Total Retail Talks Marine Layer's Journey From T-Shirt to Trendsetter
Jan 18, 2026
Mike Natanshon, Founder and CEO of Marine Layer, shares his journey from recreating his favorite college T-shirt to building a national apparel brand. He discusses the importance of naiveté in his early research and fabric experimentation. Natanshon highlights key growth moments, like capital raising and learning through trial and error. He emphasizes the significance of human connections in shaping company culture and details innovative retail strategies that maintain a friendly store experience. Excitingly, he hints at future personalization plans for 2026!
AI Snips
Chapters
Transcript
Episode notes
Origin Story: The Favorite T‑Shirt
- Mike Natanshon started Marine Layer after failing to replace his favorite worn-out college T-shirt and learned textiles by going to Los Angeles.
- He made a custom fabric, produced a run of shirts on credit cards, and sold them from his San Francisco apartment to friends and family.
Pop‑Up That Changed Everything
- Mike convinced a broker to give him a one-month lease for a 500 sq ft Chestnut Street space to collect emails and test retail.
- That pop-up succeeded, Adam Lynch joined full-time, and retail became the pivotal channel for Marine Layer's growth.
Make Small Mistakes, Iterate Fast
- Make small mistakes and iterate quickly instead of trying to be perfect before launch.
- Learn on the ground and accept early errors as manageable lessons that guide steady growth.