We were lucky to catch up with Joseph Johnson recently and have shared our conversation below.

Alright, Joseph thanks for taking the time to share your stories and insights with us today. Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?

How did I scaled up? I feel as if I started it at the right time, while I was finishing up my last year of college. If it wasn’t for me going to college I wouldn’t have started it at all. It started with some basic tees with a catchy word on there. Everyone wanted one, they were hitting me up left & right. From there I knew this could be something bigger as time progressed and I kept working. People saw myself & other people wearing the shirts, that made them want one. Basically it went from 10 people having a shirt to 50 in a matter of 2 weeks, then 100. My strategy was to bring awareness to my brand so I wasn’t making any profit for real, I just wanted majority of people on campus to have a shirt. It was the impact that drove me to want to keep going. I had people tagging my business Instragram & that account grew fast. This was the foundation, I went from using whole sellers pressing garments myself to reaching out to manufactures and letting them do it. The fact that I am able to get inventory is already a plus because no one has to wait on their merch.

A tactic I definitely consider using a brand owner, is not worrying about the money. Just focus on getting it out there for people to see. The money is going to come when they see your worth. You’re going to see it before everyone, thats cool but without customers and supporters you’re nothing in this industry. A tactic I used to do this was, getting the best quality t shirts so people can know they have a great quality stuff. Also being cost efficient to whomever you’re selling to.

A meaningful moment to me? There was an expo for brand owners on campus my last semester and I was invited so I was already honored that I was even thought about. I brought maybe like 35 shirts. I sold those shirts within the first hour & I was upset because I should’ve brought more. BUT I was thinking like really just sold those shirts to majority of people I do not know.

Obstacles/mistakes along the way? As a brand owner you go through obstacles 24/7 & 1 for me was trying to top everything I had already done. The ideas weren’t coming because I had so much on my mind which led to my biggest mistake. Slowing down and taking a small break. But looking back on it, taking a step back from time to time is well needed. If you not mentally there then you’re gonna burn out. I had to get myself together to make sure I really wanted to continue. As far as obstacles, I just feel as if I have a hectic schedule, I work a job and on top of that I work on my brand afterwards, I design my own stuff, I package and deliver my stuff. So all the labor is on me. That is maybe my only obstacle that’s not really taking a toll on me right now, but I know I will need help as I am growing.

Joseph, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My Name is Joseph Johnson & I have a brand under the name of Simple. I got into owning a brand because I got tired of brands I normally buy from selling out. Also I was getting low quality merchandise for the price I was paying. So i thought why not give it a try. The problem I solve for my clients is having something that they need thats not in the mall or that they can’t access asap. What sets me apart from others is just the simpleness of the garments. Im not into crazy designs, I keep it simple but with nice colors that can compliment the customers. I’m most proud of my growth and my supporters still being here with me after 2 years. I just want anyone that comes across my work to know that a simple. person is someone who is uncomplicated, does not try to impress & very humble. If you are either of these 3, this brand is def for you.

How about pivoting – can you share the story of a time you’ve had to pivot?

Shortly after I got my business started, I had to slow down and prioritize myself. I had graduation coming up and finals & stuff. So I had to put my business on the back burner for a while to get my stuff done. It helped because it took a load off me so I could focus. I took a vacation shortly after graduation and that kind of helped get into a creative space when I got back. I had stopped for like 2-3 months but it helped a lot to get out and not have to focus on that for a minute.

Can you talk to us about how your funded your business?

I had a job at a shoe store where I went to school and I was just putting money to the side to get the stuff I needed to start up. Also, when I started selling garments, I operated through nothing but preorders to ensure I wasn’t losing out on money. So I had like $200 to start what I have today. I just cut out the middle man and did it myself. I was given a heat press and cricut cutter for free to make shirts. The $200 went towards vinyl and other necessities. If I could do it all over I would’ve just opened a business account at the bank and got business credit.

Contact Info:

• Website: www.theylovejoe.com
• Instagram: www.instagram.com/simple.wayoflife or www.instragram.com/theylovejoe
• Youtube: www.youtube.com/theylovejoe