Creative Clarity Is Such a Rush

From the outside, my new project looks simple, but there's so much going on behind the scenes.

In case you missed it last time, I’m Dave and I’m building a made-to-order clothing brand called Lost Mixtape, and if you make a decision about the brand by how it looks right now, you’ll be missing so much of what it will become.

For clarity, I’m starting this brand using Printify, a print-on-demand service that helps me produce my designs on an as needed basis. For some, there’s a stigma around print-on-demand, as if it’s cheaper or inferior quality to other print methods like screenprinting. That used to be true, but the technology has come a long way in recent years, and I’ve shared recently how impressed I am with the current state of production.

However, the stigma exists, which is why I’m not publicly saying print-on-demand around my brand, but instead, calling it made-to-order, which it is. Perception counts for a lot when building a brand and turning features into benefits through clever copywriting is marketing 101.

I’ll pick up my Clio on my way out.

Markers on the Path

I have three milestones I want to hit within the next few years to establish this brand as something more than just another purveyor of graphic tees.

1. Build Out the Catalog

As of this writing, I have sixteen products available in the shop; mostly t-shirts, but a few other items. My current goal is to build that up to at least thirty pieces, between shirts, hats, sweatshirts/hoodies, and accessories (I want to add at least one or two bags).

After I have the current catalog built up, I will focus on marketing and advertising while also designing new products behind the scenes to prepare for two to three seasonal launches during the year. This will allow me the space to be more intentional about the pieces I introduce while also giving me the chance to tease it publicly to bring in new potential customers.

The semi-annual launches will be six to twelve (loose numbers) items in a micro-capsule collection that are all tied together with a philosophy, theme, design style, or color theory.

2. Bring the Work In-House

These drops are meant to be more exclusive and timely, being available for a certain amount of time, and then taking them down as a new collection comes to life. This also will give me a better idea of what customers gravitate toward, and I can develop future collection items with that understanding.

Those items will become signature pieces for the brand, and to capitalize on their popularity, I will stop making them via print-on-demand, and bring the printing in-house (done by a local shop in bulk). That will help me cut costs as well as giving me control over how those packages are fulfilled—more branding opportunities.

3. One-Off Originals

Something I don’t talk about anywhere is that I’ve been dabbling in customized clothing pieces. I’m not great at it yet, but I’m getting better, and soon I will offer one-of-a-kind designs.

This allows me to express my artistic nature while also offering more premium items for devoted fans. I’m not sure how this plays out yet, but I envision using some of my own designs or vintage/classic items I find to mend and alter as one-offs.

This means I will need to learn to sew, which for someone who prides themselves on diving head first into new styles and techniques; I’m as terrified as I am excited about the idea.

Does anyone have any recommendations on used sewing machines for beginners?