$224
pledged of $2,500 goal
7
backers
0seconds to go
Funding Canceled
Funding for this project was canceled by the project creator on Jan 24 2013
James FendBy James Fend
First created
James FendBy James Fend
First created
$224
pledged of $2,500 goal
7
backers
0seconds to go
Funding Canceled
Funding for this project was canceled by the project creator on Jan 24 2013

About

Update - January 8th: I'd like to extend a personal thank you to each backer! It means a lot, not just money, but the support and confidence in me, my dreams, ability, and the project. I've put up a Thank You page on our blog: http://www.fendstreetwear.com/blog/thank-you-kickstarter-backers

Our Purpose, Our Passion:
To let our creatives come to life! To see people all around the world proudly wearing our designs! How cool would it be to say you contributed to the beginnings of a household clothing name? The world of today is ever increasingly more open and attracted to new "off the wall" designs inspired by other cultures. Our designs are open to interpretation and can mean different things to different people; but one thing is clear: it provokes a type of emotion. People around the world need our designs: it helps to release and cope one's feelings by wearing or displaying, with or without letting others know what it means. We hold in thousands of emotions, wear them on our sleeve, show them on our faces, but never speak upon it. But it still feels good to show subtle clues in hopes of someone asking into it deeper. Our clothing goes hand to hand to many reasons why people have tattoos.

Some Advantages God Has Blessed With Us Already:
God has fortunately blessed me with web/graphic design and programming skills. [ our current site: FENDStreetwear.com ] Along with that, I was also blessed with a business savvy entrepreneurial sense of mind with a creative marketing sense. I also have 3 years of experience in running an e-commerce store that sold custom clothing for the college Greek industry and also ran an e-commerce store that retailed in popular hip hop clothing labels.

How We Will Be Using The Money:
The biggest expense is actually getting that first stock of clothing made. We are very familiar with starting and growing lean, but even with the ability to make our own web store and site and marketing; it still costs a solid amount of money to make Quality shirts and hats the right way. Sure, we can slap some graphic onto a Gildan shirt but our focus is on becoming a respected brand, and with that; we must present quality.

Here's how the $2,500 will be broken down:

  • $250 - Yearly hosting fees for our Magento store
  • $250 - Kickstarter and Amazon payments fee
  • $500 - Cost of making rewards
  • $700 - Stock of higher quality blank shirts, hats, jackets, etc.
  • $500 - Embroidery, digitizing fees, screen printing, etc.
  • $200 - Professional photography and model for homepage
  • $50   - Various website setup (ssl certificate, etc.)
  • $??? - Remainder and any additional raised will go into Internet marketing (PPC, SEO packages, etc.)

Why We Won't Fail:
Everybody and their Mothers are trying to start a clothing line, right? Well, what separates us from the rest that usually fail? Two main places where most people fail:

  • Crappy products. Either doesn't look good enough or provoke enough emotion (usually cool to wear) for someone to wear, and/or the clothes are cheaply made with no attention to detail.
  • Poor marketing. Marketing is to startup as gas is to a car. To me personally; it's 10% product and the other 90% is about how you get your product out there. Ideas Are Nothing, Execution Is Everything. Passion fuels execution.

We have a very solid internet based marketing plan in place that takes advantage of the powerful speed of viral content and sharing. (please see the Risks And Challenges section below for more details)

Hat Prototypes Already Made:

Sample of Some Future Designs:

We have a lot of other clothing planned: camo jackets, vests, beanies, etc.

THANK YOU, THANK YOU for taking the time to read our project. It means a lot!

Risks and challenges

#1 Challenge: Market penetration. We make some great designed clothing but FEND doesn't pick up traction. Clothing is a tricky product because with any fashions; people wear clothing to portray something. Whether that is to show off, look good, show financial status, fit in, etc.

Solution: To overcome this; two things must be accomplished (and both must be executed with tremendous determination and perfection).

1. Clothing must be so outrageously good looking that the brand doesn't matter and the first-mover/early adopter (and even some early majority type) people pick it up and wear it. This will make the early and late majority start to take notice of the brand. Once at this point; this is where it gets tricky, because the people who are in the early and late majority stages usually only wear brands after it's been "proven". In other words, the brand of clothing must be "cool enough and socially acceptable" for them to be seen wearing it.

2. To penetrate and get over the "it's a cool brand to wear" hump; it needs social proof. It needs their peers to praise the brand with confidence. This is where it boils down to well executed marketing.

Our plan is to provide a "cool" website that will be shared amongst millions and viewed daily by millions all in the exact target market that would wear our clothes. It needs to become a very popular website and almost a household name among the target market. Once this website gains reputation as the go-to; then placing ads, sponsorships, and things that praise FEND on the site which will in turn make FEND gain social proof and be "cool" to wear.

I have had great success in both building websites and YouTube videos that accomplished and cleared million+ unique visits and views. By also adding and encouraging a social sharing layer, the site should exponentially grow. They say it takes 7 times to get in front of someone's eyes before they start recognizing a company or brand; we plan to get in front of their eyes 20 times without spam or shady tactics.

I am guesstimating this website to take about a year or two to really gain traction. Of course, during the same time the website is constantly pushed; FEND will be pushed in other outlets as well: celebrities, pinterest, trade shows, high follower instagram accounts, etc. etc.

Learn about accountability on Kickstarter

Questions about this project? Check out the FAQ

Support

  1. Select this reward

    Pledge $10 or more About $10

    A FEND decal sticker and a placement (name and link) on our "Thank You Sponsors" page created specifically to our contributors.

    Less
    Estimated delivery
    Ships to Anywhere in the world
    1 backer
    $
    Kickstarter is not a store.

    It's a way to bring creative projects to life.

    Learn more about accountability.
  2. Select this reward

    Pledge $25 or more About $25

    Choice of one t-shirt shipped to you.

    Less
    Estimated delivery
    Ships to Anywhere in the world
    Limited 5 backers
    $
    Kickstarter is not a store.

    It's a way to bring creative projects to life.

    Learn more about accountability.
  3. Select this reward

    Pledge $50 or more About $50

    Choice of one snapback hat shipped to you.

    Less
    Estimated delivery
    Ships to Anywhere in the world
    Limited 0 backers
    $
    Kickstarter is not a store.

    It's a way to bring creative projects to life.

    Learn more about accountability.
  4. Select this reward

    Pledge $75 or more About $75

    Choice of camo vest or jacket AND a snapback hat shipped to you.

    Less
    Estimated delivery
    Ships to Anywhere in the world
    Limited 1 backer
    $
    Kickstarter is not a store.

    It's a way to bring creative projects to life.

    Learn more about accountability.
  5. Select this reward

    Pledge $100 or more About $100

    Special edition signed shirt AND a signed snapback hat created just for our $100+ backers. Signed by our designers.

    Less
    Estimated delivery
    Ships to Anywhere in the world
    0 backers
    $
    Kickstarter is not a store.

    It's a way to bring creative projects to life.

    Learn more about accountability.
  6. Select this reward

    Pledge $200 or more About $200

    Special edition camo jacket AND hoody AND a snapback hat created just for our $200+ backers. All signed by our designers.

    Lifetime of upgrades to limited editions and exclusive colors on all future purchases.

    Less
    Estimated delivery
    Ships to Anywhere in the world
    0 backers
    $
    Kickstarter is not a store.

    It's a way to bring creative projects to life.

    Learn more about accountability.

Funding period

- (33 days)