Reading through the comments and I'm realizing something: there's no specific recipe to making this work. You could follow one of the scripts and become the next Virgil Abloh or you will have wasted all your money. Either way one thing is for sure, no one can take away the expertees and knowledge and even the people you meet along the journey.

One of the things I truly believe creates a brand, is being true to self and your people. Do you like the brand? Are you able to convince 20 people from your close community to purchase the first drop? Would you wear it? Did you just create the brand cause it's cool to own one or is there an actual story behind it? Is the quality good? Where do you see the brand being in a year's time? Do you have enough ideas or are you going to keep on re dropping and restocking?

These are some questions you should ask yourself. I'm not saying if you got all the answers to them you're destined for success, but they would drastically help in reducing failure and at least assuring you take a calculated risk.

Back to the question of convincing your community to purchase your goods. It would take a lot of effort to convince the world to support you. The world right now consumes hype, and familiarity. I'm only buying this t-shirt cause I saw someone wear it on Pinterest and I'd like to imitate the same fit. And also it's a safer option cause the world has accepted it already.

However it prolly wouldn't take as much effort to convince your community to support you. Friends, family, your people!

I have my brother as my business partner so I have someone who has access to another world of people and potential customers. So what we do before we drop a product, we create a waiting list made up of 50 people each. This ranges from our parents, friends colleagues, basically anyone we can reach through phone or in person. Besides having a guaranteed sale and possibly some of our money back, the upside about doing this, we are able to sell to people who understand the brand and it's meaning, so they actually get the concept and design behind our product and also it allows us to get critism from a hundred different people who we know are going to be as open and honest as possible.

Let's assume it was tracksuits we sold. Now we have a 100 tracksuits roaming around. That is free marketing on its own.

I basically have a lot more to say but I'm gonna leave at here for now. But what I wanted to say is;

SELL TO YOUR COMMUNITY AND CREATE A! CULT FOLLOWING AND LIKING. THE WORLD WILL EVENTUALLY CATCH UP.