The StorySo why are people so into this Johnny Cupcakes thing?Customers like and appreciate the story behind my brand. I started this as a joke, from the trunk of my beat up 89' Toyota Camry; a college drop out — drug and alcohol-free lifestyle — turned down a lot of investors — Took countless risks — kept my shirts out of heaps of chain stores. Yeah, I could of made a TON of money real quick, but I chose quality over quantity. 
I'd rather have a strong brand filled with knowledgeable customers who truly enjoy and appreciate what I've created instead of making a quick buck trying to get my shirts in chain stores across the world — being just another fad. People like what nobody else has, and I love coming out with limited edition, exclusive shirts - rather than mass producing things. I communicate with my customers(I wouldn't be here without them!) I build memorable experiences for my customers... whether it be an in-store event, or the packaging and details I put into everything. Most companies try to cut as many corners as they can, to turn a better profit. I do the exact opposite and pay close attention to all the little things. I've managed to build a multi-million dollar, strong, fun, different, homegrown business - without going your typical route. I've managed to employ both of my parents, my sister, and all of my close friends - so that they don't have to work jobs they don't enjoy.With the huge, international, cult following that has developed from my non traditional way of going about business, you'll see hundreds of dedicated people in line at my releases. Even heaps of people with Johnny Cupcakes' tattoos. Most of my customers are repeat customers. Every type of person collects, understands, and appreciates my brand: Fashionable people, college kids, artsy kids, thugs, indie rockers, skaters, young adults, sneaker heads, and more. This all didn't happen over night, I didn't get lucky with some random idea, I got off my bum and did something with myself. My name is Johnny and I make clothes with cupcakes on em. Have you had your cupcake today? Growing up as a kid, I'd always notice my mom being stressed/bummed out about her 9-5 job. Ever since, I've been coming up with little ways to work for myself. Lemonade stands to yard sales, magic tricks at kids birthday parties to selling tricks/pranks in high school. I used to be a class clown. I'd buy & collect so many pranks from this one joke shop - that the owner gave me a catalog of where I can purchase these from, wholesale. I'd buy whoopie cushions, trick candy, and itching powder in bulk, to make little 'prank packs'. 
I'd then sell these prank packs to the kids at my high school. One day I sold itching powder to this kid Dan, who put it all down his friends back. Turned out his friend was highly allergic to what's inside itching powder. His back swelled up with hives and he was rushed to the emergency room. I almost got kicked out of high school.After returning back from my suspension, I decided to sell something else... (get your mind out of the gutter!) .. candy is what my new hobby was. 
I'd take trips to Costco's, BJ's, and Walmart to buy candy in bulk. After being the candy man for a little while, my high school almost got me in trouble again, for selling far more candy than the school store did (the school stores profits went into school functions, etc.)2000I graduated high school and tried out college...for a few weeks, ha. I was never into the whole college thing. I have A.D.D. so focusing was always an issue. I can't participate in the most common college hobby/sport (partying) because I don't drink or do drugs (never have, never will).After only a few weeks, I dropped out of college. Started up a pin business designing 1” pins/buttons for bands & businesses. I made random designs and sold them at hardcore shows, shops, I even had a small crew of kids that would buy them from me wholesale and sell em at their schools. I had a nice little database of shops that sold my pins. In addition to the pins, I worked once or twice a week at a silk screening shop, as well as a record shop called "Newbury Comics". They have about twenty-something locations (in which I ended up getting my pins sold through). Almost every day when I went into work, I was given a different completely random nicknames for no reason what so ever. I guess Johnny is an easy name to throw just about any word at the end of it? 'Johnny Appleseed', 'Johnny Coffeecakes', 'Johnny Cupcakes', 'Johnny Pancakes', etc.. While working at the silk screening shop making t-shirts for the metal/hardcore band I use to be in (On Broken Wings) , I thought it would be funny to make a couple random shirts that said 'Johnny Cupcakes' on 'em for the fun of it. So I did. 2001Wearing my Johnny Cupcakes t-shirt to work caused quite the stir up. Not only did everyone I work with want a t-shirt, but most of the customers wanted one as well! While at work, I'd get heaps of compliments, questions, smiles and requests for my t-shirt (even from the slightly miserable/quiet regulars!).Supply and demand! I ordered a couple dozen Johnny Cupcakes shirts and sold out of them the day I took 'em off the press! One person would tell ten people, and ten people would tell 100 people. So many random kids would come into Newbury Comics, asking me for these Johnny Cupcakes shirts. A couple times a day, nearly every day - I'd have to pretend to go to the bathroom so I could sneak out and sell gear out of the rusty, dented trunk of my beat up 1989 Toyota Camry. 
I started brainstorming & sketching up so many different ideas, designs, etc.. I began poking fun at pop culture by replacing familiar icons with cupcakes! A Statue of Liberty holding a cupcake instead of a torch, a jet plane dropping cupcakes instead of bombs.. and at the time the skull and crossbones was all over the place, so I thought it would be funny to replace the skull with a cupcake. That t-shirt seemed to be the most bold, memorable and admirable t-shirt out of the random shirts I continued releasing.Some of my original customers were in bands and toured as well. They would wear cupcake gear across the globe, in photo shoots & in their music videos. That built up a lot of national and international curiosity and familiarity with Johnny Cupcakes. The band I was in, On Broken Wings, finally got signed to a record label and we began to tour full time. I'd bring t-shirts on tour and sell them out of my crusty suitcase. 
I'd wake up super early (sometimes even pull all nighters) so that I could get into the cities and main shopping spots of every state we played. I'd go into different boutiques with my wrinkled, gas scented (hahaha) sample t-shirts - to see if they'd be interested in carrying them. Even though I got turned down some, I still was able to create a strong little database. With every store order I received, I would call my house and have my mom and little sister fill these orders and take 'em to the post office. When I'd get home from tour I would cash my checks and re-invest the money into more t-shirts, better quality threads and more colorful designs.
2002Packing my suitcase with 98% cupcake t-shirts, I began to start selling them at a lot of the shows we played, from the back of our van. Some shows I'd even sell more Johnny Cupcakes t-shirts than the band did with their merch. Not advertising or anything, these kids knew who I was and what I did. They'd search for me at every show. A strong Johnny Cupcakes following developed in just about every state. I'd call it a cupcake-cult following. Kids that would collect every shirt, every colorway, etc.
Got my first website & web store up and running! Started stepping things up a little. I was blown away about how many people visited my site and how sales kept growing and growing. My house was 80% boxes of shirts. My parents had to literally move boxes in order to open the refrigerator, various closets or to get to the bathroom!
I started using better t-shirts, getting my own satin tags made and sewn into all these shirts and I started paying close details to everything. When packing these orders, I'd always throw in little random gifts. I use to collect toys, so I had all these random boxes of Ninja Turtles, Ghostbusters, Garbage Pail Kids trading cards. Taking time to hand pack these orders & throw in one random vintage trading card, would put an extra smile on everyones face(as long as they don't eat that stale stick of gum from decades ago)!2003I continued touring, hustling and building a slightly bigger database of quality shops to sell my shirts in. Nearly half of the stops asked me if I'd be at Magic or Pool tradeshows. I had no clue what these tradeshows were all about, so I did some research. Turns out that twice a year these fashion tradeshows take place in Las Vegas. Thousands of buyers and owners of boutiques all over the world fly out for the weekend to pick up new brands for their shops. A lot of magazines go to do write ups on new brands as well. These tradeshows cost an arm and a leg...but you gotta spend an arm and a(continued above)
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leg to make more arms and legs. I didn't want to half ass both the band and my clothing line, so I decided to put 110% into Johnny Cupcakes. It was a big decision to leave touring with some of your close friends, eating junk food, playing video games, meeting and performing in front of interesting people. It felt like the right decision for me to depart, so I did. 
2004I had 2 months to get ready for my first tradeshow and I had to prepare myself. First impressions are everything, so I decided to order chef outfits for my friends and I to wear (hahaha)! In addition to that - I threw together a quick little catalog with my photographer/good friend, Dave Green. Flew off to Vegas, met a lot of great people and learned a lot of things. I ended up getting in some shops in Japan, Italy, London, Canada and in some other U.S. locations. I was excited to have something I created and worked real hard on, to be seen all over the place!UNTIL... During the last day of the trade show I saw a lot of kids wearing the same sneakers as I had on. I said to myself, "I don't like having something that everyone else has". Which got me thinking... maybe I shouldn't have my shirts all over the place? People like what nobody else has. I decided then, to keep my shirts out of chain stores, and to be very very selective of which shops I'd like to carry my brand. In addition, I decided to make all of my t-shirt limited and exclusive. Some shirts more limited than others...some shirts even numbered! Deciding upon this was probably one of the most valuble decisions I've made for my company. It makes it more than just a t-shirt line. It's collectible, limited, wearable art. On my free time I would have "Cupperwear Parties" at different schools, apartments, clubs, salons etc.. It's similar to a Tupperware Party. Someone would contact me, we'd set up a date and time & the person hosting the Cupperwear Party would make invitations as well as cupcakes. I would then show up, roll out my shirts and wireless credit card machine & I'd talk about how I got started. (It was fun, but unfortunately I cannot/could not do Cupperwear Parties anytime soon.) Unbelievably busy. 
2005I opened my first shop. My dad and I completely refurbished/transformed an old boat garage, into a boutique, offices, and warehouse. At first it was going to be for just storage, so my parents could actually live in their house. But I ended up killing like 3 or 4 birds with one stone, to make use of this huge space. It's less of a shop, more like our headquarters.2006I opened up shop on "Boston's Rodeo drive" - 279 Newbury Street. The same street as stores such as; Marc Jacobs, Chanel, Armani, Nike Town, Burberry, Urban Outfitters, French Connection, H&M, and lots more. This was/is a dream come true. I wanted my store to be more of an experience. Still having that jokester inside of me, I thought it would be funny and perfectly fitting - to transform my store into a high end bakery-themed boutique! My Dad and I gathered and installed hardwood floors, stainless steel baking trays, vintage antique refrigerators & curved glass bakery cases displaying my t-shirts. The store also consists of a 1000 lb dough mixer from 1930 & an iron cast wood burning oven from the 1890's. I hid vanilla scented air fresheners throughout the shop, to make it smell like a bakery. My employees wear aprons. On weekends & select days we give out FREE home made cupcakes with every purchase. The t-shirts are even packed in bakery boxes!
I've employed 12 close friends of mine, to fill online orders, select wholesale orders, to manage and run both of my shops, and more. My Mom was able to quit that 9-5 job she worked at since I was born - to work for me full time! She takes care of trademarking & registering all of my designs, my paperwork, taxes, and bookkeeping.
On the opening of the Johnny Cupcakes Newbury Street store, there were over 600 kids waiting in line since 8 am. Some customers even drove 9 hours from Toronto, Canada! The line grew and more or less maintained it's size for the whole day and early evening. Expecting maybe 20 kids line, and witnessing this monstrosity of people, was something else!
2007Everything is still growing at a comfy level. The store had been doing way better than expected. Internet orders growing as well. Lots of positive feedback from everyone all over the world. The only complaints I've gotten were from the massive amount of random people who get tricked into walking inside my 'bakery'. When walking by, there is absolutely no way to tell it's not a bakery. You'll see someone skip up the stairs with joy, and all of the sudden they enter my shop with the most confused expression on their faces. "Where are the cupcakes?", "Do you guys sell real food?" or "I don't get it?!". After I politely explain my story and brand - I've even had people say to my face, "I'd like to see this place last more than a month!" or "Good luck, you're gonna need it!". So when I have my releases and hundreds of people line up, camp out and travel from far distances - the few negative, clueless people don't know what to think. Especially when I give out real cupcakes at the releases. Some people will be walking by saying, "What the heck, Johnny Cupcakes doesn't even sell cupcakes", then heaps of happy customers pour out of my shop with cupcakes in their hands and frosting on their face. That REALY confuses them. I've even seen kids shopping in my store(s) who use to make fun of my shirts and I. And if they're not purchasing something, their girlfriends are. Funny how things work out, eh?Oh yeah, when doing loads of book keeping, my mom sat me down to tell me that I was an official multi-millionaire. I couldn't believe it! I thought that only movie stars and R&B singers were multi-millionaires. So I bought myself a big olde victorian house and finally moved out of my parents place. I sent my parents to Barbados for a few weeks for their anniversary. Other than that, I just keep putting money and time back into my brand. It's my hobby, my passion and my life. Oh yeah, I bought a few arcade machines too. 
Different colleges and universities kept approaching me to do guest lectures on branding, business and fashion. It was very ironic that a college drop-out like myself is getting flown out and paid to guest lecture to schools nationally. So many schools encourage kids to intern at huge rat race esq. corporations, rather than encouraging them to start their own business's. After I return home from said lectures, I get flooded with amazing e-mails from students and teachers who got inspired to start taking chances and doing something they truly enjoy. In addition to that, I get nearly a dozen e-mails a day from people around the world being inspired from my story, which makes me all warm and fuzzy inside that I've somewhat changed peoples lives. Everyone thinks of great ideas every day - it's just getting the motivation to get off their butts to actually do something about it.
2008After literally having to climb over boxes and pallets of products, I got a new warehouse / headquarters. Now I have room to comfortably expand and grow as a brand - with still keeping my homegrown morals. A few weeks after having the new Johnny Cupcakes' headquarters, I had some friends over for ping pong. It was a dark, cold, rainy night and I was slightly depressed. I took a quick ping pong break, checked my email and then for some reason I decided to take a peek at retail spots in Los Angeles. I stumbled upon a perfect, available storefront. It's on the high end of Melrose Avenue near Kid Robot, Freg Segal, Marc Jacobs and GStar. This LA shop will be quite the experience when I'm done with it. It will be set up a little differently.
I'm now going through my notebooks of designs, concepts and ideas. Working on everything 3 years in advance. Ties, hand bags, toys, silk screened #'d posters, housewares, sneakers, jackets & a lot of surprises to come! Side projects, other clothing lines, different divisions of Johnny Cupcakes & more. I'm collaborating with quite a few different artists & designers to mix things up. I'm also focusing a lot on packaging and other details I have a ton of other surprises that I don't want to give out. Sign up on the e-mail list for updates and stay tuned on my blog, you won't be disappointed!Even if people hate the fact that I don't sell real cupcakes, every time they see a bakery or a cupcake they're going to think about my brand and Johnny Cupcakes will come up in conversation. The word of mouth will continue to spread... Bon Appetit! PS: See F.A.Q.'s for more info!  - Johnny Cupcakes |
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