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 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:
-
brand building
-
Shopify build + merchandising
-
product development + sourcing
-
vendor and production coordination
-
margin planning & inventory forecasting
-
analytics
-
marketing strategy + posting cadence
-
customer service support
-
fulfillment oversight
-
clear communication with his team
-
and all the approvals, updates, and reporting post-launch​
​
We knew he also needed a world:
-
with a color palette that feels sun-worn and familiar
-
premium blanks that fit what his audience wears; casual weekend staples
-
visuals that feel like carefree Venice/Santa Monica
03. what we delivered
Creative & Brand Direction
​
-
Built the brand around “Saturday vibes”
-
Crafted a lifestyle brand instead of standard creator merch
-
Developed a cohesive color palette + graphic direction
-
Candid, modern visuals to match his coastal brand
​​
​
Product Development
​
-
Kept margins high without sacrificing quality by balancing premium & elevated tees, hoodies, and hats with low-cost designs
-
High demand designs based on research including grey oversized sweatshirts, neutrals, truckers and corduroy caps
-
Oversized fit + fabric based on audience analysis
-
Colorways that match Connor’s tone
-
Full production coordination and timelines
​​
​
Shopify & Backend Setup
​
-
Complete store build, merchandising, and navigation
-
IG Shopping troubleshooting when his account couldn’t tag products
-
Discount codes
-
Cart analysis + abandoned-cart retargeting
-
Analytics setup + access for Connor and his management team
​​
​
Launch Management
​
-
Timeline planning
-
Inventory forecasting
-
Content assets, strategy, & posting cadence (IG + TikTok)
-
Real-time performance updates during launch
-
Pre-order strategy
-
Full-run forecasting and over-order planning
​​
​
Fulfillment & Logistics
​
-
Created and managed orders
-
Managed printing + delivery timing
-
Communicated shipping expectations for fans
-
Coordinated fulfillment using ShipStation
-
Flagged low stock on high-performing SKUs
-
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:
-
nostalgia
-
coastal LA
-
understated humor
-
relaxed, weekend silhouettes
-
wearable, gender-neutral basics
-
trending oversized fits​
​
​​
SKU highlights:
-
embroidered trucker & corduroy hats
-
premium-weight tees
-
relaxed hoodies
-
a neutral but fun color palette
-
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:
-
IG tagging issues (workarounds + troubleshooting)
-
Podcast discount codes
-
Cart behavior analysis + retargeting
-
Email access across teams for Google Analytics
-
Customer expectations during staggered fulfillment
-
Post-launch sales strategy (e.g. opening pre-order sales on sold out SKUs)
-
Full-run order planning and execution
-
Redirecting fan DMs to proper support channels
-
Post-launch reporting and recommendations
06. the results
$80,459.32+ in launch revenue
-
Top SKUs sold out in 48 hours
-
High cart values
-
Repeat customer behavior identified & tracked
-
Retargeting marketing that boosted sales and sold out remaining items
-
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.
