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#223: Untuckit –

#223: Untuckit –

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 Snippet Dave Young: Welcome to the Empire Builders Podcast, teaching business owners the not-so-secret techniques that took famous businesses from mom and pop to major brands. Stephen Semple is a marketing consultant, story collector, and storyteller. I'm Stephen's sidekick in business partner Dave Young. Before we get into today's episode, a word from our sponsor, which is, well, it's us, but we're highlighting ads we've written and produced for our clients. So here's one of those. [Pinpoint Payments Ad] Dave Young: Welcome back to the Empire Builders Podcast, Dave Young here alongside Stephen Semple. And we're talking about empires being built and fortunes being made and brands being established and something different happening. And you mentioned the theme for today's show. The topic is a shirt brand called Untuck it. Stephen Semple: Untuck it, Dave Young: And I am a little familiar with them. Number one, Stephen Semple: Oh my God, a fashion brand that Dave's a little bit familiar with. Dave Young: Oh, I own two of them. I have two shirts. And I feel like I'm responsible for the brand. Stephen Semple: Okay. Dave Young: I'm just that kind of guy that my torso is the weird length and I cannot for the life of me keep a shirt tucked in. So years ago, I quit trying, unless I'm going to be in a tuxedo with a cummerbund that tightens that up. I'm like, you're not going to find me in a tucked in shirt because it'll untuck itself. So I've always embraced the idea of buy shirts that look good, whether they're tucked in or not, and Untuck It actually created dress shirts. Stephen Semple: Yes, sir. Dave Young: That you don't tuck in. You've got quite enough tail to be tucked in. So I'm interested in how they got their start. And I bought my two shirts from an actual Untuck store in a mall in Portland, Oregon. Stephen Semple: There you go. Yeah. Dave Young: So I think I know where you're headed with this, the experience. Stephen Semple: Yeah. Today they have, I think they're approaching 90 stores now today, and they also now have got a women's line and of course a major strong online presence. But it was founded by Chris Ricobono and Aaron Sendez in Hoboken, New Jersey in 2010. And they are, as you said, a shirt designed to be worn untucked. And in fact, their early ads featured Chris basically walking down the road talking about how this is what he wanted to create. And they're kind of funny actually. If you go look at them, they're a great origin story. And he's walking down the street in New Jersey and he has this unbelievably serious tone to him about how he wanted to fix this whole shirt problem. And that actually in the early days, David Letterman and Colbert and whatnot were making fun of these ads, which he loved. Like, "Hey, I'm getting some free press here." But yeah, go and check them out on YouTube. Kind of great. I can really understand why those ads work. So Chris grew up in New Jersey and he took finance and college, and he was actually always really nervous about corporate America. He was worried about his career. And so his whole idea was he was going to get a job, but while he got the job, he was going to look for what the next thing was going to be. So he was always looking for the next idea. And he was nervous in corporate America because he wasn't good in crowds, and he wasn't good with spreadsheets and he wasn't good with socializing. So he always sort of felt like he was an outsider there And eventually got a job being a salesperson and medical devices for GE. And he was there for about 10 years, but he knew he was never going to be long-term. And while he was at GE, he did an MBA at Columbia and it stimulated a lot of ideas for him, and he knew he needed to get an idea. And the early one that he did actually was a wine blog. He did this wine blog called Pardon That Vine. Dave Young: Oh wow.
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