How Grace Na Turned a Denim Gap into an Eight-Figure Empire
From showroom floors to scaling with in-laws, here’s how the founder of Pistola Denim stitched together one of the most covetable brands in fashion.
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Grace Na didn’t grow up dreaming of denim empires. But what she did have was the kind of fashion industry fluency you can’t fake—built through years of showroom hustle, wholesale know-how, and a seriously sharp eye for the white space no one else was filling. In a sea of overhyped, overpriced, or overly complicated denim brands, Grace saw a need for something cool, current, and wearable—with a touch of California edge and a price point that didn’t scream “designer drama.”
Enter: Pistola Denim. Launched in 2013, the LA-based brand was Na’s answer to a market that had plenty of jeans, but not enough good ones for real life. Think: elevated basics with trend-aware details, made for people who don’t want to think too hard about getting dressed, but still want to look like they did.
And clearly, she wasn’t the only one craving denim that didn’t come with an identity crisis. Fast forward to today, and Pistola is clocking in at eight figures in revenue, dominating both DTC and wholesale, and popping up in closets from New York to Nashville. Here's how Grace built it, scaled it, and kept it all in the (in-law) family.
The Denim Aisle Gap No One Else Saw
Before founding Pistola, Grace spent years immersed in the wholesale world - working for other brands, pitching to buyers, and observing patterns most people overlooked. She noticed a frustrating gap in the market: denim that was high quality, fashion-forward, but still accessible. Not fast fashion. Not luxury. Just…good.
Armed with insider insight and trend-savvy instincts, Grace launched Pistola with a mission: offer denim that looks elevated, fits beautifully, and doesn’t require a second mortgage. Early styles were clean, wearable, and always had a little something extra—whether it was an unexpected hemline, a tailored silhouette, or a trend-driven wash.
Getting Strategic with Scaling (Without Selling Out)
Grace didn’t take the typical brand-founder route of influencer-heavy launches or big-budget splash. Instead, she bet big on two things: smart wholesale partnerships and operational efficiency. She used her industry connections to get Pistola into key boutiques and department stores—earning visibility without burning cash on brand awareness.
And she kept the back-end tight. Pistola maintained control over distribution, manufacturing, and even e-commerce—a rare trifecta in fashion. This helped them avoid inventory nightmares and allowed for fast turnarounds when trends shifted.
Family Ties and Founder's Grit
Let’s talk about the plot twist: Grace scaled Pistola while working with her in-laws. Yep, the family dynamics were real—but also kind of genius. Her father-in-law and brother-in-law joined early on, bringing in retail and logistics expertise that helped Pistola operate like a well-oiled machine.
While that might send some founders running for the hills, for Grace, it worked. The trust was baked in. The expectations were high. And the ability to grow quickly without external hires made the business feel more agile.
Culture, Community, and California Cool
Pistola’s rise isn’t just about the jeans. It’s about the vibe. Grace intentionally built a brand that feels personal, not performative. The team is lean, the culture is collaborative, and the marketing speaks directly to the women buying the clothes: busy, style-conscious, and not interested in trend-chasing chaos.
Her hands-on approach has also translated to product development. Grace still leads design direction and trend forecasting, ensuring each drop feels fresh but wearable.
Final Stitch: What We’re Taking Notes On
Found the white space and filled it smartly
Skipped the splashy branding in favor of smart wholesale + DTC
Brought family into the fold to scale lean and fast
Stayed close to product and culture as she grew
Grace Na didn’t just build a denim brand—she built a blueprint for how to grow a fashion business in a crowded market without losing your mind (or your margins).
