Dean's Art Gallery

If there's more to your clothing than the clothing itself, tell us what it is!

My friend Dean loves art.

In 2010, Dean started a hole-in-the-wall art gallery.

What a way to gather a community of creatives around a common identity!

Soon after, this evolved to be what would become Dean's streetwear brand:

Something Wonderful, it's called.

First, the community had it's Big Idea: art

And now it has the product: the clothing

(in that order)

The Something Wonderful brand continues to cultivate a community of artists, just as Dean's art gallery did!

And they do it by clearly and consistently communicating their Big Idea.

It looks like using Instagram as a platform to:

Collaborate with artists

Interview artists and share their stories

Share inspiring work of other creatives.

Here's the thing:

Streetwear is about more than clothing.

It's about the lifestyle behind the clothing.

Or as I like to call it, your brand's 'Big Idea'.

That's what makes it cool.

That's what makes it desirable.

And it's the groundwork for your community.

Without it, it's hard to have any of those things.

By sharing a Big Idea,

clearly and consistently,

brands like Something Wonderful attract loyal customers of common identity

that ultimately become the community.

See if this helps:

Reply to this email with the 'Big Idea' behind your clothing.

A sentence, or even a single word is fine!

I'll give you one immediately implementable way you can clearly and consistently communicate it to your audience.

Truly,
Elijah

P.S. Dean's Art Gallery story was shared with permission. Thank you Dean! <3