We recently had the chance to connect with Sidawney Edwards and have shared our conversation below.
Good morning Sidawney, we’re so happy to have you here with us and we’d love to explore your story and how you think about life and legacy and so much more. So let’s start with a question we often ask: Have any recent moments made you laugh or feel proud?
Recently, I had one of those full-circle moments that made me both laugh and feel incredibly proud. My brand hosted its very first community give-back event — we offered free back-to-school haircuts for kids in the community — and seeing the smiles on their faces honestly filled me with so much gratitude. It was one of those days where all the long nights and hard work felt worth it. I even caught myself laughing at how nervous I was leading up to it, but once it started, everything just flowed. It reminded me why I started in the first place — to create something that not only represents style but also makes a real difference in people’s lives.
Can you briefly introduce yourself and share what makes you or your brand unique?
Hi, I’m Sidawney Edwards, the founder and creative director of Lifestyle Clothing Brand — a fashion label that’s all about capturing the essence of Floridian culture, sneaker culture, and current fashion trends. My goal has always been to create exclusive, high-quality pieces that represent individuality while staying true to the roots of our community.
What makes Lifestyle Clothing Brand special is the authenticity behind it. Every design is thoughtfully crafted to reflect and celebrate the culture of St. Petersburg — the people, the energy, and the creative spirit that make our city unique. We’re not just creating clothes; we’re building a lifestyle and a movement that our community can feel proud to wear.
Recently, we’ve started focusing more on community outreach, using a portion of our profits to support local charity efforts. One of my proudest moments was hosting our first back-to-school give-back event, where we offered free haircuts for kids in the community. Seeing those smiles reminded me that this brand is about more than fashion — it’s about connection, culture, and giving back to the city that inspired it all.
Great, so let’s dive into your journey a bit more. Who taught you the most about work?
The person who taught me the most about work is my hardworking single Jamaican mother. Growing up, I watched her work long days and late hours without ever complaining, and she always embodied the saying, ‘hard work pays off.’ Her determination and resilience showed me what it really means to stay committed and push through challenges, no matter what life throws at you.
Seeing her dedication firsthand taught me the value of discipline and sacrifice — lessons that I carry with me every day as I build my brand. She’s the reason I understand that success doesn’t come overnight, but through consistency, faith, and a strong work ethic
Was there ever a time you almost gave up?
Yes, there was definitely a time I almost gave up. Building a brand from the ground up comes with a lot of uncertainty, long nights, and moments where it feels like nothing is moving forward. I remember early on feeling overwhelmed — juggling the creative side, the business side all at once.
But I kept going because I reminded myself why I started in the first place — to create something that represented my culture, my city, and my vision, while also making a positive impact. Leaning on the lessons my mother taught me about hard work and perseverance, and focusing on small wins each day, helped me push through. That period taught me that resilience isn’t about never struggling — it’s about continuing despite the struggles.
Sure, so let’s go deeper into your values and how you think. What would your closest friends say really matters to you?
My closest friends would probably say that what matters most to me is making an impact and staying true to my word. They know I care deeply about my community, my family, and the people around me, and that I always try to show up with intention and integrity.
They’d also say that I value growth — not just for myself, but for others too. Whether it’s encouraging someone to chase their dreams, supporting my team, or finding ways for my brand to give back, I care about creating something meaningful and leaving a positive mark wherever I can.
Okay, we’ve made it essentially to the end. One last question before you go. What is the story you hope people tell about you when you’re gone?
I hope people remember me as someone who created with intention and gave with heart. I want my story to be one of resilience, creativity, and community — that I built something meaningful not just for myself, but for the people around me.
I hope they say I inspired others to pursue their dreams, that I uplifted my community, and that I showed what’s possible when you stay true to your vision and work hard for it. Most of all, I hope they remember that I cared deeply — about people, about culture, and about leaving a positive impact that lasts long after I’m gone.
Contact Info:
- Website: https://lifestyleclothingbrand.com
- Instagram: lifestyle_clothingbrand
