SIMPLYCLO

Fear of God's Essentials hoodie retails at £180. I built one that beat their fabric specs for £60. It sold out in 3 hours. The product isn't why it sold out though. The storytelling is. So here's how that even happened. I went to Bangladesh and spent time studying how the supply chains behind brands like Fear of God actually work on the ground. I started building SIMPLYCLO from there. Our hoodie came in at 364 GSM, Fear of God's Essentials sits at 347. We were using the same factories in the same country with better fabric weight at a third of the price. None of that honestly matters if nobody knows you exist. So I documented the whole thing. I posted the factory visits, the fabric sourcing, ran brand name polls on Twitter, made TikToks from Bangladesh showing the entire process. Every single decision was made in public. Someone in Selfridges recognised the hoodie on me five weeks after we conceived the brand and said they'd already heard of it. We hadn't spent anything on ads or PR, it was all just content. It sold out in 3 hours. People had watched the whole story unfold in real time and by the time the hoodie dropped they felt like they were part of it. That's what actually moved units, not the GSM. SIMPLYCLO was a passion project and honestly one of the most fun things I've ever built. I ended up closing it down, but the thesis stuck with me. Content was the entire go-to-market. I just documented the build and let people in instead of spending anything on ads or PR.