The Glossy Podcast True Classic CEO Ben Yahalom: 'Diversification is key to marketing success'
Feb 5, 2025
Ben Yahalom, CEO of True Classic, leads a menswear brand that evolved from enhancing the classic T-shirt to diversifying into activewear and denim. He shares insights on scaling profitably while maintaining a focus on customer experience. Yahalom discusses the challenges of creating well-fitting garments for diverse body types and the vital role of community engagement. With plans for women's wear and physical store openings, he emphasizes that understanding consumer needs is key to their innovative marketing strategies.
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Untapped Menswear Needs
- Men have been underserved in the t-shirt market in fit, feel, and price. True Classic tailored fit and fabric to meet broad size needs affordably.
Selling Confidence Over Clothes
- True Classic's digital ads focus on emotional benefits beyond product looks. They sell confidence and self-esteem, not just apparel.
Scaling True Classic Without Big Backing
- Ben Yahalom leveraged his Meta experience to help scale True Classic digitally. The brand scaled profitably without celebrity endorsements or big fundraising.