Behind the Brand: Imperial Motion

Timeless. Innovative. Ever-evolving. That’s how Spencer Goetz describes Imperial Motion, and we couldn’t agree more with his assessment of the brand. As co-founder and creative director, Spencer has been with Imperial Motion since its beginning, and today he’s giving us a look inside the brand’s growth, inspiration, and vision for the future.

Where did you come up with the name of the brand?
Imperial Motion means to take whatever is important to you and put it into “motion” to your highest ability.  It could be your riding, art, job, relationships – it could be anything. The idea behind the brand was to create something that could connect with every person in one way or another.

How did the idea come about to bring back color-change technology in your shirts?  
Everything at Imperial Motion starts with a random “Hey, what if?”. It might come in passing on the way to refill a coffee cup, or even in a text at 1 a.m. Once we believe we have a great idea, we try to break it down to see its flaws and work to make it the best it can be. The idea to bring back color change t-shirts was actually tossed around a few years ago, but the product took quite a while to develop and dial in.

What’s a typical day for you at Imperial Motion?

A typical day starts at 8 a.m. with a fresh pot of coffee and emails. In between trips to the coffee pot, I might be reviewing pre-production samples for an upcoming season, working with our team on new development, or chasing one of our five dogs that roam the office. We’ve experienced a lot over the past 11 years of growing the brand. Looking back on everything, I have come to the realization that working with your friends every day is probably the best perk to any job.


Do you have any advice for aspiring fashion designers who want to grow their brand?
You can’t succeed at anything unless you go all in. If you believe in it, you’ve got to give it a shot.
What are your hobbies outside of work?
Surfing is my hobby outside of work. Surfing in Washington serves up its challenges, but that just makes it even more rewarding.

If you could describe Imperial Motion in ONE word, what would it be and why?

Timeless. From day one, we have geared Imperial Motion to be a brand that can stand the test of time and be ever-evolving. When approaching a new product or design we try to ask ourselves if that item could be worn 10 years from now and if it will still look good. Trends come and go, but it is important for us to have a solid core and stay true to it.
We send a big thanks to Spencer for his time and insights! Haven’t checked out Imperial Motion yet? Then visit your local Buckle store or to add the brand to your closet! Already love Imperial Motion? Tell us about your favorite pieces below!