Why Smart Fashion Brands Start with Strategy - Not Just Sketches
What I’ve learned after 15+ years turning ideas into collections for Revolve, The Iconic, and over 7,000 new designers
When most new designers get inspired to start their fashion label, the first thing they reach for is a sketchpad. Or Canva. Or Pinterest.
And hey, creativity is important. But over the last 15+ years working across the industry - from designing for brands stocked in Revolve, The Iconic, Nasty Gal and more, to sourcing globally and coaching 7,000+ first-time founders - here’s what I’ve seen again and again:
Brands that lead with strategy go further, faster. Brands that only sketch? Often get stuck.
Why Design Alone Isn’t Enough
Sketches look great. They capture a vibe. But without knowing what’s actually possible in production, they can send you into a cycle of delays, disappointments, and wasted spend.
Here’s why:
Suppliers have MOQs (minimum order quantities) that can make custom designs costly from day one
Factories already offer base styles (OEM) that are ready to go, and can be easily tweaked
Color dyeing, labels, and trims all have hidden MOQs most designers don’t know about until it’s too late
The truth? Starting with sketches alone means you might be designing something your budget or factory can’t support.
What To Do Instead
Start with sourcing. With understanding what suppliers already make. With building your range around real-world data. That’s how I help designers get to production faster and with fewer headaches.
That doesn’t mean giving up on creativity. It means being strategic with it.
Use OEM pieces for your core. Design custom for your hero moments.
That’s why inside my Launch Vaults and one-on-one consults, we often:
Reverse-engineer the range from supplier catalogues
Identify silhouettes that can be modified fast
Save custom sketches for where they’ll have the most visual and brand impact
When to Design Custom (and Why It Matters)
Custom design is powerful when it’s placed strategically. Your hero piece. Your signature hoodie. That set that goes viral on TikTok.
That’s why I still create:
Custom tech packs that translate vision into production-ready files
Professional sketch services for the pieces you want to truly own
But the key is this: design supports strategy. Not the other way around.
Want the Roadmap?
If you’re stuck between the idea and action phase, grab The Fashion Fast Lane™ Framework. It’s the exact 7-day roadmap I use to help founders move from concept to sampling without spiraling into decision fatigue.
Download it here →
