Jeff Lubell, founder of True Religion jeans, enjoyed a 25 year career in the textile industry before he decided to pursue his dream. After committing to pursue his dream, the first action he took was to approach industry leaders like Mickey Drexler, who was then at the Gap, to seek financial backing. He couldn’t find private investment capital but he did find a jean’s manufacturer to partner with to get his business off the ground. What was unusual and notable about this success story is that he didn’t even have a prototype at the time.
The big picture concept was to create a unique line of jeans with colored stitching and lowered pockets in a plethora of styles. 14,000 pairs were produced before one was sold. Start-up gurus will preach that this method is backwards to what is typically accepted within the apparel business model. Ethos 360 echoes this sentiment- make a sample line, go to market, get orders and ship your production.
Next chapter of the story. Jeff made sales calls on the upscale hip purveyors of denim located in Los Angeles. The young fashionista working the “jeans bar” at Fred Segal on Melrose rejected him. After two hours he finally wore down the manager who accepted 24 pairs. Back in a month, Jeff discovered that only two pairs were sold. Was his dream crushed? Did he stop executing his business strategy? Heck no!
Then the “light bulb” moment hit. He walked the staff out to his car and GAVE them the jeans to wear. Customers loved the jeans the staff was wearing so much they asked where they could buy a pair. “Right here”, they said. The jeans flew off the shelves and the rest is history.
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Our aim is to provide high-quality products and excellent after-sales service.