Small Business Success Stories: ICONI

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When it comes to emerging brands in the world of activewear, ICONI is a name that’s quickly becoming synonymous with excellence. Founded in 2020 by the visionary entrepreneur Angel Johnson, this exciting new brand has already earned itself mentions in some of the most prestigious publications in the industry, including People, Women’s Health, and Oprah Magazine. But what is it that sets ICONI apart from its competitors? In this small Business Success Story, we’ll dive deeper into the strategies and ideas that have helped ICONI become the brand to watch in the world of activewear. From marketing tactics to product design, we’ll explore the key factors that have enabled this brand to achieve such remarkable success in such a short amount of time.

What is your name? And what is the name of your business? 

My name is Angel Johnson and I am the CEO and Founder of ICONI.

How long have you been in operation? And what services/ products do you provide?  

ICONI has been in business for three years. We offer motivational and inclusive activewear for women and men, including tops, leggings, shorts, sports bras, and socks.

What makes your business different? And what would you say is your small business superpower? 

There are four things that make ICONI unique. One, our activewear has motivational statements, words, or logos to encourage our customers on their wellness journeys. Two, our activewear is size inclusive and ranges from Small-4XL with plans to expand to XXS-6XL as we grow. Three, our activewear will include proprietary technical fabric to enhance athletic performance. Lastly, our activewear allows people to help those in-crisis and in-need through our nonprofit donations.

What has been the driving force behind your business? And in what ways are you hoping to grow in the future? 

Our customers and team are the driving forces behind our business. We want to ensure our customers have the activewear that they have been missing from the market. We want our customers to feel included in our ICONI community. Our small team is driven by innovation and pride. Our team knows that ICONI is open to new ideas on ways our business can improve in any way and we take pride in everything we do from the smallest to the largest tasks. Our vision is for ICONI to become the activewear industry leader in fashion forward, technical performance, and sustainable activewear. 

Where can people find more information about your business? And do you have any closing thoughts you’d like to add?

People can find out more about ICONI by visiting our website and by following us on social media @iconileggings. 

Give small brands and small businesses a try. We are usually more engaged with you as the consumer and are more willing to accept your feedback because we want to get better.




ICONI’s success story is one of true entrepreneurial spirit. Through their commitment to quality, inclusivity, and body positivity Angel Johnson and her team have achieved the kind of success that many aspire for in business. By creating products that serve all kinds of people, ICONI has actively positioned themselves at the forefront of the activewear industry and set a benchmark for what it means to be successful. Their continued drive for innovation and progress should be commended not only by entrepreneurs but also from customers who care about being comfortable and confident in their clothes every day. ICONI’s inspiring journey shows us that with determination and focus anything can be accomplished.

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