Pistola’s Grace Na on winning customers with an ‘opening premium price point’

Ten years ago, Grace Na launched her L.A.-based denim brand Pistola after seeing a white space in the market. “At the time, a lot of the premium labels were owned and run by men, and the premium price point was really expensive,” Na said on the latest episode of the Glossy Podcast. “There was a miss for an opening-premium-price-point denim line that was still super high quality, and that had amazing fits and of-the-moment style.” In getting the brand off the ground, it helped that she had great experience in the fashion industry as a buyer and a planner. She also had support from her husband’s family, which had spent 30 years running a denim business. Pistola started as a wholesale-only business, eventually selling through 1,000 retail doors. It also ran a private-label business on the side. But today, it’s focused on ramping up its direct sales, among other growth opportunities. For example, soon, it will launch a mommy-and-me capsule collection. And within the next few years, it will embark on international expansion. Pisola is privately owned and has been profitable since year one, Na said.