I think being an enthusiast is more than liking a particular car, or knowing a bit of automotive trivia, or even enjoying the experience of driving. It’s a lifestyle.
With our designs, I wanted to capture that. The friendships formed around the track. The sense of community huddled around a torn down engine. I want our designs to be a beacon to other car enthusiasts that a comrade is near, yet subtle enough the bystander next to them just spots a nice shirt.
I launched Enthusiast Apparel in September 2007 with four fresh designs, and no idea how to make shirts.
It was a slow start. My first real month pushing the brand, I managed to sell 150 shirts… at a profit of just $150. It wasn’t ideal, I overspent on marketing, shirts, pretty much everything. But it was obvious it could work so I stuck with it.
Picking up momentum in early 2008, the big break came with my first spot during Top Gear on BBC America. I’ve been at it full time ever since.
The past several years have been good to us. But most importantly, we’ve connected with a huge group of enthusiasts across the world.
Here’s to you!