The Power of Instagram

One of fashions fast growing and unknown heroes, John Elliot, managed to grow an initial investment of $30,000 in 2013 and transform it into a multi-million business propelled by its standout basics and healthy online fanbase. But what makes John different from other fashion designers is that he didn’t go to fashion school, and he didn’t study under some big–name designer in Paris, yet he has still managed to create a successful label rooted in staples like high–quality T–shirts, hoodies, and jeans. In the video below John reflects on how he went from working in retail and wholesale to launching and designing his own line with a store front that is (of course) powered by Shopify.

Currently, the brand has just over 75+ wholesale accounts in the US, Canada, Germany and Japan. But it was the growth of its ecommerce business that exceeded all expectations and helped, perhaps more than anything, to propel the business forward.

“None of us had the foresight to predict just how well it would do for us; now it’s become an integral and central part of our business model. Just days before the site went live, GQ, Complex and Four Pins all posted about us in the same three-day period it was like our introduction to the world. That was a monumental day for us. We had a pretty big day online.” – John Elliot

How are they able to market so effectively? Well besides having a solid PR strategy, the majority of the brand’s cult following comes from kids who first became aware of the brand through social platforms like ( you guessed it)… Instagram.