Fibs Co. - Connor Wood ($80K+ Sales)
Connor's brand lives at the intersection of internet humor and satire, with a familiar West-side guy vibe (yes, he lives in Venice) that fits his deadpan, confidently wrong (in a way that almost feels gaslight-y?) comedic delivery.
But the real magic of his appeal is simpler: he makes people feel like they’re hanging out with their funniest friend on a Saturday. Who doesn't love that Saturday with friends feeling? Laughter, no stress, maybe 1 or 2 drinks too many, and inside jokes that don't need to be explained.
'No vibe checks on Saturdays' is a phrase Connor coined that quickly became an inside joke among his audience, so we built it directly into the product line.
With a focus on premium quality while maintaining strong margins, we developed a simplistic creative direction inspired by his effortless LA beach-boy aesthetic and the understated humor that defines his online presence. The result was a collection that felt like belonging to a friend group instead of buying a product.
We leaned into the visual world of his actual life: Santa Monica, hot dogs, grainy sun, friends, laughter, the boardwalk, and arcade colors.
The world was joyful and familiar in exactly the way the best Saturday should feel.
"Thank you so much! For everything. Just got off with UTA they're over the moon."
-- Connor Wood after hitting $24k in sales in 4 hours
02. what he needed
Connor had a highly engaged audience and a strong personal brand, but had never done a merch drop or launched any type of physical product before.
He needed:
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brand building
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Shopify build + merchandising
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product development + sourcing
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vendor and production coordination
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margin planning & inventory forecasting
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analytics
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marketing strategy + posting cadence
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customer service support
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fulfillment oversight
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clear communication with his team
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and all the approvals, updates, and reporting post-launch
We knew he also needed a world:
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with a color palette that feels sun-worn and familiar
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premium blanks that fit what his audience wears; casual weekend staples
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visuals that feel like carefree Venice/Santa Monica
03. what we delivered
Creative & Brand Direction
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Built the brand around “Saturday vibes”
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Crafted a lifestyle brand instead of standard creator merch
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Developed a cohesive color palette + graphic direction
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Candid, modern visuals to match his coastal brand
Product Development
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Kept margins high without sacrificing quality by balancing premium & elevated tees, hoodies, and hats with low-cost designs
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High demand designs based on research including grey oversized sweatshirts, neutrals, truckers and corduroy caps
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Oversized fit + fabric based on audience analysis
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Colorways that match Connor’s tone
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Full production coordination and timelines
Shopify & Backend Setup
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Complete store build, merchandising, and navigation
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IG Shopping troubleshooting when his account couldn’t tag products
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Discount codes
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Cart analysis + abandoned-cart retargeting
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Analytics setup + access for Connor and his management team
Launch Management
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Timeline planning
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Inventory forecasting
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Content assets, strategy, & posting cadence (IG + TikTok)
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Real-time performance updates during launch
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Pre-order strategy
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Full-run forecasting and over-order planning
Fulfillment & Logistics
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Created and managed orders
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Managed printing + delivery timing
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Communicated shipping expectations for fans
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Coordinated fulfillment using ShipStation
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Flagged low stock on high-performing SKUs
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Guided restock positioning
04. product world
This collection had one goal: make his audience feel like they’re in the friend group.
Each piece leaned into:
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nostalgia
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coastal LA
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understated humor
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relaxed, weekend silhouettes
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wearable, gender-neutral basics
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trending oversized fits
SKU highlights:
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embroidered trucker & corduroy hats
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premium-weight tees
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relaxed hoodies
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a neutral but fun color palette
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graphics meant to be a subtle nod to his audience
05. launch
Oh, it kicked off.
We reached $24K in the first 4 hours.
Had strong AOV from multi-item carts.
Fans excited about the 'world' just as much as the products.
Behind the scenes, we handled:
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IG tagging issues (workarounds + troubleshooting)
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Podcast discount codes
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Cart behavior analysis + retargeting
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Email access across teams for Google Analytics
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Customer expectations during staggered fulfillment
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Post-launch sales strategy (e.g. opening pre-order sales on sold out SKUs)
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Full-run order planning and execution
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Redirecting fan DMs to proper support channels
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Post-launch reporting and recommendations
06. the results
$80,459.32+ in launch revenue
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Top SKUs sold out in 48 hours
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High cart values
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Repeat customer behavior identified & tracked
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Retargeting marketing that boosted sales and sold out remaining items
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Clear reporting + analytics for Connor and his management team at UTA
Fans raved about the launch and most importantly, loved the pieces.
Connor got a direct-to-consumer brand that brought to life his existing coastal, funny guy brand, allowing his fanbase to connect to both him and one another.
