I’m working on some fall RMAC product launches and working through some different camo patterns/colors. Still haven’t decided if I’m gonna launch these in a modal,solid nylon or mesh nylon.
Do yall like camo for just boxer briefs or also in the brief, thong and/or jock styles as well?
We just broke our shipment record.
916 orders. 2,378 units. Out the door in one day.
Previous record was 1,900 units, so we crushed it by nearly 25%.
Three of my sons ran the floor with Christian pitching in to close it out. Four people. One day. 2,378 units.
This was Mystery Bundle Monday, which we run the first Monday of every month.
Here's the actual mechanics. Every Thursday, we drop limited one-time buys. Some of them sell through. Some of them leave us with onesies and twosies in random sizes, sitting on shelves, eating cash and making our listings look messy.
So once a month we bundle them, price them aggressively, and let our customers grab a wild deal.
We win three ways.
We free up warehouse space. We turn cash that was stuck in slow inventory back into capital we can deploy on new drops. And the customer gets a stupid-good deal they would never see at full price.
Here's a stat that put it in perspective. We toured the Wichita USPS sorting plant yesterday. They process about 30,000 outbound parcels a day across the entire region.
On Mystery Bundle Monday, RMAC is roughly 3% of everything leaving that hub.
One brand. One warehouse. One day.
The boring infrastructure is the moat.
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The default advice on this sub is launch on Shopify, build your brand, own your customer. I did it backwards and I'd do it backwards again.
Here is the actual reason, and it is not philosophical. It's cash.
When you launch a clothing brand on Shopify, you are paying for traffic on day one. Meta, Google, influencers, whatever. You are buying clicks against a 2% conversion rate on a brand nobody has heard of. Your CAC is brutal because you have no reviews, no UGC, no trust, and your product pages are competing against your own ad spend efficiency. Most founders I've talked to who went DTC-first spent $40k to $80k before they figured out their creative even half worked. Some never figured it out and the brand died.
Amazon has its own problems. The fees are real. You don't own the customer email. You compete on a search results page next to twelve knockoffs. But the trade is this: Amazon brings you intent traffic for free, and the conversion rate on a buyer who typed "men's underwear" into Amazon is something like 10x the conversion rate of a stranger seeing your ad on Instagram.
So in year one I learned three things on Amazon that would have cost me six figures to learn on Shopify:
Year two I did $3.5M on Amazon while I built the Shopify store. By the time I turned on paid social, I had real reviews, real photography, a sizing chart that worked, and a returning customer rate I could measure. The Shopify store opened with all of that already paid for by Amazon.
The trap I see on this sub constantly: a founder launches on Shopify, Amazon, and TikTok Shop in the same month because somebody told them to be omnichannel. They split their inventory three ways, their attention three ways, and their ad budget three ways. None of the three channels gets to a working state and they're out of cash in nine months.
Pick one. Get it to a million. Then add the second.
The reason most people should pick Amazon first if they're selling a basic-category product (apparel, supplements, kitchen, pet) is that Amazon is where your customer is already searching. The reason to pick Shopify first is if your product is genuinely undiscovered category-creation work, where there's no search demand yet and you have to manufacture awareness. Most clothing startups are not category creation. They think they are. They are not.
I know this is not the popular take. The DTC operator world treats Amazon dependency as a sin, and there's a real argument that if 100% of your revenue is Amazon you have a customer problem. I'm at about 50% Amazon now (35% Shopify, 15% tiktok), working it down, and that conversation is real. But the conversation only exists because Amazon paid for the brand to exist in the first place.
If you launched on Shopify and you're three months in burning ad spend with nothing landing, I'd consider listing on Amazon this week. Not because Shopify is wrong long-term. Because the Amazon traffic will tell you in 60 days whether the product itself is the problem, which is information you cannot afford to be wrong about.
What's stopping you?
Should the seamless thong strap have a heat sealed edge or raw edge?
