Meet Lauren Ross | Founder & CEO

We had the good fortune of connecting with Lauren Ross and we’ve shared our conversation below.

Hi Lauren, can you walk us through the thought-process of starting your business?
As an Eastside of Atlanta, native, I grew up enamoring and admiring the rich culture of this city. This fascination cultivated my mindset to be deep-rooted with everything Atlanta. That’s how I was able to develop my brand name and logo, The 404 Lab. When you look at the logo it shows you various elements that ultimately shape the city.

I was inspired to develop the primary design for my apparel, The Real Definition of Atlanta, which is a simple definition and pronunciation of [At-lan-nuh].
Now, this is not the correct spelling of Atlanta, but this is in fact how we as Atlanta Natives ‘Atliens’ articulate our city name. We pronounce Atlanta with a hint of slang, a tad bit of Ebonics, and a thick Georgia accent. As a transplant city, this pronunciation embodies the phrase ‘Old Atlanta’ which is the true essence of Atlanta and the foundation of my brand.

Over the past decade, Atlanta has been transformed by a new wave of creatives that have cultivated a uniquely popular culture here. This has fostered an overly lavish and upper-echelon lifestyle to replicate the world’s most influential moguls that travel these Atlanta streets. The popular term ‘New Atlanta’ also have shaped the framework of this brand. The 404 Lab apparel amplifies the luxury lifestyle of the city through clean yet distinct and elaborate pieces. The 404 Lab online retail shop is providing uniquely designed products that are capturing the true aura of today’s Atlanta intertwined with the old nostalgic flair.

You don’t have to be from Atlanta to partake in the richness of this city. I want everyone to feel like they’re taking a ride down 285 and embarking on this culturally rich journey anytime they put on The 404 Lab brand.

Alright, so let’s move onto what keeps you busy professionally?
Outside of entrepreneurship and starting my Streetwear brand, I have a full-time career as an Instructional Designer. I’m also a student, obtaining my Master’s in Instructional Design and Technology. I think this is what makes me never unique. I embrace every challenge and ultimately enjoy the process. This is not easy, balancing my career, a business, and school but essentially it’s what shapes me and my determination and dedication to be great. I want to be the best, so that leads me to go back to school to get my Master’s. The knowledge I’m learning in this program is used in both my business and career. I learn something new every day which allows me to grow in everything I do.

As the founder of the brand, I’m a one-man wrecking ball I legit do everything from designing the apparel to a content creator to the marketing strategist. This creates challenges with managing everything and not letting things fall by the wayside. This created stagnation with my brand for a while. But like I previously stated, failure is never an option so I had to find a way to prevail. I recognized that everyone needs help and asking for help was a sign of growth within myself as a leader. This led to opportunities where I can collaborate with other creatives and cultivate relationships within the industry.

This helped me realize no one has gotten anywhere without the help of others. Just as many people helped me along my journey, especially the ones that look like me, I would like to afford others the same opportunities as my brand grows.

The 404 Lab symbolizes the impact Atlanta has on the world. We aim to be the cultural fabric of Atlanta through courtesy and respect. In every interaction, customers will experience the true soul of Atlanta coupled with genuinely hospitable service and witty charm. We will continue to grow and fulfill our promise of providing unforgettable customer experiences and opportunities to everyone.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
This city has so many great things to do, so to get the best experience we will have to take a tour around each side. One of the first things we will have to do is go to what the city is known for, beautiful women in the strip clubs. For the ultimate experience, we have to go to the infamous Magic City for the glitz and the glamour but then go to my favorite spot the Blue Flame. Gorgeous women and great wings.

Since the city is the birth of Trap Music, we will have to. slide to Trap Karaoke to turn up to some of the greatest hits this city has produced. We can go to some of the boujee inner-city spots like Suite Lounge where you can get dressed up and enjoy a nice drink and music. As the week progresses and we want to indulge in a more urbanized turn-up, we can dabble in some bar hopping. Now Atlanta has several strips of bars to hop around. You will have to go to them all from Edgewood to Peter Street to Old Nat. It’s never a dull moment in any of those places and you will see different crowds of people that give you a different side to the city.

Now in Atlanta we don’t just turn up in the nightlife it’s an all-day thing and we like to get started during brunch hours. we love bottomless mimosas and great music. Atlanta has one of the best brunch scenes where it’s straight day party vibes. Some of the most lit spots are Escobar, BQE, Fins & Feathers, CRU, and Breakfast at Barney’s. Now if you want great food and you don’t mind waiting Atlanta Breakfast Club is a good spot too.

Since we are a city of champions, you can’t come to the city and not attend a sporting event. The atmosphere is like no other whether it’s a Hawks game, Atlanta United, or Braves game. After the Braves game, slide to one of the bars or restaurants at the battery. They have spots like Fat Tuesdays to Punch Bowl Social.

The last few stops would be to one of the most notable malls or shopping areas in Buckhead. The Shoppes at Buckhead, Lenox Mall, and Phipps Plaza for some high-end shopping. Then you can’t go to Atlanta and not hit up the wing spots. You most definitely have to hit up the American Deli in the historic West End where celebs like Lil Baby dined at.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Not to sound so cliché, I would like to shoutout my family. My family is the last of a dying breed of people that are born and raised in Atlanta. They truly represent me and my brand through and through. I was raised my hardworking parents that also balance careers and entrepreneurship. They worked relentlessly to provide and make a way out of nothing. Everyday before school my mom told me, to make leader choices and decisions and that stuck with me in everything that I do. I desire to be first not last, stand out instead of blend in, and be a leader not a follower through my actions. They’re the reason I have the grit, grind, and resilience. The true mentality of a hustler, by not letting anything stop me or get in my way of success. Without them it’s no me. They inspire to me never give up on my dreams because failure is never an option.

Website: The404Lab.com

Instagram: www.Instagram.com/The404LabATL

Linkedin: https://www.linkedin.com/in/lauren-ross-943850112

Twitter: www.twitter.com/The404Lab

Facebook: www.facebook.com/The404Lab