One of Us Apparel burst onto the scene in July of this year, quickly climbing into the top ten stores on the Big Cartel platform on their launch day. We had the opportunity to chat with Graham Frost, the creative mind behind this thriving UK-based brand, to uncover the secrets behind their success and gather insights for aspiring Big Cartel store owners.
What Does One of Us Apparel Offer?
“We specialize in alternative clothing and accessories,” says Graham. “Recently, we’ve expanded our product range to include iPhone cases and art prints.”
The Team Behind the Brand
Graham started the company just over a year ago, leveraging his background as an artist and graphic designer. “People encouraged me to put my bold, one-color designs on t-shirts, and that’s how it all began,” he explains. Their first Big Cartel store featured just four t-shirt designs, but as the business grew and profits rolled in, they expanded the collection. Today, their store boasts a wide variety of clothing, shipping orders worldwide.
The company also collaborates with a family-run business to print and stitch their products, ensuring high-quality tees with standout designs and tailored fits. Currently, they’re stocked in four online retail outlets, adding yet another layer to their success story.
Drawing Inspiration
“Our main inspirations come from tattoo culture, alternative fashion, graffiti, and cult themes,” says Graham. These influences shape the brand’s distinct identity, helping it stand out in the competitive independent fashion market.
What Makes a Great Product?
According to Graham, crafting a great product begins with a combination of quality, presentation, and attention to detail:
- Product Descriptions & Photos: Clear and visually appealing descriptions and images are key to online sales success.
- Packaging: One of Us Apparel flat-packs their tees and ships them in custom red mailing bags, creating a memorable unboxing experience for customers.
- Quality Control: Their in-house production process ensures that each piece is cut and sewn to achieve the perfect fit. They also personally visit wholesalers and inspect samples to guarantee top-notch quality for items like beanies and jackets.
In a saturated market, Graham emphasizes the importance of ensuring your product is the absolute best it can be to stand out.
Marketing and Promotion Tips
Marketing is a skill Graham learned from scratch, and he shares some valuable advice for newcomers:
- Leverage Social Media:
“Social media is critical for driving sales. Platforms like Twitter and Instagram are particularly effective because they allow you to connect with large audiences organically,” Graham advises. Unlike Facebook, which often requires paid ads to reach new customers, platforms like Instagram let you grow your following by engaging directly with potential customers. - Invest in High-Quality Photos:
Exceptional product photos can elevate your brand instantly. Using models and eye-catching locations can make your products more appealing, even on a budget. Graham notes that many models and photographers are eager to gain experience and may collaborate with you for free. - Collaborate with Influencers:
Sending free items to influencers or models on platforms like Instagram can result in authentic, high-quality content for your store. “They’ll post pictures wearing your items, giving you free exposure and ready-to-use photos for your website,” he explains. - Utilize Customer Photos:
Customers often share photos of themselves wearing the products they’ve purchased. These real-life images are powerful marketing tools that showcase the appeal of your items in everyday settings. - Get a Custom Domain:
Graham stresses the importance of having a memorable domain name. “Our custom domain, www.oouastore.com, is much easier to remember and share than our Big Cartel address, www.oneofusapparel.bigcartel.com.” A custom domain adds professionalism and simplicity to your branding.
One of Us Apparel’s rapid rise can be attributed to their commitment to quality, unique designs, and innovative marketing strategies. By blending creativity with practical business tactics, they’ve carved out a niche in the highly competitive independent fashion market.
For those looking to start their own online store, Graham’s story serves as both inspiration and a roadmap to success. Whether it’s through standout products, effective marketing, or customer engagement, One of Us Apparel proves that with the right approach, even a small startup can make a big impact.