I am trying to spread my love and appreciation for this great city the only way that I know how, through clothing! I am excited to say that I finally have a product that EVERYONE can wear.
To produce and distribute as many of the “Hard As Nails” I Heart NY T-Shirts as possible. Due to its mass appeal, there is no consumer too man or too woman, too rich or too poor, too preppy or too chic, to not want to incorporate this updated classic into their closet.
The “I Heart NY” was originally designed in 1977 by graphic designer Milton Glaser, and due to my undying respect and admiration for artists and their work, I will only be using officially licensed t-shirts for this project. Each garment will be hand crafted by me as a labor of love for you, this great city, and for the good folks at the Bowery Mission and Kids With a Promise, with $5 of each sale going directly to them.
Plan of Action
To create full size run packages of the “Hard As Nails” T-Shirt, and to drop them with retailers around the city. Any shop that has a free "Retail Map" of the neighborhood is a candidate! The shirts will retail for $50 and will make for a great impulse fashion purchase, and will also make for a great gift purchase for out of town family and friends!
I will additionally be setting up an online store so that I can reach a much broader consumer base through online sales and marketing initiatives.
PLEASE UNDERSTAND THIS IS NOT JUST ABOUT ME!
Since filming my video for this project, I have realized that due to the mass appeal of the “Hard As Nails” t-shirt, there are people beyond me who can also reap the benefits. I have decided that a portion of the profits from the sales will go directly to the BOWERY MISSION and KIDS WITH A PROMISE. These are two charities that have been here in NY since 1879 and 1894 respectively, and have provided safe housing, and food for the homeless community in our city.
Thanks in part to my haggling skills perfected on Canal St. I have been able to secure a steady stream of officially licensed I Heart NY t-shirts at a competitive price. I am also purchasing studs at wholesale prices in NY from a local vendor. As of now, I am currently handcrafting each completed garment myself, until demand grows, at which point, I will continue to produce on a larger scale, but will ALWAYS stay in NYC.
Here is the list of incentives I have for you, and they’re pretty cool.
NEW- for your donation of $10, you will receive a hand written thank you from me... and a chance at unlimited travel around out great city!
For donations of $40, you will receive … a “Hard as Nails” I Heart NY T-Shirt… be envied.
For donations of $75, you will receive … a limited edition Black “Hard as Nails” I Heart NY T-Shirt…go black and never go back.
#NEW# for your donations of $90, you will receive ... a "Hard as Nails" White T-shirt, as well as a studded designer throw pillow... both hard and soft... best of both worlds!
For donations of $100, you will receive… a genuine python skin wallet, hand crafted by me… coil your cash.
For donations of $150, you will receive… a custom jean jacket (a little bleach and studs go a long way)… think Sloane Peterson and Iggy Pop, coffee and cigarettes. (the following photo is just an example of a before and after... each jacket will be different and special, and can be as Sloane or Iggy as you request!)
For donations of $300, you will receive… a custom jean jacket, a limited edition Black “Hard as Nails” I Heart NY T-Shirt, and a python wallet… treat yo’self.
For donations of $500, you will receive… 3 White and 1 Black “Hard as Nails” I Heart NY T-Shirt, 2 Jean Jackets, and 1 Python Wallet… it’s a party Liz Lemon.
**The Python skin wallets are all hand crafted, using python remnants (these are the skins that are left over from factories that are on their way to the trash… NOT BECAUSE THEY ARE BAD!!! But because they are small). I am simply ensuring that no part of the animal goes to waste, and creating some awesome accessories in the meantime!
Why am I a qualified recipient of your donations?
I have been blessed with a great NY experience. In my time here I was able to launch and open a store called Sloane NYC with one of my best friends Aaron Genuth (the store received a rave review from Vogue), and partnered in the launch of another successful line called Alex Kramer, where I designed three awesome collections, the first of which was picked up by Barneys NY, season one, which is almost un heard of! Through these, and other past opportunities, I have been able to form relationships with retail locations that have expressed a strong interest in this product, and eagerly await delivery!
Risks and challenges
Risk and challenge
What Risks and Challenges am I facing by jumping into this project? Well the ultimate risk that keeps me awake at night is that everyone in the world will suddenly wake up and fall out of love with New York! But I don’t see that happening in the near future…
Truth be told, there isn’t much risk included with this endeavor. The initial start-up cost is relatively low, the t-shirt has already stood the test of time. And with the estimated 50 million visitors to our great city in 2011 alone, people still seem to keep stopping by.
As far as challenges go, it is going to take a lot of knocking on shop doors, but on the up side, New York has a plethora of awesome places to shop.
There is also the need for a successful web presence. While brick and mortar retail is amazing, I am also aware that there is a limitless wealth of clients that can be reached through online marketing and sales. I will embark on a digital media campaign that will place my product in the line of sight of the world, because let’s face it… what awesome person doesn’t LOVE NY?
I cannot say again just how thankful and grateful I am to have such a strong and amazing family here in NY, the best city on earth, and my loved ones abroad! Stepping out on your own is one of the most terrifying steps that you can take, but I know it is possible because all of you are so amazing!
I (studded) Heart You All!
Brian-Learn about accountability on Kickstarter
- (21 days)