0:00 they find a formula and sticks and stick to it yeah so it's very unstimulating that's why every video is like top three reasons why you should do blank and you're like [Music] let's talk about this because I feel like a lot of people think this is easy and they all want to do it probably to what the reality of it may be different depending on what you guys have to say what is it like to start a clothing brand oh wow what's it really like because everybody goes oh I'm gonna start cooling about you hear it every day from different people that they're just gonna do it but it's probably not as simple I think it's one of the hardest things ever and even the people that I talk to that have done at a super high level so I have like like two mentors right now um they started like a bunch of skate Brands back in the get uh back in the day like Maddox the kai those guys
0:51 and they told me like the problems that you face with production things that pop up it never goes away it's the surprises yeah there's always ████ delays whatever just part of the game it's just if you like the industry enough because you always think like as like a business owner you're trying to streamline things okay cool I can like mitigate this and I can forecast more about a little more cash flow like money solves our problems and you're like you're trying to think big and smooth it out but it never really goes away because some ████ will always happen but if you love it and that's part of it then you'll continue to keep growing yeah I think it's also about like I mean it's it's such a it's a game that could be so many different things depending on like what you want in the end product right yeah it's like I think having a vision of like really what you want to accomplish is like a really important thing like the most important I would
1:41 say right because you could make super dope clothes that are super unique and like they come from a place of like passion like I don't do something different about it and you can sell them to a certain degree but not make that much profit but you've sold enough to keep the business going and people are happy and you're changing the game a little bit or you can dilute your product a little bit more widen out the audience right make a little bit more money but you're doing less of your changing the game or you're doing less of change in the game maybe that doesn't pay off as much for you and your soul you know what I mean so I think for us for Mike and I with shell Corp it's been a lot of like trying to do both as much as we can like we we both have these fashion inclinations and things we love about fashion we want to kind of see this and now I want to make clothes that we want to wear we want to make you know everything done to like the way pants fit the way a shirt fits how it looks how it looks and summer versus the winner this and that and but then the
2:33 financial side of it is like you're still running a business you have to make these sales you have to make a lot of these sales right so it's like even if you love this shirt you can only sell it in certain colors because only certain colors might sound if you think the best one is this color but that people really like the color as much so it's really finding that balance between like what you want to create as an end product and also being a business person it's like how do we keep this business scaling how do we keep it growing yeah and like we're constantly blocking that line obviously you want to do both as much as you can um so I think it's been a big learning cover for us us is like what to sacrifice and when to keep the business growing but also staying true to ourselves I think most people go into it with the more like art mindset and creative mindset like who I want to like do these things yeah but then it really is almost a spectrum of like do you want to make art or do you want to have a
3:23 business and then it's it's literally almost like a sliding scale because it's it's like very opposite things yeah like if you're trying to do like bespoke stuff one-off stuff it's not very profitable but if you can go this way and you're making like a Fruit of the Loom undershirt it's extremely profitable but it probably kills your soul like creatively right so it's kind of like finding where it's at and then one of my other mentors he started Hurley and uh he ended up selling Harley Jesus Christ one of the guys that started Hurley uh they there's two guys that started he sold it to Nike and then he helped Run Nike SB for 12 years so he knows a lot and then he was like pretty much breaking down like how clothing business works and he goes like what I've seen across businesses from tattoo shops to clothing to food and everything
4:14 like it's usually there's this one thing that makes up 60 to 70 of your sales like a staple shirt staple thing yeah like yeah even if you go to a tattoo shop it's like all the flash art and then there's probably the the one guy that wants a crazy custom thing but you got to do a lot ton of flash art all day long you know oh let me get the ████ heart whatever take two birds yeah and so he was like he's like what do you I said but what about Nike you know when you're young you're like trying to like understand the situation I'm like but now he comes on all kinds of crazy ████ ████ vapormax maximum air with you know the ████ ethereum I got no shoes wow he's got those Nikes this is fly knit ████ what's that was crazy I know you were such a high beast and then he was like speaker head and he was like what do you think is Nike's number one seller I think Jordan and he goes no
5:05 dude white Air Force once wow and I was like and he goes do you think those kill their shoe designer soul I was like ████ yeah he goes it does but he goes but because of this and they push this it gives them the like billion dollar annual budget to do the r d for the ████ crazy other ████ they want to like play around with you know he's like so you have to earn your right to experiment and earn your right to be creative and I was like like that's so true so like my only experience is like fan merch and also dabbling into like the small Niche brands that we started well now June B has merch we have merch but I think most of my Concepts have been merch like not so much or like fan merch or like even if we when we created
5:56 go For Broke I feel like it was still an extension of fan merch it wasn't a product that we created without a fan base and and I mean it had its own like I guess brand and life that exists Beyond JK right but then um I would I would think like the people that are asking this question or the people that are getting into fashion right they probably want to be like kiss or they probably want to be like like supreme or like a streetwear brand or maybe even a designer brand where they are a successful artist where it appears to be a successful artist right because we all know like luxury Brands it's all lvmh or whatever like it's the Bernal guy right like in his family that runs all of those Brands but then um when you when those Brands come up
6:46 and before they're bought by them there's history or stories like a family leather working group or like over the years you know they develop it like like the the shoe guys like the Aldo and then the ████ you know Louboutins or whatever right it's like one guy one artist somehow Hollywood celebrity gets a hold of it and it goes like super crazy and then like it seems like that's the dream it's kind of like I want to be a director like Tarantino someone who is the artist but also gets to stay who they are and sell but then I'm like do they really stay who they are or they're just good at like being at the Forefront innovating and also be a business person like Tesla so I'm like that's that's kind of like where I'm like in the beginning we might
7:38 be very naive and think that you're just a true innovator and you have no business sense but you just crush it because you're so original but I'm like I'm not I'm not sure if that's the the case that might just be something that you imagine that's why I think it's like what Christian is saying is so important like finding out what your goal is is your goal to make really cool stuff or is your goal to grow a business or is your goal to like solve a problem and then that way you can manage your expectations because I think most people is a lot of people that I talk to their goal is to they just want to be in the industry because it seems so fun so whether it's making clothes for surf or making clothes for power lifting or making clothes for streetwear they just want to be in this world and do the fun things that they get to do like throw like little parties and stuff like that but then they they their Idols are guys that are crushing it and making a ████ ton of money and but that's like the
8:28 business route so you probably need to get way better at business than you are at design or like oh material right yeah but if you get hyper focused on just the business then you can lose some of the creativity side of it and then like it'll always be like the grass is greener where you see somebody else taking a chance and you're like oh ████ I want to do that you know what I mean I think it's probably building a character like in a video game like you only have so you have like 10 stat points to allocate right parameters for like how you jump and how fast you go on your strength and you get to choose where you want to give it and it's like you try to pick the best stats to kind of get you through the game and then when you get opportunities to add more stats on then you kind of add those attributes there but like be okay knowing that you only get so many at the beginning and you're going to keep growing as this game goes along and don't try to just like load up one side because you're gonna die right the first boss so it's like it's kind of like that I think it's a lot of patience
9:18 so like you know go to business then switch back all right like let's get creative all right we took we broke even there all right let's go to the physical the business oh I get creative and I think as those things continue to grow and like but we're also still trying to find our staple we think we know what it is we're still trying to make more Staples that can keep the business going forever and like all right cool we can just be creative now about this while people just buy this t-shirt forever that's what Supreme ████ did Supreme wasn't being crazy creative ever it's just a red box yeah they also just took things that were already kind of hot and put their name on it yeah right right right like they feel like new they were just trolls that got accidentally successful well not accidentally but you know the intention was like oh let's like parody and make fun of these things and then they're like now becoming what they were parroting right yeah yeah
10:09 that's true that's how counterculture kind of works right it's like it becomes the mainstream right and then something else comes then something else comes on eventually yeah and takes the piss out of that and it's like no ████ this and then that becomes a thing until it you know so in the slider scale of like um traits that shell Corp had when it started what were some of the things that you spent those points on when you started earning like where did you focus media media huge on me visibility and stuff part of me like having visibility for the brand um no investing a lot of time and energy into the media like for sure the also the designs the designs were super like the original designs that Mike mocked up were great and then even like when we started going to our next stuff that we were both very much collaborating on like we were always I think pushing the envelope a little bit Yeah like these pants I'm wearing like these are like a combination of like two different kinds of pants like they're you know they're they're Sleek but they're like they're kind of upscale but they also could be
10:59 on the street you know what I mean uh to catch you guys up to speed like shell Corp from my perspective looks almost like a modern slightly edgy gentleman's wear yeah it's like upscale streetwear because they have you guys have like you guys have like cut and so trench coats and like like button-ups with like thin material yeah it looks it looks dope thank you if you go the media route because that was already one of your strengths 100 we were like all right we got this dub closed all right well what are we good at like I think always lean into whatever you're good at and like ████ like super serve your Niche at all times all right me and Mike we don't we're not coming from a fashion World we're not coming from a business world but we know ████ media all right let's ████ play that tune as hard as we can bring people in and once they're watching oh look these clothes are super sick so we made a bunch of media that incorporated things we like you know action and like Heroes also a lot of comedy and like a lot of like satire and we just ████
11:49 invested in that a lot and then you know promoting like we always want to do that always and then people came and they stayed like now like when we drop and we do a big drop we always do a big round of media like around center around it and it's always a big deal that helps push everything and people look forward to right now how do you work out the Kinks with like production and like finding out how to Source like what the fabric is who's making it we have a partner like a we have a production partner who helps us like with our fulfillment but like a lot of times Michael find clothes that we like from wherever over the years might be in our closet we might be shopping like we go to the flea market except we like and we'll bring stuff like all right we like the the way the sleeve drops here we don't like this material we want something lighter we'll just like try to explain it the best we can to the guys who help us out and they Source it we get samples we say okay cool we need this to be a different color a different bit lighter we're just trying our best to communicate what we want until we get
12:40 the product that we like it in yeah there's a guy that's pretty cool in the OC um shout out to the crystal leverage but he owns like a design house oh Chris The Leverage yeah yeah yeah yeah so what's cool is like he's someone I would say from at least my level he looks like he's made it or he's been able to do what he's been doing for like over 20 years so that's a lot of stability he runs a lot of Brands out of his design house and uh you can just tell someone when they really enjoy the industry because every country he goes to he goes and buys denim from that country and then so you'll have a room full of just all random denim so it's almost like a denim Museum so it's like different era different content a different country wash from different water and you can just so like he's like a denim expert and you're just like oh
13:30 ████ that's really cool to see like a lot of times people think um like people they want work and then like not work like work life balance but the people that get really good at stuff it's a 24-hour thing it's just part of it it's them yeah yeah I put something about clothing too like I I was telling you like I walk into a place and they're selling clothes I think it's a different thing I might not think this is a great idea or it might look good on me but I think it has something that I might want to take from one day I will buy the thing I might not wear it but I'll keep it in my closet and one day I will be like oh you know what had that that ████ shirt and log and I'll pull it out and like oh that's what we need to do and I I can tell when something's like got something enough that I'll stalk it I have ████ in my closet now that I bought like at like a thrift store in Japan in like 2017 that like I don't know what I'm gonna call upon it but one day I will that's something about it that I know I still do that
14:20 with me and Mike like every time we sit down like another year like oh what do you want to make this year I'm like you know what I think it's gonna be hot and I'll go get some ████ I bought five years ago I'm like I think this wasn't ever hot back then I think this could be cool if we did this thing so it's like I definitely love it enough to always be on the lookout for like you know just pieces that inspire me like say it was like comedy though same with like writing and just making things it's like it's a part of you you always want to make ████ right so just stay open to it what's your favorite barbell product that you guys created that's like this was an aha product like aha in terms of for me as like the like it knocked it out it performed great knocked it out of the park that's the funny part nothing that I like crushed and all of the stuff that I'm like man that's whatever crushes because I think that's yeah because I think I'm actually way more artist than businessman so if it Vibes
15:13 with me it probably goes over people's heads you know what I mean like like a pop musician like the stuff that like let's say Ed Sheeran listens to is probably ████ crazy right right the stuff that he makes everyone's like oh I like it you know I could say I just clap on the tune on the floors right but he's listening to pop out on some ████ Irish ████ folk music for some crazy yeah ████ that ████ so for me like some of my favorite things is uh one was our our dry duffel did I give you one yeah so our driver it's a it's a like military grade mesh and I was extreme extremely inspired because when I did my when I got scuba certified yeah a mesh bag is standard in like that world okay right because you put your wetsuit your fins all that stuff in there and then so
16:03 you literally put it on and then half the day on the boat everything is dry and I was like this should be in the gym world because we got knee sleeves we got boxing gloves we got hand wraps in that chair out so when I came back from that trip I was really inspired by that so I created our dry duffel where uh the whole top of it is like military grade mesh so you can breathable it's breathable and then that way none of your gear ever stinks or smells whatever um and I was like really proud of that that's what I took something from one world brought into this world when we sold it it did all right and then we do like another backpack that just looks like a Jansport or something any other ████ regular streetwear style backpack with a laptop yeah like that one I like that one and ████ sells out in like 30 minutes I wanted one I'm like I did one it has
16:54 everything everyone else has laptop sleeve iPad sleeve it's like something that's like if someone goes hey what should a backpack have and I just got these five things it was like that oh just so standard huh boom can I say something versus the dried duffel where I'm like yeah go ahead as a consumer of simple things sometimes I just want something simple that's the thing it kills it kills artists I know but for me like I like that like I like it that it's simple and then it has the barbell logo you know I mean that's all I need okay because I'm like you know what do we play a song of like F minor and then you're like no no happy birthday do you have a product that's like a favorite product of yours that was like not a seller in the public market for
17:44 sure but I was actually gonna relate to viral videos where it's like almost every single time that like Jimmy and I've had a video go viral even myself like my personal stuff like it wasn't something I thought was gonna go ever the Beat Drop video for one that was a video we dropped as a ████ Plan B like we had like we did that video like on the back of another video we were shooting we shot it it's a good idea boom we make it and then we had like dropped several videos before that it was just kind of sitting in the like whatever the queue of if we needed it one day we're in Cabo for spring break and we were trying to upload a video from Cabo and it was like a regular four minute sketch but it wouldn't up but it kept dying halfway through because whatever the Wi-Fi was bad we didn't want to like break the consistency of dropping so we dropped it make a beat drop video because it was like I said 20 seconds or whatever it was YouTube could handle that it uploads we didn't even look at it close the laptop all right we go back to Cabo partying and while we're out in Copper
18:35 everyone's like dude the new video dude the new videos crashed we're like what what like couldn't think about it wake up the next morning like two million views like what and that happened to several times because it was just supposed to be like a placeholder like whatever and the ones we put a lot of effort into and like money and budgets I did okay every now and then it hit but like a lot of time I noticed that pattern happening a lot when you're creating stuff but then don't you think like once you kind of go like all right if this is the stuff that works let me get into the mindset of just creating really basic ████ and just spamming that like but that's how we that's how the internet turns into what it is today yeah and that's what I was gonna say if that's what it is now because people go oh I don't have to try that hard to go viral all right I'm just gonna do that and get in the run and so that's why creators I think are actually not creators they're actually business people now ah there's a lot of airflow
19:25 Air Force One makers yeah and not so much like flying at me because they know that's what works they find a formula and sticks and stick to it yeah so it's very unstimulating that's why every video is like top three reasons why you should do blank and you're like a lot of videos I'll see today are like this is how you get big on Tick Tock it's like what the ████ you're on Tick Tock talking about how to get big on Tick Tock and then that video goes viral and I'm learning from someone that has uh less followers than me on Instagram the shade yeah it's like oh five successful ways on Instagram or let me see this 10 000 followers I mean you seem like you're doing something right so let me write these notes yeah man let's follow there's more views sometimes too so how's that pops yeah guys uh check out obviously volleyball Brigade shell Corp and June B's got new
20:16 hats yeah hats baby corduroy hats
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