Wow, 13 years of Lonely Kids Club. 13 years of having no idea I'm doing and 13 years of procrastinating from dealing with important admin work. I'm literally procrastinating from doing urgent tasks as we speak.
For a few years the full brand was just some boxes of T-shirts in my bedroom and I'll never forget the day I finally launched the website in March 2011 after working on the website and project for a year, and had to then wait about 3 weeks to sell a single T-shirt. We launched with 5 T-shirts, and this photo of one on the floor was the only hype post prior to launch:
Also, when we first launched this was our logo: 
It was meant to be part of a greater idea, in the head of a boy or a girl, but I couldn't seem to communicate that it wasn't a kids brand to the artist. An on point way for us to start. Last week someone came in asking if our studio was a kids club.
I then went into my music management foray time of the brand, and put together launch parties for every new range. I did a belated launch party later that year and had a little headliner called Rüfüs Du Sol perform with some other local acts and managed to sell more T-shirts at the shows than I did on the website. Here was the event poster: 
None of this really mattered too much, because the brand only took off the following year when we introduced a sloth called Cecil into the brand, and it happened to be shared in a leggings trade/swap facebook group. That was when we suddenly started selling to people we didn't know, and our website had this weird thing called traffic.
If it wasn't for that person who shared a photo of that jumper in that Facebook group, we never would have gotten our start, and whenever I reflect on how we started, and when people ask me stories about it, I always go back to the idea that it's a little bit of luck, and you never really know what will hit the mark, so you've got to always try new things.
Now 13 years later we've moved to our own studio filled with stock, a T-shirt printing set-up, and I still don't talk to Rüfüs Du Sol. I still don't always know what will hit the mark for people, and I still keep myself very much centered in every step of the brand. I think the brand will keep evolving as I evolve, but I am really stoked that people are still here for this journey, and we will only ever continue to keep on the brand direction and goals that we always have, which has you with us at its core.
Thanks for sticking around with the brand (and this post) or giving us a chance depending on how long you've been round these parts. As a thank you, we have created extra special free gifts, which help reflect our values and growth over the years. You can find out more by clicking here, here or here. Or here.
- Warwick
