Eric Steffen
Jan 2025
On December 27, 2024, Max and Lena of NYC Live posted a video on YouTube to kick off their series about makers. The video, titled “CRAFTED: I Quit My Job in Finance to Make Custom Jeans,” is a 20-minute feature documenting me sewing a pair of jeans while reflecting on the journey of building my brand over the past decade.
And the response? Incredible. In just three weeks, it’s racked up over 200,000 views, and Max is confident it will hit a million by summer.
To say I wasn’t expecting this would be a massive understatement. Historically, my YouTube posts have performed about as well as a drunk ballerina—amusing, but ultimately underwhelming.
This time, views have turned into visits, likes, and most importantly, sales. It’s been overwhelming in the best possible way. A huge thank you to everyone who has connected with me and the brand—your support means everything!
So what does going viral feel like? I’m a terrible surfer, but I’ve spent a few hours sitting in the ocean, waiting for the right wave. Imagine practicing for years, catching lots of tiny waves, honing your craft, and then one day ... a tsunami appears. You don’t see it coming — it just shows up. So you do what you’ve done a thousand times before: you jump up and you surf like your life depends on it.
It’s exhilarating. It’s exhausting.
But the real trick is using this momentum to become a better surfer. That doesn’t mean chasing tsunamis every couple of years, but learning how to ride larger waves more consistently.
That’s my focus now as I work on taking FITTED Underground from a micro-brand to a proper small business. This means developing a full product line while maintaining the custom and bespoke options that define what I do. It also means staying true to my core values: quality, integrity, and passion in everything I create.
So, thanks for your support, and cheers to what’s next.
Onward!
– Eric