Who’s Who: Jackson Ensley & Ben Goldsmith
Jackson Ensley and Ben Goldsmith, the founders of POPCYCLE
Photo by: Sam Berlin
The first thing you should know if you ever meet the founders of POPCYCLE is that they know how to cultivate a strong student brand (and yeah, you should probably listen to them). Jackson Ensley runs the fashion side of things, works out almost exclusively to ‘80s synth-pop, and thinks that beanie would look great on you. Ben Goldsmith is his other, more brand-oriented half, a pancake connoisseur, and a CRS major who legitimately writes in his free time.
Together, the two have worked with 14 Syracuse fashion brands and counting— all run by students. They founded POPCYCLE less than a year ago to offer brands exposure through their various pop-up shops and social media campaigns. But mostly they’re just trying to draw attention to student-designed fashion you didn’t even know existed.
Jackson Ensley
Photo by: Sam Berlin
Ben Goldsmith
Photo by: Sam Berlin
When you walk into the POPCYCLE headquarters, which is really just Goldsmith’s apartment, it becomes abundantly clear that these guys aren’t fucking around. There’s a makeshift greenscreen carefully laid out against the tile floor, piles of student-made clothing waiting for their 15 minutes of fame, and heavy-looking boxes stacked precariously in the bedroom. Goldsmith laughs as he recalls marching through campus with boxes labeled “UGLY BITCH ENTERPRISE,” in gigantic block lettering. He says the stares didn’t phase him too much. It’s all about brand recognition anyway.
Boxes of apparel for POPCYCLE’s next event
Photo by: Chandler Plante
Clothing from POPCYCLE’s most recent pop-up shop
Photo Courtesy of @vintage_cuse Instagram
“With us, we put it right in your face,” Ensley says. “I think that’s why people like our service so much, just because we provide the most in-your-face way to get your stuff in front of people, and that’s what [brands] need right now.”
When asked how they came up with the idea, Ensley points to Goldsmith and says “Him,” without missing a beat. It takes Goldsmith slightly longer to explain his inspiration. “There are a good number of people who have taken the plunge and jumped in and made a brand, [but] their platforms are kind of limited because of social media being so saturated,” he says. Ensley takes a break from photographing a collection of hand-painted hoodies to concur. “You can’t just be unique, you have to have a message.”
Unsurprisingly, this need to stand out puts a lot of pressure on brands, especially those who are more interested in fashion than they are in business. POPCYCLE is designed to alleviate some of this stress, giving students the opportunity to focus on designing high-quality products. As Goldsmith explains, the company’s main message to student-run labels is, “Don’t feel overwhelmed, start a brand, focus all on your clothing, make it really good— this is your time to hone in on that. We will do the marketing.”
Based on POPCYCLE’s rapid success, it’s clear that this was a much-needed service on campus. In fact, the company is doing so well, that the boys are already planning on expanding their business to other colleges. I gasp and remark “Wow, this is a whole thing you guys are doing!” as if I’ve somehow wandered into this apartment completely by accident. Luckily, Goldsmith laughs instead of throwing me out into the snow. “It’s a thing and a half!”
To see what the two have been working on in person, POPCYCLE’s next pop-up shop is February 20th from 9 a.m. to 4 p.m. in Syracuse’s most exclusive venue: the Life Sciences building. Come to shop from nine different student-run brands and try on everything from vintage tailgate gear to hand-sewn apparel. As for students who are looking to create brands of their own, consider taking a page out of POPCYCLE’s book and go for it.
“Just do it,” Ensley says, as his final piece of advice. “We’re here trying to help people just to fucking do it.”