How I run some parts of my business / don’t be a whore . org

Grab some Sour Patch Kids and a glass of Virgil’s Rootbeer - this is a long blurb about the way I operate and the thoughts behind it;

I’m not the best at photoshop/illustrator. However, I am a doodle master and I barely sleep because I think about ideas, designs, details & concepts non stop.

My office and bedroom are filled to the brim with sticky notes, notebooks and computer paper that I’ve baptized with my brain juice/9 yr old boy who just watched nickelodeon’s SNICK-esq imaginative drawing stylee.

Since I juggle a little bit of everything in my brand & have borderline A.D.D. - I almost always send out my doodles, drawings, and/or concepts & ideas to my adobe illustrator mastermind(s).

I use to work with a bunch of different adobe illustrator masterminds, but as I grew I wanted to stick with a couple or one. Some clothing lines will just hire everyone and anyone, which makes there brand not look too consistent(which could be good or bad, depending on what you’re going for.) Also, some designers/illustrators work with WAY too many clothing lines whom are in the same ring, as well as doing mucho band shirts. It is cool and is a respectable business move to scoop up lbs of hard earned business. But sometimes you illustrators need to learn to say no & be picky/choosy with who you work with. Yeah, it might be a bum out to lose a few possible clients/sales - however, you will be more respected in one way or another.

I turn down offers every day from shops that want to carry my brand. Literally, every day. Why? Because people want what nobody else has. I like making my shirts a bit of a challenge to get. And I love the fact that just about everyone who wears my shirts - knows, respects and appreciate my brand. Rather than some John Doe/Joe Shmoe who picked it up at the mall. I get to control their Johnny Cupcakes experience either in my shops or online. Although, I do supply products to a midgets-handful of stores in which I see my product fitting.

When I first started my brand, I wanted every single person to see it. Shortly down the road after seeing heaps of kids wear the same sneakers as I had, made me think to myself..."man, I hate seeing people wearing the same clothes that I have...I’m tearing up these orders and halting business with some stores."

I’ve turned down offers from Urban Outfitters, Hot Topic, Nordstroms, and a small-town-phonebook-sized list of other shops. Yes, I did hold back on making lots of quick money...whoever, what I now have is priceless. A worldwide Johnny Cupcakes cult following. I wouldn’t trade it for the world. Having someone camp out for shirts and an experience that I built, is an indescribable feeling.

Anyways, back to the designers who keep painting the scene(s) with their dope work. Switch up your style a little. Consult some of your current and past clients before supplying clothing lines and bands whom are somehow in the same ring, with very similar looking graphics/colors/print layouts.

Once or twice a year, I will collaborate with an artist or two. But I now have a full time graphic designer/illustrator who works just for me and for no other clothing lines. Some brands don’t like listing who designed what, because all these little scoundrel-like myspace-born newbie clothing lines will hound every and any contact that they can get, until they practically mirror all of what you created and worked your bum-bum off for.

-Miletogobelts; Great guy, awesome business man, has helped me out tons over the years! I decided to part ways because I’m working on a bunch of custom belts overseas. There’s too many clothing lines doing those belts. It is def awesome for Greg, however - I want people to look at my products and be like, "How the heck did he get that made?!" But that’s just me & I’m a weirdo. I’m even losing money because I decided not to make any/many more of those type of belts! I gotta stick with my gut instinct though, it’s what got me to where I am today.

It is nice to be helpful and share "industry secrets". I remember when I was starting out, I was spending sleepless nights trying to find a place that makes custom tags. I hated the fact that nobody would help me out with this simple thing. Although - as much of a pain in the ass it was to find said tag places, it’s all part of the game. It felt awesome and rewarding after that migraine filled industry scavenger hunt. And after I spent all those sleepless nights finding all these places that make custom products, I don’t feel so right giving them out to some random Douchey McDouche on myspace who has a clothing line consisting of 90% generic diamond designs and who thinks starting a clothing line is as easy as putting some generic images in random spots on the shirt and endorsing gallons of warped tour bands.

NO MORE DIAMONDS ON DSGNZ PLZ!!
(Unless you’re Diamond Supply Co., but you’re not, so chill out.)

As far as endorsing bands, these are my thoughts;

People like what nobody else has...including bands. If you start endorsing so many bands, your shirts are going to go way down in percieved value. I turn down bands all the time. I don’t care if you’re on VH1 every day and headlining the Jesus Teeva’s Foot Steps Across America tour. The small batch of friends/musicians that rep my shirts would feel not so special after seeing lbs of other bands wearing the same thing. They’re going to open their LL Bean initials-embroidered backpack to grab a t-shirt to wear on stage, and say, "Hmmm...should I wear a plain t-shirt, or this neato shirt from a clothing line that endorses me? Well, tight-pants ironed hair McGee on the Bert & Ernie Ballz stage is wearing the same exact shirt. Fuck it, I’d rather wear this plain t-shirt with nothing on it." Now you don’t want someone to choose a plain t-shirt over your bad ass designed t-shirt, do you?

In conclusion;

-I have a hand(s) in every design (whether it be my big hand or small hand).
-I still do share my tips and advice to as many people as I can without getting arthritis. I’ve also been lecturing at different schools. I love motivating people and/or changing the thought process on some. It makes me feel like my life is worth a little more than some cupcake t-shirts and dusty nintendo games.

***Above is just a small sample of my own opinions and work morals. My non-traditional way of going about business may not be the right way, it’s just my way. I’m far from perfect. Take & leave what you will - hopefully my time spent typing this has helped you all in one way or another. That was mostly my intent.

Just don’t mirror my exact morals & operations please. Find your own niche! Better yet, make like a book and "Choose Your Own Adventure." Get it? Like the adventure books at the Scholastic Book Fairs?

...nevermind.

1. 

   skull with hair said about 2 years ago

   mother FUCK diamond supply!

2. 

   heavyprints said about 2 years ago

   Sweet advice. Thanks man. That helps put some things in perspective.

3. 

   herman said about 2 years ago

   Great read on branding tips, especially the quick money part.

   In a way, the style kind of follows the pre-2000 Bape branding method. Make it hard to get and have it as exclusive as possible. Enthusiast will somehow find a way to get it.

4. 

   asdafkid said about 2 years ago

   whooo(sound effect, like cheering)

5. 

   MFSC said about 2 years ago

   Very very eloquent Mr. Cupcakes. I find your words very insightful.

   Gracias Senor,
   MFSC

6. 

   Joe said about 2 years ago

   That was awesome. Thank you! I’ve let the few people who read my blog know about this: http://blog.fantasticbonanza.com/2008/06/07/johnny-cupcakes-reveals-the-secrets-to-his-indie-t-shirt-company-success/

   Oh, and this would probably fit well in the resource section: http://emptees.com/resources

7. 

   quakerninja said about 2 years ago

   I still would have loved Johnny Muffins, but cupcakes was a good call. Great read sir.

8. 

   ihearithurts said about 2 years ago

   This would make a great article in the resources section! (hint hint)

9. 

   sittingduck said about 2 years ago

   so how does one become an elite designer for mr. cupcakes?

10. 

    Acid said about 2 years ago

    Good read johnny.

11. 

    Kyle Crawford said about 2 years ago

    I agree with about 90% of the stuff he/you said.
    I have a shitty attention span when it comes to reading but I read this whole thing, the shitty thing is, is much like high school, I suck at comprehension and I could prob only tell or recall about 2 lines from it, I suckkkk....

    butttt yea, good read

12. 

    SteveOramA said about 2 years ago

    i enjoyed reading this.
    it all makes sense.

    p.s. i’m also wondering about what sittingduck just asked.

13. 

    Randomentity said about 2 years ago

    SteveOramA said: i enjoyed reading this. it all makes sense. p.s. i’m also wondering about what sittingduck just asked.

    sittingduck said: so how does one become an elite designer for mr. cupcakes?

    oh, watch The Quest, with jean claude van damme, it’s sort of like that.

14. 

    mynameismartijn said about 2 years ago

    get johnny a thread in the resources section?

15. 

    j_quigly said about 2 years ago

    I like your style, good advice.

16. 

    AYYOGOLDSTEIN said about 2 years ago

    jeez you sure can talk a whole lot.
    an interesting read though.
    mad respect for not selling through hot topic and UO.

17. 

    jsheldon said about 2 years ago

    great insight. thanks!

18. 

    doublej said about 2 years ago

    mission_alphaville said: get johnny a thread in the resources section?

    You should do a monthly column. Thanks JC for the insight, hopefully people will take this advice and be inspired to go above and beyound, such as yourself.

    CUPCAKES FOR VICE PRESIDENT.

19. 

    edword said about 2 years ago

    yeah man thanks for sharing your thoughts.

20. 

    skullface said about 2 years ago

    excellent read, Mr. Cupcakes, thanks.

21. 

    justinryan said about 2 years ago

    Wait, your hands are two different sizes??? ;)

22. 

    nadameansnothing.com said about 2 years ago

    worth every single word...Thanks for the advices!.

23. 

    Hillman said about 2 years ago

    Very good read, I have picked up on most of that before from your articles/interviews over the years.

24. 

    jfinley said about 2 years ago

    Good advice. I hear what you’re saying about how when you start out you want EVERYONE to know about your brand and get it in as many stores as possible. But then realizing you’d have people wearing your work that have no attachment to the brand or concept behind it.

    And I think with Johnny Cupcakes, the idea or concept behind it is what sells it. Not the designs. If your shirts were in Nordstrom or Macy’s or whatever, most people wouldn’t get it and they’d think it’s a cute shirt with a cupcake. That sucks!

    Keep up the good work.

    And based off what he said, I doubt he’s accepting offers from designers. He’s got his guy who does all the stuff already.

25. 

    sockmonkee said about 2 years ago

    jfinley said:And based off what he said, I doubt he’s accepting offers from designers. He’s got his guy who does all the stuff already.

    true this. amazing dood and artist.

26. 

    {miles to go} said about 2 years ago

    hey, i got a shout out!

27. 

    Johnny Cupcakes said about 2 years ago

    Thank you for taking the time in reading this. I just got back home to Boston from a weeks worth of pre-Johnny Cupcakes new shoppe madness in California - super late last night and hashed out some brain juice for ya’ll, until my eyes were literally shut. (run-on called, they want their sentence back.)

    There’s no right or wrong way to do business. Those are all just my personal opinions. Sometimes I’m just as surprised as everyone else, that I’ve made it 6 ish years and growing with cupcakes. It’s pretty weird, but I roll with it the best I can putting 110% into everything. The most important thing is happiness. If at the end of the day you’re unhappy and not having fun with it, and/or missing out on other parts of life - what’s the point?

    Juggling business & all other tidbits of life can and will be difficult. However, once you get that juggling down - everything will be less way less headache-y.

    I’m still trying to find/juggle the lady friend aspect. I wouldn’t say I failed before, but I chose to put 110% into my business and not into a possible great relationship. On those cold, dark nights, or when a department store is playing some r&b sexy time music, OR when a romantic comedy is on television - I sometimes wish I had that special someone.

    First things first though - and I need to continue perfecting and building my brand and it’s experience. Wish me luck!

28. 

    Benjamin Lande said about 2 years ago

    Agreed, I think Hot Topic and Urban Outfitters instantly destroys the appeal of a lot of indie brands. Probably pretty hard to say no to the money though! Thanks for the insight.

29. 

    justinryan said about 2 years ago

    Great insight dude. Best of luck with your new store and new ventures. I’m sure you will continue to be very successful. P.S. please make some awesome shoes!

30. 

    collisiontheory said about 2 years ago

    jfinley said: And based off what he said, I doubt he’s accepting offers from designers. He’s got his guy who does all the stuff already.

    Yeah i’ve read his blog and works with Clark Orr and yasly too. Funny i’ve actually cold-emailed johnny proposing some designs but never got a reply haha.

    Benjamin Lande said: Agreed, I think Hot Topic and Urban Outfitters instantly destroys the appeal of a lot of indie brands. Probably pretty hard to say no to the money though! Thanks for the insight.

    So are UO and HT really that bad? I’ve never been to the US so wouldn’t really know.

31. 

    MSTR_CTRL said about 2 years ago

    Yes, Collision. They’re terrible. The big thing with OU is they rape so many talented artists of their designs. I’m assuming they have their own design team that just recreates other peoples work. I know there are some designers that sell their work to OU, but that’s not always the case.

    I don’t know too much about Hot Topic, but I do know that they strive way to hard to sell "originality". It’s like Target for goth kids. It’s a shame to see some of the work that actually get in there. I’m see some things that are really clever and look pretty good, but then you see EVERYONE wearing it and EVERYONE trying to mimic the style.

32. 

    Terror said about 2 years ago

    MasterControl said: Yes, Collision. They’re terrible. The big thing with OU is they rape so many talented artists of their designs. I’m assuming they have their own design team that just recreates other peoples work. I know there are some designers that sell their work to OU, but that’s not always the case. I don’t know too much about Hot Topic, but I do know that they strive way to hard to sell "originality". It’s like Target for goth kids. It’s a shame to see some of the work that actually get in there. I’m see some things that are really clever and look pretty good, but then you see EVERYONE wearing it and EVERYONE trying to mimic the style.

    yet there is a number of artists on this site that have their work featured in hot topic, but thats just because of the bands they work for..

    i heard rumors about johnny selling shirts in metro park a year or so ago, all i could think of was how guido kids would be wearing johnny cupcakes to a club with their brooklyn blowouts. However, i was relieved to notice that every time i went in to metro and asked if they carried johnny cupcakes i received a well thought out "who?".

    so i can definitely see your argument on this.

33. 

    Benjamin Lande said about 2 years ago

    collisiontheory said:

    Benjamin Lande said: Agreed, I think Hot Topic and Urban Outfitters instantly destroys the appeal of a lot of indie brands. Probably pretty hard to say no to the money though! Thanks for the insight.

    So are UO and HT really that bad? I’ve never been to the US so wouldn’t really know.

    They both have really cool stuff. They are just really pricey and make the same 20 shirts accessible to every kid in America.

34. 

    tina~ said about 2 years ago

    swear, you are a genius
    ;-)
    i ttly agree with the idea that people want what’s hard to get.
    that is def me

35. 

    chrisrushing said about 2 years ago

    virgil’s cream soda is better than the root beer.

    i like abita root beer.

    cheers! ha!

36. 

    chrisrushing said about 2 years ago

    oh and good read.

    i’m married and my wife supports me 110% and wants me help further my brand so with that... i’m stoked. hopefully in the next 2 years it will get going somewhere.

37. 

    Geoff May said about 2 years ago

    I’m drunk

38. 

    derekdeal said about 2 years ago

    justgeoff said: I’m drunk

    uh oh, lock up your grandmothers

39. 

    Geoff May said about 2 years ago

    derekdeal said:

    justgeoff said: I’m drunk

    uh oh, lock up your grandmothers

    I had 2 football games today. 4 touchdowns I scored. I will punch your testes off.

40. 

    Setup85 said about 2 years ago

    Great read, best of luck and awesome t’s!

41. 

    Mickymays said about 2 years ago

    justgeoff said:

    derekdeal said:

    justgeoff said: I’m drunk

    uh oh, lock up your grandmothers

    I had 2 football games today. 4 touchdowns I scored. I will punch your testes off.

    that’s what she said

42. 

    hideouscarwreck said about 2 years ago

    AYYOGOLDSTEIN said: mad respect for not selling through hot topic and UO.

    yeah, it’s awesome that you’re able to do what you do and not give into that kind of hype. great read, thanks for posting johnny.

43. 

    fright-rags said about 2 years ago

    Great read... I’m a big fan of Johnny Cupcakes and it’s cool to see you around here.

    I used to be of the notion that I would never sell to a "mall store" or any place like that but I ended up doing quite a few orders with Hot Topic a couple of years ago. I have to admit, it boosted my brand quite a bit but in the end, I’m glad I didn’t rely on it for the basis of my business.. Those orders were for alot of money, and I ended up having the best year in terms of sales that year.

    But then they kind of dried up and got out of the horror shirt biz and to be honest, I was glad. The next year I did almost as much in sales as the previous year with Hot Topic...and that was just through my own site.

    I don’t think there is anything inherently wrong with selling to the big stores, but I will say that I pride myself more on selling straight from my site...because I single-handedly built that direct business, and dammit, that feels pretty good.

44. 

    Time Without the E said about 2 years ago

    so the real question is...

    is Mr. Cupcakes the 1st emptees millionaire?

45. 

    {miles to go} said about 2 years ago

    i think its safe to say yes. was it 3 million in sales last year?

46. 

    Matt Rupp said about 2 years ago

    dontbeawhore.org doesnt work:/

47. 

    MichaelLoSauro said about 2 years ago

    Wow, amazing read, and definitely true. I love your outlook and I’ve been seeing things that way a lot more lately.
    You really know how to say the right things, man.

    CDC since 2005 said: so the real question is... is Mr. Cupcakes the 1st emptees millionaire?

    Yeah if you read his story in his website, it says that he officially became a multi-millionaire last year. Dude’s an unbelievable inspiration.

48. 

    Geoff May said about 2 years ago

    MickyMays said:

    justgeoff said:

    derekdeal said:

    justgeoff said: I’m drunk

    uh oh, lock up your grandmothers

    I had 2 football games today. 4 touchdowns I scored. I will punch your testes off.

    that’s what she said

    She said that and a LOT more. She’s dirty.

49. 

    mbradyclark said about 2 years ago

    Clark Orr is my hero

50. 

    derekdeal said about 2 years ago

    CDC since 2005 said: so the real question is... is Mr. Cupcakes the 1st emptees millionaire?

    i think the threadless dudes beat em to it

51. 

    mitchbones said about 2 years ago

    The Non-conformist in me doesn’t want me to tell you how helpful and insightful this topic is to a newb.

    Also, What is this Virgil’s Creamsoda and rootbear? I’ve never seen it here

52. 

    .freeTim said over 1 year ago

    "That’s kind of like having your girlfriend leave you for another girl. Yeah, that happened to me during senior year."

    that sir is something i can say i have never experienced.
    i would love to hear the story haha

53. 

    WhoreCore said over 1 year ago

    Jezus, that was one hell of a post,
    any way your advise is awesome, thanks alot for sharing I bet it i’ll help alot later :D

54. 

    downrodeo said over 1 year ago

    Thank you kind sir. It took time to type what you had on your mind out, and I just wanted to say that we appreciate it here.

55. 

    callmecrazy said over 1 year ago

    I vote Cupcake Diamond mash up shirts.

56. 

    wotto said over 1 year ago

    I agree with most of this but I think some illustrators need to take work from a number of places just to pay bills. I personally illustrate what I like and enjoy and it works for me.

    JC, your business model clearly works and I like a person who sticks with their gut instincts. Also I got a tee for me and my lady from ur LA store and I am yet to see anyone else wearing it. That I like.

57. 

    Blake Fathom said over 1 year ago

    Thanks for the bump. Some inspirational shit right there.

58. 

    Gods & Monsters said over 1 year ago

    I love ya Johnny. Your epicness cant be measured. I am the only person in my town that has JC stuff. 10 shirts and counting

59. 

    suffoca said over 1 year ago

    That was awesome, nice view.

    Thanks

60. 

    decoytmx said over 1 year ago

    amazing read. keep up the great work sir.

61. 

    jeff kardos said over 1 year ago

    so awesome really good read and opened some new ways of thinking.

62. 

    Johnny Cupcakes said over 1 year ago

    Thanks guys, sorry for typing such a long rant.

63. 

    Time Without the E said over 1 year ago

    Johnny Cupcakes said: Thanks guys, sorry for typing such a long rant.

    can you believe that was almost a year ago!
    Can’t wait to see where you are in a year from now!

64. 

    atomicchild said over 1 year ago

    good read indeed....so i guess so much for my idea to make a brand called PASTRY.....

    jk

65. 

    Integral said over 1 year ago

    Love rants! great read man..Your like the George Clinton of T-shirts!

66. 

    Killer Napkins said over 1 year ago

    great read indeed...

67. 

    iamcrazymike said over 1 year ago

    atomicchild said: good read indeed....so i guess so much for my idea to make a brand called PASTRY..... jk

    someone already did that . . .

68. 

    Johnny Cupcakes said over 1 year ago

    Time Without the E said:

    Johnny Cupcakes said: Thanks guys, sorry for typing such a long rant.

    can you believe that was almost a year ago!
    Can’t wait to see where you are in a year from now!

    It is hard to believe! Well, lot’s of great stuff to come for the year(s) ahead!

69. 

    RudoPacheco said over 1 year ago

    SO if i say BReak guns Not heart © is that copying cuz i know LRG came out with make jeans not hearts in 2003

70. 

    gabroll said over 1 year ago

    Make love not war®™©
    Just kidding.
    If you say 'Make ___ not ___' it’s not a rip, unless you’re only doing it because someone you look up to did it first.

71. 

    mattFOO said over 1 year ago

    TL;DR

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