- So what's up? - 'Sup, man?
- Just watching your story yesterday with Logic.
- Yes, it was fun. - Big fan of his stuff.
- What are you up to with all this jazz?
- East Coast Lifestyle is a clothing line
I started in Canada.
We're in 90 malls across the country.
We're in three in the U.S.
We're trying to break into the country right now.
So just off the top I wanted to start with some of the custom
gear that I created for yourself.
- Yes, I see it. - So I know--
- I'm gonna wear that ASAP.
- [Alex] You know I had to do that on the back.
- I love it, man. I love it.
- We had to create some of this custom merch for ya.
- Is that a medium?
- [Alex] I got every size for you.
- [Gary] Beautiful.
- [Alex] Small, medium, large, extra large.
- [Gary] Good, good.
- [Alex] Pass them out, give them away.
- [Gary] Good, I'm a medium. Alright, good.
- [Alex] Give them to the fam. - [Gary] Yes, I will.
- [Alex] And then I got some hats for you as well.
- [Gary] I love it, man.
- [Alex] With the Gary on the side.
- I love it, man. Thank you very much.
- [Alex] There's only a few of these in the world.
- Rare, rare.
I'm gonna sell this on eBay.
(laughs) I love it, man.
And this is some of the stuff you guys do?
- Yeah, so we do all sorts.
I was talking to Alex earlier. - Yep.
- So we do all different designs and merch,
embroidery, screen print, hats.
- When did you start it? - Three years ago.
- Good for you.
- Following all of your podcasts,
all of your DailyVee since three years ago.
Watched all of it at university.
Read Jab, Jab, Jab Right Hook so big fan of your work.
- Thank you, man.
- So it's cool to be here today. - Thank you, man.
Awesome.
- I guess we have some questions we want to start with.
- Yeah, let's do it.
- I just really wanted to talk to you about the clothing
company and your thoughts on
how we can get into the U.S. market.
- You know, I think that getting into a
market is stunningly easy.
So I actually genuinely believe you take the advice I'm about to
give you, it will work.
I'm surprised how many people overthink it.
I think you need to map every single buying decision maker in
America and I think you need to email them.
Hit them up on social media and then surprise and delight them.
- [Alex] I like that.
- Like it's literally that basic.
- [Alex] Yeah.
- Like you actually know the 5,000 stores,
distribution centers you want to be in.
- [Alex] Yeah. - Like, right?
In theory you know. - [Alex] Yeah.
- Like you want to be in Urban Outfitters,
I don't know.
You want to be in this little SoHo shop,
I don't know.
That's your business, I don't know it.
- [Alex] Yeah.
- But if I had a wine I'd sure know which stores, right?
- [Alex] Yeah.
- So great, you decide there's 41 boutiques in SoHo
you want to be part of.
You guys sit on fucking Google, find the person's name,
send them a t-shirt and a note in the mail.
They get millions of that, they throw in the garbage
the same way I do. Right?
You email them, you follow them on Twitter and Instagram.
You talk to them on Twitter and Instagram.
You tag them in some of your photos on Instagram so it shows
up in their notifications. - [Alex] Yeah.
- You one-on-one virtually sell
the 1537 people that make the
decision if this t-shirt goes on a rack.
- [Alex] Yeah. - Literally, that's it, bro.
- [Alex] Yeah. So, in terms of giving them value,
do you believe that if we have to supply them with threads and
the clothing and then to tell them like this is for
you on the house, keep it.
- I think they probably, right, the cooler they are the more
shit they get sent for free all day, right?
- Yeah, definitely.
- I get stuff sent and I get stuff sent all the time and
we're trying very hard not to not see it or not respond but
it's impossible.
You know, I used to get sent 10,000 wines a second.
- [Alex] Yeah.
- So I don't think sending it,
I think it's expensive and not guaranteed.
What I would start with is the virtual stuff first.
- [Alex] Okay. - If you get a nibble.
- [Alex] Yeah, go at it. - Uh-huh.
You know, I mean look, so you follow Karen and she has a rad
shop in St. Louis and
she says something about something.
Going to Canada. - [Alex] Yeah.
- That's exactly when you guys jump in and be like,
"Yo, we're from Canada. Want to show you around."
People aren't putting in the work from the salesmanship.
What you want and what I want and what everybody wants in
theory is okay we're gonna do this for GaryVee.
He's gonna wear it on DailyVee.
We're gonna be in it.
And they're gonna come to us.
The problem is that's too insane.
Everybody wants the leverage of everything coming to them when
they haven't earned it yet.
You've been grinding and getting somewhere three years in
and you still aren't shit. - Yeah.
- How cool is that? That's cool and it sucks.
- Yeah. - I love it.
I love that like people, right as you know
in the last hundred days, last four months,
it's really starting to pop for me, right?
- [Alex] Yeah.
- And everybody's like, "Yo, how come this is happening?"
I'm like, "20 fucking years of fucking hustle, dick."
- [Alex] Yeah. - That's why it's happening.
- [Alex] Hard work. - You know what I mean?
You never know when it's gonna be that moment.
So look, this is smart.
You got here.
This is fucking free and great exposure.
There's cool people that watch, great.
Good shit could happen but you always think that this thing is
gonna be the thing.
I always thought like okay, this appearance on Jimmy Fallon's
gonna be the thing, right?
Or this podcast with Rogan's gonna be the thing.
Or this person following me on social media
is gonna be the thing.
None of it's the thing.
It's just another block.
- [Alex] Yeah, another stepping stool.
- Another stepping stool and the quicker you think about like
bricks instead of like a prefabed building,
the quicker you win.
You know who the 3,000 decision makers,
you know the 400 stores, you know the 1700 humans.
One-on-one them digitally. - Yeah.
- [Gary] And it takes a lot of time.
You're gonna spend nine hours one day just doing this 'cause
now you're inspired to do it,
and four people are gonna hit you back.
- [Alex] So what do you think of on the Canadian stereotype of us
coming to the U.S.? - No, I think that's bullshit.
I think that's little brother syndrome.
- Okay.
- Drake doesn't have that problem.
- True.
- The end. - True.
So that's the straight up truth. - I know it's the truth.
That's excuses, that's creating air cover to justify
why it hasn't happened yet.
You guys sitting around having a beer and being like
fucking you know, that's what Americans do.
They don't take us serious.
That's just fucking dwelling.
You know what I mean? - Yeah.
- When I was a kid and school was a big thing,
I didn't sit around and say well nobody's gonna take me serious
'cause I didn't go to Harvard.
I was like, I'm just gonna do it.
And then one day everybody's
gonna look back and be like,yeah.
- [Alex] Yeah.
- So you understand? - [Alex] 100%.
- Keep going. - [Alex] What was I gonna say?
Like when you were growing you parent's wine business--
- Yeah.
- [Alex] When you took the step back and said I'm gonna put this
on social media and e-commerce. - Yes.
- And e-marketing. - Yes.
- How did they react when you made that
switch from the business.
- My dad already had, so you got to remember people don't get it.
People are confused right now how big of a deal it was.
People thought the internet was a fad.
It would be more similar and this is 1996.
How old were you in 1996? - [Alex] Five.
- Right, so this is a long fucking time ago.
How old were you in '96? - [Other Tyler] Three.
- Right, so I need you guys to wrap your head around it.
Now it makes sense.
When I said we're gonna build an e-commerce site instead of
opening another store that would literally be like you saying
right now, I'm gonna start a virtual reality clothing brand.
We're not gonna make this. - [Alex] Yeah.
- You're gonna make pretend.
People didn't understand.
So first of all there was a lot of like people didn't what the
fuck I was talking about.
'Cause it was so foreign. - [Alex] Yeah.
- Got it?
Number two, I was already in the business since I was 14 and
I'd already proven to my dad that I was good.
You know, a lot of people like to rag on me
like your dad had something.
My dad had something but people forget I was making $2,000 a
weekend as a 13-year-old child selling baseball cards.
So I'd already proven that I was...
I was already a whiz kid.
As a matter of fact, I always didn't want to go into my dad's
business 'cause I didn't want the fucking trolls to say,
"Oh you have this." - [Alex] Mhmmm.
- Because I knew I was right. I had it already.
- [Alex] Yeah.
- So, you know, I think that there was already buy-in.
- [Alex] Yeah. - Why?
Do you have partners or family members involved?
- [Alex] No. - Okay.
- [Alex] 100% ownership. - You're just curious?
- [Alex] Yeah. We've had two different people
try to buy the company so far.
- Good for you.
- [Alex] Just kind of-- - Try to building, yep.
- next level and we're globally trademarked and corporated so
the brand's protected on the global scale
but we just haven't had--
- What's been the biggest breakthrough micro-moment?
- We've had people like Ed Sheeran wear the gear live on
stage at the Air Canada center.
- Did you like shit? - Yep, definitely.
(Gary laughs)
When he wore it that was our biggest overall sale night.
So we got verified on Twitter simply
from him wearing the shirt. - Of course.
- It got very noticed across the country.
We went viral. - Of course.
- And the hashtag #eastcoastlifestyle went viral
through Twitter and then the next day we sold 185 of the same
t-shirts that he wore that day. - How much in sales?
- 105 t-shirts-- - How much are t-shirts?
- 185 t-shirts times $30. - Got it, I got it.
Amazing.
- Big number and we just saw that that was a huge engagement
and then he sent us a message after and said,
"I hope that helped you guys."
So we were blown away by--
- Did he do it random or you were able
to hit him up and get him to--
- I know one of his best friends,
she put it on-- - That was it.
That's it. - his table.
- That's amazing. - He ended up wearing it.
So that was out biggest breakthrough in an area where
we're really not strong, Toronto.
So east coast brand, we're big Atlantic Canada and big on the
west coast people that miss home.
- Vancouver.
- The crab people leave to go work in
the oil industry to get jobs.
And then we just kind of have low impact in the middle but
we're really trying to grow down in New Jersey,
New York, Philadelphia, Florida, in strong east coast states.
- Got it.
- So do you believe that there's pride in the east coast of the
U.S. in terms of east coast lifestyle?
- Of course. - Yeah?
- 100%.
- Goes back to the hip hop roots.
- 100%. - Yeah.
- It's a complete no-brainer.
- So we have East Coast Lifestyle,
West Coast Lifestyle and we sell both of those brands online and
also in stores across the country, in Canada.
But really we just started to do a deal with Zumiez in Canada.
So we're trying to prove that we have strong sales there and
they'll put it in the U.S. after that.
So we're really trying to grow with them.
It's tough for a young business to get into the U.S. market.
It's a big market.
- Dude, I don't think it's that tough and I know it's tough.
Let me explain.
All you need is one person that you emailed
or one person you talked to on Twitter, Instagram
who owns the third hottest shop in SoHo,
in Beverly Hills, in you know whatever alpha whatever
that fucking place is in fucking Atlanta.
I can't remember now.
The rich little area where everybody goes.
Fucking Peachtree, I don't fucking remember.
Whatever, all you need, dude, it's always these one moments.
- [Alex] Yeah.
- But you have to put yourself in a position
to get those moments. - [Alex] Yeah.
- Like you just basically have to sit and be in sales mode on
your fucking phone 24/7/365.
I honestly don't know, why are we here?
- So I DM'd you on Instagram. - I really don't know.
- He was doing live.
I found that live was a great way to get in touch with
celebrities like yourself.
So I reached out to yourself and then you said hit up Tyler.
And then I talked to Tyler and networked with him.
This is probably like three month ago conversation but
I just worked my ass off until I got here 'cause
I really wanted to meet you.
Take some time and just talk to you about what I've done so far.
- Good, do that 4,000 times. - [Alex] I will.
- I'm being dead serious, man.
- [Alex] Got the hustle,--
- You've got to know that missing 11 times and hitting the
one time of the 12 times that you spent
12 hours on is ROI positive.
That's what these fuckers don't get.
- [Alex] Yeah.
- Great you DM'd and emailed
and tweeted 17 shop owners that are
trendy and none of them replied.
That's good. - [Alex] Yeah.
- That's good. - [Alex] Yeah.
- Everybody thinks it's a wasted day.
That's a good day 'cause you got your answer.
It was no. - [Alex] Yeah.
- Noes are just as good as yeses 'cause you know.
- [Alex] Mhmmm.
I'm not ready yet or we need to do something differently.
- Yeah or you didn't ask the right way.
You changed it.
You two I assume, three more.
How many people you got? - [Alex] 25.
- Fuck!
Dude, you need to go on the offense.
- [Alex] Yep.
- It's not gonna come to you and it's not gonna be a miracle.
It's grinding it.
You had serendipitously the relationship with Ed,
you need to create the other 10,000.
- [Alex] Yeah.
- Lay in bed and fucking work.
You know how lucky we all are
that you can lay in bed and do this.
It used to, people like you and I used to have to get on planes
and spend the whole day to get one meeting in Iowa.
Now you just DM them. - [Alex] It's true.
- How the fuck were you gonna get to me 20 years ago?
You weren't. - [Alex] I wouldn't've, yeah.
- So like, come on. This is awesome.
This is exciting.
I'm gonna start a brand called Middle America if you don't do
this and show you exactly how to do it.
- I got to keep working.
- But, you know what I mean. - Yeah.
- Honestly, bro, it's like and don't bullshit me.
This is very important to me 'cause I really want you to win.
Seem like a good kid.
Don't lie, what I'm about to ask you.
Tell me what happens between 9 P.M.
and 6 in the morning in your life, go.
Tell me the truth.
- I swear to God, I'm on my phone.
- Until? - 9 P.M. 'til 3 in the morning
every night through Instagram,
Twitter, Facebook-- - Love it.
- and growing my following. - Good.
Don't build a following, biz dev for distribution.
Got it? - Yeah. So go for the--
- The business thing, you're doing too much brand
and not enough selling. - Okay. More jabs.
- Not more jabs.
Actually more right hooks in a weird way.
One more time, you're trying to build hey,
if we have 4 million Instagram followers when somebody looks
it'll be undeniable and they'll put us in the store.
I'm saying don't worry about that 'cause that's gonna take
forever anyway. - [Alex] Mhmmm.
- Karen Smith,-- - [Alex] Engagement.
- the buyer at fucking Prep House,
Streetwear, The Spot. Got it? - [Alex] Yes.
- You see where I'm going? - [Alex] Go for the engagement.
- No, go for the decision maker that thinks you're cute.
That liked your hustle.
I have no fucking idea why I told you to talk to Tyler
because what you did to me, I'm having happen 9,000 times a day.
I don't even, I don't remember. - [Alex] Yeah.
- I don't know if I liked your t-shirt.
I don't know if I even clicked.
I don't know if I decided to randomly just do it 'cause
I like doing this once in a while and
giving back to you guys.
I don't know why-- - [Alex] Yeah.
- but it happened. - [Alex] Thankful to be here.
- But you need to understand that that can happen a lot.
This is not an anomaly.
And more importantly, this is cool and this will be great for
brand and some people are gonna buy some shit.
But I didn't just give you a purchase order and
that's what you need.
- [Alex] I like that.
- Map the 1500 stores in America that you need to be in.
From Nordstrom's which will be fucking impossible and corporate
to some fucking dude that when you did your homework,
oh shit, Chris who owns the
raddest shop in Minnesota that
does this kind of gear, his mom's from Toronto.
- [Alex] For real. - Boom.
- Keep hustlin', keep trying--
- But you need to think, I'd rather you get one Beverly Hills
shop to buy 15 shirts and try you out through DM versus you
getting 41 more followers on Instagram.
- Yeah.
- It's the reallocation of your 9 P.M. to 3 A.M.
- So go for more the buyers and the people that have the
checkbooks and they're trying to get the stores the new clothing
opposed to my online following.
- Correct. - Gotcha.
- You need more of that. - Yeah.
- Because that's real and tangible and need to happen
in parallel to brand building.
Too many people in the t-shirt swag game
are only about branding. - That's true.
- And not about sales. Everybody's got a brand.
Literally every kid watching right now all she has to do is
say okay, I'm calling mine Fuzzy Peach,
create a rad logo and slap it on shit.
You're commoditized. - Mhmmm.
- You know.
Everybody can say well mine story,
fuck your story. Everybody's got a story.
You need sales, distribution and awareness.
People are spending too much time on awareness and not enough
on sales and distribution of their product.
- Yeah.
- Got it? - Got it.
- Shit will come to you.
A moment will happen.
Somebody's watching right now that will just,
this is probably gonna get you more distribution
than anything you've done.
People are going to go in the comments.
We're gonna tag your little handle right now.
You'll get some DMs from people saying hey,
I own a shop. I'll take some t-shirts.
But you need to force that. - [Alex] Yeah.
And what about stores,
we're really trying to grow in Australia.
They have a strong east coast vibe.
How would we grow in areas you've never been to and you
live in Canada and you're trying to grow over there.
Is it the same get at the buyers,
get at the buyers or is it go
on the ground and hustle store to store?
- Buyers. - [Alex] Buyers.
- You can't go on the ground.
What are you gonna buy a
$4,000 fucking Australian flight ticket?
You don't have that.
You're gonna build an empire from your bed.
- [Alex] Yeah.
- Ready?
I own your business.
Australia, spend two days with my team.
If the video, Austin, no, today you're not videoing.
Today you're fucking on Google.
Google top fucking clothing stores in Australia.
Rad clothing stores in Australia.
Go to Instagram and hashtag Australian Clothing,
Australian Store.
Like, fucking work. - [Alex] Yeah.
- On spec, get a list.
Okay here are 39 shops we want to be part of on the east coast.
- [Alex] Yeah.
- Okay, now we go to their website.
Scroll down.
Contact, about me.
About me, Carl Tintenton started this because
his dad loved the east coast thing.
Google Carl Tintenton.
Carl loves Australian Rules Football.
Like fucking work. - [Alex] Yeah.
- Then email and say,
"Yo Carl. Sorry your team lost last night." You know?
Duh-duh-duh-duh-duh, then you DM him.
Then you leave a comment on one of his Instagram.
So you email him, email his website,
leave a comment on a post he made on Instagram
and at him on Twitter.
You guys following?
The work. Got it?
So that's what you do.
Three of those 39 people say,
"Yo, send me a shirt."
One of those three that you send a shirt to puts in their store.
One really smoke show model walks in there,
wears it and away you go. - [Alex] Done.
- Do you understand? - [Alex] Yeah. Definitely.
- So that's what you do in Australia.
What are you gonna on spec spend $4,000 to go to Australia.
You can't do that right now. - [Alex] Yeah.
- So it doesn't even matter which option.
You can't do the second one.
- So right now we're getting knocked off around the world
with a lot of brands that using the same circle.
We have this trademarked, circle logo and they're changing
New York Lifestyle, Florida Lifestyle,
California Lifestyle but we have it all protected so we do
eventually shut them down but they're getting one week to
one month sales online or through channels that we don't
have visible in Canada and then our followers are saying
hey you have knockoff here. Hey you have a knockoff there.
- I think that you should find a lawyer
who you give 1% of the company to,
whose bored in her or his job who's, got it?
- Give 'em some value. - Give 'em 1% equity.
They've had entrepreneurial tendencies.
They wished they started their own business but
they're a lawyer.
Now they have a mortgage
and you give them a little bit of that
action and they fucking cease and desist their asses off.
- All day. Okay, that's a good idea.
I like that.
- Of course, it's a good idea. That's why you came here.
- Oh yeah. (Gary laughs)
So what are the, is there any kind of future app
that you see coming in that I should be--
- You've heard me on this.
If you've been following me.
I don't know what's coming, I just react when it comes.
Musical.ly is a place I would look at if I were you.
- [Alex] Okay.
- Because if you get them at 13,
you become the 13-year-old brand.
See where I'm going? - [Alex] Yeah.
- So, I'd give that some thought.
- [Alex] Would you value the Generation Zed?
- Yeah.
- [Alex] Higher than then Generation Y?
- Nope. - [Alex] Millennials.
- I love when people break down generations like Millenials,
Gen X, Gen Z, I love 'em all.
They're people.
You know, 13-year-olds don't have as much money but
they're gonna be 22 and they're the ones
that can make 22, like you know?
So they all have different values.
- [Alex] Do you find that the Generation Zed are more engaged
on social media than other people?
- Of course.
- [Alex] They're the most engaged.
- They don't even know the real world.
- [Alex] (laughs) That's true.
I have a younger sisters, so.
- So you know. - [Alex] Yeah.
- You know better than I do. How old are they?
- 18 and 21.
- They live in their phone. - Snapchat.
- You would, you live in your phone.
- Definitely. - I live in my phone.
What is this stuff?
You know what I mean?
There is nothing else. - Yeah.
- So how do you give value to the young generation if they're
not able to buy your products or buy your brand.
Is it your time?
- Stickers. - Stickers?
- I think it's cool. - Yeah.
- I'm a big fan of that. - Yep.
- You know? Little ones to put on their iPhones.
Just you play. You ask them.
- Giveaways. - You ask them.
- Yeah.
- You know, meet-ups, who the fuck?
Like shit, stuff.
- Yeah. - You know?
I'd give 'em stuff.
Like I'd produce the lowest cost thing you can.
- Yeah.
- You got a Musical.ly star that's got followers and
they're just as important, right?
- So I don't have Musical.ly personally or for the brand yet
but you'd advise to get on Musical.ly.
- I would.
I don't know if Musical.ly is gonna be here
three or four years from now.
They have work to do but the tendencies that they've
created are things that will be mapped in the future.
- [Alex] Okay.
- So like SocialCam taught me more about Snapchat and
Instagram than anything else. - [Alex] Wow.
- You don't even know what SocialCam is.
It was hot for 48 seconds. - [Alex] Wow.
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