I started my brand, Unapologetic Urban Gear, in 2013. When you first start a brand, you often don’t know much of anything. Most of the time, you’re just guessing. You lack infrastructure and have no idea where to print t-shirts, who to approach for graphic design, or how to structure your business. You don’t understand your brand story or your ‘why.’ You have no clue about trademarking or even what files are necessary to create a quality product.

If you’re fortunate enough to find a good mentor or join a great program, you’ll quickly understand that brand reputation is everything. I want to focus particularly on the fashion aspect of this. Specifically, how your clothing holds up over the years.

I was having a conversation with a friend about DTF (Direct to Film). While I believe DTF has its place—such as printing clothes for models, creating content, or conducting interviews—I don’t think it’s suitable for the long run. Some may disagree with me, but I’m not willing to take that chance. I love seeing people who bought a shirt from me five years ago, and it still looks as good as it did when I sold it to them. This is because I used quality screen printing or screen print transfers with a quality industrial heat press. There’s a difference—don’t get a cheap one.

I tested the product rigorously, washing and wearing it repeatedly. I also always told my customers how to care for the garment properly—wash cold and hang dry. If they follow these instructions, the garment should last for quite a while and be worth the investment every single time.

So, my advice is: don’t take shortcuts in your business, especially if you know better. There will be times when you unknowingly take shortcuts. But when it comes to DTF, I think it works well in the short term, but I would never coach someone or suggest to my students at The Ground Up Academy to sell it to their customers. Why? Because brand reputation is everything.

God Bless The Entrepreneur.