Building a mission driven retail brand — Adam Sidney // Myles Apparel

Each day this week we're going to publish an episode that tells the story of how the little brand that could, is telling the story to make men's life better while selling lots of activewear. Joining us is Adam Sidney, the CEO of Myles Apparel, which is an athletic brand with a passion for inspiring more active, stylish, and healthier lives for men. In part 1 of our conversation, we are going to discuss building a mission driven retail brand.
About the speaker

Adam Sidney

Myles Apparel

 - Myles Apparel

Adam is the CEO of Myles Apparel, which is an athletic brand with a passion for inspiring more active, stylish, and healthier lives for men.

Show Notes

Quotes

  • “I moved out to the Bay Area and I think the men’s wear community at the time was pretty small. I got to know the folks at Huckberryand Taylor Stitchso we were all kind of friends and competitors. Myles was originally a side project of Taylor Stitch and Huckberry.” -Adam“Huckberry is a story-driven aggregator for men’s wear, we had their Head of Performance Marketing on the show. Taylor Stitch is more fancy button-downs and selvedge denim jeans and then they decided to spinout activewear.” -Adam “In terms of a partnership, Huckerry and Taylor Stitch both have their own strengths. Taylor Stitch did a lot of the design, the product work, the logo creating the feel and tone of the brand visually and product-wise.” -Adam “Huckberry’s strength is in their huge email distribution and great copywriting. They are experts in positioning a brand in a way that resonates with their audience that gave miles of the logical, initial distribution point.” -Adam“I liked a lot of the initial language that the brand used. Things like we’re all about a healthy-ish lifestyle, where fitness is no longer the last frontier of style. There was an element of versatility and being less aggressive than all the activewear brands that were out there.” -Adam “We have started to see Myles as a metaphor for longevity. The name is a metaphor for distance and time. I think there’s a big swath of the market where it’s not a tiny niche. I think there’s a big addressable market for guys who just sort oftreat exercise as enjoyable maintenance and not like winning a CrossFit competition.” -Adam“We say in various places that fitness is a lifetime journey and we want to be with you every step of the way.” -Adam“When you think about exercise and the possibility of building a community around it, it was just a huge opportunity for us.” -Adam“Mental health was also in the marketing language that we had been using before I got there. I think we are just formalizing it more with things like partnerships with Everyman who run adventures for men looking to build more meaning in their lives and getmore in touch with modern problems emotionally which unfortunately we are not super well-equipped in this country and trying to do that in a way that is not incredibly heavy-handed.” -Adam

About the speaker

Adam Sidney

Myles Apparel

 - Myles Apparel

Adam is the CEO of Myles Apparel, which is an athletic brand with a passion for inspiring more active, stylish, and healthier lives for men.

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