THAT Video
A Half Million Views Later
If you're reading this, there's a good chance you found your way to my website by watching "CRAFTED: I Quit My Job in Finance to Make Custom Jeans" on YouTube. And if you haven't, please check it out here:
That video was shot by Max and Lena of Raw & Refined, and it turns out they told my story better than I could have told it myself. The backstory is that they were building a YouTube channel about makers, found me on the internet, and asked me to be in their first video.
I said yes, but I had no expectations. I thought perhaps it would get a couple hundred likes. Maybe a thousand. If you told me it would get 10,000 views, I'm positive my head would have exploded.
Well, here we are six months later and we've broken a half million views. Cue the explosion. (Read what it's like to go viral here.)
The upshot - the video allowed me to take the next steps. After a decade of being a one-man brand, I stopped sewing every pair myself and started leaning into new roles: namely, design and marketing.
What I've Learned Since
Here are my key takeaways since the video dropped:
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Quality matters most. People connect with the fact that we don’t skip steps. Every decision has been intentional. It has taken time, and it’s been worth it.
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Authenticity wins. My customers don’t just want great jeans. They want to know me, my story and the values behind the brand.
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Raw is king... Clients connect with the beauty, sustainability and story that raw denim tells.
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...but more is needed. AND, they don't want me to rest on my laurels. New fits, new feels, new fabrics are still aligned with who we are.
So, that's my job today. To build what's next. FITTED Underground will always stand for craftsmanship and quality, but I also want to have a clear design aesthetic inspired by American workwear combined with the creativity of Brooklyn, and to provide great value to our customers.
How You Can Help
Which brings me to - you. We're doing something different here. We're a slow fashion brand swimming against the fast fashion current. So if you resonate with me, the brand and its values, here's what you can do to help:
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Give me feedback. If there’s something we could be doing better—or something you love and want more of—tell me. Staying close to our customers is something we've taken to heart and live by. We'd love to hear from you.
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Share the video. If it moved you, move it. Send it along to family, friends, or post it on relevant message boards. I believe we're building something of integrity and value, and we're doing it right here in Brooklyn, NY. Your voice can help amplify that.
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Follow along. Like, subscribe, sign up for the newsletter. It helps us stay connected, and it gives you a direct line to what’s next.
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Shop with us. Every dollar goes right back into the business—to pay our team, source better fabrics, and keep the lights on.
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Leave a review. Dropping a review makes a huge difference in helping others discover us.
The video opened a door, but I know its momentum won’t last forever. It's on me to continue to develop thoughtful designs and timeless products. And as we take our next steps, I’m deeply grateful to have you be a part of our story.
