Since launching The Hinton Group two years ago, Nate Hinton has emerged as a powerful player in fashion PR – with a client list flaunting an eclectic and diversified who’s who of artists and creatives. Consider it a Midas touch. The Norfolk, VA native is no neophyte to the world of PR, coming to entrepreneurship with a background in public relations. Named by The Observer as one of the Top 50 most powerful firms of 2019, Hinton is in a class all by himself leading the way!
In five words, who is Nate Hinton? How would you describe yourself?
A leader, a team player, a visionary, loving, and mindful.
When you first started The Hinton Group, was your goal to only represent Black creatives in this business?
No, and it still isn’t the goal. My representation runs the gamut. In my career, I’ve always worked with designers of other nationalities, particularly White designers, or for designers or for entities that were owned by individuals who were not of color. In public relations, there is an awareness that there was, and still is, a disproportionate representation of people of color in our industry – in conjunction with the way creatives of color are being serviced at mainstream PR agencies. I’m knowledgeable that Black creatives are special individuals and need a certain type of attention and understanding. This remedy may not necessarily be obtainable at a place that isn’t Black owned. That’s when I decided to open my doors welcoming those individuals, but not only to them. My experience started at an Italian fashion house. Henceforth, I am consciously aware to certain nuances in this business. My background is PR, and I worked with my first Black designer at KCD, Maxwell [Osborne] of Public School. To possess the understanding of how they operate, where they came from, and where they are trying to go takes an intrinsic voice to tell those stories.
If you weren’t doing PR, what would be your chosen profession?
I would be a teacher.
It is important to ascertain the identity of The Hinton Group and its brand equity. May you distinguish that please?
I started The Hinton Group with it being more than just a PR agency. The landscape of PR has changed drastically, and honestly, I saw the change eight years ago, and at that moment, I began to ideate my own company. I don’t just run a PR agency- it’s the last component of what we do. Routinely, the team may be trafficking samples or working on feature stories for our clients. In addition, we are creating marketing plans, building CRMs, forging strategic partnerships, working on collaborations, business developments, and strategies simultaneously. The public relations part normally comes at the tail end when we are ready to promote and execute the entire undertaking. I call my company ”A company of brand partners” because it’s not just PR that makes a brand successful in this day and age.
What is the best part of your job?
Teaching, mentoring and empowering my team. It’s fulfilling and makes everything about what I do more satisfying.
What does a regular day look like for you?
I don’t know regular.
When choosing a client to represent, would do you consider as your absolute deal breakers?
I have to feel it- it’s a feeling. It’s very intuitive.
There’s the old saying “No risk, no reward.” What has been your greatest risk, without regret?
My greatest risk without regret was leaving PR Consulting to start my own company. I’ve felt the most freedom in my decision, by establishing something I’ve created that will provide generational wealth for my family.
What changes are necessary for Black creatives to succeed in the fashion industry?
We must be fearless and own our creativity. Our skin color is not a hindrance to our success, it is a uniqueness with strength and power. In every room I’ve been in, my voice and perspective is different, and I use that difference as a power. My voice and my thoughts are my superpower. No one else is going to think like me or in the way that I do. I would tell anyone….no matter their creed or culture, to use your uniqueness, your difference, your special commodity that only you possess, as your power.
How would you like Nate Hinton to be remembered, what is your legacy?
When it’s all said and done, I want to be remembered as an individual who lived his life unapologetically, helped and gave back by supporting my community, and someone who ultimately made a difference in the culture.
