I expected locally. Fast forward to 2010 when I moved to Cincinnati for college, the internet once again led to me a local sneaker boutique up there called “Corporate”. It was there that I finally got that true experience I had heard about and seen online in regards to boutique shopping. The owner Matt made me feel like family from day 1, and the whole crew there really took me in.

After a few years of spending time with the team there, I realized I wanted to bring that kind of shopping to Miami, but I knew I needed more experience. I started working at J. Crew from 2015 to learn as much as possible from that kind of shopping. The one question I would get asked daily from the customers there was, “Where else can we shop in Miami? ” In which I would answer there really isn’t much we have to offer in the city that isn’t high end or just streetwear. I knew this was an issue as a 15-year-old kid having to drive alone to downtown or the beach just to find what I was looking for.

In 2018 I left J. Crew and knew this was the perfect time to take the leap and open Back and Forth, Coral Gables first casual men’s store focusing on bridging the gap between streetwear and menswear.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Going into it I thought it would be smooth sailing and things would take off right away, I felt I was filling a void that desperately needed to be filled, but as I knew in the back of my head starting anything takes time, effort, and perseverance. The response has been great so far, and we have been able to attract some great brands, and meet some really awesome people that have become customers.

One of our main struggles early was just knowing what products to keep stocking, I kind of knew our customer but I didn’t know exactly what they were looking for or what sizes would sell best. So within the first year that has been a learning process, but I feel like now we have a great handle on what to stock.

Another struggle would just be getting our name out there, our location is great and just three blocks away from Miracle Mile, the issue has always been how to let those people know we exist. We have hosted different events here at the shop to get our name out there. Doing more offline marketing and not relying just on Instagram to prop more ourselves has been the biggest challenge that we continue to find creative solutions to.

Back and Forth – what should we know? What do you guys do best? What sets you apart from the competition?
So Back and Forth is a men’s boutique that specializes in blending the lines between streetwear and menswear, we do our very best to introduce new brands that haven’t had a chance to thrive in our market, we also make sure we stock brands and clothes that are on-trend without being too trendy. No one wants to look into their closet in 6 months and ask, “what the hell was I thinking wearing that?”

I think we are known for bringing new brands and styles to Coral Gables, and being a shop that is more than just the product hanging on our shelves, we try to create an atmosphere that encourages people to come hang out, spend some time and get to know us. That’s probably what I’m most proud of, getting to interact with customers their first visit, and see that relationship grow is an incredible feeling. That is what I want people to take away from visiting the shop, that personal relationship and connect I can cultivate with the customers is what keeps bringing them back, and is pretty unique to the area especially as far as retail goes.

So when you come in to visit, don’t feel pressured to only look at the product we offer, come in spend some time with us. We have some really good books and zines to browse through as you listen to some music and converse with me or the other customers.

We always love to ask about the support network – have there been people, perhaps mentors or advisors, who have played a big role in your success?
I wouldn’t be here without the help of so many people. My family is the ones who continue to believe in me and provide me with any support I need. My brothers Alex and Kevin are always there for me when I have issues or ideas to bounce off them, my parents are always there to pick me up. The friends who have been coming from day 1 to support is everything to me without them none of this would be possible.

Aside from the mentorship from my family and friends, Matt the owner of Corporate, was one of the first people I told my idea to. He encouraged me to do the impossible, then do it again. Just observing how he conducts himself as a person, and a business owner I have learned so much from him, I know I can call him up whenever I have questions and he will be there for me.

I have been lucky to make real close relationships since opening, Vic Garcia for doing an incredible job with the mural on our wall, James for always being willing and able to help in anyway he can, Ryan for believing in the vision and also always being around to help, my girlfriend Lorena for sticking with me with such busy schedule.

These are the people who keep me going. There’s no way we would still be here a year later without all their love and support.

Contact Info:

• Address: 226 Almeria Ave
  Coral Gables, FL 33134
• Website: www.backandforthmiami.com
• Phone: 7863594054
• Email: [email protected]
• Instagram: @backandforthmia

Image Credit:
Shot by ourselves.

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