Shopify Masters From College Dropout to $100M Brand Owner : A Founder’s Story
24 snips
Oct 7, 2025 
Dan Demsky, Co-founder and CEO of Unbound Merino, shares his journey from an Indiegogo launch to nearly $100M in sales. He reveals how friendships can fuel entrepreneurial success and recounts the discovery of merino wool during a trip that inspired his stylish t-shirts for travelers. Dan discusses mastering Meta marketing, breaking even on first purchases, and transitioning from founder to CEO. He emphasizes the importance of community and word-of-mouth, particularly among women, and envisions Unbound as a leading lifestyle brand.
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Packing Trip Sparked Product Idea
- Dan discovered merino wool on a packing hack Reddit thread and tested it on a trip to Hydra, Greece.
- That travel discomfort triggered the idea to make stylish merino t-shirts you can wear day and night.
Crowdfunding Validated Demand Fast
- The team ran an Indiegogo crowdfunding campaign to test product-market fit while working Friday nights.
- They raised about $400k against a $30k goal and used the funds to iterate prototypes and sourcing.
Vet Suppliers With Volume, Samples, And Visits
- Send many supplier inquiries and vet with samples rather than trusting listings.
- Visit production, build personal relationships, and inspect early runs to secure quality.