Entrepreneurial Decision-making: SoNormal Clothing Company
Abstract
The SoNormal Clothing Company was a start-up founded by Jonathan Mah in 2020 based in Lethbridge, Alberta, Canada. SoNormal specialized in direct-to-garment (DTG) printing, focusing on high-quality, custom apparel that integrated original artwork. The goal was to disrupt the conventional apparel market, dominated by mass-produced items, by offering personalized, artist-driven designs. Mah's entrepreneurial journey was deeply rooted in creativity, driven by his desire to integrate his father's artistic legacy into wearable art. Mah was balancing the high production costs and technical difficulties inherent in garment printing while maintaining the high product quality that set SoNormal apart. Mah built a loyal customer base while gaining the time and resources to refine SoNormal's operations. Now, in mid-June 2023, Mah's decision centred on whether to continue focusing on niche custom orders or scale up through strategic partnerships to reach a larger market.