Goblin Gear — Apparel
Becomes a seven-figure brand in eleven months.
A streetwear label with a cult following and no funnel. We rebuilt the brand, the drops calendar, and the paid engine behind it.
- $1.2MRevenue, first eleven months
- 5.8×Blended return on ad spend
- 41kEmail list, built from zero
- 9Sold-out drops in a row
The brief.
Goblin Gear had the thing most brands would kill for: people who cared. Two thousand loyal customers, a Discord that never slept, and a founder with taste. What it did not have was a way to turn any of that into predictable revenue. Drops were announced on a whim, the site was a template, and paid media had been tried twice and turned off both times.
What we did.
A brand that could carry a price
We kept the goblin. We lost everything else. New wordmark, a photographic language shot on 35mm at the pier, and a voice that reads like a friend who knows a guy. The product did not change. How it felt to buy it did.
A drops calendar people could plan around
Twelve drops a year, announced six weeks out, with a waitlist that unlocked early access. Scarcity stopped being an accident and became the system.
Paid media that fed the list, not the cart
Every dollar pointed at the waitlist. By the time a drop went live, the buyers were already warm, and the ads were only reminding them what day it was.
The outcome.
Nine consecutive sell-outs. A million-dollar year before the calendar finished. An email list that is now the most valuable asset the company owns. The founder still runs the Discord. We just made sure it had somewhere to send people.
“We stopped guessing. Every drop now has a date, a plan and a number we already know we will hit.”Founder, Goblin Gear
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Danick Gutters
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