Join the Cult

"Join the cult"

This is the line written above the email sign up on Nude Project's store page.

Here's why I love it:

It's an extreme way of saying exactly what I've been trying to say the whole time:

It's all about cultivating community!

What I've noticed is this:

Having a mindset tuned towards community above selling a product makes the difference.

It changes the way you market,

the way you serve

and what your brand outputs.

Everything from content creation to the product itself is affected.

Whenever I come across a streetwear brand's instagram or store page, it's clear where their mindset is at.

And it's clear to your customers as well!

My point is this:

Start with the clothing, and every output will be product focused.

Start with the community, and the clothing product becomes just one expression of identification.

Hint: a community forms when the brand invites them to.

It's your choice.

Truly,

Elijah