Capo

How Dan Wilkins Grew a Clothing Brand from £250 to £15M

January 10th, 2025

Founded By

Dan Wilkins

Monthly Revenue

$500K

Starting Costs

$250

Founders

Profitable

Yes

Year Started

2017

Customer

B2B & B2C

Founded By
Dan Wilkins: Monthly Revenue
$500K: Starting Costs
$250

Founders
2: Profitable
Yes: Year Started
2017

Customer
B2B & B2C

Who is Dan Wilkins?

Dan Wilkins, a Blackburn native, co-founded CAPO Clothing, initially starting with £250 and drawing motivation from personal hardships, including the loss of his father and brother; he also serves as a commercial officer for Blackburn with Darwen Council.

Dan Wilkins

What problem does Capo solve?

Capo caters to style-conscious customers seeking affordable, high-quality athleisure wear, making fashion accessible without sacrificing quality or design.

How did Dan come up with the idea for Capo?

Dan Wilkins, one of the co-founders of Capo, started his journey with a clear observation: there was a gap in the market for accessible and stylish men's clothing. During the early days, he and his business partner, Adam Morning, began modestly by focusing on hats, an item that required less investment and allowed them to test demand without significant risk.

Dan's personal experiences heavily influenced his drive. After the passing of his father, who had initially supported his entrepreneurial spirit with a small monetary contribution, he felt motivated to honor his father’s belief in him by pursuing the dream wholeheartedly. This emotional and financial foundation was crucial in shaping the brand's identity and commitment to quality.

To validate their idea, Dan and Adam relied on direct customer feedback and paid close attention to market trends. They continuously refined their product offerings based on what their audience preferred, which eventually led them to expand from hats to a diverse range of athleisure clothing. Despite initial challenges, Dan learned the importance of persistence and adaptability, which were vital lessons that helped him navigate the complexities of founding and growing Capo.

How did Dan Wilkins build the initial version of Capo?

Dan Wilkins began building Capo by starting with a modest budget of £250, focusing initially on manufacturing hats, which marked the brand's first product line. The initial prototype process involved sourcing high-quality materials and finding a reliable manufacturer capable of small batch production to ensure both quality and affordability. The design and manufacturing process was a learning curve; they used rudimentary tools and straightforward techniques to keep costs manageable. Over time, the founders refined their designs based on market feedback and experiences from each production run, which helped enhance the product quality and appeal.

CAPO Homepage

The meticulous attention to detail and the iterative design process enabled Capo to expand from hats to a more comprehensive range of athleisure clothing, adapting and learning with each step.

What were the initial startup costs for Capo?

Initial Investment: The founder began with an investment of £250, provided by Dan’s dad, which was used to pay for the first order of hats.

What was the growth strategy for Capo and how did they scale?

CAPO Clothing experienced significant growth through organic celebrity endorsements, notably from well-known figures like Liverpool FC's Roberto Firmino and Luca Bish from Love Island. These unsolicited endorsements brought significant attention to CAPO's brand.

Why it worked: High-profile individuals like Firmino and Bish have substantial followings on social media. When they express interest or wear CAPO, it exposes the brand to their vast audience, leading to increased brand awareness and credibility without the need for paid advertising.

Quality and Affordability

CAPO’s strategy of offering high-quality athleisure at affordable prices helped them carve out a niche in a competitive market. They started with a small product line, initially focusing on hats, and expanded into a variety of clothing options while maintaining quality.

Why it worked: By ensuring that their products were both accessible and of high quality, CAPO attracted a price-sensitive demographic looking for stylish yet affordable clothing. This approach nurtured customer retention and encouraged word-of-mouth referrals, as satisfied customers were more likely to recommend the brand to others.

Partnership with Local Teams

CAPO provided matchday kits for local football teams, such as Clitheroe FC. This community-based strategy not only supported local sports teams but also embedded the brand within its local market.

Why it worked: Aligning with local teams helped CAPO establish a community presence and facilitated word-of-mouth marketing among sports fans and local communities. This grassroots strategy bolstered brand loyalty and offered CAPO a steady stream of repeat customers.

Direct Customer Engagement via Instagram

Dan Wilkins actively engages with customers on Instagram, responding to queries and sharing CAPO's journey and stories. This direct line of communication helps build a strong community and rapport with followers.

embed:tiktok

Why it worked: Instagram serves as both a marketing platform and a customer service channel for CAPO. By sharing authentic stories and directly engaging with consumers, the brand fosters a personal connection with its audience, promoting customer loyalty and increasing repeat purchases.

What's the pricing strategy for Capo?

Capo offers a range of affordable men's athleisure apparel, focusing on quality garments priced from £20 for caps to £80 for tracksuits, aiming for accessibility.

What were the biggest lessons learned from building Capo?

Embrace Adversity: Dan overcame personal tragedies, such as the loss of his father and brother, which fueled his drive to succeed and honor their memory through his business. Facing challenges head-on and using them as motivation can be a powerful catalyst for growth.
Leverage Authentic Endorsements: CAPO’s growth was bolstered by celebrities like Roberto Firmino and Luca Bish genuinely endorsing their products. This highlights the power of authentic customer advocacy over paid promotions, building credibility and customer trust.
Start Small, Think Big: What began as a small venture with a £250 investment gradually expanded by reinvesting profits and making strategic product expansions. This highlights the importance of starting with manageable resources and scaling up thoughtfully.
Adaptability is Key: Initially starting with hats, CAPO pivoted to a broader range of clothing items as they recognized demand trends. Being flexible and ready to adapt based on market feedback can lead to discovering profitable opportunities.
Build on Genuine Passion: The founders’ passion for the business, motivated by personal stories and family connections, provided the resilience needed during challenging times. Passion can help maintain focus and determination when obstacles arise.

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