Myth Apparel

In Summer 2022 I initiated an apparel design experiment called Myth. I used this lab rat brand as an opportunity to experiment and learn what it's actually like getting my hands dirty in product sourcing, product line and collection curation, product rollout, paid advertising and post boosting through Meta, and the expected timelines for growth and creation in each of these areas.

While the project only lasted a year and a half, I learned a lot about what I did not like/want and what all I can better for small capsule releases moving forward.

My 5 biggest takeaways were

1. Create anticipation and interest in your capsule through relatable and focused short form video content. I had very little idea of how to do this and I was not into the rhythm of making Instagram reels at the time. You can only rely so much on product photography and still ads, make your product matter by videoing the story behind it. You can convey a lot more meaning than you think in a 15-30 second clip.

2. Quality in a few items always wins out over a higher quantity product selection. I unfortunately wanted to try too many things and wasn't patient enough to hold off on releasing designs intentionally. I was afraid of "not having enough products" on my site for people to choose from. Leverage the size of your capsule to drive home the attention and thoughtfulness you gave each item.

3. Make every element of the product rollout an experience for the consumer. I put all my focus into getting people to see and want the product, but slept on the customer experience of receiving and opening the product. If people are paying hard-earned money for your designs, reward their support with a memorable and meaningful packaging and opening experience.

4. Taking a longer time to physically get your hands and eyes on every item you're trying to sell will save time/money in the long run in product sampling with manufacturers. Don't settle for the instant gratification of a web generated image or a product info line on a webpage. If you can't find a manufacturer for it, sew the labels yourself, iron on the patches, do whatever you can to ensure the value of your product is all there. Your patience and dedication here will always pay out.

5. Avoid third-party "product manufacturers" like Printful. The Red Bubble-esque companies of the world offer efficiency ALWAYS at the cost of quality under the guise of being fast and "just a few clicks away" or "saving you the headache" for your business. But good things come to those who wait, and to those who do the few extra months of work with real manufacturers to create a product that will hold up longer than 12-18 months.