It’s almost 2:00 AM and I’m just wrapping up my day. Ten years ago I can’t help but think I was doing the same. A socially awkward, financially challenged, much younger version of myself took a big step of faith by jumping head strong into something he knew nothing about. He would soon face the biggest fears and failures he would ever traverse, with no guarantee that tomorrow would bring anything other than problems. Don’t get me wrong, I had support. My family and friends lifted me from the mire and muck more than once, but at the end of the day there was no one there to tell me, “What you’re doing is worth it.”
“Let’s make t-shirts!” we said. “They should be funny. And clean. Not vulgar.” We were kids at best, without an ounce of experience. And yet, we started creating what we’d set out to make; t-shirts. Awful, awful t-shirts….
The first and second shirts we ever printed. Thanks, Ben.
Our origin, as meager as it was, did something incredible however. It bridged the gap between ‘idea’ and ‘action’. We were no longer sitting in a Starbucks® scribbling out the weirdest 5-Year-Plan you’d ever see (12 Shirts, 3 Hoodies, matching Cadillac Escalades), we were now in the elite club of ‘Doers’. And as expensive as our early mistakes were, they were priceless teachable moments, bringing us incrementally closer to finally being able to say, “Now we’re a real company.” Oddly enough, I’m still waiting to say such a thing.
Our first office (77 sq. ft.) and first window display.
Hot Topic was our second customer after a local punk rock store. Our third was Urban Outfitters. And so it went. As uninteresting as we thought ourselves, Goodie’s designs resonated with a myriad of people.
Our second office. A 700 sq. ft. garage. We outgrew it within 6 months.
I have since joked that no one ruins success quite like a teenager. Well we were two of them, wholly ill equipped to handle paying utilities, much less keeping a business running as it should. My best friend and I decided to part, however it was at this time I met a skinny, jokey fellow with a mind for business (and a few years experience paying the electric bill). He would become my partner and friend, although he prefers the title of ‘Janitor’. I still work with Jason today and am honored to do so.
Our first trade show with the new partnership.
Goodie Two Sleeves® was growing. Japan and Europe were calling. So were big companies wanting our ‘touch’ on their properties. Through employee changes, a recession, and a lot more late nights, we found our groove. And it was more or less, ‘Stay the Course.’ Make funny, clean humor tees and sell them to people who want to wear them. Well as it turns out, that’s a lot of people!
Another, even larger trade show.
The brand gained momentum and attention, and it wasn’t long before we started considering something we’d been asked to do for years prior. We started creating exclusive product for licensed brands less than two years ago, deliberately partnering with properties (and people) we love.
A recent trade show with just some of our licenses.
And tonight, Goodie’s 10th Anniversary, I get to look back at the last decade and weigh it’s worth. I realize by no means can I ever go back to my younger self and give guidance. But then again, this was never for him dear reader, but instead for you who have an idea you want to bring to life, to those who want to be ‘Doers’ and those still who are scared of failure, to my children and friends, and to anyone with a dream or talent or hobby or interest, I can say with every fiber of my being, “What you’re doing is worth it.”
Tomorrow isn’t promised to anyone, so let today be rich and full by appreciating every moment and working hard doing what you love.
Gabe ‘Gabroll’ Connor
Founder, Goodie Two Sleeves®
