Justin Saul, Creative Director of Elwood Clothing, shares how he and his partner resurrected a struggling brand, achieving 165% sales growth by overhauling operations and leveraging his manufacturing expertise. This episode is packed with insights on strategic acquisition, brand revitalization, and the critical role of understanding the supply chain for sustained ecommerce success.
Key takeaways
Acquiring an existing brand can provide a head start over building from scratch, but requires a complete overhaul if the business model is flawed (e.g., relying on heavy discounting).
Deep understanding of manufacturing and the supply chain is a significant advantage in scaling a fashion brand, allowing for better quality control and cost management.
Prioritize strong community engagement and move away from discount-heavy sales strategies to build a sustainable brand image and foster customer loyalty.
Focus on transforming core operations and brand identity while selectively retaining valuable assets like a recognizable brand name.
Strategic decision-making in merchandising and product development—like repositioning from skate to street/loungewear—can unlock new growth avenues.
L.A.-based Elwood Clothing has had three lives. Currently a street- and loungewear brand owned by creative director Justin Saul and business director Jackson Wirht, it first launched in 1996 with different ownership and a focus on skate culture. Twelve years later, it resurfaced with styles including denim. When Saul and Wirht acquired the company in 2020, it was fueling sales with heavy discounts and had “horrible” community engagement, Saul said on the latest episode of the Glossy Podcast. According to Saul, getting the brand on track meant overhauling everything about it except for its name.
On the podcast, he breaks down why he and Wirht bought into Elwood Clothing versus starting a brand from scratch. He also explains what’s driving the company’s recent growth, with sales increasing 165% In the last 12 months.
Acquiring an existing brand can provide a head start over building from scratch, but requires a complete overhaul if the business model is flawed (e.g., relying on heavy discounting).
What does this episode say about brand & content?
Deep understanding of manufacturing and the supply chain is a significant advantage in scaling a fashion brand, allowing for better quality control and cost management.
What does this episode say about supply chain & operations?
Prioritize strong community engagement and move away from discount-heavy sales strategies to build a sustainable brand image and foster customer loyalty.
What does this episode say about founder & leadership?
Focus on transforming core operations and brand identity while selectively retaining valuable assets like a recognizable brand name.
What does this episode say about dtc strategy?
Strategic decision-making in merchandising and product development—like repositioning from skate to street/loungewear—can unlock new growth avenues.
