Launching A Gamer Clothing Brand and Growing to $10k/month

Hello! Who are you and what are you working on?

Hi there! We are Mike Gaboury and Jason Soprovich. Together, we own and operate Filthy Casual, an all-inclusive, community-driven, gaming industry based clothing brand.

We offer premium apparel, mainly tops, hats and accessories at the moment.

Filthy Casual has seen massive support in the gaming industry and has grown by an average of 30% every year we’ve been in operation.


What's your backstory and how did you come up with the idea?

We became friends by playing (and becoming heavily addicted to) World of Warcraft. Eventually, we decided we’d like to work together on something in the real world, where success actually had tangible results.

We started designing and creating clothes under the name Cherry Sauce, which originally, only our friends supported us and bought.

Back in Twitch’s early days, we decided to start streaming to gain awareness for the brand. During one of our streams, someone in the chat called us "filthy casuals". We ended up liking the name, and jokingly ended up turning it into a logo, which we promptly put out as a shirt design.

Being both somewhat fashionable, and also heavily into gaming, we realized there was a severe lack of fashion-forward gaming apparel.

The Filthy Casual shirt quickly started outselling our original designs, and we realized we had stumbled onto something special. Shortly after that, we pivoted and rebranded to Filthy Casual.

The most important thing anyone can learn is that you don’t actually know anything at all. Be dynamic, be agile, be ready to make mistakes, and just keep at it.

Being both somewhat fashionable, and also heavily into gaming, we realized there was a severe lack of fashion-forward gaming apparel. You either had to wear a giant billboard for your favorite game, cheaply made swag you got at conventions, or make it yourself.

For some reason, most manufacturers thought you had to loudly put GAMER on something for people to identify with it. We tried a subtler approach.

Going to conventions you’ll find that, weirdly enough, it’s segregated. How can an industry filled with people who love the same thing, but have so much separation within it?

With our brand, we wanted to close that gap, and have people feel welcomed, a part of something bigger. It feels like it’s working - every convention we bring 30-40% more than the last time, and we quickly find out we didn’t bring enough. This little family we’ve started is growing, and there’s nothing more satisfying than seeing the happiness, confidence and comfort in person when people come see us at events and post pictures online.

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