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Ardon Lukas wore a shirt to this interview from his on-line attire retailer, Shirtwascash. It was a velvet tank prime with a photograph of Elon Musk smoking marijuana throughout a podcast.
“I see my position as broadening individuals’s views,” he instructed me. “Our merchandise set off somebody to be controversial.”
Lukas launched Shirtwascash in 2014, having spent a number of years in company finance. He sells t-shirts, hoodies, shorts, sweatshirts, you title it — all printed with cultural memes or pictures. Some are edgy; all are fascinating. He’s the “godfather of memewear,” in accordance with his LinkedIn profile.
Our dialogue addressed the enterprise, design choice, client subcultures, and extra. All the audio model is embedded beneath. The transcript that follows is edited for size and readability.
Eric Bandholz: Shirtwascash sells attire with printed memes — slogans and pictures.
Ardon Lukas: I see my position as broadening individuals’s views. Our merchandise set off somebody to be controversial. We used to have a bravery part, which was attire gadgets that took braveness to put on.
Bandholz: Sitting throughout from me, you’re carrying a velveteen tank with a picture of Elon Musk smoking a doobie. Do you put on these things on a regular basis?
Lukas: Sure, I do. This one holds some further worth. I recognize Elon Musk’s expression of freedom and spirit. This image was as soon as hanging in Joe Rogan’s inexperienced room. It’s a cool piece. I just like the assertion that it makes, particularly with the velvet.
Plus it’s tremendous gentle on the within. I positively go for consolation. You’ll be able to’t actually be your self when you’re uncomfortable.
Bandholz: I recognize your willingness to tackle unpopular matters. I’ve many ideas that I preserve to myself as a result of I’ve issues about how I’ll seem or lose clients.
Lukas: Lots of people wish to communicate up and specific themselves. We’ve been a form-based firm from day one. That’s how I’ve all the time picked our designs. Folks will reply each query you throw at them. I ship our clients a type to solicit their views and opinions. The shape that has humanity behind its method and its questions. It’s one of many secret causes Shirtwascash has been capable of exist for seven years.
I nonetheless ship varieties. A type can ask the questions that matter most to clients. Companies are inclined to make lots of assumptions. I even query my very own contrarian nature. Am I proper? Am I improper? So our varieties ask direct private questions of our clients. What are your desires? What points are you dealing with now? Who’s your arch-nemesis? Who’s your finest buddy?
Earlier this week, I texted each repeat purchaser. I stated, “I’m gathering photos and tales from clients. When you put on our garments this weekend, ship me photos to this quantity.”
And the quantity was a Google Voice textual content quantity. In all probability 10% of these clients replied. I’ve 20, 25 threads with individuals I’ve simply been texting forwards and backwards. I can ask extra questions — no matter is on my thoughts.
It goes again to knowing our audience, the place they’re at in life. What kind of garments do they need?
Bandholz: It’s wonderful that, as a founder, you are taking the time to get to know your followers and clients.
Lukas: I want the inventive aspect. However I spend most of my week on ecommerce and advertising and marketing — taking a look at our funnels and site visitors turbines and understanding our clients.
Bandholz: How can listeners be taught extra about you and join?
Lukas: I’m on Twitter, @ardonlukas. Our ecommerce website is ThatShirtWasCash.com.
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