Laces

Background

This San Francisco-based hat brand launched in November 2024 with only a few products and minimal traction. During its first month, the brand generated only a few hundred dollars in sales. The brand is mission-driven and focused on supporting college athletes through NIL opportunities.

Challenges

The brand needed early traction, product validation, and scalable systems. Like many new brands, it also faced the risk of viral growth overwhelming the business if the proper infrastructure was not in place.

Our Approach


The brand joined the Optimized Store Owner Program and later added managed paid ads. We helped develop city and sports-inspired product ideas, guided creative direction, and built scalable systems. One hat went viral after being worn by a top NBA player during the Western Conference Finals, and we helped the brand capitalize on the moment without breaking operations.

Key Improvements

We secured a third-party logistics partner, implemented inventory forecasting, built scalable ad and creative systems, captured traffic using email tools, and shifted the brand away from relying on viral moments toward consistent, repeatable sales.

Results

The brand grew from a few hundred dollars in November to $10,000 in December. During the viral moment, they generated approximately $180,000 in three days and finished that month at over $350,000. After stabilizing, the brand consistently generated around $180,000 per month without virality and reached approximately $300,000 per month by the end of 2025.

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