DTC Podcast Ep 560: Levelwear’s Pivot to DTC: From Golf Courses to Nine-Figure Wholesale to a Brand-First Ecommerce Play
Nov 17, 2025
Hyman Ngo, SVP of Product & Marketing at Levelwear, leads the brand’s transformation from wholesale to a direct-to-consumer powerhouse. He discusses how their success on elite U.S. golf courses boosted their credibility back home. Ngo reveals the crucial role of licensing in building brand legitimacy and how they crafted a compelling narrative centered on 'Team Over Everything.' He emphasizes the importance of emotional connections for growth and hints at exciting DTC strategies on the horizon, including tailored marketing across various sports.
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Buying The Customer That Became The Brand
- Hyman bought Levelwear after it couldn't pay its bills and transitioned from manufacturer to wholesaler to own the value chain.
- He recounts brute-forcing order entry and learning the branded business had many more touches than manufacturing.
Trade Shows Meant Hundreds Of Small Orders
- Early surprise: branded orders required many more individual touches than manufacturing bulk orders.
- Hyman describes trade-show paper orders and massive manual data entry as a painful early lesson.
Prove Yourself In A Clean Market
- Breaking into prestigious U.S. golf courses reset Levelwear's reputation back in Canada.
- Credibility at elite U.S. clubs created proof that unlocked broader retail acceptance.