FACES. | MATTHEW HALL

Matthew Hall | Not An Influencer

eightonethree. | You were born and raised in Tampa, what part of the city do you feel shaped you the most growing up?

Matthew Hall | I have to say South Tampa. That’s where everything was for me. My childhood home was right off Dale Mabry, and my grandma lived near Gandy and MacDill. I went to Robinson, so I never really went past Kennedy once you cross that, it barely even feels like South Tampa anymore. Most of my family migrated to that area, and my grandma still lives in the same house we all grew up around. South Tampa was the center of everything for me growing up, so that’s definitely the part of the city that shaped me the most.

eightonethree. | How has growing up in Tampa influenced your creative outlook and the kind of brand you’ve built today?

Matthew Hall | It’s interesting, because when I was growing up, Tampa really felt like a small town. It wasn’t anything like Miami or the major cities people compare it to now. I left about ten years ago for school, and most of my creative development happened after that. My dad and uncle were really into clothes, they’d take us to the mall, make sure we had the newest sneakers so that definitely sparked something early. I even won Best Dressed in high school. It wasn’t until I left Tampa and started visiting places like London, New York, and Atlanta that I really understood brand-building and streetwear culture. Those cities lived and breathed it in a way Tampa didn’t yet.

Now Tampa is starting to catch up, but back then, those outside experiences shaped my perspective way more. Tampa gave me the foundation, but traveling showed me what this world could really be.

eightonethree. | When you come back home now, what still feels the most “Tampa” to you; what's that one thing that hasn’t changed?

Matthew Hall | My grandma’s house. It’s been the exact same since I was a kid. Anytime I leave for a big city and come back, that’s the first place I go. It grounds me. Even though Tampa’s growing fast, that South Gandy/MacDill area still has this real, authentic feel to it. It hasn’t changed much, and that’s what still feels like “home” to me.

eightonethree. | In general, what are your thoughts on the fashion scene in Tampa? 

Matthew Hall | I think we still need to build it up more. Other cities have a clear identity such as Atlanta, New York, L.A. you know what they’re known for. Tampa’s getting there, but it’s kind of a melting pot right now. You can’t really force a scene to happen; it has to grow naturally. I just want to see it develop, and I’m down to be part of whatever helps push it forward. If we can build that culture and get people to understand it, Tampa could really have something special.

eightonethree. | Let’s talk about PickedTLH. What was the original vision behind starting that project, and what did you take away from building something rooted in the Tallahassee community?

Matthew Hall | PickedTHL was a crazy time, in the best way. When I graduated from FSU, my degree was in sport management, but I already knew I didn’t want to pursue that. I had traveled to London the summer before graduating, and that trip opened my eyes to how big the clothing world really was. Seeing how much people loved fashion made me realize that was the lane I wanted to follow.

When I got back, I started thrifting every day. I was buying and selling clothes, learning the game. Around 2018–2019, I met Doug, the owner of Picked, and we became close. I’d source vintage FSU pieces for him, take them to his place, and we built a solid friendship. When he told me he was opening the store, I didn’t know anything about retail, but I told him, “Whatever you need, I’m there.” That first year was insane, the growth was crazy. The second year was the same, and then we got official FSU licensing. My vision was to grow that side of the business and to create our own clothing that felt vintage but was officially licensed, and keep building from there.

The biggest things I took away weren’t even about the product, it was about the people. I learned customer service, how to handle thousands of people coming through the store, how to read what someone might like just by looking at them—their size, their style, the fit they’re into. I was exposed to so many different kinds of people that it sharpened my eye for trends, quality, and what really resonates.

I also ran a lot of the social media, so now all of that feels second nature. I know what’s going to hit and how to present it. Those years taught me how to build community, how to build a brand, and how to operate at a high level. If I hadn’t had that experience, I wouldn’t be where I am now. Even though I’m not there anymore, I give Picked a lot of credit; those years gave me the foundation to go create something that’s truly my own.

eightonethree. | How was the process of educating the FSU community on vintage; what did that look like for you guys?

Matthew Hall | Honestly, we got lucky in a way because FSU has such a strong lineage and such a diehard fan base. It made introducing people to vintage feel almost seamless. Not every school has that; USF doesn’t have the same “diehard” culture where people are hunting for old merch like FSU does.

Doug was really the one who cracked the code. He realized early that FSU vintage had this cult-like following. Once that clicked, it took off. More people started buying and selling it, and it turned into this huge wave. And that was happening at the same time vintage in general was blowing up, so the timing was perfect. It just shows how powerful a niche can be, especially with teams. Look at the Bills Mafia and old Buffalo Bills gear, or the classic Bucs colors people are obsessed with again. When a brand or a team has that deep history people connect to, vintage holds real weight. Watching that whole movement unfold in Tallahassee was crazy to see firsthand.

eightonethree. | How did that experience shape your approach with Not An Influencer Brand today?

Matthew Hall | It’s funny because even back at the store, people would ask me if I was an influencer. That’s how far back this whole “not an influencer” idea goes. I’d always say, “Nah, I’m not an influencer,” and they’d be like, “Are you sure?” It became this running joke, but I had no idea it would turn into what it is now. Working at the store really showed me the potential of how big something could get. I remember one weekend we sold around 750 shirts from a single design, and my mind was blown. I kept thinking, “If we can do that, we can do so much more.” Even now, having 5,000 units of one shirt sitting here; it’s crazy to see the scale things can reach. It really made me believe anything’s possible if you do it right.

The store also taught me how important it is to be adaptable. I had to learn how to understand different customers. We had around 70% women coming into the store, and women are way more tapped into what fits, what trends are in, what looks flattering. Meanwhile, most guys will throw on a T-shirt and call it a day. Learning to pay attention to both worlds, and understanding how to create products that work individually and overlap when they need to shaped how I design and think today. All of those experiences definitely carried over into Not An Influencer Brand.

eightonethree. | What’s the story behind the name Not An Influencer, where did that idea come from?

Matthew Hall | The name really came from me always wanting to have a positive influence on people, whether I was considered an “influencer” or not. Years ago, way before the brand, I had “not an influencer but influential” in my Instagram bio.
When I started the brand, my boy Dro told me the word “but” has a negative connotation, so I switched it to “Not an influencer, just influential.” That small shift ended up shaping the whole identity.

At its core, Not An Influencer comes from wanting to add value to people’s lives. I’ve always wanted anyone who meets me, whether for the first time or after knowing me for years, to walk away thinking, “He’s solid. He made me feel good. He’s never done me wrong.” Even when people shopped with me, that mattered to me. So the name came from that mindset: wanting to be more than just an influencer, wanting to genuinely impact people.

eightonethree. | What does your creative process look like when you’re developing new ideas or pieces for the brand?

Matthew Hall | Honestly, I don’t have a super structured process. I just make things I think are cool and things I feel people will like. I do a lot of field research, paying attention to what people are wearing, how trends are shifting. Like right now, things are moving away from super baggy fits into more form-fitting silhouettes, so I study how to build pieces that fit that direction. But overall, I try to design collections that all work together. Back when I was doing the baseball-inspired pieces, everything was in unison, every team, every city followed the same creative lane. Same with the new collection: the camo, the black and white, the silhouettes, they’re all cohesive, like you could wear the whole outfit together. That mindset comes from my past experiences. I know how people shop: they don’t want to overthink. They want the full fit right there. So I build collections that make that easy.

Now that the brand has such a strong identity, I’m always asking myself, “How can I add something new? How can I flip the Not An Influencer concept just a little bit so each piece feels fresh?” I’m only in year two, but when I look back at everything I’ve made, I feel like it’s all stayed consistent and unified and that’s been the goal from day one.

eightonethree. | How do you decide which ideas fit Not An Influencer and which ones don’t quite align?

Matthew Hall | Honestly, it’s really just a feeling. I can usually tell right away if something makes sense for the brand or not. And I’m not making those decisions alone. For example Stacey is my second set of eyes on everything. She approves all the art, all the measurements, everything. If it doesn’t get her stamp, it’s not getting produced. She’s super detail-oriented, and she cares just as much about the brand as I do. On top of that, I’ve got a solid team around me. If I have an idea, I’ll throw it to them and listen to their thoughts. And if something doesn’t feel like it fits the identity we’ve created, I’ll shelve it for a bit and keep it moving.

eightonethree. | Is there a particular piece or concept you’ve created that you feel the most personally connected to?

Matthew Hall | Honestly, all of them. Every piece I’ve made has some kind of meaning to me. At some point in my life, I felt like I needed to create it, even the small stuff.

For example the tank tops… I grew up wearing tank tops, so knowing someone can style mine with any outfit means a lot. Same with the hats, I literally wear them every day. And the shorts or the sweatshirts, all of that comes from what I grew up in and what feels natural to me. So I wouldn’t say there’s one piece that’s the most personal, but everything I put out has a purpose. Sometimes I explain it, sometimes I don’t, but there’s always something behind it that’s been sitting in my creative process for a while.

eightonethree. | Social media moves fast, how do you keep your ideas fresh and avoid feeling stuck in the cycle of trends?

Matthew Hall | It’s hard, bro. Like, for real. The algorithm right now is terrible, and it’s tough to keep up. But that’s the challenge, jf you’re not adaptable, you’re gonna fall behind. What I’ve learned is you just have to put your best foot forward. As long as people can feel your authenticity, you’ll keep winning in this giant melting pot of content being thrown at everyone all day: blogs, videos, streaming, everything.

People are glued to their phones now, and you have about three seconds to catch them. If you don’t, they’re gone. So, yeah, it’s difficult, but being adaptable is everything. All the “big dogs” I look up to say the same thing. And when they compliment what I’m doing, it’s like — damn, you’re watching me? But they all preach the same message: stay adaptable, keep learning what’s happening, and keep pushing forward.

eightonethree. | As someone building a brand in the digital age, what's your take on brick and mortar retail; is there still value in having a physical space?

Matthew Hall | I think there’s definitely value in the experience of a physical space. But right now, it’s tough. The economy is what it is and people aren’t really shopping like that, so you can’t force them into a store. And even if they do come in and think the space is cool, that doesn’t always turn into sales. I can’t imagine paying for a full brick-and-mortar right now. I salute everyone who does and keeps it going, and I hope they survive this economic slowdown. It’s just not like 2021 or 2022 when everyone came out of the pandemic and money didn’t seem to matter. At the same time, I love walking into a space that feels intentionally curated, like Kith, or any of the big concept stores where every detail is thought out. That still holds a lot of value to me. And if I ever do have a space or an installation, I want people who support me to feel that same level of attention and intention.

eightonethree. | Let’s talk about your New York pop-up.

Matthew Hall | Yeah, so I had a pop-up in New York during Fashion Week, and that was honestly the craziest experience I’ve had so far with the brand. It was my first solo pop-up, every other one I’d done was tied to another event or something collaborative. This time it was just my brand, my marketing, my pull. I think around 1,500 people walked into that building. It was insane. The room was tiny, maybe the distance from us to those speakers over there, and it was packed. The whole block had people lined up waiting. It didn’t even feel real. Seeing that my brand alone could bring out that many people… that’s when I started understanding why the bigger brands do their own standalone or extended pop-ups. That hype, that rush people feel, that’s where the real value is for brands right now. And I think for the next five years, that’s what’s going to matter for small to mid-sized creator-led brands. Because people want that moment. They want the excitement, the scarcity; that feeling is powerful.

eightonethree. | What’s next for you, any new projects, collaborations, or directions you’re excited about exploring?

Matthew Hall |For 2026, I don’t have anything I can speak on officially yet, but I do want to drop new items consistently, monthly; maybe even weekly. My idea is something like one new product at 100 units: you get it, or you don’t, kind of like Supreme does. By 2026, I hope to really take care of the people who follow the brand and support it, my true audience. Scarcity is key; one drop, 100 units, and if you miss it, it’s gone.

eightonethree. | Are you dropping any hats in the near future? 

Matthew Hall |I can’t disclose anything specific right now. If an opportunity comes up, I’m down, but for now, I’m exploring some new hat designs that aren’t perfected yet. I’ve moved on from the rhinestone style, seeing so many people doing it now just gives me the ick. You can’t replicate it like I did, and that’s just how I feel. That said, hats are important. People love them, and as a brand owner, you need items that people can represent daily without overthinking it. T-shirts and hoodies are cool, but hats are that small item people can carry with them everywhere. Everyone wants to differentiate themselves, and the Atlanta hat is a perfect example of that. If I could, I’d make hats forever, but for now, I’m focused on getting them right before dropping them again.

eightonethree. | If you could give advice to someone in Tampa venturing into creating a lifestyle brand, what would you tell them?

Matthew Hall | Specifically in Tampa? I’d say you’ve got to put yourself out there. From my experience, the creative spaces are here, but you have to seek them out. I’m still figuring out where they are, but I know they exist.

Look at other cities for perspective, in Tallahassee, creatives always linked up and were in the same spots. In Atlanta, everyone goes to the same events, and you get connected with people that way. Tampa’s a little different, so you’ve really got to make the effort to put yourself in spaces where you can meet people. Don’t be afraid to say hi to the person next to you, you never know who they might be. Especially here, with the mix of old money and new money, they could be behind you at Starbucks, McDonald’s, anywhere. You won’t know unless you reach out.

For me, it’s a little easier because people recognize my brand, my shirts, they know who I am. But for others starting out, it’s about taking that first step and making connections. There’s a lot of value here in Tampa if you put yourself out there.