0:01 So, the clothing brand space just
0:04 entered a completely new era. It is more
0:07 saturated than ever with thousands of
0:09 new brands popping up everywhere. And
0:11 the luxury fashion space just got
0:13 exposed in a way that's kind of flipped
0:15 everything upside down. But while most
0:17 people see this as a dead market, I see
0:19 this as probably the biggest opportunity
0:22 for small brand owners in years. And I
0:24 know this because I've been working with
0:26 clothing brands for six plus years now.
0:27 I've scaled my own brand, Tame
0:29 Psychotic, to well over seven figures.
0:31 and I've learned to spot these
0:34 opportunities in the clothing space that
0:36 most people are blind to. So, in this
0:37 video, I'm going to break down three
0:40 different things. First, why this exact
0:42 moment is the golden opportunity to
0:44 start a brand. Second, the limiting
0:46 beliefs keeping you on the sidelines and
0:48 how to overcome them. And then third,
0:50 the framework that I would use and take
0:53 into 2026 to build a winning brand next
0:55 year. Now, let me start by kind of just
0:57 breaking down everything that's going on
0:58 in the fashion world because this
1:00 changes everything for small brands. You
1:04 see, major luxury houses like Dior and
1:06 Armani just got exposed for using
1:09 exploitative workshops in Italy. And I'm
1:12 talking sweat shop conditions, unsafe
1:14 work environment, low pay, pretty much
1:16 everything that you'd expect from like a
1:18 teu factory in China. Meanwhile, they're
1:20 charging thousands of dollars for their
1:22 pieces and then marketing them like
1:24 they're some crazy handcrafted by
1:27 artisans in Italy product when in
1:28 reality they're just using little kids
1:30 in sweat shops to make them. And if that
1:33 wasn't bad enough, videos from Chinese
1:34 factory workers claiming most of these
1:37 brands make everything in China for
1:39 pennies on the dollar have started going
1:40 viral as well. Now, whether those
1:44 factory videos are actually factual is
1:45 neither here nor there, right? What
1:47 matters is the perception that those
1:49 videos create. And this is not just an
1:51 isolated incident, right? It's a pattern
1:54 across the entire luxury industry. But
1:55 here's what matters for us small
1:57 clothing brand owners, right? The fact
1:58 of the matter is everybody is
2:02 questioning the legitimacy of luxury
2:04 fashion at this point. They're
2:06 questioning the authenticity, the
2:08 honesty, the values, everything about
2:09 the brand. And this provides a
2:11 hesitation to buy, which means
2:14 opportunity for us. Because here's what
2:15 you need to understand about market
2:17 opportunity. Market opportunity does not
2:20 come from an empty market. Market
2:22 opportunity comes from the market's
2:25 participants losing trust in the current
2:27 players. And right now, customers, they
2:28 still want high-quality clothing. All
2:30 right? They still want a brand that they
2:31 can believe in. They still want a
2:33 community. They still want authenticity.
2:35 They still want clothes they're proud
2:36 of. So, the desire for brands that
2:38 people can stand by has not gone away.
2:40 And if anything, it's like 10 times
2:42 stronger than before because it's on
2:44 everybody's minds now. The legitimacy,
2:46 the skepticism of authenticity, it's on
2:48 people's minds and they're searching for
2:49 something real. And you know what? If
2:50 you were to summarize all of these
2:53 scandals into one problem, the one issue
2:55 would be a lack of transparency. Lack of
2:58 transparency around their supply chains,
3:00 their manufacturing methods, the cost to
3:02 actually produce the $2,000 bag that
3:03 they're trying to sell. And that is
3:06 exactly where founder brands have the
3:07 advantage. And I'm not saying that the
3:09 entire luxury industry is going to
3:10 collapse and all those people are just
3:12 going to come flooding into your doors
3:14 to buy your clothes. But what I am
3:16 saying is that the demand for such
3:18 brands is on the rise with people
3:20 looking for a brand that they can stand
3:23 behind. One that they feel represents
3:25 their personal values, one that they
3:26 feel that they can trust. Now I know
3:28 you're thinking, "Oh, well Marshall,
3:30 yeah, there's a demand for founder
3:32 brands, right? But isn't the market
3:35 still saturated?" Well, you're right.
3:37 The clothing space is and has always
3:40 been extremely crowded. But here's what
3:41 people don't understand about that
3:44 crowded concept. The market isn't
3:46 saturated with real competition. It's
3:48 saturated with poor attempts. It's
3:50 saturated with people making the same
3:52 mistakes keeping them at level zero. I'm
3:54 not even concerned about the competition
3:56 because there are so few people
3:58 operating in a way that will bring them
4:00 even close to where I'm operating and
4:02 where I look to try and help other
4:03 people operate. And when I say they're
4:05 all making the same mistakes, I'm
4:07 talking about brand DNA, brand identity,
4:09 right? Going in saying, "Oh, I want to
4:11 sell hoodies." Not like, "Why do I
4:13 exist?" Right? What is the reason for my
4:15 product to exist? What am I here for?
4:17 What do I stand for? Who am I speaking
4:19 to? Right? Nobody thinks about these
4:20 things. And you know what? Without an
4:23 authentic brand, identity, DNA that
4:25 represents who you truly are as a
4:27 founder, you're just another faceless
4:29 company. All right? Selling goods for
4:30 three times the price that you bought
4:32 them for. You got to understand that the
4:35 biggest brands in the space, Kith, Bape,
4:38 Amlon, Dior, Supreme, Stuy, they're all
4:40 extensions of their founders
4:42 personalities represent. You can
4:44 directly see it in their content into
4:45 New York, you can directly see it in
4:47 their content. K2 Studios, you can
4:49 directly see it in their content. Their
4:52 personalities and tastes as founders and
4:55 operators are so congruent with the
4:57 identity and DNA of the brand. All
4:58 right? how the brand presents itself,
5:00 how the brand is perceived. It's the
5:02 same thing. All right, my brand is the
5:04 same thing. But most brands just decide
5:06 to copy what they see. All right, monkey
5:09 see monkey do. And that's not authentic
5:10 because most people are not going to
5:12 connect with another spider hoodie.
5:13 They're going to connect with
5:14 communities. They're going to connect
5:17 with identity, with meaning, people to
5:19 stand alongside. That's what gets people
5:22 actually to care about the brand. And on
5:24 the contrary, every successful brand has
5:26 this kind of narrative that people
5:28 connect with. And I see thousands of
5:30 brands that literally just post product
5:32 shots and think that they're going to
5:33 blow up. That's just not the reality,
5:35 right? It is not physically possible
5:38 unless you are some crazy [ __ ] Albert
5:41 Einstein genius person that can come up
5:43 with this crazy concept. And spoiler
5:46 alert, it's probably not you, right? It
5:48 wasn't me. It wasn't all of my friends
5:49 that have brands, and it's probably not
5:50 going to be you either. So, you need to
5:52 think about these things. You need to
5:54 think about the meaning and the identity
5:56 and the DNA and what the brand means
5:59 beyond just the products. And that is
6:00 your opportunity, right? Because if you
6:03 actually build a brand with a solid
6:05 identity, right? A good community,
6:07 authentic storytelling and good
6:09 products, you're not competing with
6:10 everybody else anymore. You're competing
6:13 in a very, very small subsection of
6:15 brands that actually know what they're
6:17 doing. So if you can understand these
6:20 elements walking into this, you can get
6:22 a head start ahead of everybody else.
6:24 That's the goal, right? At least for me,
6:26 it is. All right, so let's talk about
6:27 how to do that to make the current
6:29 market condition work in your favor.
6:31 There's four principles I want to go
6:33 over. The first one is going to be
6:35 radical transparency. Those luxury
6:36 brands that got exposed, they got
6:39 exposed for hiding [ __ ] and lying. And
6:40 generic brands don't share anything
6:41 because they don't feel like they have
6:44 anything interesting and worth sharing.
6:46 Which is why you need to document
6:48 everything. Even the [ __ ] that you don't
6:50 feel like you need to document the stuff
6:52 that you don't think is interesting.
6:54 Show your manufacturing process, your
6:56 design process, where your stuff is
6:58 made, how it's made. All right? Every
7:00 step of the way, how it's shot, how it's
7:02 posted, how it's put on the website.
7:04 Show literally everything. Because for
7:07 example, whenever I show the entire
7:10 process of making the V3 Mavic Denim,
7:12 right, the wash process, the fit
7:13 refinements, the pattern adjustments,
7:16 the detail adjustments, the distressing
7:19 kind of evolution that we created, the
7:21 coffee stained thread, the hardware, the
7:23 fireman's clasp, the tags, the leather
7:26 tag updates as we go through time and
7:27 mature the brand, right? All of that
7:30 stuff creates this transparency which
7:33 gives people this trust in the product
7:34 because they know that a lot of effort
7:37 went into it. They know the story behind
7:38 it, right? They know why these changes
7:41 took place. They know where the garment
7:43 started and how it's evolved over time.
7:45 And that story attributes value,
7:47 perceived value to the product, which
7:49 justifies higher price points. It
7:51 justifies more trust in the brand
7:52 whenever people go to spend money. So,
7:54 they are willing to spend more money.
7:55 And you know what? When you're
7:57 transparent about your manufacturers,
7:59 your suppliers, you're doing something
8:01 that 99% of brands are not willing to
8:03 do. Which is why for me, I have a trip
8:04 to China planned where I intend on
8:07 documenting going and seeing my factory,
8:09 talking and meeting with my
8:11 manufacturing partners in Dong Guang and
8:13 Guanghao, and I'm going to show the
8:15 entire process. And the brands who have
8:17 done that are the brands who are at the
8:19 very very top. So if you can do that
8:21 even virtually getting videos from your
8:23 manufacturer talking about the process,
8:24 you don't even have to go and show the
8:26 actual manufacturer and make it all
8:28 cinematic and stuff like the bigger
8:29 brands do, but even just talking about
8:31 it. Now, one of the reasons this works
8:32 is because you're treating your
8:34 customers like intelligent people.
8:36 People like being spoken to like they're
8:38 people, like they're smart people, like
8:40 they're capable people. And the direct
8:43 benefit of this method is not just the
8:45 transparency and the trust that you
8:47 gain, but also the content that you can
8:49 post. Everybody's always asking me, "Oh,
8:50 well, Marshall, what what what content
8:52 do I post this on my clothes? Post that
8:54 shit." Every sample that didn't work,
8:57 every manufacturer conversation, every
8:59 design iteration becomes a piece of
9:01 content that you can share and a part of
9:03 the conversation between you and your
9:05 audience. And also, your audience wants
9:08 to see the work that goes into making a
9:10 product, right? Because the showcase of
9:12 friction between the ideiation of a
9:14 product, the coming up with the idea of
9:16 the product and the actual creation of
9:18 the product attributes perceived value
9:21 to the product in your customer's mind
9:22 because they're not just buying a
9:24 product, they're supporting an entire
9:26 journey that's kind of like unfolded in
9:28 front of them. Recently this year, I
9:31 created a two-part series for one of my
9:33 back tochool collections that I did for
9:35 Attain Psychotic. And I'm 90% sure that
9:38 this attributed to probably 70% of the
9:40 revenue that we did. So part one was
9:42 essentially me talking about why I
9:44 wanted to make the collection, right?
9:47 How I was homeschooled and I wanted to
9:48 make a clothing collection that
9:50 represented kind of like my fantasy
9:52 wardrobe of like what I'd want to wear
9:54 to school if I ever went to school. And
9:57 then that second part was about how I
9:58 basically just bet my entire life
10:00 savings on that drop because I was so
10:02 confident in the designs that I had
10:03 created and the world that I'd kind of
10:06 curated to sell the designs in. And
10:08 everybody that watched those videos
10:11 could see how much conviction I had
10:12 behind the product. They could see how
10:14 much investment I had behind the
10:16 product. They could see the lore behind
10:18 the products through me and my story,
10:20 which made them all the more convinced
10:22 to actually buy the product. So here's
10:23 what I want you to do. I want you to
10:25 take your phone and I want you to set it
10:27 up and I want you to record a 60-second
10:30 video of you explaining the reasoning
10:32 behind making one of your products.
10:34 You're not going to like it in the
10:35 beginning. It's going to be a little
10:36 uncomfortable. It's not going to make
10:38 sense. You're not going to know what to
10:40 say. But if you can commit to doing this
10:43 once, twice, three times a week, you're
10:44 going to get better and better and
10:46 better at it. And you're going to soon
10:49 be able to provide so much lore and
10:51 meaningful information about your
10:53 product to the product that once your
10:56 audience sees that, right? And once you
10:57 get good at making products and can make
11:00 something that will be wearable to an
11:02 audience that doesn't just care about
11:03 the story, but also about the product
11:05 itself enough to buy it, you are going
11:07 to be really, really good at this [ __ ]
11:08 I've gotten really good at it. And the
11:10 way I got good at it was by setting my
11:12 phone up for 60 seconds and talking
11:14 about why I made the product, right? why
11:16 I created the product and then coming up
11:19 with creative visual ways to aid the
11:21 storytelling stuff to throw in there to
11:23 kind of get people's attention to kind
11:25 of keep people visually stimulated, tell
11:27 it in a storytelling format, things like
11:29 that, right? But you have to start
11:30 somewhere and it starts with setting
11:32 your phone up for 60 seconds once a week
11:34 and you app it. All right, foundation
11:36 number two is really where most brands
11:37 completely [ __ ] it up and they jump
11:39 straight into making products, right? So
11:41 foundation two is not to be skipped. So
11:42 before you design anything, before you
11:44 start reaching out to manufacturers,
11:45 before you start making your tech packs,
11:47 you need to understand like what am I
11:49 actually making here, right? What what
11:51 are we making? Why are we making it? And
11:53 I'm not talking about a clothing brand.
11:54 I'm talking about like what you're
11:56 building on a deeper level. What's the
11:58 culture? What's the energy? What's the
12:00 vibe that runs through everything that
12:02 you're going to make? The clothing, the
12:04 content, the stories, the Instagram
12:05 posts, the reals, the Tik Toks, the
12:08 YouTube videos, the ads. What is that
12:09 feeling that's going to run through the
12:11 veins of every piece of content? So for
12:13 me with tame psychotic, right, I didn't
12:14 sit down and think, oh, I'm going to I'm
12:15 going to sell a hat and then I'm going
12:17 to sell some jeans, then I'm going to
12:19 sell, you know, a shirt. I thought back
12:21 to like, okay, why do I care about this?
12:23 What do I want to create? I wanted to
12:24 create something that would be kind of
12:26 like inspiring and supportive to my
12:28 younger self, right? To my current self.
12:30 Because my mom uh she passed when I was
12:32 17, but before she passed, she had a
12:34 nonprofit, right? supporting uh
12:36 chemotherapy patients because she was a
12:38 previous chemotherapy patient. She was a
12:39 cancer survivor and she created a book
12:41 and a nonprofit to support them. And for
12:43 me, I was like, okay, you know, I know
12:47 what creative things and what things
12:48 that I've made that have supported
12:50 myself in that state and I want to make
12:52 that for other people. So, the brand is
12:54 built on this idea that growth does not
12:56 look perfect. It doesn't look polished.
12:57 It doesn't look posh. It looks a little
12:59 gritty. It looks a little ugly
13:00 sometimes. It looks a little chaotic. It
13:02 looks a little punk. You know what I'm
13:04 saying? So for me, that's kind of like
13:06 where my identity for my brand is
13:08 rooted. Now that brand identity, right,
13:11 that idea of like why you're creating is
13:13 going to essentially be the rule book,
13:15 the blueprint for every single decision
13:16 that you will make for your brand in the
13:18 future. every single product that you
13:20 make, every single post that you make on
13:22 your Instagram story, your Instagram
13:23 feed, your Tik Tok, the way that you
13:26 speak, the way that you reference
13:29 graphics, the way that you present your
13:31 products, the way that you speak to your
13:33 customers, the way that you package your
13:36 products. Every single decision will
13:38 reference this blueprint that is your
13:40 brand identity. So, how do you know if
13:42 you've done it right? way that you can
13:43 know that you've done it right, the
13:46 foolproof way is to look at it and ask
13:50 yourself, is this so unapologetically me
13:52 that 90% of people would look at it and
13:53 say, "Yeah, that's not for me." and turn
13:56 around and walk away. If the answer is
13:58 yes, then you have something good,
14:00 right? But if the answer is I mean like
14:02 I guess everybody could like it or I
14:04 guess like most people could like it,
14:05 then you're probably not there, right?
14:07 Because it's not specific. It's not
14:09 distinct. What makes a movie character
14:11 special? It's not a character that
14:13 everybody likes. Otherwise, every
14:14 character in a movie would be the hero.
14:16 What makes a movie character special, an
14:18 antagonist, a protagonist, is that some
14:21 people will not relate with them. Some
14:22 people won't like them because they are
14:25 so distinct that they will really really
14:28 relate and really really resonate with
14:30 certain people and you want something
14:32 similar, right? That's going to resonate
14:34 with certain people and not with others.
14:35 And that's what happens when your core
14:37 identity is real, right? when it comes
14:39 from your true values, your true
14:41 interests, your true references, your
14:43 true life, not what's trending on
14:46 TikTok. So, here's my actionable advice
14:47 for you. All right, I want you to pick
14:51 up a pen, a notepad, and I want you to
14:52 answer these questions for me. Number
14:55 one, what were you obsessed with before
14:57 you knew anything about fashion or
14:59 clothing? All right, very important
15:01 question. Number two, what was the
15:02 culture that you grew up in? What were
15:04 your influences? What were the distinct
15:07 differences between your culture and say
15:09 the culture from somebody who lived in
15:11 another state or another big city or
15:12 another country? What were the
15:16 non-negotiable values that you lived by?
15:20 Your stances, your core values like I
15:22 have to do this, I have to live this
15:24 way. There is no other way to live. And
15:25 the last question I'd like to encourage
15:28 you to ask yourself is what's your life
15:30 philosophy on navigating the world, on
15:33 navigating the human experience, right?
15:34 right? That you would like to share
15:36 maybe with other people. I want you to
15:37 write all those questions down. All
15:38 right? Don't write the answers yet. Wait
15:40 till the end of this video. Then sit
15:42 down for 2 or 3 hours and really answer
15:44 them as deeply as you possibly can.
15:46 Figure all that out first, right? And
15:48 then we'll build everything else around
15:50 those answers. Now, something that most
15:52 brand owners are really, really afraid
15:54 to do is putting themsel front and
15:56 center. They hide behind their brand
15:58 name. They try to position themselves as
16:00 this like anonymous corporate identity
16:02 and they just kind of hope that the
16:04 brand will kind of speak for itself. And
16:08 that is dead wrong. This is 2025, 2026.
16:11 People are not buying from faceless
16:13 anonymous entities, right? They're
16:15 buying from human beings. They're buying
16:16 from owners. They're buying from
16:18 founders who speak to the camera.
16:21 They're buying from teams that speak to
16:22 the camera. When people buy something
16:25 from Tame Psychotic, they're not buying
16:27 from this just unknown entity, right?
16:28 They're buying from me. They're buying
16:30 from Caleb. They're buying from Connor.
16:32 They're buying from Phil. They're buying
16:33 from Jonathan. They're buying from Nick.
16:34 They're buying from the whole team,
16:36 right? They're buying from people.
16:38 They're supporting me, my vision, my
16:41 team's vision, and the whole journey of
16:43 making something from nothing. And that
16:45 creates a completely different type of
16:47 story, right? Because I can go on
16:49 Instagram right now and find like five
16:51 or six brands that are copying what
16:53 we're doing. Copying our washes, copying
16:56 our distressing patterns, copying
16:58 graphics, copying the fit of our shirts,
16:59 stealing our size charts, right? But
17:02 what they can't steal is our story. What
17:04 they can't steal is our lore. What they
17:06 can't steal is our representation.
17:07 Right? What they can't steal is the
17:09 passion and the story that we have put
17:11 behind the products. Nobody can copy
17:13 your personality, your perspective, and
17:14 the way you see the world. That is
17:16 completely yours. you have a copyrighted
17:19 patent to that. And especially right now
17:21 after all these big luxury houses are
17:23 getting exposed for, you know, these
17:24 false narratives, these corporate
17:27 narratives, people want more than ever,
17:29 they want a face to thank, right, for
17:31 the good products. They want a face to
17:33 blame whenever the products are late or
17:35 the products are bad. But this is also
17:36 the part where a lot of people [ __ ] up,
17:38 right? They try to like put on this
17:40 like, oh, professional business, you
17:42 know, I've been doing business for 10
17:43 years even though you just started the
17:45 brand, right? you try to put on this
17:48 like face of like I'm a founder, right?
17:50 Instead of just acting like, you know,
17:51 the kid who wanted to start a clothing
17:54 brand and had like 500 bucks to his name
17:57 and started in his garage. That, in my
17:59 opinion, is a way cooler story. So, be
18:01 authentic with it. Don't try and play
18:03 some character. Don't try and be
18:05 somebody you're not. I'm here in my
18:08 [ __ ] boots drinking my energy drink.
18:10 This is just me, right? I'm not playing
18:12 a character. This is just truly who I
18:13 am. I'm not trying to act like a
18:15 professional YouTuber with the whole
18:17 plain white background and the the fancy
18:19 mic and [ __ ] right? I don't need that,
18:21 right? Because that's not who I am. And
18:23 and you guys need to kind of, you know,
18:25 portray that same authentic energy
18:27 because that's something that no brand
18:30 that's privately funded, no corporate
18:32 company can replicate. They can't do it.
18:33 So, here's your homework. Here's your
18:34 actionable steps. All right. This week,
18:36 I want you to make three pieces of
18:38 content. And these pieces of content are
18:40 going to feature you as the subject, not
18:42 the clothing. Talk about your story as a
18:43 founder trying to build something
18:44 meaningful to you. Talk about an element
18:46 of it that you really, really, really
18:48 care about. Talk about a major deciding
18:49 factor for you to even start the brand.
18:51 Maybe that's a day in the life video,
18:53 right? Maybe it's a recap of recent
18:55 events. Maybe it's even just as simple
18:58 as a photo dump. Maybe it's a video uh
19:01 voicing over a design process. Just
19:03 whatever is in your head. Documentation
19:05 of wins, losses, anything. Do this every
19:07 week and your brand will transform from
19:10 this faceless corporate entity to a
19:13 person and values and a story that
19:16 people really connect with. I promise
19:18 you, it takes time, but it will happen.
19:19 And here's a few other accounts other
19:21 than my own that you guys can look to
19:23 for inspiration. You can just pause it
19:25 for a sec, take note, follow those guys
19:27 on IG, you know, consume their content
19:28 and kind of get a feel for what that
19:30 stuff kind of looks like. Now,
19:32 foundation concept number four, and this
19:33 is going to sound a little bit
19:35 ridiculous, all right? But I would
19:37 rather have 10,000 people who are
19:39 diehard fans from my brand than have a
19:42 million people that are engaged on a
19:44 surface level. See, real community is
19:47 not built through like one viral video.
19:49 It's built through consistency. I would
19:52 much rather gain 10,000 followers over
19:54 the course of a year from consistent
19:57 output than gain 10,000 followers in a
19:59 day from one viral video because those
20:02 10,000 followers are not created equal.
20:04 One of them is invested, has seen a
20:06 thousand pieces of content from you, has
20:08 supported you again and again and again,
20:10 and then the other has seen you one time
20:12 do something cool one time and has
20:14 followed you. They're still baby baby
20:17 baby supporters, right? Whereas the ones
20:19 earned from consistent output, those
20:21 guys, they're veterans, right? They've
20:22 been supporting you for a minute, right?
20:24 They are ride or dies. They are much
20:26 more likely to purchase from you than
20:27 the guys who just followed from one
20:29 viral video. Which is why this whole
20:31 element of consistency and the small
20:33 wins, the small actionable steps is so
20:35 so so important. So what this means is
20:37 investing in platforms where you kind of
20:39 own the relationship and can control the
20:41 communication in the relationship. Which
20:44 is why it's important to collect emails,
20:46 collect SMS, right? create lists of
20:48 people that you can directly contact. If
20:50 I want to send a message to the
20:52 customers who bought this glass cup from
20:54 my brand, if I was selling them, I can
20:56 directly communicate with them whenever
20:57 the [ __ ] I want and tell them whatever I
20:59 want, show them whatever I want. And
21:01 having that kind of control in the
21:03 communication dynamic between you and
21:04 your customers is really, really
21:05 important, right? So, you need to have
21:08 systems in place to be able to collect
21:11 those emails and phone numbers so that
21:12 you can have that direct line of
21:14 communication. I would typically use a
21:16 software like Clavio, Postcript, there's
21:18 a bunch of just apps to use this.
21:20 Omnisend I believe is another one. And
21:22 aside from that, I would also recommend
21:24 creating like these little mini
21:26 communities, right? Like it could be
21:28 Discord, it could be an Instagram
21:31 broadcast channel, it could be a group
21:33 chat even on Instagram, right? It could
21:35 be a Telegram, it could be anything. But
21:37 just having that kind of like direct
21:38 line of communication and familiarity
21:40 with your audience, intimacy and
21:42 closeness with your audience or at least
21:45 the option for it is really really big.
21:48 You need to understand that in order to
21:50 earn that, you need to make content that
21:51 really really resonates with the
21:53 relationship side of people. And I also
21:56 cannot stress enough how important it is
21:57 to make content that resonates
22:00 specifically with your target audience
22:02 before you try and sell anything, before
22:04 you know you try and make products.
22:06 Because if you're not speaking to your
22:07 target audience, you're not going to
22:08 make any [ __ ] sales. If you're trying
22:10 to sell pink hoodies, but you're talking
22:12 to an audience that likes brown pants,
22:14 you're not going to sell any pink
22:15 hoodies. So, in simpler terms, build a
22:17 community first and then everything else
22:18 follows. Because here's what happens
22:20 when you do this, right? Your community
22:23 will become your marketing team because
22:24 your community, the people who are
22:27 buying your clothing, care so much about
22:28 the clothes that they're going to go and
22:29 tell their friends about it. They're
22:30 going to wear it. They're going to post
22:32 it on their Instagram. They're going to
22:34 tag the brand. They're going to mention
22:35 you in their story whenever they wear it
22:37 and they're going to want everybody to
22:38 know, hey, this is, you know, this is my
22:40 brand, right? This is or this is so and
22:42 so brand for me. You know, people want
22:44 to know it's tame psychotic. And that is
22:46 the best form of traffic. That is the
22:48 best way to acquire a new customer
22:50 because people trust their friends more
22:52 than they trust an ad that they see on
22:53 the internet or a random video they see
22:55 on Tik Tok. Right? Remember that. So,
22:56 here's how you can start building your
22:58 community today. This is your actionable
23:01 step for number four. First, pick a
23:04 platform. Okay, Instagram or Tik Tok,
23:06 one of those two because those are
23:08 really the only two that have accessible
23:10 discovery first options, which means you
23:12 can easily reach people who do not
23:13 follow you. Now, Instagram uh has a few
23:16 more features, right? You can post on
23:18 the story, the feed, you can DM people a
23:20 little bit easier. They have, you know,
23:22 kind of like the broadcast feature. They
23:24 just have more features to choose from.
23:26 But Tik Tok also has a really, really
23:28 good discovery first mechanism. Their
23:31 algorithm is super super super good and
23:32 dialed at this point so you can reach
23:34 the people you're trying to reach much
23:37 easier than maybe on Instagram. But just
23:38 pick one. All right? Whatever you're
23:39 comfortable with. Don't spend too much
23:40 time thinking about this. And if you're
23:42 posting [ __ ] on one, just repost it onto
23:43 the other. You know what I mean? Posting
23:45 [ __ ] on Instagram, repost it on TikTok.
23:47 Now, next, you're going to commit to the
23:50 30 3030 rule. The 303030 rule states
23:52 that the first 30 minutes should be
23:55 spent engaging in content that is very
23:57 similar to what you would like to
23:59 create. So, if it's clothing brand
24:00 content that you want to make, consume
24:02 clothing brand content, engage with it,
24:04 like it, comment on [ __ ] right? So that
24:06 you can get more of it fed to you. You
24:07 can get inspiration. The next 30 minutes
24:10 is going to be spent actually making the
24:12 video. And then the last 30 minutes is
24:14 going to be spent engaging with the
24:16 people who engage with your video,
24:17 right? responding to comments,
24:19 responding to DMs, going and engaging
24:22 with more content so that you can be fed
24:24 more ideas and maybe people will see
24:26 your comments and then go and look at
24:29 your page next. And that is your method.
24:30 An hour and a half, hour and a half a
24:32 day. Commit to it, please. Your screen
24:34 time is probably already like four or
24:36 five hours a day anyways, right? Why not
24:38 use an hour and a half of it to actually
24:40 do something productive for your future,
24:41 right? Next, you're going to set up an
24:44 email list with Collabio or ConvertKit.
24:46 and you're just going to say, "Hey." And
24:48 then once you have that Convert Kit or
24:51 the Claio or the email list set up, you
24:52 are going to basically just send weekly
24:53 updates, right? Just talking about
24:55 what's going on, maybe showing some
24:57 products, showing some teasers, right?
24:59 Just communicating with your audience
25:00 saying, "Hey, we got this going on. You
25:02 can be a part of it if you like. Here's
25:04 when it's coming. Here's the updates on
25:06 how it's coming." Right? Stuff like
25:08 that. Don't over complicate it. Now, I
25:10 want you guys to understand that this
25:12 window is not going to stay open
25:15 forever. Right now, customers are really
25:18 looking for that alternative option cuz
25:22 they don't [ __ ] with these luxury houses
25:24 lying and misrepresenting things and
25:27 creating this corporate narrative. And
25:29 this isn't going to last forever because
25:31 every opportunity has a shelf life.
25:33 Eventually, some brands, they're going
25:35 to capture this moment and they're going
25:36 to crush it and they're going to start
25:38 dominating and then they're going to be
25:40 hard to compete against and then you
25:42 have more worthy competitors. Whereas
25:44 now you got a bunch of babies running
25:45 around in the market, right? You've got
25:48 your big dogs. Yeah, maybe you're
25:49 competing with them, but you've got all
25:51 these babies running around. So given
25:53 this information, given this awareness,
25:55 you have an opportunity to jump on it
25:57 early while everybody's looking for a
25:59 brand to support, you know, cuz I mean,
26:01 think about what Supreme did in the
26:02 '90s, right? They positioned themselves
26:05 as like that low-key authentic like
26:07 brand for skaters, right? that kind of
26:09 competed and went against the grain of
26:12 like the big fashion houses and stuff,
26:14 the big designer houses, you know what I
26:16 mean? And now they're billion-dollar
26:18 brand. And you know what? That same
26:20 opportunity exists now, right? Not for
26:22 streetear, but for authentic
26:25 transparency from founder
26:28 brands. So if you start now, you are
26:31 entering at the perfect time. Better
26:33 than probably any time we've had in the
26:35 last 5 years. All right. Right? I know I
26:37 broke down a lot in this video, but
26:39 something I want you to understand is
26:41 that watching this video and actually
26:44 working and building your brand is two
26:46 separate things. So, if you are serious
26:47 about this opportunity, if you are
26:49 serious about capitalizing on this
26:52 moment, I built a free master class.
26:54 It's 42-minute free course on YouTube
26:57 that you can go and watch and learn how
26:59 to do all the nitty-gritty setup stuff
27:01 with. It's the exact same system and
27:03 framework that I use to scale my brand.
27:05 Tame psychotic. Everything that I've
27:07 used to make clothing, to do my
27:09 websites, to do my social media, to do
27:11 my marketing, to do my positioning, to
27:13 do my reinvestment, right? It goes very,
27:15 very deep into all of that stuff.
27:17 Everything you are going to need to
27:18 know. That's why it's 42 minutes long.
27:20 And you know what? There is a reason
27:21 that video has damn near half a million
27:23 views. It's pretty [ __ ] good. The
27:24 link's in the description. It's
27:26 completely free. Go watch it. And you
27:28 know what? If you want more hands-on
27:30 help, right? and you want somebody to
27:32 kind of educate you and teach you and
27:34 guide you through the process of
27:36 actually doing all this. There is also a
27:39 link to apply to work with my team and I
27:41 with Urban Unity. We're very selective.
27:43 We only take on a few brand owners every
27:45 single month. But if we liked your
27:47 vision, we feel you were thorough with
27:49 your application, we feel you're a great
27:51 fit for us, we will build you a custom
27:54 road map to take you exactly where you
27:56 want to go in a timely manner with
27:58 structure, homework, feedback,
28:01 curriculum, support, calls. We go the
28:04 whole nine yards. We are not some silly
28:06 internet course. We are essentially a
28:08 university. That is what Urban Unity is.
28:10 And this is the exact support that I
28:13 wished I had whenever I started, right?
28:15 I was a trailblazer of sorts, right?
28:17 Just kind of figuring [ __ ] out with no
28:19 means of education. Just making
28:21 mistakes, learning from those mistakes,
28:23 trying again, [ __ ] up, trying again,
28:26 and just kind of like beating myself
28:28 against a wall until I figured it out.
28:29 And I don't want the same for you guys
28:32 because I lost a lot of time, money, and
28:34 energy in the process of doing that,
28:36 which is why Urban Unity exists. So, if
28:37 that is something you'd be interested
28:39 in, the link will be in the description
28:41 below. And if you want the free
28:44 alternative, then just go watch the
28:46 master class video, which will also be
28:47 linked in the description. Thank you
28:49 guys so much for watching this video. I
28:51 will be getting back to posting more
28:53 routine videos now that Black Friday is
28:56 kind of over. And if you guys have any
28:57 disagreements, any thoughts, any
28:59 questions, any concerns, please put them
29:02 in the comments. I'd love to chat with
29:03 some of you guys, as well as just get
29:05 some insight on what you guys would like
29:07 me to make videos on in the future. So,
29:09 thank you guys so much and I will see
