Welcome to recital score, money was critical about painted Story will look at a base player who starts a clothing brand. Slash hustle called based layers, and its concept is interesting. People routinely where garments that show their passion for sports school pride or certain labels on us based player, who is also a respiratory therapist by. One of the way to wear his love for music, in the same way that those students or sports fans were so. He got to work with a cofounder to create that clothing line to appeal to musicians from all walks of, There is a side not making sawdust school is like memory lane for me every week, because in addition to all the different ideas I learn about that, I want to pursue myself. I am often room it of random projects. Over the years that I started or tried to start at one point long ago, I had a business called cheap base strings. I was it basically myself what feels like it

life and I resource Electric based rings in bulk, and so I had that website and sadly, it never really took off, never really got in turn, but I did it for I think about three to six months. What I was doing, some other stuff, so fun fact were probably ever gonna profile, cheap based rings on side of cells, since it never really made money, but it was something I haven't thought about. In a long time, our right sports fans have options to showcase their love of the game through apparel. Why can't musicians? Do the same that story? coming right up space in Dallas, Texas, respiratory. There This Brussel Harris is passionate about music culture as a base player in his spare time. He loves,

nothing more than playing, creating or just talking about music, but is often felt that music culture was missing, something that other subcultures have the ability to express your lot for music through your clubs. He knew that basic apparel, like t, shirts and baseball caps, helps you show your support for a particular artist. You could show that you're a believer a little monster or a dead head, for example. I believe those This is our Justin Bieber, Lady Gaga and the grateful debt, but there was no clothing range out there that showed your passion for music in general, so he set about creating a brand that would do just that. This first step was to enlist the help of his fashionable friend Chris Mathis. They met at a Dallas coffee shop over the course of a few weeks to brainstorm ideas about what products music lovers might want. They both felt they should start with one product to test the market. If they got a good response, they could expand their catalogue in stages and because Chris Self proclaimed hat stop, they figure they would start with head where specifically baseball

taps and skull caps, which you might also know as if they chose the name base layers. One word with a z at the end base layers. This is a play on the term base. Layer is often used in sportswear, but for bass, players and layers of clothing. They felt the layers aspect, stop him from being pigeonholed so that they could expand into other types or layers of clothes. The future to create the product. Rustling restarted with some initial designs. They could take to a manufacturer. They then ordered samples from multiple manufacturers to test the quality and understand which were selling junk in their words and which were selling caps, which would last they knew a poorly made product would be totally off key to their market, so they had em. We refuse to sell junk through a process of elimination. They found a manufacturer who made high quality capture signs at an affordable rate. These hats would then be sent up to a local embroidery factory. That would add the base layers logo to the front panel,

all these elements were factored into the final price, the product which ranges from sixteen to twenty two dollars depending on style, while the first one of hats was being designed. Russell increase made a shop if I store to help them track orders and take payments. It was the easiest and most affordable option for them that first run of products in the shop. If I website brought their start up costs to four thousand dollars, rustling Chris set themselves a launch date of October twenty eighteen. This gave them a few weeks in between receiving the product to start promoting it Anticipation in advance on Facebook Russell did something interesting. He began adding people in the music industry as friends and talking to them about the product. He focused mainly on base players and ask them questions about what they would want to see in a music focused clothing. This quickly lead to him reaching his limit of five thousand facebook friends starting from a base of just five hundred, but just

the digital age we live in both Russell and Chris said the best way to market their products has been to wear it, whether they're going off for the day or just running, to the store to get some bread. They treat themselves like walking billboards. If you can confidently where your product with pride, they say it will help others picture themselves. Doing this walking billboard approach has led to a lot of interest, for example by eating brow personal Little Rock Arkansas hotel. Chris was approached by a guy asking where he got the hat and what the logo meant. That person turned out to be the rapper Ray J who took home. The hat Chris was wearing since launching base layers in October, two thousand and eighteen. The reception and sales have been strong, and then I went to expand to reach more musicians. They also help their brain will catch the attention of someone like Daymond John founder of a sober they're going to start by attending in person. Events like a tar shows conventions. It sounds like they're turning up for the next stage.

But I think that face layers is a great man. That's just a perfect ideal name. I also like the the facebook strategy of using your personal account in addition to advantage, because what often happens in this case, they do have a fan page that vamp age has two or three hundred fans on it, which is not about started all. But of course, you got a long way to go. If you want complete separation between you know your personal life, your site, us open. This would be a good idea, but allow people are happy to be associated with their project. So in this case it was a good strategy to use his personal account to go out and add friends and connect with musicians in that way. Simona consider that, because a lot people struggling getting traction to a new Facebook vantage also shop applies a great choice in this kind of situation, especially recommended for people who are selling physical products like they're. Doing it's really

But how can you keep up an inventory, among other things, and you can also get a free trial for shop if I buy the way at shoplift dot com, slash site hustle now I did have one comment for them. Are one suggestion critique money about page which little Time listeners know I always look really about page. They actually have a pretty good story here. Only about page it talks a bit about how this brand came to be. They got a bit of a mission. Statements, kind of a rallying cry here. You know it says something like based layers understands that music binds us. We fall in love threat, we celebrate with it. It causes us to think you know, and it goes on for a bit eventually, it says, welcome to base layers where your passion, so I think that's all really good couple. Things, though, would be nice to have a picture of them because there's just these words in any kind of want to know who is behind s like ok, based layers is this mission

who is behind a mission and also there are several typos, but I saw right away as soon as I read the copy. I think a lot of other people would notice to so you know it's easy to make this mistake because you ve been working on your site for a long time. I've done this too is lots of typos mistakes are made so truly good to have somebody else, Goethe, your interest in a review, what you ve written for your site there, probably to catch, something that you might miss, so just a couple of suggestions there. But overall it sounds like there on the right track and I look. Or to seeing what happens next with base layers heartlessness. Thank you so much for being out there. You are the reason we make this show. Inspiration is good, but inspiration with action is so much better today show notes, including links to base layers. Anything else I mentioned in the episode shot a fight, cetera, we'll be at sight of school dot, com, slash, seven, nine, seven episode, seven hundred and ninety seven, almost all the way to eight hundred and, of course, when it keep rolling from their do come by

tomorrow. My name is critical about this is inside us. Both from the onward projects.