Crowdfunding $380k for a Better T-shirt
Years ago, Dan Demsky wanted to buy a merino wool t-shirt for travel to lighten his load... and he couldn't find one. It haunted him. He knew this product should exist, and after a business coach told him he shouldn't do it, he spent 18 months on research and development that resulted in a crowdfunding campaign that raised $380K USD.
That brand was Unbound Merino, purveyors of quality merino wool clothing. Today, Unbound Merino is a multi-million dollar global brand selling in over 100 countries.
Its not all puppies and roses: they had positioned the brand as a travel accessory, impacting their sales in a pandemic world.
Key Takeaways:
- The grassroots campaign strategy that drove their initial success
- The difference between publishing and launching your store
- How the pandemic has created a new mentality for their business
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