So as to not type a book i’ll do this list style…just a few things you can avoid your first (or second..or third) time out that I assure EVERY brand big or small has made in some form or another.

• Have a point to what you’re doing. New brands lack focus…yes, it’s cool to just want to have fun and make some crazy shit…but that doesn’t make sense long term. Have an end goal even if it’s a hazy one (believe mine isn’t crystal but there is a finish line in mind).
• Don’t stress what you can’t do at first. Pretty much every small tee brand starts out with very little capital and there will be things you want to do but can’t afford. Don’t stress it. If the design is good and has strong branding and consistency to back it up the money will come and the product will naturally improve with time.
• Know your printer as best as possible before doing any business. Diff. strokes for diff. folks…what’s quality for one brand who recommends you their printer may not be up to snuff to what you’re trying to do. Ask questions, try to get samples, see if they are consistent with contacting you…if this turns them away from doing business with you then they probably weren’t your guys to begin with right? Of course there is a line between trying to gain insight and just being annoying.
• Figure out who you’re trying to sell to and tailor what you’re doing to appeal to them. This goes across the board..what you blog about, what your photos look like, who your models are, the design that surrounds your tees (website, myspace, stickers, so on..), etc. 410BC is a prime example…everything they do is geared towards the exact people they are and who they think will buy their clothing. Without looking fake or put on. You have to find every way you can to connect with your customer.
• Control the brand. Don’t turn away from criticism or input but ultimately you are your brand and if you aren’t steadfast in your ideas then your brand becomes diluted. Truth is most people don’t know what they want or like…that’s our job (’our’ being the people creating products, working in design and advertising, etc.). People will give you their opinion when prompted, but that doesn’t truly mean they believe it themselves.
• Plan ahead!! Don’t only think about your first line or first few designs think about how you’ll follow that up a month or two down the line. People WILL forgot about you as quick as they became familiar trust it.

That’s a good starting point i’ll do more of these over time (and as I make more mistakes myself!).

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