Today I'm going to talk to you about ICIW, an athleisure brand out of Stockholm that have sent on a few garments for me to wear to my KOBOX sessions.
I'm always keen to champion the brands that share the same belief system as I. That have a similar narrative that often includes starting from nothing, taking a leap of faith.
When I read the backstory of founder Gustaf Ollas and learned how he too switched paths from full time employment and pursued his vision of creating training clothes that he would like to wear.
Gustaf worked as Personal Trainer and sold dietary training courses online, but knew very little about the textile industry when he began his journey with ICIW in 2012.
I think at everyone at some point in their lives have ideas on setting up their own tee shirt company right? They get fixated on a theme or slogan, order up about 1000 and then have to deal with boxes of unsold tee shirts clogging up their garage 2 years down the line.
For anyone that has had any modicum of success in starting up their own brand they'll know the process for producing new garments generally takes between 6-12 months, from idea to prototype and finally to finished product. If you're interested
It's a tricky business especially as trends and fashion waves move quicker than seasons in today’s current retail climate. ICIW offer high quality training clothes at a competitive price. Most products are manufactured in limited edition to make the customer feel unique.
SOCIAL MEDIA PHENONMENON
Again, for budding entrepreneurs, take time to familiarise yourself with the ICIW website. It's clean, easy to use, strong imagery and they empower influencers and leverage their social media accounts in very creative ways.
For example the Hashtag #icaniwill has been used more than 1,600,000 times in writing.
Today, ICIW are a team of seven. A close knit community that provide awesome training apparel and generate positivity and health through the medium of fashion.