To get a seat on a train, you have to arrive before the crowd.
You also have to be on the right train.
Back when I was building howies, I called all our skate and bike shops to tell them our T-shirts were now going to be made from Organic cotton.
The retail price would go from £19.99 to £27.
It had taken us years to build up our wholesale business.
It took me a morning of phone calls to lose it.
All of it.
The thing that was important to me wasn’t important to them.
I was early with organic cotton; most people were still getting their heads around organic milk at the time.
But I wanted to run a brand that did it that way.
So, we started doing a catalogue as we no longer had any shops.
Selling direct. Who knew?
Even today, people still collect the catalogues.
As for organic cotton T-shirts, they became the thing we got known for.
They grew the business like crazy.
The key thing to know about being early and right is:
It doesn’t work without belief.