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How to Start a Clothing Brand from Scratch: A Beginner’s Guide

Starting a clothing brand can feel overwhelming, but the truth is, there’s no single “right” way to do it. This guide outlines the essential steps to get started and what I’ve learned along the way. I’ll keep updating this post as I think of more to add.

General Tips for Starting a Clothing Brand

  • You’re competing with yourself, not anyone else. Focus on improving your work rather than comparing yourself to others.
  • Most ideas have already been done—so how can you do it better? Find ways to reinterpret ideas and make them uniquely yours.
  • There’s a customer out there for everything. It’s all about finding and connecting with them.

Essential Tools You’ll Need

  • Adobe Photoshop (or alternatives like Canva or Photopea) – For designing graphics, mockups, and product images.
  • BigCartel or Shopify – BigCartel offers a free plan, while Shopify is more feature-rich for long-term growth.
  • Your own clothing for mockups – Using pieces you already own makes it easier to visualize your designs.
  • Polymailers, Boxes, and Packing Tape – For shipping your orders.
  • Printer or Thermal Label Printer – For printing shipping labels.

Step 1: Choosing a Brand Name and Identity

  • Start with a name that feels authentic and meaningful. Avoid clichés and overly derivative ideas. Consider how the name sounds aloud and how it fits into your vision.
  • Sketch a logo by hand or experiment with fonts. Your handwriting doesn’t need to be perfect—imperfections can feel personal and authentic.
  • Think about your tone. What does your brand stand for? What message are you communicating? This should shape every decision you make, from product descriptions to social media captions.

Step 2: Setting Up Your Online Store

  • If you’re starting small, use BigCartel for its free plan, which allows a few products with minimal fees.
  • If you’re ready for more customization and growth tools, Shopify is ideal for scaling your business and offers a broader range of design features and marketing tools.

Step 3: Designing Your Products

  • Use flat-lay photos of clothes you already own and love to create mockups. This provides a solid base for your design process.
  • Remove existing graphics or imperfections in Photoshop using the Spot Healing Brush or Content-Aware Fill.
  • Create high-quality mockups by separating the garment from the background using the Object Selection Tool.
  • Experiment with sketch-based designs or existing artwork. Tools like Threshold and Liquify in Photoshop can help create unique graphics.

Pro Tip: Aim for realistic mockups instead of flat vector mockups. Realism helps communicate the final product better and avoids confusion with your audience.

Step 4: Preparing for Production

  • Once your design is finalized, scale your canvas to 10x10 inches at 300ppi for web use and export as a PNG for your website and a JPEG for social media.
  • Keep product names simple yet expressive.
  • Write clear product descriptions focused on facts and materials, such as:
    • 100% Cotton
    • Drop Shoulder Fit
    • Heavyweight; 300gsm
  • Pricing: Set prices that balance accessibility and profitability. Remember, pricing too low can undervalue your work and limit future growth.

Step 5: Finding a Supplier

Send your flat-lay mockups, artwork files (PDF), sizing details, and any reference images to a supplier.

Focus on suppliers who offer:

  • Low minimum order quantities (MOQ)
  • Sampling options without bulk commitments
  • Good communication
  • Lead times under two months

Most suppliers will be overseas due to their infrastructure and experience with smaller orders. Communicate clearly with reference images and as much detail as possible. Don’t be afraid to over-explain your vision.

Sample Costs: Expect to pay between $50-$300 depending on materials and complexity.

Step 6: Preorders vs. In-Stock Drops

Why Preorders?

  • They allow you to fund production without holding excess inventory.
  • They minimize financial risk, especially when testing new designs.
  • They help gauge demand before placing bulk orders.

Why In-Stock?

  • Creates urgency and “sell-out” hype.
  • Provides a quicker turnaround for customers.
  • Better suited for brands with consistent demand and production budgets.

If you’re just starting out, preorders are highly recommended since they allow for lower risk and help manage cash flow while building your audience.

Step 7: Marketing & Promotion

  • Build an Email List: Start a newsletter early using platforms like Klaviyo or Mailchimp to keep your audience updated on releases and exclusive content.
  • Instagram: Use 4x5 ratio at 300ppi for posts and 9x16 ratio for stories. Post frequently and tell the story behind your designs.
  • Meta Ads: Try boosting existing posts for around $5-$25 per day and focus on key releases.
  • Other Platforms: Pinterest, Facebook, and TikTok can also help depending on your audience.

Step 8: Production & Fulfillment

  • Once your preorder period ends (1-2 weeks recommended for new brands), place a bulk order for roughly double the units sold during the preorder.
  • Use polymailers or branded boxes for shipping.
  • Ship in chronological order to prioritize early supporters.

Step 9: Post-Drop Adjustments & Refinement

After a few successful drops, focus on refining the overall experience:

  • Consider upgrading to custom packaging, woven labels, and hangtags.
  • Request fabric swatches from your supplier to test higher-quality materials.
  • Fine-tune your website’s branding with premium themes and a more cohesive design.

Step 10: Legal & Financial Setup

  • Register Your Business: Choose a legal structure (LLC, sole proprietorship, etc.) and register your brand name to protect it legally.
  • Get an EIN: If you’re in the U.S., apply for an Employer Identification Number (EIN) for tax purposes.
  • Trademark Your Brand: If you plan to expand, consider trademarking your name and logo to avoid legal issues.
  • Open a Business Bank Account: Keep personal and business finances separate for easier accounting and tax purposes.
  • Understand Taxes: Research sales tax regulations in your region, especially for online businesses selling across states or internationally.

Step 11: Developing Your Brand’s Identity Further

  • Create a Mood Board: Build a visual representation of your brand’s inspiration, color palette, textures, and mood. This helps maintain a cohesive vision.
  • Define Your Core Values: Write down 3-5 principles your brand stands for (e.g., sustainability, storytelling, craftsmanship).
  • Refine Visual Elements: Your logo, fonts, color choices, and imagery should all feel cohesive and intentional.

Step 12: Packaging & Unboxing Experience

  • Branded Packaging: Custom polymailers, tissue paper, and thank-you cards create a memorable experience.
  • Include a Personal Touch: A handwritten thank-you note or a free sticker can go a long way in customer retention.
  • Sustainable Options: If possible, use eco-friendly packaging materials and promote your sustainability efforts.

Step 13: Quality Control & Customer Experience

  • Inspect All Inventory: Before shipping, ensure items match the sample and meet your quality standards.
  • Product Photos: Take detailed, high-quality images showing the garment from multiple angles, including close-up shots of texture and detailing.
  • Size Guides: Provide accurate measurements for every garment and include a visual size chart to reduce returns.
  • Customer Service: Have a clear return/exchange policy and respond to inquiries promptly.

Step 14: Scaling & Expanding Your Brand

  • Expand Product Offerings: Once you’ve established a strong foundation, consider expanding into accessories, outerwear, or collaborations.
  • Consider Wholesale: Explore the possibility of wholesaling your products to local boutiques or specialty retailers.
  • Collaborations: Work with other small brands, artists, or influencers to create limited-edition pieces and expand your audience.
  • Event Presence: Consider participating in pop-up shops or fashion markets for in-person engagement and direct sales.

Step 15: Community Building & Storytelling

  • Share Your Journey: Use platforms like Instagram, TikTok, and a blog to share behind-the-scenes content, design insights, and personal stories.
  • Customer Interaction: Engage with your audience through Q&As, polls, and open feedback on product designs.
  • User-Generated Content: Encourage customers to share photos wearing your products and repost them to build community.

Step 16: Sustainability Considerations 

  • Ethical Production: Work with suppliers who meet fair labor standards and disclose this in your brand story.
  • Low-Waste Packaging: Use compostable bags or recycled materials.
  • Transparent Sourcing: Highlight the origin of your fabrics and ethical considerations in your product descriptions.

Final Advice: Trust the Process

  • Stay Flexible: You’ll learn and adapt as you go. Your first drops don’t need to be perfect.
  • Consistency is Key: Focus on gradual, sustainable growth rather than instant success.
  • Keep Learning: Stay updated with fashion trends, production techniques, and marketing strategies.

Starting a clothing brand is both an art and a business. Keep pushing forward, learn from every drop, and stay connected with your audience. If you stay true to your vision, the right audience will find you.

- M