Website Makeover Underway and the New LLC is Official

As of today, the trade name of Held Gear is owned by THRU LLC in the state of Arizona. The federal EIN has also been filed. The flexibility of Arizona’s “any legal purpose” entities make it very easy to start small and grow. There is a broader vision for this company, if successful.

A new website is now underway, it is an upgrade from an older WordPress theme, and it’s basically a clean slate that you can do almost anything with. All of the content is being revised, and new features are forthcoming.

Promoting a fashion brand is almost half the product design and half the multimedia that goes into promoting it. From the product photos to modeling, and now the expectation of video plus social content creation, a whole lot of energy goes into the multimedia.

THRU LLC comes from a publishing brand that I co-created to operate as a magazine back in 2015. We formed Thru Media LLC in Oregon at the time, but it dissolved in 2018. Very tough thing, starting up a magazine.

In 2022, I brought THRU back because I wanted to publish documentaries and other media again. Held Gear was the excuse for buying the pro camera, because that was necessary for good product images.

The idea was to file an LLC based out of Philly, but life changed before that happened, and it is fortunate that Arizona has certain advantages for small business formation. In Pennsylvania, you cannot be a fashion designer/retailer/marketplace and publish indie documentaries while doing photo shoots for hire on the side all under one LLC. You would need a minimum of two LLC’s just to get started with that.

It’s good advice that I’ve heard multiple times, that you just put your idea and brand out there without any official filings to see if you even have a business. I guess that’s what I did.

Ironically, it had to move away from the testing ground that established I’m capable of it. It’s a retest.

So off I go to work on this website. And then the next thing. Thanks for reading. Be seeing ya.