From The Outside Looking In

  The team at Ethos Custom Brands deciding the final touches on a guitar strap in the shop in Fort Smith, Arkansas.

The world of Ethos Custom Brands is a journey full of inspiration, quality product and visions.  From the outside, Ethos Custom Brands looks like a company that builds all things leather: custom boots, guitar straps, journals, cuffs and more.  If you are a customer or follower of Ethos, then it may look like all of these things, plus some occasional music industry projects here and there.  All of this is what Ethos looked like to me, not knowing a lot about Ethos or exactly what they do. 

After getting a little snippet of the "behind the scenes" of Ethos and what really goes on, Ethos is much more than just leather boots and guitar straps. There is a lot more that goes on behind the scenes than the average customer would think, and the past few weeks I have been able dive a little deeper into what all Ethos is about.  I have been able to spend a little bit more time around the store, and I quickly realized that Ethos is much more than a brand, it is a family and an inspiration to people and for people.

The team of Ethos Custom Brands smiling while working in the shop in Fort Smith, Arkansas.

One thing that stood out to me about the team while I was learning a little bit about what they do and who they are, was the passion I saw they all have for the brand.  Even during the middle of a pandemic, a renovation that should be happening and not enough staff to help, they are still pushing through and trying to see the light at the end of the tunnel.  That is something that I noticed right from the beginning and knew that this team is something a lot of brands do not have. Creativity constantly flows throughout the workplace and they want to help others achieve their dreams.  This is something a lot of brands do not have on their team.  

There are only three people on the team at Ethos, and they have to run it all.  From customer service, to videoing footage for their next YouTube video, to making every custom order that comes through, plus everything in between. They do it all.  They have a big vision and they aren’t letting anyone get in their way or stop them from meeting those dreams.  Ethos is filled with a team of dreamers, doers and inspired people who just want to change the world, and I can’t wait for everyone to truly see that side of the brand. 

With gratitude, 

Zoey Rofkahr



Zoey recently graduated from the University of Central Arkansas with her bachelors degree in public relations and a minor in marketing.  While in college, she was a social media manager for her local jobs and other organizations on campus.  That is how she discovered her passion for marketing and public relations.