The Foundr Podcast with Nathan Chan 551: From $0 to $30M in 3 Years Selling Fashion | Aimee Smale [VIDEO]
Feb 14, 2025
Aimee Smale, founder of Odd Muse, takes us through her remarkable journey from designing logos to creating a £24M fashion brand. She reveals how an iconic blazer led to viral success and discusses using pre-orders for growth without external funding. Aimee shares her strategies for community-driven marketing and influencer partnerships while tackling challenges from copycats. With insights on maintaining brand integrity and expanding into retail, her story offers valuable lessons for aspiring entrepreneurs in the fashion industry.
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Odd Muse Origin
- Aimee Smale started Odd Muse by selling $10 logos during the pandemic.
- She was inspired to create a mid-luxury fashion brand after working at ASOS and noticing a gap in the UK market.
Starting with Limited Capital
- Start sampling and having supplier conversations even before securing all the capital.
- Aimee Smale launched with £12,000, primarily spent on stock, emphasizing the importance of initial capital investment.
Lorna Lux Collaboration
- Influencer Lorna Lux organically promoted Odd Muse's blazer, leading to a sell-out and a pivotal pre-order moment.
- This pre-order strategy allowed Odd Muse to scale without external investment.