D2C Diaries

Kristian Hansen (AKA, The Jeans Guy) didn’t plan to build a fashion brand. But after accidentally buying a pair of women’s jeans, he posted a TikTok asking, “Is this really what women deal with every day?” and woke up to 3 million views. Welcome to the story behind slø, a custom denim brand that’s rewriting every rule in DTC fashion.In this episode of DTC Diaries, Kristian takes us behind the scenes of a business that:- Offers 1170 sizes and manages over 900,000 SKUs- Sold $400,000 worth of jeans in its first hour, completely organically- Grew a waitlist of over 200,000 customers from TikTok and community alone- Built a factory from scratch in Turkey after every supplier failed to deliver- Runs a 1.5% return rate in one of the highest-return industries on earth- Ships custom-fit jeans in under 21 days with a factory-powered SaaS stackKristian doesn’t just talk about product or performance, he shows what it takes to build a real moat in DTC: full control, radical transparency, and obsession with customer experience.If you’re a founder, operator, or marketer trying to scale without shortcuts, this episode is for you. 00:00 The viral TikTok that started it all03:00 The $400k launch that went wrong05:00 Supply chain failures + learning curve10:45 Why they chose accessibility over premium pricing12:30 Customer commitment 16:00 Complexity of SKUs & 1.5% return rate21:50 Building a supply chain SaaS24:07 Custom built business model29:18 Being "The Jeans Guy"31:30 Community building and customer service40:00 Slo’s product roadmap42:00 Future vision44:40 Lessons learned & what the future holdsFollow Kristianhttps://www.slo.co/https://www.tiktok.com/@thejeansguyFollow Joe on socials:Linkedn: https://www.linkedin.com/in/joe-marston/Twitter: https://x.com/JoeJMarstonFollow Olly on socials:LinkedIn: https://shorturl.at/kPrqOTwitter: https://x.com/oliverwhudsonFollow D2C Diaries on socialsTikTok: https://www.tiktok.com/@d2c.diariesInstagram: https://www.instagram.com/d2c_diaries/

In this episode, we sit down with Sarah Levinger, one of the most sought-after minds in consumer insights and behavioural strategy, to unpack the mental models behind performance creative. From understanding generational buying behaviour to why storytelling is outperforming old frameworks, Sarah shares a fresh perspective on what today’s top-performing DTC brands are doing differently.We cover:- Why “hook, body, CTA” is losing effectiveness- The 4 ad types every brand should be running (but most aren’t)- How AI is changing static ad creation and why psychology matters more than ever- Using emotional insights to improve ad resonance and attribution- What’s coming next for DTC brands in the next 12–18 monthsWhether you’re a founder, CMO, or performance lead, this one’s packed with insights that’ll challenge how you think about creative.00:00 – Intro05:45 – The death of hook-body-CTA08:30 – Brand vs performance: finding the balance13:12 – What actually drives people to buy17:46 – Why top-of-funnel strategy is broken22:51 – The power of brand voice from day one26:20 – Speaking like your customer (without losing your voice)31:45 – Why your post-purchase surveys are lying35:38 – Gen Z vs Gen X: how different audiences respond40:15 – Creative testing in 2025: less iteration, more impact44:02 – Sarah’s creative audit process47:33 – What’s next for DTCFollow Sarah:tetherinsights.iohttps://x.com/SarahLevingerhttps://www.linkedin.com/in/sarahlevinger/Follow Olly on socials:LinkedIn: https://shorturl.at/kPrqOTwitter: https://x.com/oliverwhudsonFollow Loukas on socials:LinkedIn: https://shorturl.at/TRI8BTwitter: https://x.com/LoukasHambiFollow D2C Diaries on socialsTikTok: https://www.tiktok.com/@d2c.diariesInstagram: https://www.instagram.com/d2c_diaries/

What do snoods, Amazon, and Sunday League football have in common?They were the unlikely start of Frankie Thorogood’s DTC journey, one that turned a £100 Alibaba order into a 7-figure exit.In this episode, Frankie breaks down how he built not one, but THREE brands from the ground up, including Pott’d, now an 8-figure business. We dive into what most founders get wrong about scaling, the power of Amazon, how to build a brand around your life (not the other way around), and why most “marketing advice” online is complete noise.This one’s packed with brutal honesty, underrated strategies, and founder-first perspective you won’t hear anywhere else.If you’re building in the trenches, listen to this before your next product launch.00:00 The Snood Guy08:45 The First Big Brand: TCA13:42 Starting Pott’d20: 28 Amazon vs DTC22:45 Pott’d Growth: Hitting 8 Figures24:10 Delegation, Hiring & Letting Go34:50 Great Products First37:20 Cutting Through The Noise39:33 Perfection Kills Progress42:00 The future of Pott'd44:15 The Product Development Advantage46:30 Building a Community49:25 Exit goals + Becoming a Household Name51:30 Ecom PredicitonsFollow Frankie:www.linkedin.com/in/frankiethorogood/https://www.instagram.com/theurbanartist/https://www.instagram.com/frankiethorogood/https://www.frankie.co.uk/Follow Olly on socials:LinkedIn: https://shorturl.at/kPrqOTwitter: https://x.com/oliverwhudsonFollow Loukas on socials:LinkedIn: https://shorturl.at/TRI8BTwitter: https://x.com/LoukasHambiFollow D2C Diaries on socialsTikTok: https://www.tiktok.com/@d2c.diariesInstagram: https://www.instagram.com/d2c_diaries/

D2C Diaries is proudly sponsored by Triple Whale.Triple Whale is our north star when it comes to data-driven decisions. Whether you're just starting out or running a 9-figure brand, this is the tool that will help you and your team see around corners and move faster.Visit www.triplewhale.com/d2cdiaries to learn more.What does it really take to build a 6-figure TikTok Live? In this episode, we're joined by Daisy, founder of Glow For It, a brand that’s become one of the biggest breakout successes on TikTok Shop.Daisy breaks down the exact strategy behind their record-breaking 6-figure live stream, how she built a cult-like community from a personal story, and why TikTok isn’t just a social platform, it’s a full-blown sales engine. From raw founder realities to structured launch playbooks, we go deep on everything from affiliate creators, to why TikTok Live is still one of the most underused channels in DTC.If you’re a founder, marketer, or creator looking to unlock scale on TikTok, this is the blueprint you’ve been waiting for.We cover:- The behind-the-scenes of Glow For It’s 6-figure live stream- Turning personal pain into brand purpose (and loyal customers)- TikTok Shop affiliate strategies that actually drive volume- How Daisy went from packing orders in her mum’s kitchen to landing in Boots- Launch tactics: teasing, timing, and flooding the algorithmThis is one of the most actionable TikTok deep dives we’ve ever recorded.00:00 Daisy’s Backstory08:35 Spotting the Market Gap10:01 Laying the Early Brand Foundations13:16 The Viral Video That Changed Everything14:33 Getting Over Fear18:50 Advice For Founders 21:10 Transitioning From Founder-led to Team-led Brand Presence22:46 Treating TikTok as a Primary Sales Channel26:47 Launch Playbook on TikTok32:49 Deep Dive into the 12-hour Live that did 6-Figures42:58  What’s next: retail growth, US expansion, and new hero SKUs46:56 Daisy’s TikTok predictions for the next 12–24 monthsFollow Glow For It on SocialsTikTok: https://www.tiktok.com/@glowforitshop Instagram: https://www.instagram.com/glowforitshop/Follow Daisy:LinkedIn: https://www.linkedin.com/in/daisy-kelly-ba2085231Instagram: https://www.instagram.com/daisymaykelly_/Follow Loukas on socials:LinkedIn: https://shorturl.at/TRI8BTwitter: https://x.com/LoukasHambiFollow Olly on socials:LinkedIn: https://shorturl.at/kPrqOTwitter: https://x.com/oliverwhudsonFollow D2C Diaries on socialsTikTok: https://www.tiktok.com/@d2c.diariesInstagram: https://www.instagram.com/d2c_diaries/

D2C Diaries is proudly sponsored by Triple Whale.Triple Whale is our north star when it comes to data-driven decisions. Whether you're just starting out or running a 9-figure brand, this is the tool that will help you and your team see around corners and move faster.Visit www.triplewhale.com/d2cdiaries to learn more.Rejected by all 6 Dragons, then hit £4.5M in sales.Lucie Macleod walked into the Dragon’s Den asking for £190k.She left with zero offers… and the internet on her side.In this episode, the founder of Hair Syrup breaks down how she turned a side hustle into a multi-channel beauty brand, why she leaned into public rejection on Dragon’s Den, and how she continues to dominate TikTok without relying on affiliates.She unpacks:▫️The brutal reality of pitching for 3.5 hours with cameras rolling▫️How she used the rejection to fuel record-breaking sales▫️What most founders get wrong about visibility, brand story, and virality▫️Her playbook for converting TikTok attention into long-term customers▫️The content system she uses to publish daily, without a big team▫️And the unfiltered truth of running a fast-growing brand at 24This one’s for every founder who's been underestimated and made it work anyway.00:00 Viral Brand Origin & Early Growth04:30 Authentic Founders Story05:49 Re-defining Natural Haircare07:50 Lucie’s Entrepreneurial Traits11:50 Starting on TikTok18:35 Content Strategy31:33 Dragon’s Den: The Full Story37:45 Struggles Within The Business39:41 BTS of Dragons Den44:35 The Controversial Offer54:28 Impact & Strategic Execution01:02:40 The Downside of Personal Branding.Follow Hair Syrup on SocialsTikTok: https://www.tiktok.com/@hairsyrupInstagram: https://www.instagram.com/hairsyrup/Follow Loukas on socials:LinkedIn: https://shorturl.at/TRI8BTwitter: https://x.com/LoukasHambiFollow Olly on socials:LinkedIn: https://shorturl.at/kPrqOTwitter: https://x.com/oliverwhudsonFollow D2C Diaries on socialsTikTok: https://www.tiktok.com/@d2c.diariesInstagram: https://www.instagram.com/d2c_diaries/

D2C Diaries is proudly sponsored by Triple Whale.Triple Whale is our north star when it comes to data-driven decisions. Whether you're just starting out or running a 9-figure brand, this is the tool that will help you and your team see around corners and move faster.Visit www.triplewhale.com/d2cdiaries to learn more.In this episode, Olly and Loukas break down the exact AI systems they’re using across creative, strategy, operations, and personal systems designed to reduce cognitive load, streamline decision-making, and drive compounding returns across strategy, operations, and execution.You’ll learn:* Why most brands fail with AI (and how to fix it)* How Loukas built a CFO bot to analyse P&Ls and spot overspend in seconds* Using AI for SOP creation, meeting notes, personal CRM, and even calendar audits* The tools they’re using for deep research, content repurposing, and performance feedback loops (e.g. Fixer, Lindy, Poppy, Claude, Triple Whale agents)This is practical, not theoretical.If you're still prompting ChatGPT like it’s Google, this episode will change the game.Ideal for: Brand operators, marketers, and growth leads who want to use AI for impact, not just efficiency.00:00 Intro03:53 Feeding GPT Personal/Business Data08:50 SOP’s13:45 Fixer + Airtable: A Personal CRM17:00 LindyAI: Multi-Agent Workflows20:52 Chat-GPT Deep Research22:55 Lindy AI: Calendar Audit Agents24:35 Shopify x ChatGPT Checkout Integration 26:20 Triple Whale AI Agents30:00 Full Creative Tech StackFollow Loukas on socials:LinkedIn: https://shorturl.at/TRI8BTwitter: https://x.com/LoukasHambiFollow Olly on socials:LinkedIn: https://shorturl.at/kPrqOTwitter: https://x.com/oliverwhudsonFollow D2C Diaries on socialsTikTok: https://www.tiktok.com/@d2c.diariesInstagram: https://www.instagram.com/d2c_diaries/

In this solo deep-dive, Olly and Loukas unpack the full launch strategy behind IM8, David Beckham’s new wellness brand, and break down why it’s one of the most intentional DTC rollouts they’ve seen in a while.From aggressive “us vs them” positioning to a hyper-consistent funnel experience, IM8 is throwing punches directly at AG1 and doing a lot right in the process. But not everything’s perfect.They cover:- The full IM8 funnel breakdown (from unaware ads to hyper-targeted landing pages).- How brand consistency builds trust and drives conversions- Where Beckham’s founder content falls flat (and how to fix it)- Why nostalgia is an underrated lever in performance creative- How IM8 uses third-party experts, credibility stacking, and strategic whitelisting-The creative formats that should be next for themIf you’re running paid media or building a DTC brand, this is a clinic in strategic funnel execution, brand building, and where even elite brands leave opportunity on the table.🚨 Comment on our Youtube video "IM8" and we'll send you the full whimsical board breakdown🚨Follow Loukas on socials:LinkedIn: https://shorturl.at/TRI8BTwitter: https://x.com/LoukasHambiFollow Olly on socials:LinkedIn: https://shorturl.at/kPrqOTwitter: https://x.com/oliverwhudsonFollow D2C Diaries on socialsTikTok: https://www.tiktok.com/@d2c.diariesInstagram: https://www.instagram.com/d2c_diaries/

Mark Rushmore didn’t just co-found one of the most disruptive brands in oral care,  he’s engineered a masterclass in sustainable DTC growth.In this episode, we unpack the wild journey from managing Pringles at P&G to building SURI, the electric toothbrush brand doing £24M+ in just over two years. Mark shares how a list of life goals, a chance meeting on a speedboat, and a bet on sustainability turned into a category-defining business.Expect no fluff, just real stories and battle-tested strategies:1. The product-market gap no one saw in oral care2. Building a brand on performance, design, and sustainability3. The creative formula behind SURI’s 2x ROAS ads4. His PR, SEO & Listicle Strategy5. How to break into the US market and get featured on Good Morning America6. Lessons from scaling fast without burning out (or your team)Whether you’re scaling a DTC brand or thinking about your next move, this is the blueprint for building something with staying power — and impact.Follow Mark on socials:Linkedn: https://www.linkedin.com/in/mark-rushmore-b1240a19/https://www.trysuri.com/Follow Loukas on socials:LinkedIn: https://shorturl.at/TRI8BTwitter: https://x.com/LoukasHambiFollow Olly on socials:LinkedIn: https://shorturl.at/kPrqOTwitter: https://x.com/oliverwhudsonFollow D2C Diaries on socialsTikTok: https://www.tiktok.com/@d2c.diariesInstagram: https://www.instagram.com/d2c_diaries/

TikTok Shop is the most powerful growth levers in DTC right now.In this episode, Olly and Loukas sit down with Liam Dean, Co-Founder of For You Advertising (the UK’s top TikTok agency who spent £20M on ads in 2024 alone), to unpack the full strategy behind what’s actually working on TikTok Shop right now.They break down how UK brands are driving millions in GMV through affiliate creators, storytelling-led ads, and TikTok Lives... and how that content is being repurposed into high-performing Meta ads.From a first-time creator generating £130K in GMV to a brand giving away Lamborghinis to top affiliates, this episode is packed with real data, viral creative analysis, and practical frameworks you can apply today.What they cover:1. Why TikTok Shop is the biggest DTC growth channel in 2025 and how brands are winning early2. How For You Advertising went from a lockdown idea to one of TikTok’s top 6 agency spenders in the UK3. How affiliates have become the new “sales team” for scaling TikTok Shop4. The 5 viral creative frameworks driving results and how to repurpose them into Meta-compliant, high-ROAS ads5. The live formats that convert: from order packing to community-driven tutorials6. What’s next: AI creators, TikTok One, and the rise of automated affiliate growthWhether you're an operator at £50K/month or scaling to 8-figures, this is a masterclass in launching, scaling, and sustaining growth on TikTok Shop, without burning margin or missing creative momentum.+PLUS 🎁 Get the free Creative Resource + Unit Economics Calculator by subscribing to our Youtube Channel and commenting on the video "TIKTOK SHOP CREATIVE" and we'll send it over. 💥 Follow Liam on socials:Linkedn: https://www.linkedin.com/in/liam-dean-a11a43152/Follow Loukas on socials:LinkedIn: https://shorturl.at/TRI8BTwitter: https://x.com/LoukasHambiFollow Olly on socials:LinkedIn: https://shorturl.at/kPrqOTwitter: https://x.com/oliverwhudsonFollow D2C Diaries on socialsTikTok: https://www.tiktok.com/@d2c.diariesInstagram: https://www.instagram.com/d2c_diaries/

D2C Diaries is proudly sponsored by Foreplay.Foreplay is the must-have tool for monitoring competitors, curating endless ad inspiration, and finding that one winning ad that can scale your business.Get 20% off FOR LIFE with code “D2CDIARIES” at Foreplay here https://shorturl.at/LEzzZ------------------------------------------------------------------------------------------------------------------------------------------------------------Find out how to maximise the value of your ecom brand here from the Fortia Summit: https://www.youtube.com/watch?v=dWAb34d_gp0Theta Group – thetaclv.comFortia Group – thefortiagroup.comIn this episode of D2C Diaries, we break down how the most ambitious US DTC brands are using AI tools, first-party data, and creative strategy to unlock scale, and why many UK brands are falling behind.Fresh from a 3-month stint in New York, Joe Marston (co-founder of Soar With Us and For You Advertising) joins Loukas and Olly to share insights from inside the US market, ShopTalk conference takeaways, and the new AI stack reshaping growth marketing.They cover:→ AI & Creative Strategy: How tools like Foreplay, Grok (XAI), and ChatGPT are changing research and ideation and the power of prompt engineering in performance creative.→ US vs UK Growth Mindset: The “investment vs cost” mindset that fuels American ambition and why networking, deal sizes, and brand positioning are radically different in the US. Also Joe highlights what UK founders can learn from the way US brands own first-party data to increase your valuation.→ Future Trends: Why every service business needs to think like a software company, what Apple, Meta, and X are really building with their AI plays and the rise of AI agents and what’s next after creative automation.Hit follow and subscribe to D2C Diaries for unfiltered conversations, cutting-edge growth strategies, and real talk from the frontlines of ecom.New episodes every week.------------------------------------------------------------------------------------------------------------------------------------------------------------Follow Joe on socials:Linkedn: https://www.linkedin.com/in/joe-marston/Twitter: https://x.com/JoeJMarstonFollow Loukas on socials:LinkedIn: https://shorturl.at/TRI8BTwitter: https://x.com/LoukasHambiFollow Olly on socials:LinkedIn: https://shorturl.at/kPrqOTwitter: https://x.com/oliverwhudsonFollow D2C Diaries on socialsTikTok: https://www.tiktok.com/@d2c.diariesInstagram: https://www.instagram.com/d2c_diaries/