Self Esteem is a California-based retail brand founded in 1997 by textile industry executives Richard Clareman and Andrea Rankin-Waters. The idea was to bring trendy, hip styles to tween and teenage girls and also “promote their sense of inner self-confidence”. The irony of a clothing line to boost confidence is not lost on me, as much of tween girls’ socialization is ‘othering’ girls based on their appearance. (It always starts with one middle school bully...) You know I’m an optimist, but it’s hard to effectively convey a mission of “creating the inspiration for individual style that expresses the inner you” when feeling good about yourself is often antithetical to the explicit purpose of every business: profit. I appreciate the sentiment though, and so did the market.
Self Esteem was wildly popular! Its juniors category was so successful, they expanded into girls and plus sizing. (Yes, there are 3+ sizing conventions for the same market segment…) Their cheeky, playful novelty graphic tees were available at 3000+ retail stores across the country, including speciality boutiques integral to tweendom of the late 90s and early 00s: Charlotte Russe, Deb, dELiA*s, Limited Too, Mandee, Pac Sun, Wet Seal, Windsor, and many more. Even if you can only vaguely recall the name, you may recognize the Curly Girly brand logo when you see it.
Self Esteem’s ethos of “style and substance”, as well as openly inviting customer feedback on design silhouettes and screen-print ideas, made for a very effective grassroots marketing strategy. Their website had over 100,000 unique visitors each month (!!!), with customers finding a forum “to express their ideas and innermost feelings.” I LOVE pre-e-commerce websites, and Self Esteem’s is no exception.
The early internet is my favorite kind of digital experience, when consumers would temporarily “go” instead of permanently “be” online, and the purpose of the internet was to connect, explore, and learn, not buy. Self Esteem’s site featured an extremely limited selection of clothes, because shopping was still a sacred, in-person, mall-bound spiritual practice. Therefore, to support the brand’s nascent world-building efforts in the digital realm, there were a variety of fun activities on the site, including cookie fortunes, poetry, embarrassing moments, entertainment, and “homework help”.
Not sure who was in charge of the music on Self Esteem’s website, but they contain multitudes. Seems like a Cool Gen X person was in charge, with the final stamp of approval given by a Boomer dad with Millennial tween daughters. How else can you possibly explain this mix from 2002?!
American Hi-Fi (Interview)
Mandy Moore (Interview)
Alicia Keys (Interview)
Craig David (Interview)
The site menu also included a “Streaming Radio”, so as far as I’m concerned, Self Esteem invented streaming. In 2004, their music video list included 300+ songs across all genres of popular music, with the most frequently featured artists being 2 Pac, Shania Twain, M*rilyn M*nson, R. K*lly, Toby Keith, and Usher. Cursed. But don’t worry, “Toxic”, “Dirrty”, “Stacy’s Mom”, “Leave (Get Out)”, and hits from Clay Aiken and Ruben Studdard of American Idol cleanse the palette.
Time for a quiz! Add up your points to find out which Self Esteem brand mascot you are. Answer as your 8- to 12-year-old self, it’s more fun that way. :)
Question 1: You’re going to the mall with your friends. What do you bring in your purse?
A. Lip gloss. Need to look cute for when I “accidentally” run into Joey at the food court.
B. A digital camera and a marker, for an autograph and photographic evidence in case I meet Justin Timberlake!
C. A $20 bill – or two – so I can get a new outfit for the dance next weekend!
D. I forgot to bring my purse, but I just found a $5 bill in my pocket. It’s enough for a pretzel and a soda!
Question 2: You’re painting your nails. What color(s) do you pick?
A. A French manicure, obviously. It’s classy!
B. I’m too busy to paint my nails, but if I had the time, probably red or pink.
C. Rainbow colors! Each finger is a different color. You get a little of everything.
D. Purple with sparkles. Lots of sparkles, please.
Question 3: You’re at the department store with your mom and it’s taking forever. She lets you pick out one item at Limited Too as a reward for your patience. What is it?
A. A silver jewelry set with a necklace, ring, and earrings
B. A journal with a lock and matching fluffy pen
C. Blue temporary hair mascara
D. A plushy soccer ball picture frame
Question 4: You’re making a music video with your sister and cousin so your moms let you have a sleepover. What’s your primary role in the production?
A. I’m the glamorous leading lady and love interest of the band’s frontman….duh.
B. I’m the director behind the camcorder, choosing our shooting location, getting all the best angles, and intermittently yelling ‘CUT’!!!
C. I’m the principal dancer and choreographer, and you better get the moves right or we’ll have to start all over again!!!
D. I’m in drag as the band’s frontman, wearing a baseball hat and my dad’s baggy t-shirt to look like a boy.
Now, give yourself 1 point for every A, 2 points for every B, 3 points for every C, and 4 points for every D. Add your points together to get your result!
You are classy, refined, and beautiful, with high standards and a no-nonsense attitude. The Flirty Frog keeps it simple and straightforward, making her a great listener, friend, and confidant.
You are loyal, down-to-earth, and always ready for a good time. The Adventurous Turtle works hard and plays hard, loves being surrounded by true friends, and can make any situation entertaining.
You are creative, artistic, and dynamic, with a unique sense of style. The Cool Cat has unmistakable personality, confidence, and sincerity that adds flair and joy to every friend group.
You are playful, happy, and spunky, with fun-loving spirit that people like being around. The Funky Monkey is effortlessly popular, a great sport, and adaptable in any social situation.
Also, soft grunge asked the question I’ve always wondered: where have all the monkeys gone? I have a Paul Frank sweatshirt (made for adults), so I’m doing my part to protect their legacy.
The website had a very cute animated “Fortune Cookie” section, where you click on the cookie to crack it open and reveal a Self Esteem-related fortune. I’ve categorized them by astrological sign. Read for your sun and/or rising, and take it with you for the rest of the day!!
Aries + Gemini: Happiness begins with Self Esteem.
Taurus + Libra: Rewards come with great Self Esteem.
Cancer + Pisces: No dream is too big when you have Self Esteem.
Leo + Scorpio: You are a person with tremendous Self Esteem.
Virgo + Capricorn: You have the Self Esteem it takes to achieve great things.
Sagittarius + Aquarius: The world is a better place because of you and your Self Esteem.
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