Meet Jonathan White, Owner of Cashland
A Brand Rooted in Community and Customization
Cashland is a dynamic sportswear brand born in East Baltimore and proudly serving the community since 2000. Our signature offering is the sweat suit/short set—highly favored by sneaker enthusiasts who appreciate a perfectly paired, custom outfit. We excel in on-the-spot customization, a unique feature that sets us apart from the competition. Beyond quality products that endure year after year, we also empower emerging fashion entrepreneurs by helping them launch their careers, and we provide tailored product sourcing and apparel decoration services to meet specific brand needs.
From GED Classes to a Thriving Fashion Brand
My entrepreneurial journey began with a heartfelt desire to give back to the community where I was raised. I started by teaching GED classes in my own living room, where neighbors would gather to learn. During one session, a student mentioned that our community adored t-shirts bearing the nickname “Deakyland”—a term of endearment for our neighborhood. Inspired, I began creating and selling t-shirts, jackets, and sweat suits under that name, which quickly became a hit. However, after reading a newspaper article that questioned whether Deakyland clothing was a brand or a gang, I decided to rebrand. I chose the name Cashland, a title that remains inclusive while still honoring my roots around Ashland Avenue.
Expanding the Cashland Legacy
A primary goal for Cashland is to expand our footprint by securing placements in major retail stores across the country. We aim to bring our distinctive, custom sportswear to a wider audience while continuing to innovate and uphold our commitment to quality and community.
The Impact of MCE and the Women’s Business Center
MCE has been instrumental in bringing my vision for Cashland to life. Their support not only financed the initial launch of our brand but also extended a second round of funding to help us pursue future goals. Their readiness to back me through necessary pivots has been invaluable, and I am truly grateful for their continued partnership.
Words of Wisdom for Aspiring Entrepreneurs
When starting a business, it’s essential to have a solid plan and a reliable source of funding, ideally from your own capital. Define both your long-term and short-term goals from the outset, and remain committed to them. While challenges are inevitable, steadfast perseverance and the flexibility to adapt will help you navigate setbacks and embrace the unexpected opportunities that come your way.
Final Reflections on the Entrepreneurial Journey
Stay true to your vision, but be ready to pivot when necessary. Believe in yourself, continuously plan for the future, and learn from your past experiences. Every challenge is an opportunity for growth, and with determination and insight, success is within reach.
Visit Jonathan’s website today: www.shopcashland.com