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HBX Female Series: Devon & Sydney Carlson

The duo behind Wildflower Cases talk about their inspirations, dream collaborations, and future plans.

If you’re on social media, you’ll most likely have seen mirror selfies of celebrities or TikTokers featuring phone cases from Wildflower, the tech accessory company owned by social media-famous sisters, Devon Lee and Sydney Lynn Carlson. For the latest installment of our Female Series, we connect with the duo on what it’s like to run a family business, the secret sauce to their company’s success, as well as the brand’s inspirations and future plans.

Loved for their ’90s and ’00s-inspired style, fun personality and lo-fi YouTube vlogs, the influencers first started their business nine years ago after an unexpected encounter with Miley Cyrus. Then high schoolers, the siblings ran to the musician for a photo together. That’s when Cyrus noticed the phone case that their mom had made for Sydney. With support from the “Party in the U.S.A.” singer, the family launched an e-commerce website for their phone accessories and a larger company now known as Wildflower Cases. Read on for our full conversation and shop the latest Wildflower Cases collection now.

How has Wildflower Cases evolved throughout the years, and what have been your favorite moments since the launch?

We started the company when Devon and I were in high school. As we evolved, so did our brand. Our designs continued to match our personal styles and everything we’ve been into over the years. One of my favorite moments since launching the brand was probably seeing Wildflower in Urban Outfitters for the first time. I’ve been going to that store for years and seeing something that we created in the store was surreal.

What’s the secret to Wildflower Cases’ success?

I would say that it’s passion, consistency and listening to your audience. Since day one, we’ve made sure to create a personal connection with our customers so that they feel like one big family. Responding, communicating and creating cases that reach every type of audience has always been so important to us as a brand.

What is working with your family like?

Working with family has its ups and downs, but I truly wouldn’t want it any other way. As a family, we’ve always been close, and building a business together has brought us even closer over the past decade. I couldn’t imagine working with anyone else.

Where do you find inspiration?

Literally everywhere. The weather, runway shows, vintage finds or just a napkin at a restaurant. Dev and I will gather our inspo, sit down with our graphic designer and spill out our ideas. It’s a chaotic process but we always come out with something new that we love.

How has the pandemic affected your business and designs?

Because we’re running an e-commerce business, we’ve seen more traffic to our website as we continued to work on new designs according to new trends. Being at home more than usual, we were able to sit down and really focus on finding new inspiration that we loved.

How do you maintain your passion for the brand?

Wildflower is a major part of who I am at this point. Being almost a decade into our brand, I’ve grown into myself and that passion lies within Wildflower. Our cases represent us so when we design, we really put our hearts into it. It’s an amazing process and that spark never dies.

What advice would you give to younger women aspiring to be entrepreneurs?

My best advice would be to make sure that whatever it is you’re starting is something you absolutely love. Building a company is not easy and has its discouraging times, but if you have that love and passion, you’ll always want to push through. Also, don’t listen to those who will try to tear you down or scare you. Prove them wrong.

What does it mean to have your products available on HBX?

It’s a dream come true! I’ve always been the biggest fan of HYPEBAE.

Who would you most like to collaborate with next?

I have so many dream collaborations, but I’d say Billie Eilish and Megan Thee Stallion. Doing something with a brand like Dior would be insane. So many goals.

What’s next for Wildflower Cases? Are you looking to explore new product categories?

We are always thinking of new ideas for Wildflower. Devon and I have so many ideas in mind. You’ll just have to follow along and see.

Artist: Devon Carlson, Sydney Carlson
Text: YeEun Kim / @HYPEBAE
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