Hey there, D2C community!
During our interview with Kyle Bergman , Founder and Chief Swoveralls Officer at Swoveralls , we delved into the unique concept behind their brand. Swoveralls brings together the comfort of sweatpants and the versatility of overalls, resulting in a collection of incredibly comfortable everyday wear products.
However, what sets Swoveralls apart goes beyond their innovative designs. The brand places a strong emphasis on sustainable and ethical production practices, prioritizing the well-being of both people and the environment. Additionally, Swoveralls embraces a give-back culture, actively donating to 1% for the Planet. So here are the highlights of Bahadir 's conversation with Kyle!
💪 Starting a D2C brand 😅 “I’m a reluctant businessman” Kyle defied his own reservations to become a reluctant businessman. From a family entrenched in the retail industry, Kyle's journey began with hesitation. However, his unwavering determination led him to create Swoveralls, a unique apparel brand.
🏢 Retail experience at Bloomingdale’s and Birchbox Drawing from his experience at Bloomingdale's and Birchbox, Kyle emphasizes the importance of balancing a full-time job and other ventures. He highlights the benefits of acquiring skills, such as data analysis and salesmanship, in a corporate setting. Leveraging his background in retail, Kyle founded Swoveralls and his journey serves as inspiration for others seeking to navigate the intersection of work and entrepreneurship.
⏰ “The right time is now, arguably” Kyle says "The right time is now," Kyle states, acknowledging the subjective nature of timing. His decision was influenced by a crucial data point in 2015, discovering significant monthly searches for "sweat overalls." This indicated existing demand that he could fulfill.
Meeting the market demand Kyle emphasizes the importance of confidence in meeting market demand. Avoiding the common mistake of overestimating personal ideas, he stresses the need to gauge real pain points and market interest. Although inventing something new may not yield immediate keyword searches, testing and gathering feedback from a small group can provide valuable insights.
His own experience involved sourcing a sample of sweat panel overalls, which initially came at a cost. After months of deliberation, he finally obtained the sample and found it remarkable. Seeking opinions from friends and family, reactions varied, but ultimately, Swoveralls attracted a diverse customer base united by their desire for comfort and uniqueness.
Kyle reflects on the excitement and validation he experienced when his sample product gained positive feedback and solved a problem. Encouraging aspiring entrepreneurs, he advises swiftly reaching the minimum viable product (MVP) stage by creating prototypes or samples and putting them in the hands of potential customers. Kyle emphasizes the satisfaction derived from witnessing the impact of one's solution firsthand, even before generating revenue.
🤝 Supplier relations Kyle acknowledges the evolving journey of Swoveralls in terms of supply manufacturing and values. He mentions the challenges of finding the right suppliers, comparing it to finding a life partner. Over the years, they have gone through multiple suppliers and third-party logistics providers (3PLs) to ensure the best fit for their needs.
Giving back is a core part of the Swoveralls brand ethos.” Swoveralls have donated $45,000 to 1% for the Planet Foundation over the course of its existence, but could this giving back culture and sustainable material costs lead to total failure?
♻️ Sustainability In terms of sustainability, Swoveralls initially shifted their manufacturing to Los Angeles (L.A.) to prioritize paying employees a living wage and using sustainable fabrics. However, they face a crossroads as producing solely in the U.S. at a living wage and using sustainable materials would lead to the business's closure. Kyle contemplates the trade-offs and pressures of maintaining organic fabrics, donating 1% of revenue to nonprofits through 1% for the Planet, and supporting himself financially. He ponders whether incorporating non-organic fabrics in some collections would allow for more revenue and donations while facing potential compromises.
Patagonia as a role model Kyle shares a quote from Yvon Chouinard, the founder of Patagonia, about doing more short-term harm to achieve greater long-term good. He discusses the dilemma of balancing sustainability and growth, noting that customers primarily value comfort, inclusivity, and gender-neutrality in Swoveralls' offerings, rather than where they are made or the materials used. Kyle recognizes the noisy space surrounding sustainability promises in the fashion industry and the need to listen to customer needs and values.
What does the customer value? The outsider perspective suggests focusing on Swoveralls' unique aspect of providing unisex clothing and leveraging the value customers place on it. While pushing for sustainability, it's important to prioritize customer preferences and adapt accordingly to ensure a positive impact on both the environment and the business. Ultimately, the path forward involves aligning customer needs, sustainability efforts, and the success of the business.
Giant Wheel of Sustainability Kyle highlights the concept of the "giant wheel of sustainability" and discusses additional components beyond using sustainable materials. He emphasizes the importance of creating products that are built to last, like Swoveralls, which are designed to be durable and potentially last a lifetime, reducing the need for customers to purchase replacements frequently. He contrasts this approach with companies like Apple, whose products often have shorter lifespans due to their for-profit business model.
Regarding sustainability, Kyle mentions the value of offering free repairs to customers. If a buckle or other component breaks, Swoveralls offers partial refunds so customers can use the savings to get the item repaired by a local seamstress or tailor. This approach helps extend the lifespan of the product and reduce waste.
Kyle also discusses the idea of not buying new products as a way to promote sustainability. He suggests visiting thrift stores and purchasing pre-worn items instead. This promotes circular economy practices and reduces the demand for new products.
📱 Social media "Tiktok just makes me insane" Kyle acknowledges the value of platforms like TikTok, Instagram, and YouTube Shorts for creators. He mentions that they have been exploring YouTube Shorts and finding success there, particularly because it is less saturated compared to other platforms. They have experienced lower view counts on TikTok, ranging from two to 800 views, which is a fraction of what they used to get on YouTube Shorts. However, their TikTok videos have gained traction as well, with some reaching 23,000 to 4 million views.
He mentions that their highest-viewed video on TikTok is a five-second clip with trending audio, which garnered six million views. Content that performs well on TikTok typically revolves around discussing features of Swoveralls or addressing the price point of their products. Kyle highlights that TikTok users can be mean and critical, particularly regarding the pricing of their products. However, he sees it as an opportunity to educate people about unit economics and the costs associated with running a small business. He appreciates the dialogue and engagement on TikTok, especially with those who understand the challenges of building a sustainable fashion company.
If you reached this point, well, thank you! Please consider following D2CVille on social media and contacting us if you’d like to be a guest in one of these podcast episodes!
And if you’re based in the US, check out Swoveralls for matchless sweatpants overalls !
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