We sell denim and work wear from little known Japanese and Indonesian brands - "secret brands" that satisfy the idiosyncratic, authentic seeking aficionados of niche denim-centric apparel.

What are the key factors that have helped your store be successful?

We have 3 rules:

  1. Good people make good things

  2. Good things endure

  3. Relationships matter

As part of the fanatical denim scene, and long term appreciators of denim and work wear, we wanted to represent and bring to light lesser known brands that provided exceptional quality and design uniqueness.

Meeting the brands was extremely important to us, so travel to Indonesia and Tokyo was an extremely important part of our brand development.

Scene presence is an important part of how we market; understanding the nuanced predilections of the denim sub-culture is critical. We represent on Superdenim (part of Superfuture) - a pivotal forum community space for brands and products of this nature, and we use Facebook, Twitter and Instagram.

We also engage with scene magazines such as Denimhunters, who are hungry for new wrinkles in the denim and work wear space.

What are your top recommendations for new store owners?

Just. Keep. Doing. It.

Do 3 useful things a day.

Listen to advice but don't obsess over throw away critique - schadenfreude is a real thing, ignore it.

Get regular exercise.

Don't ignore social media.

Any Closing Remarks?

Ideas are easy. Execution is everything.

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