Full Transcript for Why Building a Successful Brand Isn't Enough Anymore with Edward Maradona

00:02:00.079 --> 00:02:03.439 I'm not gonna be bound by opening, like, what am I gonna do when I have a house? 00:02:03.519 --> 00:02:05.680 I'm just gonna be paying the mortgage or whatever. 00:02:05.840 --> 00:02:06.159 Right? 00:02:06.400 --> 00:02:16.560 I mean, or open my my dream basically, like opening my own business, which for the longest time we've always wanted since working at Footlock, we always wanted to open a shop. 00:02:16.960 --> 00:02:22.080 So, like delusional in a in a sense that like we know that's the right path. 00:02:22.560 --> 00:02:27.199 Um, but we never think of it as like as crazy, you know, like oh my god, I can't believe we're doing it. 00:02:27.520 --> 00:02:28.400 Well, I guess that's the thing. 00:02:28.479 --> 00:02:29.199 You felt cold. 00:02:29.439 --> 00:02:35.599 So many people like, I need to get married, buy the house, have kids, and go on that traditional pathway. 00:02:35.759 --> 00:02:38.800 And some people like that sounds like prison. 00:02:39.199 --> 00:02:41.120 To me, that's just sound like a blueprint. 00:02:41.280 --> 00:02:48.159 Like, I I always say to my friends, right, like when they're stuff, why don't you, what are you opening in in Perth rather than Melbourne and Sydney? 00:02:48.319 --> 00:02:52.719 To me, it's like someone give me like a um a colouring book, and can you colour in within lines, right? 00:02:52.800 --> 00:02:54.400 Like the foundation's there, right? 00:02:54.479 --> 00:02:58.560 But like in Perth, I feel like we're just starting with blank canvas. 00:02:58.800 --> 00:03:06.560 Um, and and same thing with life, you know, like when when someone goes, Oh, you need to get married by this, and I the amount of times I hear, like, hey, you're reaching 30, you need to get married. 00:03:06.719 --> 00:03:08.319 Now I'm in my 40s now, right? 00:03:08.400 --> 00:03:15.520 I'm like, you what was your kids and what's your family like in a bit just because that is the standard norm for the society to be accepted. 00:03:15.680 --> 00:03:20.560 Um, but to me, I just don't like being bound by the rules and what people expected of me. 00:03:20.800 --> 00:03:21.599 I totally relate to that. 00:03:21.840 --> 00:03:23.039 I guess that's a delusional bit. 00:03:23.280 --> 00:03:24.879 That is definitely delusional, right? 00:03:25.680 --> 00:03:42.080 I think sometimes it's also hard because Yeah, I mean for a girl, especially uh a women in Korea like yourself, right? 00:03:42.159 --> 00:03:45.120 You probably they're probably throwing at, hey, when are you gonna get married, have kids? 00:03:46.000 --> 00:03:48.319 They're already starting to put again, this is the colouring book. 00:03:48.479 --> 00:03:52.080 When are you gonna start colouring the within the lines of what they expected of them? 00:03:52.319 --> 00:03:56.960 Especially if you're in in in a business world, entrepreneurship uh com world. 00:03:57.120 --> 00:04:06.080 Um, you know, something like that is for us or for for males, it's like, hey, you need to have your monies by a certain age, you need to have your house by a certain age. 00:04:06.240 --> 00:04:06.800 Do you know what I mean? 00:04:06.879 --> 00:04:07.840 And that's the pressure. 00:04:08.159 --> 00:04:09.120 Yeah, that's it. 00:04:09.280 --> 00:04:12.159 Like when I said prison before, I'm like, that's a very harsh term. 00:04:12.319 --> 00:04:28.000 I think being 24 when I have big dreams, big goals, I still want to travel, I still want to take some risks, going in, having a house, getting married, and having a family, if I were to do it right now, I actually would feel a bit restricted. 00:04:28.079 --> 00:04:29.839 Like I think there's things I want to achieve in the world. 00:04:30.000 --> 00:04:31.600 But don't you feel also in that chapter? 00:04:32.000 --> 00:04:34.720 Owning a business or running business is a prison in itself as well. 00:04:34.959 --> 00:04:35.360 Oh, it is. 00:04:35.600 --> 00:04:37.600 And you pick your prison, you pick your prison. 00:04:38.079 --> 00:04:39.680 You pick your prison, you never escape from that. 00:04:39.759 --> 00:04:41.600 You just pick pick what you want to do, right? 00:04:41.759 --> 00:04:41.839 Yeah. 00:04:42.079 --> 00:04:42.399 Basically. 00:04:42.879 --> 00:04:44.319 No, it's it's been a really cool thing. 00:04:44.399 --> 00:04:51.199 Like, I remember the first time I ever went to Cabinet Noir, there was this guy, we had caught the train all the way from Mandra. 00:04:51.279 --> 00:04:56.879 I would have been about maybe 12 or 13, and he was like, You have to come to this really cool shop, I have to show you. 00:04:57.040 --> 00:05:02.639 And so I remember we went in and we had a look, and he's like, These are all the cool fashion brands. 00:05:02.720 --> 00:05:07.199 And then I see this like really trendy guy, which was you, but I didn't know that at the time. 00:05:07.360 --> 00:05:10.879 And so, as all these years pass, I've finally moved to Perth. 00:05:10.959 --> 00:05:15.199 I'm an adult now, we're at ice cream factory, and I've seen this guy before. 00:05:15.360 --> 00:05:15.839 Who are you? 00:05:15.920 --> 00:05:17.519 And I'm like, it's Ed, okay. 00:05:17.680 --> 00:05:25.199 And so, what I noticed through our relationship and when we meet people, you can tell when people have known you through what they call you. 00:05:25.279 --> 00:05:25.439 Yeah. 00:05:25.680 --> 00:05:28.639 Because of your B-Boy era and then the cab era. 00:05:28.959 --> 00:05:32.240 So before that, I think like people knew me from dance and call me Edit. 00:05:32.319 --> 00:05:32.399 Yeah. 00:05:32.639 --> 00:05:33.439 So what's up, Eddie? 00:05:33.519 --> 00:05:34.160 Like, what up, boy? 00:05:34.319 --> 00:05:34.879 Like, you know, go. 00:05:35.040 --> 00:05:42.879 So now if I people just call me Edit from how much I knew them way before 2013, um, which is kind of crazy because I was so obsessed. 00:05:42.959 --> 00:05:45.360 That was my identity for the longest

time as a B-boy. 00:05:45.600 --> 00:05:47.600 How do you actually break out of an identity? 00:05:47.759 --> 00:05:53.120 Because you're obviously being a B-boy, you're traveling the world, you're dancing, that is like your whole life. 00:05:53.279 --> 00:05:57.360 And then you're breaking away from that, not completely, but starting a business. 00:05:57.600 --> 00:06:00.160 Well, I'm already mentally tapped out from that world. 00:06:00.240 --> 00:06:02.000 So completely is probably the right thing. 00:06:02.160 --> 00:06:03.439 When people are like, Can you still dance? 00:06:03.600 --> 00:06:04.240 I can still dance. 00:06:04.319 --> 00:06:05.600 Like, you know, I can still bust it. 00:06:05.680 --> 00:06:06.560 It's still in my body. 00:06:06.720 --> 00:06:07.519 It's like riding a bicycle. 00:06:07.680 --> 00:06:08.800 So I'm going, hey, can you do a rock? 00:06:08.959 --> 00:06:09.759 I can ride it. 00:06:10.399 --> 00:06:16.000 But it's like for the longest time in my 20s at the time, it's like there's a certain goal that I want to hit. 00:06:16.240 --> 00:06:18.560 You know, like, and and you know, I'm a big believer of law of attraction. 00:06:18.639 --> 00:06:22.160 So I was putting all this stuff in my um my vision board, my mental vision board. 00:06:22.319 --> 00:06:24.480 I want to be the best b-boy in Australia. 00:06:24.639 --> 00:06:27.839 Um, I want to be on TV and got into Soything Dance and all that stuff, you know. 00:06:27.920 --> 00:06:33.839 So I was pre-social media, so like back then I was like making a name out of that. 00:06:34.079 --> 00:06:43.680 Um, but my identity was a b-boy in my 20s, and then I reached a certain level where I started seeing like the people I looked up to, these are like the gods of Mount Olympus. 00:06:43.839 --> 00:06:51.920 You know, you know, I watched videos for years, and then I started meeting all my role models, and honestly, I didn't like what I was seeing. 00:06:52.000 --> 00:06:55.680 You know, when they said, like, if you have um role models, don't meet them. 00:06:55.839 --> 00:06:58.560 Or your heroes, don't meet your heroes because they'll disappoint you. 00:06:58.720 --> 00:07:02.720 And I was so disappointed to point I'm like, is this where I want to be? 00:07:02.800 --> 00:07:09.360 These guys are losers, they've been doing this for like decades, and they're just bitter old men trying to like make a living through dancing. 00:07:09.600 --> 00:07:14.000 And I feel like I don't want to be like this, and also it's really hard to make money with dancing. 00:07:14.160 --> 00:07:15.920 If you're sick, you cannot make any money. 00:07:16.160 --> 00:07:25.120 And my best paying um work at the time was just teaching by primary schools, and it was just really taxing because I was so tired like dealing with kids every single day. 00:07:25.279 --> 00:07:26.240 But the pay was great. 00:07:26.319 --> 00:07:28.800 I was only working maybe seven to eight hours a week, you know. 00:07:28.879 --> 00:07:33.279 But mentally, I was exhausted going to school, like seven different schools a week. 00:07:33.439 --> 00:07:39.360 And I was already like, and I just stopped training because I was just teaching so much, and I was like, oh man, I don't want to train anymore. 00:07:39.519 --> 00:07:43.600 And then I just needed uh an atlet to become creative in a different way. 00:07:43.759 --> 00:07:52.560 Um, and then the opportunity to open the shop happened, and I go, Oh, you know, being an ADHD person, you would know, like once you hook into something, you become obsessive. 00:07:52.800 --> 00:07:53.439 Hyperfixation. 00:07:53.680 --> 00:07:54.399 Hyperfixating. 00:07:54.639 --> 00:08:04.800 Like, I can never read a book, I can never like watch movies, and I was like, But when I'm you're like fixed onto something you really love, ADHD for an ADHD person, that's the most powerful character trait. 00:08:05.040 --> 00:08:12.959 And I was so hooked into like opening the store and the idea of like you know, designing store and you know, going to like picking up different products, it was so exciting to me. 00:08:13.120 --> 00:08:17.120 I didn't think once that I was gonna create a culture or whatever, make a cool store. 00:08:17.360 --> 00:08:18.240 I just want to have a shop. 00:08:18.319 --> 00:08:19.680 That was like basically it. 00:08:19.839 --> 00:08:22.399 Um because this was before e-commerce was a big thing. 00:08:22.639 --> 00:08:23.839 Oh, this is before e-commerce. 00:08:23.920 --> 00:08:24.240 So yeah. 00:08:24.560 --> 00:08:25.759 Retail was like the dream. 00:08:25.920 --> 00:08:28.879 If you've got a retail store, it means you've made it, you're actually real. 00:08:29.279 --> 00:08:35.279 Yes, and and I've always loved the stores in Japan, like stores like neighborhood, um, bathing ape, and all that. 00:08:35.360 --> 00:08:37.679 Because you it really you you go into the world. 00:08:37.759 --> 00:08:43.120 Like I remember going to Billionaire Boys Club store in in Japan, and it's literally like a spaceship. 00:08:43.360 --> 00:08:44.639 And next door is ice cream store. 00:08:44.720 --> 00:08:50.559 It's an ice cream shop selling like clothing, and then bathing ape store, you have like shoes and a conveyor belt, you're like, what is this? 00:08:50.720 --> 00:08:52.320 The wire factor was insane. 00:08:52.480 --> 00:08:55.440 I want to open a shop like that in in in Perth. 00:08:55.759 --> 00:09:01.679 So with the 300 grand that I had, most of it went to fit out, which is looking back, I'm like, that was so dumb. 00:09:01.919 --> 00:09:03.759 But I didn't have any stock at all. 00:09:03.919 --> 00:09:06.240 I mean, I had about 50 to 60 grand at the stock. 00:09:06.320 --> 00:09:10.799 My math was like, if I turn over 60 grand a week, I can make 120 grand. 00:09:11.120 --> 00:09:14.559 But I didn't think you need working capital, you need to reserve your stock for your future. 00:09:14.639 --> 00:09:18.879 So I did not plan anything

because I had no one taught you how to open a shop. 00:09:19.039 --> 00:09:22.159 Um, and people in the business wouldn't tell you their secrets. 00:09:22.399 --> 00:09:28.159 Yeah, back then there was no such thing as like the personal brands, the business mentals, the advised podcasts weren't really as big. 00:09:28.399 --> 00:09:31.519 Now you can just jump on Google, YouTube, AI, YouTube, AI. 00:09:31.600 --> 00:09:33.840 You know, I mean, you find, hey, do you open a store or my bam? 00:09:34.080 --> 00:09:36.240 It's like so many free information out there. 00:09:36.559 --> 00:09:42.159 When you did that initial fit out, what were some of the things that absolutely no one prepared you for? 00:09:42.399 --> 00:09:50.480 Well, I didn't really care about like I was just spending, I was just like me, I was getting wood from oh, I want American Jarra because this is the look that like I just I just had all these Pinterest photos, right? 00:09:50.559 --> 00:09:54.559 Of like, oh, new balance store, I want this brick colour, and the guy did my fit out. 00:09:54.639 --> 00:09:57.039 Oh, yeah, we have to import the bricks from Sydney, all right, do it. 00:09:57.200 --> 00:10:01.039 And then like we have to do custom cabinetries, and like I want it to look like this. 00:10:01.200 --> 00:10:03.600 All right, it is gonna cost you 50, 60 grand, do it. 00:10:03.679 --> 00:10:07.279 Like looking back, I'm like, my cabinetries were so expensive. 00:10:07.440 --> 00:10:12.080 Like the flooring, I want to initially I wanted to do cobblestones, like in Paris, like an outdoor cobblestone. 00:10:12.159 --> 00:10:13.519 Oh, it's gonna cost you 100 grand, yeah. 00:10:13.600 --> 00:10:14.000 Maybe not that. 00:10:14.080 --> 00:10:18.399 So we did some tiling, which is a fraction of that, still very expensive, so like 30, 40 grand. 00:10:18.799 --> 00:10:20.879 Did that actually pay off though? 00:10:21.120 --> 00:10:23.039 Yes, for a certain amount of time. 00:10:23.200 --> 00:10:26.639 People's attention span is so short, no matter how much money is spent on. 00:10:26.960 --> 00:10:30.080 So you have a depreciation value of that. 00:10:30.320 --> 00:10:37.039 So now after I realized my mistake, the second shop I designed it completely different, completely bare, concrete. 00:10:37.200 --> 00:10:42.559 So my concept now is like, hey, look, what was the first thing that um that was wrong with the first door? 00:10:42.879 --> 00:10:44.480 It's like everything was fixed. 00:10:44.720 --> 00:10:46.960 You know, I had like fixed fixtures basically. 00:10:47.120 --> 00:10:56.320 My I can't move the I had like a staircase, I call it staircase to nowhere because it goes like you remember the steps um leading to the bike on top of the uh mezzanine. 00:10:56.399 --> 00:11:01.039 Yeah, and it goes to nowhere basically, but it was a good display um installation. 00:11:01.679 --> 00:11:06.399 But after like six years being in that store, like every day you see, I'm like, oh, I

was so bored, right? 00:11:06.480 --> 00:11:07.440 You saw over it, you know. 00:11:07.600 --> 00:11:11.519 This 300 grand meant like didn't have that wire factor as I need you should have had. 00:11:11.840 --> 00:11:17.360 When you look at fashion, it is heavily driven by trends. 00:11:17.600 --> 00:11:18.559 People get bored. 00:11:18.639 --> 00:11:26.159 Even when you walk into a shopping centre, you can't let that same mannequin wear the same shirt for how long is it before people get tired? 00:11:26.480 --> 00:11:33.840 It's so so fast, especially now in the um the Facebook, um, the the Instagram ads, Facebook ads, yeah, the meta ads, right? 00:11:34.000 --> 00:11:38.000 Like you just every time, what is it, every five swipes, you get an ad on your phone. 00:11:38.159 --> 00:11:43.440 So now the question is like when ad pops up, you have mentally like, do you like this or no? 00:11:43.519 --> 00:11:44.960 And then if you don't, you just swipe, right? 00:11:45.039 --> 00:11:46.080 And again, boom, do you like this? 00:11:46.240 --> 00:11:47.600 Like, oh, I might like that, boom. 00:11:47.679 --> 00:11:50.159 And then you're sending data to to meta ad. 00:11:50.480 --> 00:11:53.519 Um and most people are doing the same thing, right? 00:11:53.600 --> 00:11:55.919 So they're just driven by the ads as well, right? 00:11:56.000 --> 00:12:01.200 Whatever ad is more prominent, they end up wearing that whatever it is that they they feel like they relate to. 00:12:01.360 --> 00:12:07.840 Um, and and I see like the new generation now, like you're you're an older Gen Z, I'm guessing, right? 00:12:07.919 --> 00:12:08.639 Like you're like the starter. 00:12:09.120 --> 00:12:09.919 I'm kind of in the peak. 00:12:10.159 --> 00:12:13.679 Like, I'm 24, so no, you you're definitely mid mid Gen Z. 00:12:13.840 --> 00:12:14.799 You're the new new Gen Z. 00:12:15.039 --> 00:12:15.200 Yeah. 00:12:15.360 --> 00:12:18.080 The earlier Gen Zs, they're dressed the best, in my opinion. 00:12:18.320 --> 00:12:18.559 Really? 00:12:18.799 --> 00:12:19.919 What makes you think someone's dressed? 00:12:20.240 --> 00:12:22.960 They grew up in that era of like where fashion was peaked. 00:12:23.120 --> 00:12:24.879 2015, 16, 17. 00:12:25.279 --> 00:12:35.519 That was the peak of like streetwear mixing with luxury, like the the Virgil era, the Kim Jones Um Supremes, Louis Vuitton collaboration era. 00:12:35.679 --> 00:12:38.960 That was what even happened to Supreme when I was a teenager. 00:12:39.120 --> 00:12:44.799 If you had Supreme and you had like this shirt no one else could get, you were so cool. 00:12:44.960 --> 00:12:45.120 Yeah. 00:12:45.360 --> 00:12:47.440 There was Kappa, everyone had the Kappa pants. 00:12:47.679 --> 00:12:49.440 But Supreme is like if you wear Supreme, you're cool. 00:12:49.600 --> 00:12:49.759 Right? 00:12:49.840 --> 00:12:52.159 If you were bape, you were cool because no one could get it. 00:12:52.320 --> 00:12:53.840 Um there was a scarcity thing. 00:12:54.159 --> 00:12:55.279 But I don't see Supreme anymore. 00:12:55.360 --> 00:12:55.759 No, at that point. 00:12:55.840 --> 00:12:56.399 What happened to them? 00:12:56.639 --> 00:12:57.840 They lost a lot of money. 00:12:58.000 --> 00:13:08.559 Um, and now it's like the there's a shift in fashion where like all those brands like off-white palm angels, which was like t-shirt that were selling for$300,$400 was was normal. 00:13:08.799 --> 00:13:10.639 Now they don't buy that anymore. 00:13:10.799 --> 00:13:13.440 But like, you know, that Gen Z was actually embracing that. 00:13:13.519 --> 00:13:15.039 The fashion was insane. 00:13:16.240 --> 00:13:27.120 When we had the peak of the fashion, in my opinion, before COVID, 2015 to 19, that was when like everyone really putting a lot of effort into out food being so different. 00:13:27.279 --> 00:13:29.279 Um, but it was very brand driven. 00:13:29.440 --> 00:13:34.000 Like now it's not so much brand driven, it's more like looks driven, more like item driven. 00:13:34.159 --> 00:13:34.320 Right? 00:13:34.399 --> 00:13:42.000 So, for example, if someone loves the crop t-shirt like you're wearing now, they'll buy crop t-shirt from any brands as long as it has the same look. 00:13:42.240 --> 00:13:44.639 No, that's like me with the high neck. 00:13:44.720 --> 00:13:49.519 Like, I love that look, and it doesn't matter what brand, as long as it's high neck, and Nick's like, you need to get a different style. 00:13:49.600 --> 00:13:51.360 I'm like, but it looks good. 00:13:51.600 --> 00:13:56.559 Like what I'm wearing now, like, you know, this is like, you know, oh, everyone's um loving the panel tea, right? 00:13:56.639 --> 00:13:59.120 So, like, all right, let's get into the panel tea market. 00:13:59.360 --> 00:14:03.440 So now it's like, whatever was the new what's the hottest product right now? 00:14:03.519 --> 00:14:07.440 Like, oh, the the seven eighth shorts, the jorts are now super, super long. 00:14:07.600 --> 00:14:08.639 That's really in right now. 00:14:08.879 --> 00:14:08.960 Nah. 00:14:09.279 --> 00:14:12.960 So now we're like doing what I mean, but like brands are now like hocking on. 00:14:13.120 --> 00:14:14.320 All right, what are the kids wearing? 00:14:14.399 --> 00:14:15.360 What is everyone wearing? 00:14:15.519 --> 00:14:16.799 Ah, this is the piece that they're wearing. 00:14:16.960 --> 00:14:18.480 All right, let's get into that market. 00:14:18.720 --> 00:14:27.679 You know that meme that's like you wake up and you're born or whatever it is, and then every decade it's either skinny jeans or it's baggy, skinny or baggy. 00:14:28.399 --> 00:14:34.080 Do you think that is just because people get so fatigued that they just want the complete opposite and it's always gonna switch? 00:14:36.799 --> 00:14:40.639 Like now, like the kids are wearing the new Gen Z is wearing what us millennials were wearing back then. 00:14:40.879 --> 00:14:42.720 I know, like it's like the 90s.

00:14:42.960 --> 00:14:47.919 Yeah, and they're like, and it's so funny because when I see it like on TikTok, they're interviewing all the Gen Z like, so who dressed better? 00:14:48.080 --> 00:14:53.519 Gen Z is millennial, and they're like, We're dressed better, millennials don't know how to dress, and but then they're wearing the stuff that millennials were wearing. 00:14:53.840 --> 00:14:58.799 Yeah, like low rise is in, whereas I like high rise because that's kind of and I'm like, wait, what? 00:14:58.879 --> 00:15:01.519 And then you know, everything was short, now it's longer. 00:15:01.759 --> 00:15:08.240 People were really glam with eyelash extensions, heavy makeup, like crazy stuff, and now it's like natural. 00:15:08.480 --> 00:15:09.519 Same with content. 00:15:09.679 --> 00:15:13.759 It used to be really, really highly edited, and now it's just yapping talking head. 00:15:14.080 --> 00:15:15.519 Like everything has a trend. 00:15:15.600 --> 00:15:20.639 There's this pendulum that swings one way, everyone thinks, oh, that's cool, no one else is doing it, then everyone does it, and then it goes back. 00:15:20.960 --> 00:15:22.559 You know when you're like hating what your parents are wearing? 00:15:22.720 --> 00:15:22.879 Yeah. 00:15:23.039 --> 00:15:25.120 And then you wear what your granddad's, your grandparents are wearing? 00:15:25.200 --> 00:15:27.279 It's like it's it's like that now. 00:15:27.679 --> 00:15:28.960 Paul Paul was wearing parachutes. 00:15:30.720 --> 00:15:32.639 I was like, what are these? 00:15:32.879 --> 00:15:34.399 And she's like, these are the thing. 00:15:34.480 --> 00:15:37.120 And I was like, But you know, for us, fashion is so quick now. 00:15:37.200 --> 00:15:41.360 Like for me as a brand owner, I have to be, you can't be ahead of fashion anymore. 00:15:41.840 --> 00:15:42.320 It doesn't work. 00:15:42.559 --> 00:15:44.240 You have to be in fashion, in trend. 00:15:44.399 --> 00:15:44.960 Do you know what I mean? 00:15:45.039 --> 00:15:52.720 Which is kind of crazy because like back then we're just trying, like, all right, what let's let's make up like a stuff that could potentially be the next big thing. 00:15:52.879 --> 00:15:58.559 But now it's like most brands, if you know I mean, there's still brands out there still innovating, obviously. 00:15:58.799 --> 00:16:03.759 But I mean, look at the main designer brands, like the big luxury brands, they're just following trend right now. 00:16:04.000 --> 00:16:06.720 Gucci, Louis Vuitton, Balenciaga. 00:16:07.039 --> 00:16:14.159 No one trying too scared to innovate because the economy is at it where it's like we don't want to experiment as much with our money. 00:16:14.320 --> 00:16:14.799 Do you know what I mean? 00:16:14.879 --> 00:16:16.559 Like we want so much more risk involved. 00:16:16.879 --> 00:16:17.279 More risk. 00:16:17.360 --> 00:16:19.360 We just want to blend in with people now. 00:16:19.440 --> 00:16:22.960 It's it's so funny the way it's the current climate is. 00:16:23.120 --> 00:16:26.000 You know, you we talk in in five years, it would be a completely different climate. 00:16:26.240 --> 00:16:30.960 How do you as a brand compete with things like Sheen? 00:16:31.120 --> 00:16:43.600 I know you're not the exact same because you're obviously focusing a lot on the branding, the community, the culture, but fashion in general, like these players like Sheen, they are ripping off people's designs, mass producing them and selling them next to nothing. 00:16:43.840 --> 00:16:44.480 How does that work? 00:16:45.519 --> 00:16:51.679 Like, it does really impact me because my community is a again, a community is a big thing. 00:16:51.840 --> 00:16:52.159 Yeah. 00:16:52.399 --> 00:16:58.799 People who don't buy into the community will buy from Sheen and Team and all that, the cheap, cheap brands, right? 00:16:58.879 --> 00:17:01.440 And then so how have you built a really strong community? 00:17:01.519 --> 00:17:03.440 Because you've lasted 13 years in business. 00:17:03.519 --> 00:17:05.759 Like fashion is yes, but I'm restarting again. 00:17:05.920 --> 00:17:13.839 Like, you know, the first 12 years were me, uh the the business model was a we're a multi um brand store. 00:17:14.079 --> 00:17:14.640 Do you know what I mean? 00:17:14.799 --> 00:17:17.839 But now we're pivoting into a single brand store. 00:17:18.079 --> 00:17:21.119 Okay, explain what you were doing in the past. 00:17:21.359 --> 00:17:25.680 So, so this past year, I've taken full control of my brand. 00:17:26.079 --> 00:17:29.759 Before I had a team to to help me run the production, design, all that stuff. 00:17:29.920 --> 00:17:31.200 We had just creative differences. 00:17:31.359 --> 00:17:36.640 I want to take the brand into a different way, and um the crew wanted to take it into a different different way. 00:17:36.799 --> 00:17:40.160 So we we split, you know, obviously, and they have their own brand, they're doing really well. 00:17:40.559 --> 00:17:48.799 But the way I want to do it is, you know, my my business like uh ethos is still trying to create the Michelin style restaurant of fashion. 00:17:48.960 --> 00:17:50.319 That's always been in the back of my head. 00:17:50.640 --> 00:17:50.880 Right? 00:17:50.960 --> 00:17:53.839 We don't want to be a fast food restaurant, right? 00:17:53.920 --> 00:17:59.680 So like a chain store restaurant, which a lot of e-commerce brands are now like sheen, all that stuff. 00:18:00.000 --> 00:18:13.200 I really always question, like, especially activeware, because that's a very big niche at the moment that has taken off, but a lot of them have the exact same designs and just wrap their local. 00:18:14.160 --> 00:18:17.759 Those brands are heavily reliant, they're what we call the founder brand, right? 00:18:17.920 --> 00:18:19.920 They're so, so heavily reliant on the founders. 00:18:20.079 --> 00:18:21.440 Can you relate to this founder? 00:18:21.680 --> 00:18:24.079 If you are,

oh, then we're going into that club. 00:18:24.240 --> 00:18:27.920 If you want to go, if you relate to that founder, oh, then we're going into that that club. 00:18:28.240 --> 00:18:29.680 So it's not even about the product anymore. 00:18:30.079 --> 00:18:31.599 No, they're produced by similar factories. 00:18:31.920 --> 00:18:34.880 Literally, the factories are adjacent in Guangzhou. 00:18:35.279 --> 00:18:37.680 They would have what's called catalog products, right? 00:18:37.759 --> 00:18:37.920 Yeah. 00:18:38.079 --> 00:18:41.440 Catalog products basically the factory be like, hey, we got this new design. 00:18:41.519 --> 00:18:42.079 Do you want it? 00:18:42.160 --> 00:18:43.039 I'm like, cool. 00:18:43.359 --> 00:18:44.720 Put your logo on it. 00:18:45.039 --> 00:18:46.799 It's very, very easy to do. 00:18:47.119 --> 00:18:52.000 And same thing with um streetwear as well, it's happening to, I'm seeing it too. 00:18:52.079 --> 00:18:55.519 A lot of my factories be like, hey, do you like this product that we develop? 00:18:55.920 --> 00:19:00.720 Ugh, like to me, it's like because we're more, we I like to design from scratch, right? 00:19:00.799 --> 00:19:04.720 But then when I see something cool, the factories design, oh shit, can we tweak some of this? 00:19:04.960 --> 00:19:12.960 Um, so it's kind of like you're buying the recipe book, and then you go, oh, I like this recipe, but I want let's make it mine somehow. 00:19:13.119 --> 00:19:14.240 That's the way we look at it. 00:19:14.400 --> 00:19:18.559 But a lot of fashion brands, active web brands, they don't have the capacity to do that. 00:19:18.720 --> 00:19:22.480 So they're buying the catalog products and then just re-label it. 00:19:22.559 --> 00:19:30.480 And it's all comes down to your marketing, your campaign, editorials, your photos, your world building, you know, what sort of campaign? 00:19:30.559 --> 00:19:32.880 Who's the girls wearing it or the guys wearing it? 00:19:33.039 --> 00:19:35.119 Can I relate to the models wearing it? 00:19:35.279 --> 00:19:39.519 So, like, what sort of scenery are they picturing in the uh editorial, right? 00:19:39.599 --> 00:19:53.279 So, for example, if I'm wearing, if I get a model wear this super good looking guy, you know, in the back of a car, like, you know, just having coffee in the back of his jute and you know, watching the waves, like, oh, I want to be that sort of surf kind of vibe culture. 00:19:53.519 --> 00:19:57.519 And then if I put this on a guy's, you know, a supercar, do you know what I mean? 00:19:57.599 --> 00:19:59.759 It's like slick back, like really well put together. 00:19:59.839 --> 00:20:03.039 I'm like, oh, I want to be part of that culture community. 00:20:03.200 --> 00:20:08.400 So it's all how you want to express the brand or like communicate and who you want to attract back. 00:20:08.880 --> 00:20:17.839 It's a really good point you make because yeah, back a decade ago, it was about having a great product or service, but now it's about having great marketing. 00:20:18.319 --> 00:20:29.599 You could have two of the exact same brands, you can have two of the exact same product, and it really depends on the brand and the marketing, the people endorsing it, the community behind it. 00:20:29.920 --> 00:20:32.480 Do people feel like they're coming on part of a mission? 00:20:32.640 --> 00:20:34.240 Are they supporting a greater cause? 00:20:34.799 --> 00:20:46.960 Anita Sarka did a really good breakdown of how these young girls specifically are like almost getting a spiritual, cultural experience. 00:20:47.119 --> 00:20:49.359 Like the founder is almost like God. 00:20:49.599 --> 00:20:52.559 And they're lining up at these stores, they're waiting for it. 00:20:53.119 --> 00:20:56.880 So they're building like people think cult is a negative thing, but like culture. 00:20:57.359 --> 00:20:59.839 But that's it, like, you know, it's it's this cult for everything, right? 00:20:59.920 --> 00:21:02.720 Like when people buying Balenciaga, why do they buy? 00:21:03.200 --> 00:21:04.240 Oh, because of Demna. 00:21:04.319 --> 00:21:08.880 But as soon as Demna left Balenciaga, like, are they still supporting Balenciaga? 00:21:09.119 --> 00:21:14.240 No one is like supporting Peter Paolo, which is uh, in my opinion, a better designer than Demna. 00:21:14.880 --> 00:21:22.480 But Demna created that culture, you know, like people following now who's like Gucci, Gucci's now starting to do well again. 00:21:22.799 --> 00:21:28.720 So it's again, founder is such an important thing for me, like having the brand, I have to work on my personal brand. 00:21:28.960 --> 00:21:30.000 But it's also double-edged. 00:21:30.319 --> 00:21:39.359 There's no comparison of followers on the Cabinet Noir compared to your personal, and Cabinet Noir has done incredibly well, but it's literally all been through you. 00:21:39.680 --> 00:21:45.680 What do you believe are the most important things that founders who are building a brown world need to focus on? 00:21:45.839 --> 00:21:53.119 Is it that they need to focus on, you know, how the brand comes across on the brand page, or is it the founder, or is it combining both? 00:21:53.440 --> 00:21:56.240 It's more to do with can they relate with the founder? 00:21:56.640 --> 00:21:57.119 Do you know what I mean? 00:21:57.200 --> 00:21:58.559 Can they relate with my story? 00:21:58.880 --> 00:21:59.440 Like, do you know what I mean? 00:22:00.160 --> 00:22:06.480 People who come to see us is like, you know, I grew up as someone who didn't fit into the culture. 00:22:06.640 --> 00:22:11.200 You know, I'm an immigrant, first immigrant, come to Australia, couldn't speak English. 00:22:11.359 --> 00:22:20.640 I had to learn that and I had to find my my I have to show my personality on on the things like, hey, look, can you relate to what I'm what I'm doing? 00:22:20.880 --> 00:22:23.440 So it's it's a niche niche thing, right? 00:22:23.519 -->

00:22:29.039 That's why like there's other brands that are like, you know, have a way bigger following than me because they can relate to the founder. 00:22:29.279 --> 00:22:34.480 So it's really knowing what your story is and being able to use that as a tool to connect with others. 00:22:34.720 --> 00:22:40.799 Oh, you have to now, because if you're spending as a consumer, I'm I want to know who I'm putting money into now. 00:22:40.960 --> 00:22:41.519 Do you know what I mean? 00:22:41.599 --> 00:22:43.119 Because my amount money is so valuable. 00:22:43.279 --> 00:22:49.200 Why would I spend$100 on a t-shirt from a cabin in Oir where I can spend$100 like t-shirt on someone else? 00:22:49.359 --> 00:22:49.680 Right? 00:22:49.759 --> 00:22:58.799 So, like, and and also, so they, you know, it's it's it's so important for me to actually do more content, work on my personal brand, grow my personal brand. 00:22:58.880 --> 00:23:03.039 That's something that I I've been trying to work with, like work on this past year. 00:23:03.279 --> 00:23:06.720 Before I'm like, oh, I don't want to, I want to be like a silent, you know, um designer. 00:23:07.200 --> 00:23:09.119 I think a lot of business owners can relate to that. 00:23:09.279 --> 00:23:12.720 And also when people approach me, they're like, How do you talk about these things? 00:23:12.880 --> 00:23:18.960 I'm like, well, you don't have to talk about your marriage breakdown or that you don't like pickles in the hamburger. 00:23:19.119 --> 00:23:29.759 Like, actually think about who sometimes it helps though, because you can open up so much, you're like, oh my God, like But what is relevant to what your customer needs to hear right now, or like what are they going through that you can relate to? 00:23:29.920 --> 00:23:35.200 I think if you always bring it back to the customer, that's where you get, okay, I understand. 00:23:35.359 --> 00:23:37.839 Maybe this is the part that I will share because they will relate. 00:23:37.920 --> 00:23:42.160 When you're talking about random stuff, like a lot of the time I look at a day in the life. 00:23:42.400 --> 00:23:47.039 Do I actually care about the day in the life, or do I care about what your values are and what you stand for? 00:23:47.200 --> 00:23:56.880 So the day in the life itself, maybe that seems a bit useless, but when I see you go to the gym, you like to go out for coffee, all of a sudden, oh, you prioritize some personal development. 00:23:56.960 --> 00:23:58.079 I'm like, I actually like you. 00:23:58.960 --> 00:24:02.559 Someone said it the best, uh, I can't remember who it was, but I saw it on online. 00:24:02.880 --> 00:24:10.319 It's like nowadays the shopping um psychology is when they see a product, I'm like, oh, is this world or this brand me? 00:24:10.480 --> 00:24:10.960 Do you know what I mean? 00:24:11.119 --> 00:24:13.680 It's a question they ask themselves before they're making a purchase. 00:24:13.839 --> 00:24:15.680 It's like, is that founder me? 00:24:15.839 --> 00:24:17.119 Can I relate to that founder? 00:24:17.359 --> 00:24:17.839 Like again. 00:24:18.240 --> 00:24:21.039 Shelby Sapp has done the best with the brand world, if you think about it. 00:24:21.200 --> 00:24:27.119 Like, she is the the pink Porsche, Pilates Princess, high-ticket sales, like we're baddies. 00:24:27.279 --> 00:24:35.839 And lover or hater, she has created this massive community and culture of women who aspire to be like that. 00:24:36.000 --> 00:24:36.960 And that's what it is. 00:24:37.039 --> 00:24:45.519 Like, I think activewear is actually a massive kind of demographic that's just taken off because of people who feel like they're a part of this community. 00:24:45.680 --> 00:24:51.279 Actually, as well, when you buy the activewear, you're aspiring or you believe you are someone who is active. 00:24:51.599 --> 00:24:54.400 Same thing with the streetwear, like you believe you're someone who's transferred. 00:24:54.880 --> 00:24:57.039 I've seen so many activewear brands failed, right? 00:24:57.119 --> 00:24:58.880 Because like why do you think they fail? 00:24:59.119 --> 00:25:20.880 Because the the founders, like, people couldn't relate to the founder of, like, oh, I don't know, she's like, because for activewear, for example, you know, the the most successful ones, like the founders are so like they they look good, they look great, they're almost like like super like a god, or you know, they almost like have this sort of deity kind of value, oh my god, one day I can look like that. 00:25:21.039 --> 00:25:27.200 It's like when you couldn't look like a models, um Victoria's Secret model, oh my god, that's like I aspire to be that. 00:25:27.359 --> 00:25:28.079 Do you know what I mean? 00:25:28.240 --> 00:25:34.880 So um again for like brands like Represent, you know, you know, people follow George Heaton. 00:25:35.039 --> 00:25:44.799 Like, you know, the story really screamed to them, Cole Buxton, um like Amelia, Kith, you know, these are the the people one day I'll be become like that. 00:25:45.119 --> 00:25:51.519 What do you believe is uh going to be the biggest change for businesses in the next 12 months? 00:25:52.079 --> 00:25:54.319 Next 12 months, I see AI is a big thing. 00:25:54.640 --> 00:26:00.000 I feel like a lot of whether you like AI or not, it's everybody's gonna be using it. 00:26:00.160 --> 00:26:07.440 Um I know a lot of my like listeners, like, you know, I did post something about AI and I was like, people didn't like it, they responded really negative about it. 00:26:07.599 --> 00:26:11.920 I'm like, look, guys, it's it's like the beginning, it's like when e-commerce came out. 00:26:12.160 --> 00:26:18.079 A lot of retailers were like, no, no, we're gonna preserve, you know, in-store experience, da da da da. 00:26:18.400 --> 00:26:22.640 And look what happened, most of those businesses closed down because they couldn't compete. 00:26:22.720 --> 00:26:29.599 Like you have

to evolve with time, and AI is there, whether you like it or not, whether you want to use that as a tool. 00:26:29.759 --> 00:26:33.440 Um, and and AI can be powerful if you know how to use it properly. 00:26:33.599 --> 00:26:40.799 Um, obviously, there's still you know negative things like you know with AI and like I'll I'm looking at in terms of creative stuff. 00:26:40.960 --> 00:26:46.079 There's so many, like I uh produce content that I go, oh, that is so tacky. 00:26:46.160 --> 00:26:47.839 Um but people can can see it. 00:26:48.000 --> 00:26:53.440 Like if you're creative, if you're a true creative, you can see what's like done by robots, what's done by humans. 00:26:53.599 --> 00:26:56.640 All right, but there will become a time where it will be hard to tell the stuff. 00:26:56.799 --> 00:26:57.759 Oh, it's already hard to tell. 00:26:57.839 --> 00:26:58.079 No, yeah. 00:26:59.039 --> 00:27:12.480 I think it's really interesting because creative industries, I feel like such a hypocrite because I'm like, no, you shouldn't be using AI to make music for you know chart topping kind of things. 00:27:12.720 --> 00:27:19.519 But then here I am using AI, I've come up with keeping up with the Kennedy's theme song, and I'm like, oh my gosh, I would have never paid someone to do that, come up with that. 00:27:19.599 --> 00:27:25.680 And so I actually feel a bit torn because I'm like, if for my own personal use doing this, that makes sense. 00:27:25.839 --> 00:27:38.000 But then if all the movies were made with AI, if all the music was moved made with AI, if if someone even uses an AI clone, I lose all trust because I'm like, you've AI cloned yourself, probably got an AI script, what's even real? 00:27:38.160 --> 00:27:39.920 So where do you actually draw the line? 00:27:40.160 --> 00:27:40.559 It's hard. 00:27:40.799 --> 00:27:44.880 I think people there's gonna be more like there's always gonna be demand for analog stuff, right? 00:27:44.960 --> 00:27:53.680 Like, like fine arts, there's always gonna be demand for painting, you know, people doing everything practically, and then you got, you know, 3D animation. 00:27:53.759 --> 00:27:58.160 Like, do you reckon it will drive up the value of things that are done originally? 00:27:58.400 --> 00:27:59.920 Do you reckon we'll see a difference? 00:28:00.480 --> 00:28:11.680 Because, you know, the human touch becoming more rare as AR progresses become more and more prominent, and now I feel like there's gonna be more demand for more practical work in in the future. 00:28:11.920 --> 00:28:12.880 I hope so, anyways. 00:28:12.960 --> 00:28:20.319 Like and then in fashion enough for me is like when I see like everything's like hand done, hand crafted, I'm like, oh my god, you can feel it. 00:28:20.559 --> 00:28:21.119 Do you know what I mean? 00:28:21.279 --> 00:28:24.960 It's like so different to like when you're buying mass-produced stuff, yeah. 00:28:25.200 --> 00:28:26.799 Which to me is like AI produced.

00:28:27.039 --> 00:28:28.000 Yeah, that's true. 00:28:28.079 --> 00:28:29.279 It's a good way to look at it. 00:28:29.359 --> 00:28:42.400 I mean, I think the other issue with AI is like when everyone uses it and they don't know how to customize it to their brand or they don't have a clear point of difference, it does all look the same, it does all sound the same and it will feel the same. 00:28:42.559 --> 00:28:44.079 So people will get really bored. 00:28:44.160 --> 00:28:49.200 And when someone who is a true creative, they come out, they have their own original concepts, ideas. 00:28:49.279 --> 00:28:51.519 I think that's where those people will thrive. 00:28:51.680 --> 00:28:57.039 A good example of this is when Canva came out, it didn't mean that everyone was a great graphic designer. 00:28:57.599 --> 00:28:59.119 Did you remember the backlash with Canva? 00:28:59.440 --> 00:29:01.839 All the website designers were like anti-Canva. 00:29:02.319 --> 00:29:02.880 Do you know what I mean? 00:29:02.960 --> 00:29:03.920 I feel like it's the same thing. 00:29:04.000 --> 00:29:11.519 Like, you know, once they come up with a tool that is so powerful and makes your life a lot easier, people are gonna, there's gonna be a lot of backlash. 00:29:11.680 --> 00:29:24.000 But if you're the best at what you do, and I think this what is what keeps coming back to me, the people who constantly innovate, take risks, upskill, keep learning and just doing different things, they will thrive. 00:29:24.160 --> 00:29:25.599 It's the ones who get complacent. 00:29:26.160 --> 00:29:30.480 As a business owner, I wouldn't be so productive having a digital personal assistant. 00:29:31.200 --> 00:29:39.279 Is almost like use it to help you with the task, but the true creative, the vision, the idea that needs to be you. 00:29:39.440 --> 00:29:47.759 Because what you're starting to notice a lot more now, or I am personally, is someone comes up with an original idea that was from AI. 00:29:47.839 --> 00:29:48.880 That's not original. 00:29:49.039 --> 00:29:54.880 But if you've got your original idea, your concept, and then you're using AI to either ask better but you can't do it. 00:29:55.119 --> 00:29:56.240 But what is your original idea? 00:29:56.480 --> 00:29:59.440 Sometimes you see things subconsciously, you think you came up with it, but you didn't. 00:29:59.599 --> 00:30:00.640 You just watched it briefly. 00:30:00.960 --> 00:30:01.359 That's very true. 00:30:01.519 --> 00:30:07.119 Do you know the amount of times I created um graphic tees and then someone else will come up with the same graphic tea smile? 00:30:07.519 --> 00:30:07.839 Fuck. 00:30:08.160 --> 00:30:08.960 Like, you know what I mean? 00:30:09.200 --> 00:30:10.480 It's so, so common. 00:30:10.640 --> 00:30:11.519 It's so so common. 00:30:11.599 --> 00:30:12.880 So people think I came up with that. 00:30:12.960 --> 00:30:13.680 I'm like, no, you didn't. 00:30:13.759 --> 00:30:22.079 You just saw the same

things like hundred other people saw, and you know, that triggers some sort of creative expression in your head and it makes you think you made it, but you didn't. 00:30:22.319 --> 00:30:25.759 You just got influenced by the same things that you see on Pinterest, for example. 00:30:25.920 --> 00:30:28.160 Like the amount of Pinterest style designs I've seen. 00:30:28.240 --> 00:30:29.920 I'm like, okay, this is the trend now. 00:30:30.079 --> 00:30:32.400 Look at the Acne Studio t-shirts now. 00:30:32.559 --> 00:30:41.359 That was Pinterest from uh, you know, inspired by the Comic Gas on 1986 graphics, and Acne took it because Acne took it, and now everyone else is doing it too. 00:30:41.519 --> 00:30:50.240 So it's like it is really painful having competitors and copycats, but at the same time, I truly do believe if you didn't have that, there would be no innovation. 00:30:50.400 --> 00:30:56.079 When you copy my t-shirt, and then you're like, I'm gonna change this colour, or what if the font's sat here? 00:30:56.240 --> 00:31:00.640 Then someone, it actually, as much as it is it is frustrating, it does create innovation. 00:31:00.960 --> 00:31:04.319 Of course, like you know, I don't know if you know, but like why my dance name's Edit. 00:31:04.400 --> 00:31:07.039 The reason why they call me Edit in a dance world, right? 00:31:07.200 --> 00:31:11.920 We used in in the hip-hop world, this is the biggest no-go, which means biting. 00:31:12.000 --> 00:31:14.480 If you're doing this, you're biting my moves, right? 00:31:14.640 --> 00:31:17.759 So I was known, it was the biggest crime in in dance world, right? 00:31:17.839 --> 00:31:20.079 So if you're biting someone else, you're copying someone else's move. 00:31:20.160 --> 00:31:21.599 And you get s you get small. 00:31:21.839 --> 00:31:22.559 Yeah, you get copy. 00:31:22.720 --> 00:31:23.839 So if you're copying, you do that. 00:31:24.000 --> 00:31:26.000 Yeah, it's like you're copying, you're biting my moves. 00:31:26.559 --> 00:31:27.519 So my name's edit. 00:31:27.599 --> 00:31:31.680 So what I used to do, instead of like, I would take someone's move and edit them, right? 00:31:31.920 --> 00:31:32.720 And make them my moves. 00:31:33.519 --> 00:31:33.680 Right. 00:31:33.759 --> 00:31:34.559 And I'm really good at that. 00:31:34.640 --> 00:31:37.519 So when I see something that I like, I'm like, oh my god, I love that. 00:31:37.680 --> 00:31:39.839 Again, I love going back to the food analogy. 00:31:39.920 --> 00:31:45.920 If I if you like something like a particular recipe, try to make it yourself, your own, or add your own flavour to it, right? 00:31:46.000 --> 00:31:48.079 It's like Virgil said, like, what is it, 3%? 00:31:48.400 --> 00:31:51.519 You change 3% of your design to make your own kind of thing. 00:31:51.599 --> 00:31:55.440 I believe a little bit more than 3% because 3% is like nothing really. 00:31:55.839 --> 00:32:01.359 Um, also, like, I feel like every time I design stuff and I get inspired by things like, oh, how do I make that version? 00:32:01.519 --> 00:32:03.119 Like I said, like in the panel T. 00:32:03.200 --> 00:32:05.200 I'm not the first one to do panelity array. 00:32:05.440 --> 00:32:05.680 Do you know? 00:32:05.920 --> 00:32:11.680 But I'm I've made it myself by the different style logo, different material, different paneling system. 00:32:11.839 --> 00:32:13.119 But the effect might be similar. 00:32:13.519 --> 00:32:15.279 Oh cool, I like that effect. 00:32:15.359 --> 00:32:15.920 Do you know what I mean? 00:32:16.000 --> 00:32:17.759 But it's a completely different product. 00:32:18.079 --> 00:32:26.960 With fashion, you've we've kind of spoken about the trend side and how all of a sudden something can become, I guess, irrelevant. 00:32:27.519 --> 00:32:32.480 You have to buy stock, you have to pay for these products to either come into store, get design. 00:32:32.559 --> 00:32:35.359 Like, what happens when the products don't sell? 00:32:35.839 --> 00:32:51.759 This is what um in the last 10 years I lost a lot of money about on because dealing with luxury brands that I do, I used to travel to Paris twice a year, and we do what's called um we go to Paris Fashion Week and what we call markets, right? 00:32:51.839 --> 00:32:54.559 So we're basically when we go to Paris, hey, we're going to the Paris market. 00:32:54.720 --> 00:33:00.480 It's like, you know, you you're imagining you're a chef, you're going to the local market finding the most, um, the freshest produce, whatever. 00:33:00.559 --> 00:33:01.680 We do the same thing in fashion. 00:33:01.759 --> 00:33:01.920 Yeah. 00:33:02.079 --> 00:33:09.839 So we go to Fashion Week, and then we check out all different uh showrooms, multi-brand showrooms, and then we'll look at brands. 00:33:09.920 --> 00:33:11.839 I'm like, oh, I like this brand, I like this product. 00:33:12.000 --> 00:33:18.799 And then we exchange, you know, contacts with the brand owner, representer, or the sales, uh, sales director, and then you place your order. 00:33:19.039 --> 00:33:22.000 This come which they will come in six months. 00:33:22.240 --> 00:33:27.519 So basically you have to predict what's gonna sell for your store in six months, right? 00:33:27.680 --> 00:33:30.799 And the hard thing is you have to upfront pay everything. 00:33:31.039 --> 00:33:38.000 So when you say, for example, I come, um, I go to a brand, for example, say um Stone Island, right? 00:33:38.079 --> 00:33:45.119 And then I place my order there, and they would say, hey, all right, minimum order is$30,000 or 30,000 euro usually. 00:33:45.359 --> 00:33:49.759 And you go, all right, so I have to meet that budget, that minimum, 30,000 euro. 00:33:49.920 --> 00:33:53.839 And then once I place my order, I have to pay 30% deposit. 00:33:54.000 --> 00:33:56.880 So that 30,000, I have to upfront 9,000 euro. 00:33:56.960 --> 00:34:01.759 So that's almost$20,000 that I have to upfront on the products that I

don't have yet. 00:34:02.000 --> 00:34:03.359 So that's just from one brand. 00:34:03.440 --> 00:34:06.880 Imagine doing, I used to have 80 different brands in one store. 00:34:07.119 --> 00:34:17.440 So if you imagine, say, on average$10,000 minimum per brand, that's 800 grand worth of products that I order that I have to place every season. 00:34:17.599 --> 00:34:19.760 And then I have to pay 30% deposits. 00:34:19.840 --> 00:34:21.599 So 200 grand already gone. 00:34:21.920 --> 00:34:23.199 And how many seasons are there? 00:34:23.360 --> 00:34:24.719 Is it four or is it two? 00:34:24.960 --> 00:34:25.920 Four combined to two. 00:34:26.000 --> 00:34:27.599 So autumn, winter, spring, summer. 00:34:27.679 --> 00:34:27.840 Okay. 00:34:27.920 --> 00:34:29.599 So it'd be like SS or AW. 00:34:30.000 --> 00:34:33.840 So if I go to, I am going to like in because I do men's market in Paris. 00:34:33.920 --> 00:34:37.920 So I do January will be like a um autumn winter market. 00:34:38.079 --> 00:34:41.119 So for example, in January it'll be like autumn, winter 27. 00:34:41.599 --> 00:34:46.320 Um, and if I go the next year June, it'll be like spring, summer 28. 00:34:46.559 --> 00:34:49.039 You know, because you're buying for that the next season. 00:34:49.280 --> 00:34:50.880 Have you run out of money? 00:34:51.119 --> 00:34:54.000 And it's really hard to juggle, like the cash flow is fucked. 00:34:54.159 --> 00:35:06.719 Like, right, so like now I've that's why we're in a pivoting, uh, we're in the middle of transition now, where instead of like buying all these brands that are costing me a lot of money and I don't even know what's gonna sell anymore. 00:35:06.960 --> 00:35:11.039 And the trend is now people are supporting my brand more and more, anyways, every year. 00:35:11.119 --> 00:35:15.039 So why am I investing amount of money into other people's brands? 00:35:15.280 --> 00:35:15.599 Right. 00:35:15.679 --> 00:35:20.400 So now the business model has changed where 80% of my products is a Cabinet Noir brand. 00:35:20.960 --> 00:35:28.639 20% will just be other brands compared to what it was, 99% used to be just other brands and 1% Cabre noir. 00:35:28.880 --> 00:35:32.400 How do you figure out how many sizes to buy? 00:35:32.559 --> 00:35:34.320 Is that just purely through trial and error in the colour? 00:35:34.480 --> 00:35:36.079 Through trial and error through data, yeah. 00:35:36.320 --> 00:35:36.880 Through data. 00:35:37.119 --> 00:35:42.719 Um do they tell you like this is usually what most people get, or do you just do the order and you figure out what size? 00:35:43.039 --> 00:35:44.000 Sometimes I fucked up, bro. 00:35:44.559 --> 00:35:49.840 I thought this product will sell out more in our bigger sizes, but the small sizes sell out quickly. 00:35:50.000 --> 00:35:54.480 So then you're stuck with what we call debt stock, because this product cannot sell. 00:35:54.559 --> 00:36:01.599 And when you see stores, multi-brand stores discounting 30%, 40%, they're just trying to get rid of their debt stock. 00:36:01.840 --> 00:36:08.159 When they see more than 50%, it's such a bad debt stock to a point where, like, if you think about it, they're losing money on it, right? 00:36:08.239 --> 00:36:14.719 So if you're buying products at 80% off, 70% off, they're essentially paying you to get rid of the brand, right? 00:36:14.800 --> 00:36:27.599 If you're if it's$100 um recommended retail product at 70% off, you're paying for$30, that means they're losing$20, they're paying you to get rid of that product, which is crazy, right? 00:36:27.760 --> 00:36:30.559 So that's my biggest mistake as a multi-brand store. 00:36:30.639 --> 00:36:35.039 I was bringing a lot of like um contemporary designer brands. 00:36:35.199 --> 00:36:41.280 This is because 2015 to 19, everyone's more receptive on contemporary designer brands. 00:36:41.440 --> 00:36:43.920 But after COVID, no one cares, no one wants to wear them anymore. 00:36:44.000 --> 00:36:48.400 They just want to wear essential products that kind of like they can wear every day. 00:36:48.559 --> 00:36:50.880 So my buying has to be completely dumbed down. 00:36:51.039 --> 00:36:53.679 I can't buy interesting products as much as I used to back then. 00:36:53.920 --> 00:36:56.159 What were some of your most interesting products you bought? 00:36:56.239 --> 00:36:58.159 Like I remember the big red boots. 00:36:58.639 --> 00:36:59.920 You know what's the most crazy thing? 00:37:00.000 --> 00:37:03.280 I had the undercover Space Odyssey Collaboration jacket. 00:37:03.360 --> 00:37:05.280 It looks like like an astronaut jacket. 00:37:05.840 --> 00:37:06.320 Yes, I don't know. 00:37:06.480 --> 00:37:12.960 It had a light, so you had a battery pack, so you're like, you wear it, and the the whole um hood just lights up like a helmet. 00:37:13.119 --> 00:37:14.639 That was crazy. 00:37:15.280 --> 00:37:17.519 And I and that was like four or five grand, I think it was. 00:37:17.599 --> 00:37:18.400 And someone bought it. 00:37:18.480 --> 00:37:20.639 And I was like, oh my god, I put it in a cabinet. 00:37:20.800 --> 00:37:21.679 And some kid bought it. 00:37:21.760 --> 00:37:22.559 I was like, yeah, I'll take that. 00:37:22.639 --> 00:37:24.159 I'm like, bro, it's you know it's four grand, right? 00:37:24.239 --> 00:37:25.199 I'm like, yeah. 00:37:25.519 --> 00:37:27.920 But that was the craziest thing I've ever sold. 00:37:28.320 --> 00:37:28.639 Wow. 00:37:28.880 --> 00:37:30.400 But I've sold some connect level stuff. 00:37:30.559 --> 00:37:32.719 At the time that was fun, you know, like fashion was fun. 00:37:32.800 --> 00:37:38.800 People are more receptive and like wearing cool shit, fur jacket, whatever, you know, neon jacket. 00:37:39.119 --> 00:37:41.360 But now, like, no chance I'll bring that in. 00:37:41.519 --> 00:37:43.440 Like, I'll just bring the safest thing. 00:37:43.519 --> 00:37:44.239 Do you know what I mean? 00:37:44.320 -->

00:37:56.320 Like logo tees, graphic tees, wash tees, like they're like the easy for me to sell, um, which is kind of sad, you know, because like I want to create, it's like again, I love the gastronomy. 00:37:56.400 --> 00:37:59.920 Um, there's reasons why mission-style restaurants don't work in Perth. 00:38:00.079 --> 00:38:04.719 You know, people love the gourmet like dining, but they never want to go into fine dining. 00:38:04.880 --> 00:38:07.760 Fine dining restaurants don't exist anymore, which is kind of sad. 00:38:07.920 --> 00:38:08.480 Um, we don't know. 00:38:08.719 --> 00:38:09.679 Why do you think that is? 00:38:09.840 --> 00:38:11.840 Is it the cost and the value? 00:38:12.079 --> 00:38:13.199 Is it the experience? 00:38:14.559 --> 00:38:17.599 You know, when they go to fine dining restaurants, things like wanky or something like that. 00:38:17.679 --> 00:38:31.199 I don't know if it's an Australian thing, but I love the experience going to fine dining, mission star restaurant because the creativity, the work they put in, you know, the experience of decades of experience they're put into, you know, one collection of dishes. 00:38:31.440 --> 00:38:33.519 That was to me is an experience. 00:38:33.679 --> 00:38:36.960 Um, and I feel like Australians don't have that culture. 00:38:37.199 --> 00:38:43.280 But that being said, we just have our first Mission Star restaurants um in South Australia. 00:38:43.440 --> 00:38:45.679 That's the first like spot they they've got. 00:38:45.760 --> 00:38:50.960 I think we've got like 10 stars now, which is a beginning of something because we needed that. 00:38:51.039 --> 00:39:00.639 We need the mission guard to create the gastronomy culture because once you have that star, you know, people it drives business, it drives people to like to go all the way to that restaurant to try the dishes, right? 00:39:00.719 --> 00:39:03.039 So I wish they do that with fashion as well. 00:39:03.440 --> 00:39:06.480 Who is the main demographic who are buying your clothes at the moment? 00:39:06.639 --> 00:39:08.639 Has that changed throughout the years? 00:39:09.119 --> 00:39:13.920 My main demographic's always been like early 20s to early 30s. 00:39:14.159 --> 00:39:17.599 The strongest demographic, probably like mid-20s to early 30s. 00:39:17.920 --> 00:39:21.920 How do you deal with the different buying behaviors of different consumers? 00:39:22.079 --> 00:39:23.199 I'll give an example. 00:39:23.840 --> 00:39:29.920 One of my previous podcast guests, uh, Indy, Studio and Geraldo, they have Studio 85. 00:39:30.079 --> 00:39:35.360 They basically were speaking about how Gen Z brides are very different from millennial brides. 00:39:35.519 --> 00:39:36.880 And so what are the differences? 00:39:38.880 --> 00:39:48.239 Millennial want more in-depth information, they want to have a more premium experience. 00:39:48.400 --> 00:39:56.400 I think Gen Z were more driven by instant replies and everything has to look great

for social media, like just different priorities. 00:39:56.880 --> 00:39:59.199 How do you navigate that as a brand? 00:39:59.280 --> 00:40:06.320 Like, are you finding that you're constantly just going for that same market, or are some of your people outgrowing your brand over the years as they get older? 00:40:06.400 --> 00:40:12.400 Like, I'm every six years I get new waves of demographics. 00:40:12.639 --> 00:40:18.400 And right now, in our third store in Carron Up Shopping Centre, my demographic is completely different. 00:40:18.639 --> 00:40:23.280 It's like I get a lot of kids that are like, oh my god, like the new Gen Z is coming in. 00:40:23.360 --> 00:40:25.119 Oh my god, I've never seen this before. 00:40:25.280 --> 00:40:39.760 And I love that, you know, because then it gives me an opportunity to educate these kids about, you know, just kind of more premium, higher quality garments, more unique garments, because that has always been my mission, trying to dress everyone differently rather than the same way. 00:40:39.920 --> 00:40:42.320 Like all the other stores trying to dress you the same way. 00:40:42.639 --> 00:40:46.960 But for me, I want to I want them to kind of come in and walk out a different person. 00:40:47.199 --> 00:40:53.920 For example, I've had um, you know, these customers like that I keep coming back, they they keep coming back every week. 00:40:54.000 --> 00:40:56.960 And I see their style progress, their style change, they evolve. 00:40:57.119 --> 00:40:58.480 Also, the confidence changed. 00:40:58.639 --> 00:41:08.320 Um, one particular guy I remember coming in, he just kind of like, you know, I was so shy, and then and then we gave him, we styled him a particular way, oh that's not me. 00:41:08.719 --> 00:41:09.920 Like, look, just try it. 00:41:10.079 --> 00:41:11.119 And then start trying it. 00:41:11.199 --> 00:41:16.960 And then slowly and slowly starting to evolve his style, and you can tell his confidence changed. 00:41:17.119 --> 00:41:20.480 And kid you not, six months later, oh, you know, I've got a girlfriend now. 00:41:20.639 --> 00:41:26.800 I feel like now my confidence is so much higher than when I first remember, like when I first came in, I remember clearly. 00:41:26.960 --> 00:41:29.039 That is the power of fashion, you know. 00:41:29.119 --> 00:41:33.360 Like the fact that like he feels good and he the way he walks, his demeanor completely changed. 00:41:33.440 --> 00:41:37.119 Before it's like this, and like sha hi, like, you know, William and Saiha. 00:41:37.280 --> 00:41:40.480 Now it's like, oh hi, like, I don't know, like, you know, shoulders back, do you know what I mean? 00:41:40.559 --> 00:41:45.360 He's confident, just like the aura is different, you know, just from from clothing. 00:41:45.519 --> 00:41:58.159 And that's what I love, like, just changing people's like, you know, way of shopping, just because I keep saying, like, look, to most people, like, you know,$180 shirt, probably expensive, but same thing with Wagyu steak. 00:41:58.320 --> 00:42:04.000 But once you've had the first bite of a Wagyu Great 9, whatever a Wagyu, you know, the Japanese Wagyu. 00:42:04.559 --> 00:42:07.440 It just like, oh my god, there's levels to this. 00:42:07.679 --> 00:42:08.480 There's levels of stuff. 00:42:08.880 --> 00:42:10.480 But you're buying identity as well. 00:42:10.719 --> 00:42:13.840 Like part of the fashion luxury brand, streaking stuff. 00:42:14.239 --> 00:42:16.079 But like also you're raising your standard at the beginning, right? 00:42:16.239 --> 00:42:18.079 So you raise your standard, right? 00:42:18.320 --> 00:42:21.840 From from moving from buying, say, cotton on stuff, factory stuff. 00:42:22.000 --> 00:42:24.719 Now you're like, oh shit, you're buying the cabinet stuff. 00:42:24.800 --> 00:42:28.000 Oh, I didn't know like this material can, this cotton can feel like this. 00:42:28.159 --> 00:42:30.079 I know this can hold shape like this. 00:42:30.239 --> 00:42:37.760 I've had customers from like wearing my shirt from six years ago, and it still like looks brand new. 00:42:38.239 --> 00:42:40.159 I have experienced that myself. 00:42:40.320 --> 00:42:46.960 Like before it was like, you know, typical girl thing, go to Kukai, and everyone's got kukai, and I'm like, it's so overpriced for what it is. 00:42:47.039 --> 00:42:50.159 And some of the same stuff in Kukai is in Unicorn, and I was like, what? 00:42:50.639 --> 00:43:00.719 But then I started shopping at Q at Saba at these high things, and I remember my craziest fashion purchase was this$800 trench coat. 00:43:00.800 --> 00:43:04.639 And I remember sitting there going, Oh my gosh, like this is this feels insane. 00:43:04.800 --> 00:43:09.360 I would never, my mum would be like rolling her eyes, going, that is not a good purchase. 00:43:09.599 --> 00:43:10.239 But I've worn it. 00:43:11.840 --> 00:43:15.119 It has amazing quality, it lasts every single season. 00:43:15.199 --> 00:43:15.920 It's timeless. 00:43:16.079 --> 00:43:21.840 And I think coming back to what fast fashion used to be like, it was like buy a new thing and it's cheap and throw it out. 00:43:21.920 --> 00:43:28.000 But now it's like, no, I think people actually want good quality, things that are gonna last, things that are timeless, like the whole capture wardrobe. 00:43:29.119 --> 00:43:29.840 In fashion, right? 00:43:30.159 --> 00:43:35.360 And I I was convinced I was talking to one of my best mates, she's only does like secondhand shopping. 00:43:35.440 --> 00:43:35.760 Oh yeah. 00:43:35.920 --> 00:43:37.199 Like, you know, like thrifting, right? 00:43:37.360 --> 00:43:39.280 Like vintage shopping, that's her thing. 00:43:39.519 --> 00:43:43.519 And and she's always against like designer brands and right. 00:43:43.679 --> 00:43:52.480 So I like one day we're at fashion week in Paris, and I'll go, see, this is why we love wearing fashion because it's a conversation starter. 00:43:52.719 -->

00:43:58.639 You like fashion people, when they see other people wearing fashion, they give you like a smile and a nod, and you start talking. 00:43:58.719 --> 00:44:03.199 I'm like, oh my god, is that Is that Raphimus Autumn Winter 2009? 00:44:03.360 --> 00:44:04.239 Is the language? 00:44:04.320 --> 00:44:07.119 You know, it's like it's like, oh my God, they understand what I'm wearing. 00:44:07.360 --> 00:44:08.480 It's a conversation started. 00:44:08.719 --> 00:44:11.280 You know, I usually love secondhand shopping or thrifting, right? 00:44:11.360 --> 00:44:17.119 But when I buy, sometimes when I buy uh from thrift shop, whatever, and I see, oh, there's a cigarette burn there. 00:44:17.519 --> 00:44:19.199 But it's not, it's not that it's damaging. 00:44:19.280 --> 00:44:22.400 So I love the damaged, like, you know, the distressed look and whatever, right? 00:44:22.559 --> 00:44:25.840 But to me, that's like someone else's memory that I'm wearing, right? 00:44:26.079 --> 00:44:27.920 When I'm wearing something, I want to create a memory. 00:44:28.000 --> 00:44:30.079 When I'm buying like designer stuff, I'm creating memory. 00:44:30.239 --> 00:44:37.199 Oh, I remember wearing this fur jacket, that girl kind of complimented me on this, and we started talking, we exchanged, da da, and next minute we become best friends. 00:44:37.760 --> 00:44:42.320 Oh, I was wearing these pants, this guy complimented me in this, like, oh, I love wearing this because they compliment on the way it's done. 00:44:43.039 --> 00:44:49.440 It's a conversation starter rather than like, you know, if you're wearing basic clothing, it just goes over your head, right? 00:44:49.679 --> 00:44:54.800 Well, it does actually have such a massive influence on brand perception, how other people perceive you. 00:44:55.199 --> 00:44:57.519 So the question is, do you feel good wearing the$800 coat? 00:44:58.000 --> 00:44:59.119 Oh, I feel like a bad bitch. 00:44:59.360 --> 00:44:59.760 Yeah, exactly. 00:44:59.920 --> 00:45:00.960 And everyone's like, where did you get it from? 00:45:01.519 --> 00:45:03.119 See, there's I would keep telling people, right? 00:45:03.199 --> 00:45:06.719 Like, look, you can dress like a main character or you dress like NPC. 00:45:06.800 --> 00:45:06.960 Yeah. 00:45:07.199 --> 00:45:07.599 Do you know what I mean? 00:45:07.679 --> 00:45:09.199 Do you want to be an NPC or do you want to be a few more? 00:45:09.360 --> 00:45:12.719 I would never prioritize my fashion because I never really knew. 00:45:12.800 --> 00:45:23.119 I think when I was doing modelling, everyone just puts stuff on you and you're just kind of like, yeah, but to actually have someone go, this is your body type, this crop, this style looks amazing. 00:45:23.280 --> 00:45:25.519 No, you have broad shoulders, don't wear that style. 00:45:26.000 --> 00:45:28.320 You have small boobs, this is what's gonna look more flattering. 00:45:28.480 --> 00:45:47.599 Like I think actually looking at how you personalize it so you look your best, because like my mum, for example, she doesn't have great fashion because she's never been shown, and so you don't really know what to buy, and so it's just like surf brands, maybe like a couple night t-shirts, just chuck things together. 00:45:47.679 --> 00:45:51.119 But when you actually have something that looks amazing, you look good, you feel good. 00:45:51.440 --> 00:45:55.679 And that's that's the biggest thing in fashion, you know, like and that's why I love being in fashion. 00:45:56.159 --> 00:46:02.000 I found my calling, and like after dance, I'm like, oh, I love how like with dance, like you know, dance made me so confident. 00:46:02.159 --> 00:46:12.320 I went from being shy, couldn't talk to anybody, to like dancing in front of thousands of people, winning competition everywhere, doing like shows all around the world, being on TV shows. 00:46:12.480 --> 00:46:14.159 Fashion, same thing, you know. 00:46:14.239 --> 00:46:17.599 Like back then when we were growing up, we're trying to feed in with the rest of the kids. 00:46:17.679 --> 00:46:20.239 If you're wearing something different, they call you names and da da da. 00:46:20.800 --> 00:46:24.960 But now it's like I love being when people stare at what I'm wearing, especially during fashion week. 00:46:25.039 --> 00:46:27.760 I wear the most I was I'm peacocking in fashion week. 00:46:28.000 --> 00:46:28.400 You know what I mean? 00:46:28.480 --> 00:46:32.239 Like I just wear the most outlandish stuff, and people just go, oh my god, like da-da-da. 00:46:32.639 --> 00:46:37.119 And I love that, you know, and and I feel like more and more people should be more confident doing that. 00:46:37.280 --> 00:46:39.679 Like they need to peacock more rather than trying to blend in. 00:46:39.840 --> 00:46:46.159 The worst thing is when I hear people like, oh, I don't know, like I can't, I don't have the comp I don't want to, like, I want to dress my age. 00:46:46.239 --> 00:46:48.079 I'm like, what does that mean, dressing your age? 00:46:48.320 --> 00:46:48.800 Do you know what I mean? 00:46:48.880 --> 00:46:51.519 I'm 40 and I still dress like yes, you know what I mean. 00:46:51.599 --> 00:46:52.400 Like, what do you mean? 00:46:52.480 --> 00:46:54.559 Like, why do you want to dress your age? 00:46:54.719 --> 00:46:55.440 What does that mean? 00:46:55.519 --> 00:47:01.599 Like, what is supposed to like I've seen seven-year-old wearing the most crazy stuff and they'll look amazing. 00:47:01.840 --> 00:47:02.960 They'll look amazing. 00:47:03.280 --> 00:47:09.440 What do you believe is the most important thing for a first-time customer to keep them coming back? 00:47:09.599 --> 00:47:16.559 Because what's gonna stop someone from like coming in and then like, oh yeah, and they walk out and they never come back again, versus like I'm a repeat buyer. 00:47:16.800 --> 00:47:22.960 I give them the experiences we give in in our store, people used to get

intimidated by before they come in. 00:47:23.119 --> 00:47:27.679 They're like, they think our our store is kind of like a like a Louis Vuitton, you know, they're very like intimidating. 00:47:27.760 --> 00:47:28.800 You get scared. 00:47:28.960 --> 00:47:30.800 But then as soon as they walk in, you're super friendly. 00:47:31.039 --> 00:47:31.840 Hey guys, how do you doing? 00:47:31.920 --> 00:47:34.800 Like the way I talk to them, it's like welcoming my guests to my house. 00:47:35.039 --> 00:47:37.039 I want them to feel comfortable, you know. 00:47:37.119 --> 00:47:41.039 I mean, even the way I train my staffs, hey, don't ask close-ended questions. 00:47:41.199 --> 00:47:41.840 How's your day? 00:47:42.000 --> 00:47:42.719 How you going? 00:47:42.800 --> 00:47:44.239 That's like close-ended questions. 00:47:44.559 --> 00:47:46.400 Hey, what did you what did you get up to today? 00:47:46.480 --> 00:47:47.360 Have you been in before? 00:47:47.519 --> 00:47:49.119 Do you know what a cabinet means? 00:47:49.360 --> 00:47:54.400 Straight away, you open have an open-ended question gets you engaged in conversation with them. 00:47:54.559 --> 00:48:01.440 Once they start losing the defense mechanism, because when you what when you walk into a store, you have a defense mechanism, like you know what I mean? 00:48:01.519 --> 00:48:02.239 Like, don't talk to me. 00:48:02.320 --> 00:48:04.719 But once you're Why do you think people feel that way? 00:48:04.960 --> 00:48:06.800 It's like they get pressured for buying, right? 00:48:06.880 --> 00:48:09.599 A lot of times they get pressure, like, oh, how can I help you? 00:48:09.679 --> 00:48:10.159 What can I get you? 00:48:10.239 --> 00:48:12.639 And they're like, oh, I'm just wow, I just got here. 00:48:12.800 --> 00:48:15.760 A lot of times people just got into the store and like, how can I help you? 00:48:16.000 --> 00:48:17.599 Straight away into the shock mode, shock attack. 00:48:18.320 --> 00:48:19.199 I do feel I build the research. 00:48:19.519 --> 00:48:20.880 Straight where you have your defense mechanism. 00:48:21.039 --> 00:48:23.760 So the way I do it, I don't ask those kind of questions first. 00:48:23.840 --> 00:48:25.199 I'm like, hey, what are you up to? 00:48:25.360 --> 00:48:26.000 I like your shoes, man. 00:48:26.079 --> 00:48:26.639 Where'd you get that from? 00:48:26.719 --> 00:48:27.199 What brand is it? 00:48:27.280 --> 00:48:27.679 Oh, cool. 00:48:27.920 --> 00:48:28.639 What brought you here? 00:48:28.719 --> 00:48:29.360 Oh, I'm just looking. 00:48:29.440 --> 00:48:30.159 Oh, let me show you around. 00:48:30.239 --> 00:48:31.280 And I tool guide them. 00:48:31.360 --> 00:48:35.840 And and once they feel comfortable with me, then I go, all right, what do you want to wear? 00:48:35.920 --> 00:48:36.719 What do you want to try on? 00:48:36.880 --> 00:48:39.199 And now they're comfortable with me, then they start opening up a bit more. 00:48:39.280 --> 00:48:40.639 Oh, I'm actually looking for this. 00:48:40.880 --> 00:48:43.119 Ah, now I understand what their needs, right? 00:48:43.280 --> 00:48:50.400 And then, and I like, and and when I style them into a change room, and I hate like back at Fort Like, I used to be really good at selling. 00:48:50.480 --> 00:48:58.159 To a point I'm like, I can sell them anything, but to a point where I'm like, I feel bad because that person don't necessarily want that. 00:48:58.320 --> 00:49:02.159 So now they're not coming back again because they're scared I'll be like selling them for a different thing. 00:49:02.320 --> 00:49:07.039 So now I don't pressure my customers to buy, hey, look, if you don't want it, don't buy it, man. 00:49:07.199 --> 00:49:08.400 We got a new collection next week. 00:49:08.480 --> 00:49:09.199 Come back next week. 00:49:09.360 --> 00:49:10.079 And then they appreciate it. 00:49:10.159 --> 00:49:13.199 Oh my god, like Eddie's doesn't want just to take my money straight away. 00:49:13.360 --> 00:49:13.599 Right? 00:49:13.679 --> 00:49:14.320 He'll come back. 00:49:14.400 --> 00:49:17.280 And then they have to build this trust thing to promote them to come back. 00:49:17.440 --> 00:49:18.320 You've got anything for me, man? 00:49:18.400 --> 00:49:20.400 Like, bro, I've got something for you, and I know what they like. 00:49:20.480 --> 00:49:21.519 Bam, bam, bam, bam. 00:49:21.599 --> 00:49:29.039 It's like they come in and like instead of going showing eight, 80 products that they don't want, I show them just the 10 they might want. 00:49:29.280 --> 00:49:34.000 And that's to them, like, you know, is the is the best feeling because they just stop wasting time. 00:49:34.239 --> 00:49:40.480 And also, like, they love coming back because, you know, the you know, we we treat them like a like a barber shop fight, you know what I mean? 00:49:40.639 --> 00:49:43.199 Like, they talk about their life, da da da. 00:49:43.599 --> 00:49:46.000 You know, they feel comfortable just being in our shop now. 00:49:46.239 --> 00:49:46.800 And they're coming back. 00:49:47.199 --> 00:49:47.599 They're coming back. 00:49:47.679 --> 00:49:48.639 Repeat customers about beginning. 00:49:49.199 --> 00:49:55.119 They want to see you because they want to have that conversation and they feel like they can still connect with you as the founder. 00:49:55.280 --> 00:49:59.679 It's not like there's this whole disconnect where Ed's up here, you'll never see him. 00:49:59.840 --> 00:50:00.719 This is his really cool bro. 00:50:01.039 --> 00:50:01.920 That's why I love being in a shop. 00:50:02.000 --> 00:50:03.119 Like, people, why are you still in a shop? 00:50:03.199 --> 00:50:09.760 Because I meet my customers, I do market research, basically seeing what they're wearing, what they tell me, what they want to wear. 00:50:10.000 --> 00:50:13.280 Um, and I love being like meeting my clients, you know what I mean? 00:50:13.360 --> 00:50:18.079 Whether they're the top, top buyers or they're the

first-time buyers. 00:50:18.239 --> 00:50:18.719 I don't really care. 00:50:18.800 --> 00:50:22.000 Like they when they get the experience, oh my God, like I was served by by Ed. 00:50:22.079 --> 00:50:25.760 It's like going to a restaurant and your favorite chef is cooking your meal, right? 00:50:25.840 --> 00:50:28.159 Or the the owner, the chef of the restaurant's cooking a meal. 00:50:28.239 --> 00:50:30.000 You know, that's like so good, right? 00:50:30.079 --> 00:50:34.400 If you go into like, that's why Jamie Oliver's restaurant didn't work here, because Jamie's not here. 00:50:35.360 --> 00:50:38.239 Like we won't walk, we go there for to see him cook. 00:50:38.320 --> 00:50:39.119 Like, you know what I mean? 00:50:39.199 --> 00:50:41.599 And and I feel like the same thing with with my shop. 00:50:41.760 --> 00:50:43.119 But it's also double-edged sore. 00:50:43.360 --> 00:50:46.000 Sometimes, like, you know, when I step, I never get a break. 00:50:46.239 --> 00:50:49.360 If I step away for a holiday, the business suffers a little bit. 00:50:49.440 --> 00:50:50.719 My cell's gone down. 00:50:50.960 --> 00:50:56.719 So how do I find, how do I have that sort of um, you know, that balance really? 00:50:56.960 --> 00:50:59.119 How many people do you have working for you now? 00:50:59.440 --> 00:51:00.400 Six in a shop. 00:51:00.559 --> 00:51:00.880 Yeah. 00:51:01.119 --> 00:51:06.239 And how do you find people who also emulate a similar energy, similar culture to you? 00:51:06.719 --> 00:51:08.079 You can't teach people how to sell. 00:51:08.239 --> 00:51:09.920 You either have it or you don't. 00:51:10.159 --> 00:51:13.440 It's really like, you know, I I learned that, you know, for the last 10 years. 00:51:13.519 --> 00:51:17.760 Like I'll be coaching, training them, telling them what to say, like how I'm saying it. 00:51:17.920 --> 00:51:18.880 It just doesn't work. 00:51:18.960 --> 00:51:20.480 You need to be able to know how to sell. 00:51:20.719 --> 00:51:23.039 Like it comes naturally for someone. 00:51:23.360 --> 00:51:29.199 Do you think that it's got a direct tie-in with how passionate they are about what you're doing? 00:51:29.440 --> 00:51:34.000 Something about their the openness, their friendliness, their energy. 00:51:34.159 --> 00:51:34.719 Do you know what I mean? 00:51:34.800 --> 00:51:41.440 Some people come in with this kind of like a little energy, like, ooh, like a they suck your energy out, the the energy vampire we call them, right? 00:51:41.599 --> 00:51:43.760 Yeah, ooh, I don't want to be served by that person. 00:51:43.920 --> 00:51:46.559 And then someone goes, hey guys, what I that's affectious. 00:51:46.639 --> 00:51:50.159 And I mean, oh man, I want to be served by that guy, like, or that girl, you know what I mean? 00:51:50.239 --> 00:51:50.800 Like, she's so. 00:51:51.360 --> 00:51:55.360 I get so intimidated by the people like, yeah, we don't have that size. 00:51:55.840 --> 00:51:57.920 Uh, yeah, that would

look cute. 00:51:58.000 --> 00:51:59.760 Like, sometimes they're not friendly. 00:52:00.400 --> 00:52:01.760 Yeah, you don't want to feel judged. 00:52:01.840 --> 00:52:06.800 You're putting yourself out there, you're getting changed, do things look good, you're already probably questioning a few things. 00:52:06.880 --> 00:52:08.960 You need someone who's literally gonna be your best friend. 00:52:09.119 --> 00:52:12.320 Dude, I have a girl working um in a shop, right? 00:52:12.800 --> 00:52:25.280 And and people used like they get so scared of them because they're like, they're because the girls are really stylish, they're good looking, and but then as soon as they like they're being served, but oh my god, like I just completely misunderstood you. 00:52:25.360 --> 00:52:32.719 You thought you're gonna judge me, da da da, and they it's in in again a defense maker, but once you start being served by them, oh my god, like they're actually super, super nice. 00:52:32.880 --> 00:52:34.639 And you know, I mean, so and I love that. 00:52:34.719 --> 00:52:37.840 Like a lot of my staff, like we have a high retention rate. 00:52:38.000 --> 00:52:41.760 You know, once I find good stuff, I want to keep them and look after them, you know, because it's so hard to find them. 00:52:42.000 --> 00:52:44.239 Where do you find them if it's so hard to find them? 00:52:44.559 --> 00:52:48.000 Because it's obviously, are they interested in fashion? 00:52:48.159 --> 00:52:49.519 Are they studying fashion? 00:52:49.760 --> 00:52:53.760 Like, are you usually it doesn't really matter if they're you know into fashion or not? 00:52:53.920 --> 00:52:57.760 Like I hired people like, hey, like I like their their character. 00:52:57.840 --> 00:52:59.840 I'm like, hey, are you looking for a job at the moment? 00:53:00.000 --> 00:53:02.480 And like, oh no, not at the moment, but I'm I'm free. 00:53:02.559 --> 00:53:03.599 I'm like, do you want to work here? 00:53:03.760 --> 00:53:05.119 Yeah, bam, hired. 00:53:06.000 --> 00:53:11.760 I I rarely hire someone just based on like, hey, here's my resume, um, because I don't know that person. 00:53:11.840 --> 00:53:14.960 But what are the best traits that you look for in someone? 00:53:15.119 --> 00:53:17.199 So it's like they've either got the sales thing or they don't. 00:53:17.280 --> 00:53:18.079 So obviously they have to. 00:53:18.239 --> 00:53:21.360 They have that sort of friendliness, that like natural easygoingness. 00:53:21.760 --> 00:53:23.679 Do you know I mean they're easier to talk to? 00:53:23.840 --> 00:53:24.480 Do you know what I mean? 00:53:24.559 --> 00:53:28.320 Because like once you're easy to talk to, it's like you can basically sell anything, really. 00:53:28.480 --> 00:53:37.920 I'm like, but hey, you and also the you know, you have to be somewhat um relatable or somewhat kind of like acts like, oh man, you have to be kind of somewhat stylish too. 00:53:38.000 --> 00:53:41.280 You know, I mean you are in the expert in the industry basically. 00:53:41.360 --> 00:53:45.599 Um so you're kind of like trying to sell your stuff and you don't look good and you don't dress apart, right? 00:53:45.840 --> 00:53:49.440 So if someone works in cab, do they actually have to wear the clothing? 00:53:49.679 --> 00:53:50.000 Not really. 00:53:50.079 --> 00:53:52.079 I just tell them to come like look nice. 00:53:52.239 --> 00:53:52.400 Okay. 00:53:52.639 --> 00:53:53.440 Look presentable. 00:53:53.679 --> 00:54:00.559 Eventually, like, you know, I you know, once we have our collection gets bigger, and that's why I tell my staff, hey, can you design stuff that you would wear? 00:54:00.719 --> 00:54:05.760 So then they can design their own clothing, you know, the Cab Noir brand, they can also privately wear. 00:54:06.000 --> 00:54:07.599 Because everyone has different styles. 00:54:07.679 --> 00:54:12.400 Like my style, what my design don't necessarily translate to what my staff wants to wear. 00:54:12.719 --> 00:54:24.559 We have designed some really cool hoodies through you, and that was a really awesome process because A, you didn't have your backup, and you're like, no, no, I'm not giving you my manufacturer anything. 00:54:24.639 --> 00:54:28.000 Like you were actually so open, you're like, this is what I need from you. 00:54:28.159 --> 00:54:33.199 We'll set up the tech pack, we'll go and get the sample produce, what do you want? 00:54:33.280 --> 00:54:34.079 What don't you like? 00:54:34.159 --> 00:54:35.119 Where do you want it placed? 00:54:35.199 --> 00:54:36.960 Like it was one of the easiest processes. 00:54:37.039 --> 00:54:39.119 Is this something that you actually have been helping people with? 00:54:39.280 --> 00:54:39.679 But I think that's a good idea. 00:54:39.760 --> 00:54:43.119 Yeah, so I do a lot of like people want to start their brands as well. 00:54:43.360 --> 00:54:45.920 Like, they've got an idea, but they don't know where to start. 00:54:46.079 --> 00:54:47.920 And so I make them super easy for them. 00:54:48.239 --> 00:54:56.239 Because, like, you know, back then when I was asking the same thing to someone else who's got that experience, mostly they'll be like, no, I'm not sharing my secrets. 00:54:56.320 --> 00:54:57.199 And I'm like, Ro. 00:54:58.079 --> 00:55:05.440 Um, but now I'm like, look, I'm just gonna take, you know, a bit of cut for my time, but I'm gonna make your process super, super easy. 00:55:05.679 --> 00:55:09.599 But you also saved, like for me personally, I don't know what it's like for other people. 00:55:09.679 --> 00:55:14.159 Like, you saved me from going for the typical AS colour, it looks exact same, feels the same as everyone else. 00:55:14.320 --> 00:55:19.599 But also you save me from probably going through five to ten different manufacturers, maybe not liking the quality, the color. 00:55:19.920 --> 00:55:20.800 And I'll give you a recommendation. 00:55:20.880 --> 00:55:25.519 Hey, look, based on my experience

from my last 10 products of the same product, this won't work. 00:55:25.599 --> 00:55:26.079 You know what I mean? 00:55:26.159 --> 00:55:29.679 So I'll give you like that way, you save so much money from sampling 10 hoodies. 00:55:29.840 --> 00:55:33.760 So like I'll sample a hoodie, I'm like, I already considered that's ready for production. 00:55:33.920 --> 00:55:35.119 That's pretty bang on. 00:55:35.280 --> 00:55:36.800 I'm super happy with the way it came out. 00:55:36.880 --> 00:55:39.039 I'm like, damn, I might want to do that for my hoodie too. 00:55:39.199 --> 00:55:42.239 Like, because the fabric, that was the first time we're using that fabric for you. 00:55:42.719 --> 00:55:43.599 It was really interesting. 00:55:43.760 --> 00:55:51.519 I took, so I bought one of your hoodies, which is a slightly thinner material, and then we did a really heavyweight hoodie for Wild West Bowling. 00:55:51.599 --> 00:55:54.800 So I took it to some of our customers, and I was like, what do you like? 00:55:54.960 --> 00:55:56.480 And it was so interesting. 00:55:56.639 --> 00:55:59.199 Like, people were like, I'm obsessed with this heavyweight. 00:55:59.280 --> 00:55:59.679 They loved it. 00:55:59.760 --> 00:56:01.599 They were like, it's so premium, it's nice. 00:56:01.679 --> 00:56:03.280 And I was like, what would you actually pay for this? 00:56:03.440 --> 00:56:13.440 You obviously have Albany, which is a bit more of a tight ass community, more or less, but there are a few people who were just like, Yeah, I'd pay$150 for that because they knew it was gonna last. 00:56:13.679 --> 00:56:16.320 It's so funny because that hoodie is worth more than$150. 00:56:17.119 --> 00:56:17.440 100%. 00:56:17.760 --> 00:56:22.079 Like, you know, what I've seen that same material hoodie being sold for like$400. 00:56:22.639 --> 00:56:24.960 It's a$400 hoodie that we're trying to like. 00:56:25.119 --> 00:56:28.159 And that's what I can I can bring into my manufacturing. 00:56:28.239 --> 00:56:34.800 You know, like my manufacturer, like I'm very open with the the margin with uh, you know, this is gonna cost like this. 00:56:34.960 --> 00:56:37.599 Um, and I've got levels of factories. 00:56:37.760 --> 00:56:40.559 You want, and and my factories can be like, all right, do you want it that to be cheaper? 00:56:40.639 --> 00:56:44.079 Then we use different fabric, the thinner fabric, like we showed you the thinner hoodies. 00:56:44.239 --> 00:56:47.679 Um, if that's your price point, I mean it's still great. 00:56:47.840 --> 00:56:52.079 Again, going back to that, you know, how how how high are you used to waggy do you want it? 00:56:52.159 --> 00:56:52.400 Yeah, yeah. 00:56:52.559 --> 00:56:55.119 Do you want the most marbled or do you want less marbling? 00:56:55.199 --> 00:56:58.719 All right, so you have options for that as well, which I learned. 00:56:58.880 --> 00:57:04.719 It took me like years to to learn it, you know, and just experience of um trial and error.

00:57:04.880 --> 00:57:09.519 The amount of samples that I spent um my money on is insane. 00:57:10.079 --> 00:57:18.800 I look at you and I see that your zone of genius is definitely the creative side, like anything creative, whether it's marketing, product development. 00:57:20.000 --> 00:57:22.800 But then I also see that you're great with people. 00:57:23.039 --> 00:57:24.480 Where do you struggle more? 00:57:24.639 --> 00:57:26.639 Because obviously there's so many different areas in business. 00:57:26.719 --> 00:57:29.199 There's HR, there's financial management. 00:57:29.280 --> 00:57:35.280 Like, where's the area that you've either had to get more help in, outsource, hire out? 00:57:35.599 --> 00:57:38.800 Oh dude, it's not all, you know, gravy. 00:57:39.039 --> 00:57:42.159 Like I s my business suffered the last the first 10 years. 00:57:42.320 --> 00:57:43.920 You need to get a good accountant. 00:57:44.079 --> 00:57:48.719 My original accountant didn't, you know, just so and so and so didn't really tell me as a business owner. 00:57:48.880 --> 00:57:53.760 And I was kind of like, I want to be like the creative, I didn't want to look into the business side of things. 00:57:53.840 --> 00:57:57.039 It's more like, hey, I'm just the chef of this restaurant, I just want to focus on creating. 00:57:57.280 --> 00:58:00.000 Same, and then I just neglect you on the business side of the thing. 00:58:00.159 --> 00:58:05.360 As a business owner, you need to really like have your your eyes on everything. 00:58:05.519 --> 00:58:10.480 Um, otherwise, you just you just get you know slammed with big big tax bill. 00:58:10.800 --> 00:58:19.119 And you know, again, if I knew what I was doing, I wouldn't been buying like 87, 100 brands from like jury designer brands without really like growing steadily. 00:58:19.280 --> 00:58:25.760 But at the time, we're making so much money, cash fridge coming, I was reckless with my money in, money out, right? 00:58:25.920 --> 00:58:28.400 Which I should have, you know, really paid attention to that. 00:58:28.480 --> 00:58:32.000 Now, as a business owner, I'm really dissecting every single cent. 00:58:32.239 --> 00:58:32.480 Right? 00:58:32.559 --> 00:58:39.840 It's just like instead of me buying this product at 50% gross profit, maybe I should dump it into my product at 70% gross profit, stuff like that. 00:58:39.920 --> 00:58:42.000 You know, so I'm a bit more savvy with that. 00:58:42.079 --> 00:58:45.039 Um, so that's one, my weakness of the bit running the business. 00:58:45.119 --> 00:58:48.239 And and if I had a business partner that knows all that, that would help a lot. 00:58:48.480 --> 00:58:56.159 A lot of big companies, big um businesses, fashion businesses, they have two different minds, you know, like the business guy and then the creative guy. 00:58:56.320 --> 00:58:56.559 Yep. 00:58:56.719 --> 00:59:05.280 Um, the second thing I struggle with is just connecting with, you know, because again, I'm designing such a niche product. 00:59:05.440 --> 00:59:11.519 If you look at the pyramid, like I love the cool stuff that no one likes, but only makes up a small percentage of the market. 00:59:11.679 --> 00:59:11.920 Yeah. 00:59:12.079 --> 00:59:17.519 I struggle to tap the bottom half or the bigger chunk of the base of the pyramid, right? 00:59:17.599 --> 00:59:22.480 Like, how do I tackle that market without um selling myself without a bigger one? 00:59:22.639 --> 00:59:25.440 It's almost like you're just within a niche of a niche. 00:59:25.519 --> 00:59:28.320 Like you've niche so hard, and then it's like, how do you niche out? 00:59:28.400 --> 00:59:29.360 But how do you not lose? 00:59:29.840 --> 00:59:38.159 Because I'm hearing it from like my customers who and their friends are never shop at Kevin Right because they're too expensive or too different or whatever. 00:59:38.400 --> 00:59:40.159 Then I go, how do I attract those customers? 00:59:40.480 --> 00:59:43.440 And then they go to Universal Store and they're all wearing the exact same thing. 00:59:43.760 --> 00:59:44.559 Well, that's the problem, right? 00:59:44.719 --> 00:59:48.880 I'm like, look, how do I But maybe they're not your meant to be your customers, maybe they're not, exactly. 00:59:49.119 --> 00:59:53.039 So right now I'm like in a point where I'm like, you know what, let's just don't worry about them. 00:59:53.199 --> 00:59:59.199 Like they're not gonna appreciate what I'm why am I trying to please those who don't want the product that I'm serving, right? 00:59:59.440 --> 01:00:01.360 So like just protect your craft. 01:00:01.440 --> 01:00:08.000 So this is where I'm like struggling to find Thai food that's spicy to someone who doesn't like spice, and you're like, please like it, please like it. 01:00:08.719 --> 01:00:10.880 What was that restaurant, um Long Chim, for example? 01:00:11.360 --> 01:00:20.960 Most of the negative reviews because people say it's too spicy, but it's like the most like and it's the the larb, they call it like the dish called larb, which is like a traditional is very, very spicy. 01:00:21.039 --> 01:00:25.199 And long shim is actually has toned down the spice they they told us, right? 01:00:25.360 --> 01:00:32.559 Um, but all the negative reviews, like the live is uh inedible because too spicy and my bro, but that is the most authentic way. 01:00:32.719 --> 01:00:35.840 And as a restaurant, do you make it do dumber down? 01:00:36.239 --> 01:00:39.199 Or do you just like protect your craft, protect your recipe? 01:00:39.280 --> 01:00:43.039 And that's why I feel like I'm struggling finding that right balance. 01:00:43.119 --> 01:00:45.760 Yeah, I mean, I feel like, oh, am I going too niche here? 01:00:46.000 --> 01:00:52.239 And that's why I have different programs for graphic teas that will be a bit more on the mid-range. 01:00:52.400 --> 01:00:55.119 People can relate to graphic t-shirt logos and all that stuff. 01:00:55.199 --> 01:01:00.480

You know, they're my best sellers because people can buy logo teas, and then I have more statement pieces like this. 01:01:00.559 --> 01:01:06.400 And I have a jacket, a puffer jacket that changed colour and also transformable and two bags, it's super, super niche. 01:01:06.559 --> 01:01:08.960 But it's a conversation start, the amount of people come in. 01:01:09.039 --> 01:01:14.800 I'm like, oh my god, I've seen this on TikTok, I've seen this on the they don't necessarily buy it, but it brought people in. 01:01:15.119 --> 01:01:21.599 So if you had to look at your percentage of like crazy creative, like out there stuff versus kind of standard. 01:01:21.920 --> 01:01:22.880 It's 80-20 rule. 01:01:23.039 --> 01:01:23.280 Okay. 01:01:23.440 --> 01:01:24.159 80-20. 01:01:24.400 --> 01:01:28.400 20% is when I design my collection, I start with a 20. 01:01:28.639 --> 01:01:28.960 Right. 01:01:29.039 --> 01:01:32.000 So, all right, so this 20 will attract the people. 01:01:32.159 --> 01:01:44.239 And I don't do a lot of promotion, but that 80% of the products that I'm releasing will be the graphic T's, the basic shorts, hoodies, that will tie into the the lead products, right? 01:01:44.320 --> 01:01:46.719 The 20%, the statement products. 01:01:47.039 --> 01:01:57.840 Um, the statement pieces could be like floral tapestry jacket or wool coat or fur jacket, um, or you know, cut uh jeans with a lot of different distressing. 01:01:58.239 --> 01:02:06.480 Uh yeah, it's cool, but then not everyone will uh buy, but then it would draw a lot of attention because in photos, editorial, they'll look amazing. 01:02:06.880 --> 01:02:09.760 Because logo tees, if I put on editorial, it just look like logo tees. 01:02:09.920 --> 01:02:11.039 It looks like anyone can sell that. 01:02:11.280 --> 01:02:12.880 Universal store can have that too. 01:02:13.360 --> 01:02:16.960 But when I have statement pieces on editorial, it looks amazing. 01:02:17.119 --> 01:02:18.480 That's what draws people in. 01:02:18.880 --> 01:02:24.159 When you've got your brand, like I know people book meetings just to get your brand in their stores. 01:02:24.480 --> 01:02:29.760 How do you go with figuring out who you actually let have your brand? 01:02:30.159 --> 01:02:32.320 Back then I used to beg for brands. 01:02:32.480 --> 01:02:42.480 Um, I remember clearly 10 years ago, I had to like email like a hundred brands that I want, um, and then maybe you get two responses, right? 01:02:42.880 --> 01:02:47.599 I remember the big one for me was Com de Garcon, it was just like, oh my god, Comme de Garcon wanted to meet me. 01:02:47.679 --> 01:02:49.679 And I booked my flight straight to Paris. 01:02:49.840 --> 01:02:53.760 That was the first time I actually went to Paris Fashion Week because Com wanted to meet. 01:02:53.920 --> 01:02:56.480 And that's the first time I learned how the industry works. 01:02:56.559 --> 01:03:07.920 Because again, you you're never told or taught how to how the industry

works, where you have to do the buying, you have to do these different showrooms, and there's processes of placing the order, payment, da-da-da, deposit, and all that stuff. 01:03:08.000 --> 01:03:09.199 And no one taught you that. 01:03:09.360 --> 01:03:11.920 So I had really had to learn in field. 01:03:12.400 --> 01:03:17.039 Um, and and I remember, you know, Calm Legar, someone was the first one to kind of open our doors. 01:03:17.119 --> 01:03:18.719 After that, it's just like, what do you have com? 01:03:19.039 --> 01:03:27.039 And then I got public school, 424, Hello the Mill, um, Off White, Undercover, and then it just like Sakai, like all these big, big brands. 01:03:27.199 --> 01:03:29.280 I had the craziest brand like 10 years ago. 01:03:29.519 --> 01:03:33.280 It's all kind of sad too, because now we've rebranded, and you know what I mean. 01:03:33.360 --> 01:03:42.320 For the longest time, I wanted to have become the store that carries all the craziest brands, but also it hurt my business so much being that. 01:03:42.559 --> 01:03:49.199 So, like, you know, the you know, now our business is so much better off being a standalone brand. 01:03:49.519 --> 01:03:56.719 Um, but it's hard to look to to get rid of that identity of the best multi-brand concept store. 01:03:56.960 --> 01:04:01.679 Now you have to rebrand as your own standalone store, like brand store. 01:04:01.920 --> 01:04:04.800 Have you struggled with your own identity crisis within that? 01:04:05.039 --> 01:04:07.840 Yeah, because like I spent 10 years trying to get those brands. 01:04:07.920 --> 01:04:17.280 You know, I mean that for me to get rid of like brands like Yeezy, Off White, Nike, the Jordan account for me, I have to get rid of big brands I have to get rid of. 01:04:17.360 --> 01:04:20.880 You know, it's kind of like, oh my god, I worked so hard to get these brands. 01:04:21.119 --> 01:04:29.199 And now I'm like, I'm only getting like this, and it's so funny because I'm getting these niche brands and they work so much better than the big brands, you know? 01:04:29.360 --> 01:04:30.480 Like when I had Kenzo. 01:04:30.960 --> 01:04:32.480 Why do you believe that is? 01:04:32.719 --> 01:04:35.679 Again, the shift of people's shopping is differently now. 01:04:35.920 --> 01:04:42.559 Like people are more receptive to smaller brands, niche brands, they then the big brands. 01:04:43.119 --> 01:04:44.559 Also, affordability. 01:04:44.719 --> 01:04:47.199 Like, people can't afford$400 t-shirts anymore. 01:04:47.519 --> 01:04:48.960 So people don't want to spend that much money. 01:04:49.119 --> 01:04:53.920 I mean, like, you look at the there's a huge decline of luxury, luxury brands all around the world at the moment. 01:04:54.079 --> 01:04:56.079 Gucci's down, Louis Vuitton's down. 01:04:56.239 --> 01:04:59.599 All the LVMH group um brands are struggling. 01:05:00.159 --> 01:05:03.519 We're in a very interesting era of fashion right now. 01:05:03.760 --> 01:05:05.199

Where are we gonna where are we gonna go? 01:05:05.280 --> 01:05:06.079 I couldn't tell you. 01:05:06.239 --> 01:05:06.960 I I don't know. 01:05:07.039 --> 01:05:08.800 We're just navigating through this as well. 01:05:08.960 --> 01:05:13.679 And right now, what works for us is introducing niche brands, niche products, and our own brand. 01:05:13.840 --> 01:05:18.960 And that's what really helping us out, especially having that you know bigger gross profit margin. 01:05:19.039 --> 01:05:31.199 Back then, 50% gross profit margin is normal, but now it's like you cannot survive with 50% gross profit margin because 10% goes straight to wages, 10% goes to rent, 10% goes to tax, 10% go to marketing. 01:05:31.679 --> 01:05:32.880 You're left with like that extra 10%. 01:05:33.519 --> 01:05:34.159 Way more than that. 01:05:35.039 --> 01:05:40.400 And this is the thing, Australian economy, like you are dealing with so many different factors. 01:05:40.559 --> 01:05:43.679 There's a new look at like everyone shutting Q is shutting down. 01:05:43.920 --> 01:05:46.320 Yeah, you know, a lot of ITWE brands shutting down. 01:05:46.480 --> 01:05:48.960 It's like, man, like it's very hospitality businesses. 01:05:49.039 --> 01:05:50.800 I've seen restaurants shutting down too. 01:05:51.039 --> 01:05:54.239 So not just retailers, like construction's hitting hard as well. 01:05:54.480 --> 01:05:57.440 Yes, construction's been in decline since after COVID. 01:05:57.599 --> 01:06:14.480 It just do you think part of it is all Also, like seeing all of these businesses going under is like you actually may have to do things that are against what you initially started the business for just to survive through this period to rebuild because you could lose it all. 01:06:14.639 --> 01:06:15.039 You could. 01:06:15.199 --> 01:06:23.360 You know, if you kept going, I wanted all these massive luxury brands, and you kept all these accounts, and then you're on credit and you're waiting for the stock to sell, it's not selling, then that's out of season. 01:06:23.440 --> 01:06:31.840 Like you've got to bring it in-house, you've got to figure out what's actually gonna work for not just the next six months, but how can I survive for the next five years? 01:06:32.079 --> 01:06:38.239 And it's crazy for me, it's like the biggest thing, the biggest shift is since we moved into our own brand, our gross profit margins has increased. 01:06:38.400 --> 01:06:38.559 Yeah. 01:06:38.719 --> 01:06:49.039 And I'm looking at just not us, like a lot of uh industry construction's now gone to heavily import their classes from China instead of like here. 01:06:49.440 --> 01:06:50.000 Do you know what I mean? 01:06:50.079 --> 01:06:51.599 Because they need to make the margin. 01:06:51.840 --> 01:06:55.119 It's impossible now to stick with the same margin. 01:06:55.280 --> 01:07:00.000 I don't know how coffee people are doing it because coffee beans are expensive, cups going up, milk keeps going up. 01:07:00.079 --> 01:07:07.679 When I used to have a cafe, Cabot Noir Express, and that was like every three months I get a phone call from my milker, hey, uh milk's gonna go up a dollar. 01:07:07.760 --> 01:07:18.239 I'm like, uh every time it's like doesn't sound a lot, but every three months, if you keep going up by like a dollar, two dollars, man, like your coffee cups keeps going up in price and your margin keeps going down. 01:07:19.360 --> 01:07:20.480 Yeah, it is tough. 01:07:20.639 --> 01:07:31.039 Have you had to make some like really tough calls in terms of like letting people go or changing shifts and taking on more things yourself, or have you been able to sustain it? 01:07:31.360 --> 01:07:34.559 Like we able to sustain it um this year. 01:07:34.639 --> 01:07:39.760 I think I feel like last year was really tough for me because it was a big reset for the brand, for the store. 01:07:40.400 --> 01:07:47.519 Again, we're moving from being a multi-brand store, having over 80 brands, to now maybe having less than 10 brands. 01:07:47.760 --> 01:07:49.519 It's like it's a big jump. 01:07:49.760 --> 01:07:50.800 That has been a massive jump. 01:07:50.960 --> 01:07:51.679 It is a big jump. 01:07:51.920 --> 01:07:58.159 What I do want to know is you had two of your stores in the city. 01:07:58.480 --> 01:07:58.639 Yeah. 01:07:58.880 --> 01:08:02.159 What what's it been like having a city store versus one in Carana? 01:08:02.719 --> 01:08:07.519 I closed the city store now, um, just because we're not getting any new customers in. 01:08:07.679 --> 01:08:10.719 Like, do you think people are like not shopping in the city as much? 01:08:11.039 --> 01:08:14.320 No, and like my customers hated going to city. 01:08:14.480 --> 01:08:17.279 They come in, they're like, oh my god, I had to find parking. 01:08:17.439 --> 01:08:21.119 Um, parking's expensive, or I'm only in a five-minute zone outside, da da da. 01:08:21.600 --> 01:08:23.359 So I mean, there's stress coming in. 01:08:23.520 --> 01:08:28.800 Um at Carnap, it's like, alright, I'm going for a walk, I'm gonna get my lunch and come back, you know. 01:08:28.960 --> 01:08:33.520 They they're in the mindset of shopping around, and everyone's paying like a lot of money. 01:08:33.840 --> 01:08:37.199 Do you think it's gonna be a lot harder for like independent people to get in? 01:08:37.359 --> 01:08:44.800 Like, you know how there's like obviously big retail chains, they've kind of got stores everywhere, and if one store's doing well and one's doing bad, it kind of all balances out. 01:08:44.960 --> 01:08:47.119 Like, is it a lot of risk for an independent? 01:08:47.680 --> 01:08:50.720 Yes, hopefully, um, they're not kicking us out anytime soon. 01:08:50.800 --> 01:09:00.159 But I mean, I can imagine like a big store or a big brand would offer the standard, hey, I want to pay triple what Kabinoir's rent's paying, then they can easily just kick us out. 01:09:00.319 --> 01:09:00.880 Do you know what I

mean? 01:09:00.960 --> 01:09:03.119 So we never feel safe as a retailer. 01:09:03.279 --> 01:09:04.159 Um, do you know what I mean? 01:09:04.239 --> 01:09:09.279 But I'm How scary is it putting money into a fit out and not knowing if you're gonna it's crazy. 01:09:09.359 --> 01:09:17.279 That's why like in this most recent one, probably I put the least amount of fit out um and and actually the most positive feedback I get. 01:09:17.520 --> 01:09:18.560 Wow, it's crazy. 01:09:18.640 --> 01:09:22.319 Like, so I went from like my first store, like I said, the fit out was close to 300 grand. 01:09:22.479 --> 01:09:22.720 Yep. 01:09:22.880 --> 01:09:28.000 My second store, the fit out probably close to 100 grand, so a fraction to what I was paying. 01:09:28.159 --> 01:09:36.560 But the second store when I did the concrete layout and everything, and it was the beginning of the minimalistic concrete um uh retail design. 01:09:36.720 --> 01:09:40.159 And we even voted as like the best retail design spot on the second store. 01:09:40.319 --> 01:09:42.800 The first store we actually won the best fit out in Perth. 01:09:43.039 --> 01:09:45.439 Oh, well, at least the 300,000 Wednesday. 01:09:46.399 --> 01:09:51.359 Second store, it's like almost like 100 grand fit out, and it again people loved it. 01:09:51.439 --> 01:09:53.920 And oh my god, it looks like really high-end. 01:09:54.399 --> 01:09:57.199 This last store, we made a deal with with the shopping center. 01:09:57.279 --> 01:10:02.159 They paid the most basic shell, which cost them like 250 grand, but we didn't have to pay for that. 01:10:02.399 --> 01:10:04.720 And all we paid probably about 30 grand. 01:10:05.279 --> 01:10:13.680 We only installed the big um power lines in the middle of the store to lift off the whole thing, and the rest is just basically merchandising. 01:10:14.000 --> 01:10:18.159 Our merchandising, putting like artwork on the floor on the wall and stuff like that. 01:10:18.239 --> 01:10:19.760 It just creates a better impact. 01:10:19.840 --> 01:10:25.359 And we brought in a lot of elements from the old store that'll be it's still workable, like the bikes, stuff like that. 01:10:25.600 --> 01:10:34.800 Um, and it has the best wow factor out of all the three stores, which is like now it shows that me as a business owner, I'm way smarter with the way I spend my money. 01:10:34.880 --> 01:10:35.439 Do you know what I mean? 01:10:35.520 --> 01:10:44.319 Instead of like putting money into the feed out, let's build into the stock, stock that works because we're a very stock-dependent business, we're not a service business. 01:10:44.720 --> 01:10:52.239 With getting your brand out there, you've obviously got people who just walk past, they see it, they come in, you've got your repeat customers. 01:10:52.399 --> 01:10:54.560 How do you get your brand out there online? 01:10:54.960 --> 01:10:57.039 Are you running meta ads or are you doing more organically? 01:11:04.640 --> 01:11:07.359

You know, to help me with the ads, or I just had to learn it myself. 01:11:07.439 --> 01:11:09.520 And I'm like, look, I can learn this myself. 01:11:10.079 --> 01:11:14.960 Um and but it's comes down to like how much money do you want to spend on it? 01:11:15.199 --> 01:11:21.600 Like some brands, like represent, for example, they have over a thousand creatives running at once. 01:11:21.760 --> 01:11:24.640 Um, we probably have 10 creative ads at once. 01:11:24.720 --> 01:11:30.880 We probably spend about$100 a day, and even then, if I'm not getting any results, that's$100 I'm burning a day, right? 01:11:31.039 --> 01:11:33.279 So like I need to get that return. 01:11:33.439 --> 01:11:36.239 Um, and and that's something that I have to learn quickly. 01:11:36.399 --> 01:11:37.600 All right, what works? 01:11:37.760 --> 01:11:40.880 What sort of products are uh working online? 01:11:41.520 --> 01:11:44.399 So, and and that's the biggest shift to our own brand. 01:11:44.560 --> 01:11:48.720 Like 99% of our sales is basically our own brand online. 01:11:49.199 --> 01:11:54.399 Do you know that's the only brand because like, and and it's great because I have the most margin out of my my own brand. 01:11:54.560 --> 01:12:00.239 But if I'm putting luxury brands online, I'm losing the margin straight away almost immediately. 01:12:01.279 --> 01:12:06.000 Because then you got shipping costs, you've also got the card fees that can't be passed on anymore. 01:12:06.159 --> 01:12:07.600 There's just so many things that you can do. 01:12:07.760 --> 01:12:18.399 That's what luxury concept, like multi-brand um e-commerce stores, like the luxury brand, the luxury multi-brand e-commerce stores, they're struggling at the moment. 01:12:18.640 --> 01:12:25.279 You know, talking about Q before going into voluntary administration, I shopped there and I got a fair few things from there. 01:12:25.600 --> 01:12:31.279 What I found is every time I was getting emails, 30% off, 25% off, 30% off. 01:12:31.439 --> 01:12:40.239 And I feel that once you start that discounting culture, discounting, yeah, you can't come back from it because people expect it, they wait, it stops. 01:12:40.399 --> 01:12:42.800 It just it's that's what I limit with my productions. 01:12:43.039 --> 01:12:48.640 Like, thank fuck, like a lot of my products don't have to go down on sale, it's already sold out before sale time. 01:12:49.119 --> 01:12:54.159 So there's a term in industry, you know, liquidation before sale or and liquidation after sale. 01:12:54.399 --> 01:12:59.600 So when you find you want to find out what brand works for you, we look at that liquidation before sale. 01:12:59.680 --> 01:13:04.960 So for example, um at the time Stone Island was uh probably the biggest brand for us. 01:13:05.199 --> 01:13:08.319 And the liquidation before sale, they're run about 80%. 01:13:08.960 --> 01:13:11.760 And then after sale, it it sells out 100%. 01:13:12.000 --> 01:13:13.920 So that's a good a good brand to keep, right? 01:13:14.000 --> 01:13:20.479 What that means, liquidation before sale, is like how much product um percentage can you sell before it goes down on sale? 01:13:20.720 --> 01:13:22.560 So is that like a oh okay, yeah, yeah. 01:13:23.119 --> 01:13:23.520 You know what I mean? 01:13:23.600 --> 01:13:24.640 So what about pre-orders? 01:13:24.720 --> 01:13:26.319 How to pre-order, do you ever do any pre-orders? 01:13:26.640 --> 01:13:27.359 I love pre-orders. 01:13:27.520 --> 01:13:31.039 So you do pre-orders, and does that kind of secure the cash flow to give you the crypto? 01:13:31.279 --> 01:13:33.920 Yes, a lot of new brands, I would suggest this to new brands. 01:13:34.000 --> 01:13:34.239 Yep. 01:13:34.399 --> 01:13:37.840 Um, do your samples, do your photography and everything, and run pre-orders. 01:13:38.079 --> 01:13:39.439 And people really love it. 01:13:39.600 --> 01:13:43.119 They don't mind waiting a month, you know, to get the product. 01:13:43.279 --> 01:13:50.079 And to me, like it it just really if you don't have the cash flow, you don't have the capital to start a big production, do a pre-order. 01:13:50.319 --> 01:13:52.479 So that's literally what these massive brands were doing to you. 01:13:52.560 --> 01:13:55.439 They were like 30,000 minimum order, you're actually paying for them for the product. 01:13:55.600 --> 01:13:55.840 Good example? 01:13:56.800 --> 01:13:57.039 Yeezy. 01:13:57.439 --> 01:14:04.079 Kanye West, when he um released his Yeezy collection, they're all pre-orders basically, but he didn't announce it as pre-order. 01:14:04.319 --> 01:14:06.560 They weren't announcing it as it's actually pre-order. 01:14:06.640 --> 01:14:14.720 So they basically get the orders and then produce them based on the and I got my product six months or seven months after I placed the order. 01:14:14.800 --> 01:14:15.920 It's crazy. 01:14:16.079 --> 01:14:20.960 And with my pre-orders, I want to make sure it's only eight months, two months latest. 01:14:21.199 --> 01:14:25.920 Yeah, I definitely need to do that for what we're spowling because then that way you actually have confidence as well. 01:14:26.079 --> 01:14:27.199 What sizes do you need a order in? 01:14:27.439 --> 01:14:31.359 And if you want to try like a new product that you've never done before, it's a good way to kind of gauge it. 01:14:31.439 --> 01:14:32.479 Oh, this one hits. 01:14:32.640 --> 01:14:33.680 Do you know people like this? 01:14:33.760 --> 01:14:35.520 People really want this on pre-order. 01:14:35.680 --> 01:14:39.760 Um, a lot of my customers are so good, they're like, I want that, I want it down, I I want, I'll pre-order it. 01:14:39.920 --> 01:14:43.760 So that really helped me out as well, especially now we're focusing more on our own brand. 01:14:44.000 --> 01:14:47.199 I'm designing most of the products, all the products myself now. 01:14:47.439 --> 01:14:49.760 So now it's like it give me kind of reassurance. 01:14:49.840

--> 01:14:53.760 I'm like, all right, I'm heading the right direction, um, and I'll make the sample. 01:14:53.920 --> 01:14:58.399 And most of the time, like I'll the samples that I wear, and people are like, oh my god, I like where you're wearing. 01:14:58.560 --> 01:14:59.439 Boom, pre-order. 01:14:59.520 --> 01:15:00.479 It's crazy. 01:15:00.720 --> 01:15:15.199 I was just thinking, like, you've been in business for 13 years, and only now have you really felt like, you know what, this is where I can actually take all these lessons and just start nailing the business model, the designs, the community. 01:15:15.520 --> 01:15:19.359 When you look at the next decade of Cabinet Noir, where do you see yourself? 01:15:19.439 --> 01:15:26.880 Because you've done 20 to 30 was like breakdancing, 30 to 40 was all the trial and error, figuring out what the heck am I doing. 01:15:27.039 --> 01:15:33.359 Now you've kind of got those lessons, you've integrated so many experiences, you've got the network, the resources. 01:15:33.520 --> 01:15:35.680 Like, where is 40 to 50 taking you? 01:15:35.920 --> 01:15:39.920 Honestly, according to my psychic, I went to see a psychic, right? 01:15:40.079 --> 01:15:43.840 And that told me that, like, um, I'll be doing a lot of investments, apparently. 01:15:44.000 --> 01:15:45.359 So um, I don't know, dude. 01:15:45.439 --> 01:15:47.039 I I'm open to whatever. 01:15:47.199 --> 01:15:47.520 Do you know? 01:15:47.600 --> 01:15:51.359 I mean, I I I just like where life is taking me right now. 01:15:51.520 --> 01:15:52.159 Do you know what I mean? 01:15:52.239 --> 01:15:53.920 Like every decade I'm learning so much. 01:15:54.079 --> 01:15:58.079 And the 30s was like definitely an era of learning. 01:15:58.399 --> 01:16:03.199 20s of an era of just like doing whatever the fuck I want. 01:16:03.359 --> 01:16:06.079 Like as a dancer, I would just know direction at the time. 01:16:06.159 --> 01:16:09.600 There was no TikTok, there was no videos to steer you to the right direction. 01:16:09.680 --> 01:16:12.800 You just kind of like trying to figure out where to go. 01:16:13.359 --> 01:16:19.600 Um, so and and I feel like me being in my 40s, I stopped comparing myself to other younger people now. 01:16:19.760 --> 01:16:20.000 Do you know? 01:16:20.079 --> 01:16:25.279 I mean, back then, oh my god, so-and-so made it at the younger age of 20, whatever, right? 01:16:25.359 --> 01:16:29.920 And I'm I stopped doing that now because again, I've lived so many different experiences. 01:16:30.399 --> 01:16:33.520 Like you said, the 20s, I was down to the 30s, I was learning all this. 01:16:33.760 --> 01:16:38.479 40-50, I'm just kind of like, I'll I want to see this uh as a fresh start. 01:16:38.720 --> 01:16:44.000 It could also work negatively because the cabinet has been so um been there for so long. 01:16:44.319 --> 01:16:48.319 And I feel like people only want to support new brand, new things, you know. 01:16:48.399 --> 01:16:55.119 I

mean, they're like, and I've been in the industry so long, I feel like people are starting to lose, uh redirect their their attention elsewhere. 01:16:55.279 --> 01:16:59.039 But then again, I'm getting a lot of new customers that are starting to go learning about the brand. 01:16:59.119 --> 01:17:01.760 So now I'm focusing more on these new demographics coming in. 01:17:01.840 --> 01:17:03.119 Oh my god, I didn't know about Cameron. 01:17:03.359 --> 01:17:04.960 I'm gonna go, ah, these are the my people now. 01:17:05.119 --> 01:17:08.319 These are the people that I need to embrace, bring in, and and kind of like carry on. 01:17:08.479 --> 01:17:18.720 And um for me now it's like my excitement the next 10 years is probably like trying to do more products, design more products, and you know, just be a better designer. 01:17:18.800 --> 01:17:24.399 Um, I don't say I'm a designer, but I I know what I'm uh what I like and you know I know what looks good. 01:17:24.640 --> 01:17:29.920 So to me, I'm learning that as well, you know, what kind of like what sort of how to create a better collection? 01:17:30.159 --> 01:17:37.680 There's a lot to learn um right now, especially in this fashion business, and you almost have to put 10 times more effort than back then to get the same result. 01:17:37.840 --> 01:17:38.239 It's crazy. 01:17:38.319 --> 01:17:41.279 Like, it's never been easy to start, but it's hard to stay. 01:17:41.760 --> 01:17:42.479 Oh, 100%. 01:17:42.960 --> 01:17:47.119 Like everyone can go on AI, everyone can just build a website, vibe code this, do that. 01:17:47.199 --> 01:17:52.159 It's like, yeah, cool, but can you actually sustain three years, five years, ten years, twenty years three? 01:17:52.399 --> 01:17:53.760 I remember when I first started shop. 01:17:54.000 --> 01:17:59.119 Um, this guy, Mike who did my fit out, he showed me, Hey, do you do you have an exit strategy? 01:17:59.279 --> 01:18:01.039 I'm like, exit strategy, bro. 01:18:01.119 --> 01:18:02.159 We haven't opened the shop yet. 01:18:02.239 --> 01:18:04.720 You know, like at the time I was young and naive, right? 01:18:04.800 --> 01:18:14.640 Um, I didn't have that answer, you know, because like as when you start a business, you grow to hit your maximum profitability in th in three years, usually, and then it hit a plateau. 01:18:14.880 --> 01:18:18.399 So by the time in your seventh, eighth year, you're gonna notice a dip. 01:18:18.560 --> 01:18:19.840 That's when you want to exit. 01:18:20.000 --> 01:18:22.000 That's when you want to find a buyer, right? 01:18:22.079 --> 01:18:23.520 So what happens when you when it dips? 01:18:23.600 --> 01:18:26.399 You sell it, yep, you start again, it goes up like that. 01:18:26.560 --> 01:18:33.439 As a business owner, you need to kind of keep looking at exit strategies, like look at um Elon Musk with PayPal. 01:18:33.600 --> 01:18:38.720 He exited with PayPal, and then went to Tesla, went then to, you know, this, this, this, this, this. 01:18:38.880 --> 01:18:43.840 Most business owners, entrepreneurs, they have a lot of sort of the exit in mind. 01:18:44.000 --> 01:18:44.560 Do you know what I mean? 01:18:44.640 --> 01:18:46.319 If someone asks, hey, what's your exit number? 01:18:46.479 --> 01:18:46.880 I know it. 01:18:47.039 --> 01:18:49.279 Like$30 million, that's my exit number, right? 01:18:49.520 --> 01:18:54.079 So is that kind of your North Star that like if you did hit X amount, that would be. 01:18:54.399 --> 01:18:58.800 I mean, I was offered a lot of money um seven years ago. 01:18:58.880 --> 01:19:04.159 I I remember suits their own, like, like these guys in suits come to to show, hey, I want to meet you. 01:19:04.239 --> 01:19:07.680 I'm from this company, and they own big chain stores in Australia. 01:19:07.760 --> 01:19:11.119 They want to take Cabin Noir to become the next big chain store. 01:19:11.439 --> 01:19:12.960 And what made you say no? 01:19:13.840 --> 01:19:14.800 Young and naive. 01:19:14.880 --> 01:19:18.880 I'm like, this is my shit, this is my baby, I'm gonna create my own thing, you know what I mean? 01:19:18.960 --> 01:19:23.520 And and looking back, I'm like, man, like if I had a mentor at the time, bro, exit. 01:19:23.680 --> 01:19:26.720 Because once you have more capital, you can start again. 01:19:26.960 --> 01:19:28.479 Because the brand is not you. 01:19:28.640 --> 01:19:29.760 You are not the brand. 01:19:29.920 --> 01:19:30.399 Like, right? 01:19:30.479 --> 01:19:33.199 So you can start again, like you can start a new brand. 01:19:33.359 --> 01:19:35.039 Because you know, you are the creative. 01:19:35.119 --> 01:19:40.640 You know, you could like look at all the creative directors that are rebranding through different brands, you know. 01:19:40.800 --> 01:19:43.199 Anyways, dumb, young and dumb and naive. 01:19:44.560 --> 01:19:46.079 I've missed a multi-million dollar deal there. 01:19:46.239 --> 01:19:47.039 I'm like, fuck. 01:19:48.000 --> 01:20:02.159 It's a heavy topic, but it is a reality that a lot of us need to face is if you don't know how to sustain profitability and keep that business being a cash engine for you, then yeah, what is your extra strategy? 01:20:02.319 --> 01:20:06.560 When do you know at what stage, like maybe this is the best time to get out? 01:20:06.800 --> 01:20:11.439 Because what happens is you start going, oh yeah, this is great, then it goes backwards, and then you keep putting more money into it. 01:20:11.600 --> 01:20:13.520 You're hoping, please, please, please pick up. 01:20:13.920 --> 01:20:16.000 Yeah, but how far until you pivot? 01:20:16.239 --> 01:20:16.800 Do you know what I mean? 01:20:16.880 --> 01:20:20.159 Like your ego will tell you to stay, yeah, keep trying. 01:20:20.479 --> 01:20:23.279 Um, and and you know, I had that moment too. 01:20:23.359 --> 01:20:25.279 I'm like, do I exit now? 01:20:25.439 --> 01:20:27.600 It's like, you know, these brands are not working.

01:20:28.079 --> 01:20:40.720 And is that when you have to like really go, okay, I need to truly shake it up and innovate, or I need to just and and and that's truly when when I go, all right, you know what, that is my calling to actually just push 100% on Cabinet Noir. 01:20:41.039 --> 01:20:43.520 Like, you know, even yesterday I just redid my whole website. 01:20:43.680 --> 01:20:50.159 Before I had like all these brand, and and now when you go to our website, it's just solely Cabinet Noir focus. 01:20:50.319 --> 01:20:52.319 Like people are like immersed into the like you still have to be. 01:20:52.560 --> 01:20:54.560 I'm coming here for the Cabinet Noir brand world. 01:20:54.800 --> 01:20:55.039 Yes. 01:20:55.119 --> 01:21:08.560 So I'm like, I stopped kind of again, it's a it's a hard pill to swallow because I spent 12 years getting all these crazy brands into the store, which you know, I still want to do, but and but at a small amount percentage, right? 01:21:08.640 --> 01:21:20.800 It's like, you know, when you know, uh it's I still want to have my my caviar option there, you know, these are like optional for people to kind of enjoy it, but 99% of the bulk of it will be Cabernet Experience, Cabernet World. 01:21:20.960 --> 01:21:25.199 And this is something that I'll be working on the next maybe three, four, five years, ten years. 01:21:25.520 --> 01:21:33.920 What's the most valuable lesson or piece of advice that you've received in the last 13 years of business? 01:21:34.319 --> 01:21:34.800 Advice? 01:21:34.960 --> 01:21:37.119 No one gave me most valuable advice. 01:21:37.199 --> 01:21:37.840 I have to learn it much. 01:21:38.159 --> 01:21:39.680 Okay, so you fell flat on your face. 01:21:39.760 --> 01:21:41.039 What did you learn when you were down there? 01:21:41.359 --> 01:21:41.840 But you know what? 01:21:41.920 --> 01:21:44.880 It's like I look at what people's done wrong. 01:21:45.119 --> 01:21:46.960 I'm up here, my role models. 01:21:47.039 --> 01:21:55.520 Like, I travel, you know, to Paris and I see like these people I look up to, and I look at like, why did they close that amazing store that I aspired to be for the longest time? 01:21:55.760 --> 01:21:56.000 Right? 01:21:56.079 --> 01:21:57.680 A big one was Colette in Paris. 01:21:57.760 --> 01:22:03.600 You know, when she shut down Colette, I'm like, oh my god, that is like the best store in the world, basically saying, I'm out. 01:22:03.760 --> 01:22:04.399 Do you know what I mean? 01:22:04.479 --> 01:22:08.239 That's crazy to see Colette just shut off like her store like that. 01:22:08.479 --> 01:22:10.560 Um, and to me, like, oh, what is she doing wrong? 01:22:10.640 --> 01:22:11.279 What did she do? 01:22:11.439 --> 01:22:12.960 And I thought she was doing really well. 01:22:13.119 --> 01:22:18.159 And then I look at other stores like, you know, they're doing um, they're doing really well. 01:22:18.319 --> 01:22:19.279 Oh, you know what? 01:22:19.439 --> 01:22:27.520 It's because now instead of trying to target everyone, trying to please everyone, just trying to please that one small demographic. 01:22:27.680 --> 01:22:32.640 And to me, that is my my new kind of advice for myself and also for new brand owners. 01:22:32.720 --> 01:22:33.920 Don't try to please everyone. 01:22:34.079 --> 01:22:36.159 Don't have make a collection for everybody. 01:22:36.239 --> 01:22:38.720 Make a collection for one particular person. 01:22:38.960 --> 01:22:42.800 If someone just likes wearing anime, design anime shit for that person. 01:22:42.960 --> 01:22:47.840 Speak to just one person rather than trying to speak to be relatable to for everybody. 01:22:48.000 --> 01:22:48.560 Do you know what I mean? 01:22:48.640 --> 01:22:56.640 I think that's the biggest advice that I'm, you know, uh, again, so it it reflects on our collection as well, instead of trying to please everybody. 01:22:56.880 --> 01:22:59.119 Because I get everyone's like, why are you getting high collar? 01:22:59.199 --> 01:23:00.479 Why don't you do like a lower neck collar? 01:23:00.640 --> 01:23:01.359 Why don't you do this fit? 01:23:01.439 --> 01:23:02.479 Why don't you do that fit? 01:23:02.720 --> 01:23:07.920 And I'm like, look, there's other brands you can hit you you can buy from that for that particular product. 01:23:08.079 --> 01:23:10.239 This is where we're going, this is my direction. 01:23:10.319 --> 01:23:11.920 I want it to be like that. 01:23:12.079 --> 01:23:14.399 And I feel like it's working a lot better for us now. 01:23:14.560 --> 01:23:18.800 People can relate to it more than before, where it was just like trying to please everyone. 01:23:18.960 --> 01:23:22.399 When I had 80, 90 brands, I'm like, I was just trying to please everybody. 01:23:22.880 --> 01:23:26.960 Yeah, I think that's very transferable advice across all industries. 01:23:28.079 --> 01:23:41.520 We're in a different kind of consumer world where if people are gonna spend money, they want to spend it with the best value, the specialist, because you know that customer will appreciate it, they'll value it, they'll keep coming back because you've done such a good job. 01:23:41.840 --> 01:23:44.000 Be known for one thing rather than be known for like many things. 01:23:44.239 --> 01:23:44.720 Do you know what I mean? 01:23:44.800 --> 01:23:46.239 Be that you're still trying to figure that out. 01:23:46.399 --> 01:23:48.720 Yeah, you're doing it way too many things. 01:23:49.039 --> 01:23:49.600 I know. 01:23:49.840 --> 01:23:51.039 We'll find out one day. 01:23:51.279 --> 01:23:52.720 That is my delusional thing. 01:23:53.359 --> 01:24:16.640 I think if I look at it, like maybe and this is you as well in your 20s to 30s, it's like you're just trialing and figuring it out and you're just having fun, and just I think because of social media, I put a lot of pressure on myself that like, I've got to have it figured out and I've got to use this time wisely because I

am ahead of most people my age and I don't want to, you know, and then sometimes you're like, you forget to live, but then you don't want to live too much to the point where you lose. 01:24:17.119 --> 01:24:17.600 That's the thing, right? 01:24:17.760 --> 01:24:19.760 I I don't believe in work-life balance. 01:24:19.920 --> 01:24:22.640 If you want to stay where you are, work-life balance is great. 01:24:22.800 --> 01:24:33.520 But if you want to progress, if you want to push your business to the next level, you have to be obsessive with your business to a point where your health might suffer, your relationship will suffer, everything else will suffer. 01:24:33.680 --> 01:24:38.720 Because do you know in the video game you see like when you pick a character, there's like strength, agility, all that, right? 01:24:39.119 --> 01:24:41.760 You don't get an all-you can't just have that all level. 01:24:41.840 --> 01:24:46.960 You have to push, like, all right, if you want to make your own custom character, what do you want that person to be strongest at? 01:24:47.039 --> 01:24:48.239 Oh, armor, defense. 01:24:48.319 --> 01:24:50.399 Like, push all the points onto defense. 01:24:50.560 --> 01:24:51.279 Same thing with life. 01:24:52.159 --> 01:24:52.720 Yeah, attractive. 01:24:53.680 --> 01:24:54.079 Hilarious. 01:24:54.239 --> 01:24:57.840 Um, I look at it like that, you know, like where do you want your life to be? 01:24:58.000 --> 01:25:00.479 If you want, like, I love quoting Jim Rohn. 01:25:00.640 --> 01:25:04.000 Um, Jim Rohn is uh Tony Robbins' mentor. 01:25:04.159 --> 01:25:11.680 And uh when I'm like at my lowest point, I'll watch Jim Rohn's um YouTube videos, and you know, there's like a lot of content on Jim Rohn. 01:25:12.079 --> 01:25:17.760 He said, like, if you want to be rich, study finance, study, you know, wealth. 01:25:17.920 --> 01:25:20.239 If you want to be happy, study happiness. 01:25:20.479 --> 01:25:21.520 As simple as that. 01:25:21.600 --> 01:25:22.800 What is your priority right now? 01:25:22.880 --> 01:25:24.800 If you want to be healthy, study health. 01:25:24.960 --> 01:25:25.520 Do you know what I mean? 01:25:25.600 --> 01:25:27.680 So focus on what you want to achieve. 01:25:27.840 --> 01:25:30.479 And and I just want to get my abs back at the moment. 01:25:30.560 --> 01:25:33.520 So I'm really focusing on my health, my macros, my gym. 01:25:33.760 --> 01:25:35.840 And that's whereas before it was all about money. 01:25:36.159 --> 01:25:39.760 And so it was investing, it was what are we doing to make more money? 01:25:39.840 --> 01:25:50.880 And so I think there's because of the ADHD, you do get shining object syndrome, but I feel like the gift is when you lock in and you figure out that thing, everything else disappears. 01:25:51.039 --> 01:25:53.600 Yes, until you get distracted and you start locking in other stuff. 01:25:53.760 --> 01:25:55.039 Oh, that is my weakness. 01:25:55.119 --> 01:25:58.319 Like, I just cannot be obsessed over one thing long enough. 01:25:58.399 --> 01:26:01.119 I mean, look at my dance career, I'm like 10 years, all right, done. 01:26:01.199 --> 01:26:02.159 And now I'm obsessed with this. 01:26:02.399 --> 01:26:03.359 I actually find that too. 01:26:03.439 --> 01:26:08.479 I think a lot of a lot of people can probably relate with the ADHD thing. 01:26:08.560 --> 01:26:14.720 It's like, I love this, it's super exciting, it becomes my whole life, and then just one day you wake up and you're like, nah, I don't want this. 01:26:15.039 --> 01:26:19.119 And that's why you need an integrator and executor. 01:26:19.199 --> 01:26:23.199 Someone, you are the visionary, you need someone who can take your idea and finish it. 01:26:23.439 --> 01:26:25.279 I need a Capricorn in my life. 01:26:25.600 --> 01:26:28.720 I thought you said you needed cancers because that's the only one, or is that the one life? 01:26:29.039 --> 01:26:31.920 No, no, yeah, Cancerians are very emotional based. 01:26:32.000 --> 01:26:35.760 Capricorn's very like strategic and they're the great business people. 01:26:36.479 --> 01:26:36.960 Interesting. 01:26:37.119 --> 01:26:38.880 Well, Ed, I've absolutely loved talking to you. 01:26:38.960 --> 01:26:39.439 Thank you so much for. 01:26:40.399 --> 01:26:41.039 Thanks for having me. 01:26:41.359 --> 01:26:46.079 Where is the best place for people to find you, connect with you, buy from Cab if they are interested? 01:26:46.319 --> 01:26:50.000 Um, look, just come and find me at Cabernet Noir store in Caranop Shopping Center. 01:26:50.079 --> 01:26:52.960 We're on level one, we're in a food court, which is a unique space. 01:26:53.039 --> 01:26:54.800 You'll be like, why are you guys in a food court? 01:26:54.960 --> 01:26:56.960 But once you step into our store, you kind of get it. 01:26:57.119 --> 01:27:01.600 We have the most beautiful view on a terrace and everything, and and we're so welcoming, man. 01:27:01.760 --> 01:27:03.199 Like you just feel free to come in. 01:27:03.279 --> 01:27:12.159 And if you love fashion or if you love clothes, you just want to have chat, you love business and love life, just come for a yarn and and have a look what we're doing. 01:27:12.239 --> 01:27:21.760 Um, because what we're doing is truly, I think, is unique to our market, and I really want to change um our scene and our you know market with you know doing what we're doing. 01:27:21.840 --> 01:27:27.359 Because without, like, if you stop doing it, I feel like there's gonna be less and less uh drive for fashion. 01:27:27.439 --> 01:27:33.199 And and I really want people to kind of aspire and just kind of um explore the fashion world. 01:27:33.520 --> 01:27:34.159 Awesome. 01:27:34.319 --> 01:27:37.840 Well, I'll definitely be back at CAB, figure out what we're gonna do with these hoodies. 01:27:38.079 --> 01:27:43.039 You thank you so much for tuning in to today's episode, and I will catch you next week. 01:27:43.199 --> 01:27:43.840 Bye.