Underground Goods’ Amanda Santoro + Erin Potter Melnyk Are Baking Hustlers

It’s past time we remixed the entrepreneur archetype. The tried-and-true definition of an emerging or aspiring business owner feels tired. The modern entrepreneur is a mover, shaker and doer who’s not content with simply breaking all the rules. Our 52 trailblazers featured in the October issue are rewriting the rules, tearing them up and doing it all over again. It’s creation at its purest, because the fruits of one’s hustle are not actualized overnight or by following one jet-lagged recipe. It’s no longer adequate to measure entrepreneurs by the brick-and-mortar spaces they manifest or the jobs they create. Those are all important elements but fall short of what it truly means to build something — often with blood, sweat and tears. Whether you’re revamping the vintage clothing industry, introducing a fresh dining concept, cultivating an advocacy-focused creative agency or advancing the cause of equality for the LGBTQ+ community, the only thing that matters is freedom — the freedom to march to the beat of your own badass drum. Read our full rundown of trailblazers here.

Amanda Santoro and Erin Potter Melnyk, co-founders of Underground Goods, maintain a multifaceted approach to their business — from selling vintage products, baked goods and managing pop-up shops.

Advice that keeps you hungry
“Everything you can imagine is real.” – Picasso

Early bird, night owl or in-between
We both are significantly more productive early in the morning, especially on baking days. Though, at times we’re also night owls because the work is never done.

Burning question for an iconic trailblazer
We’d jump at the chance to talk with Rihanna about shifting focus in her career and running her Fenty brands.

The current soundtrack to your life
Pink Floyd’s “Dark Side of the Moon” always brings the chill vibes and only gets better with age.

@underground.goods // undergroundgoods.com 

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