Twenty-five.
That was the magic number.
The number of hoodies I'd expected (hoped?) to sell, based on a combination of my typical web traffic and email list size. It was simple math, really.
But then a little something happened that changed everything.
In late September, I sent out a call for hoodie testers — people who were willing to try the very first Bone Hoodies before anyone else.
The goal was simple:
In exchange for a hoodie, I'd collect a little feedback and a few photos that weren't of me (or my kid), or of something sitting on my desk.
I'd hoped to land a few photos that also included their dogs (and they didn't disappoint)!
What I got back from this most awesome group of volunteers nearly made me emotional.
Tons of photos and videos - of them and their dogs...wearing something I'd designed.
And just as those early images started circulating and interest started building, something happened that changed everything.
A few days before the pre-launch event, I posted a simple set of images on Instagram — nothing fancy or dramatic, just an attempt to demonstrate what breeds I had on file.
All I intended was for people to see the art first, before investing in a purchase.
Trust me when I tell you (as an artist who's been posting content into a literal black hole for over 4 years), there was no expectation beyond that.
Post a breed gallery.
Let people find their favorite breed.
Expect (hope?) for 25 sales.
All based on website traffic data and email list size.
I swear it's just math.
Except for the part where I didn't account (or adjust) for the extra eyeballs (traffic) and the sudden email list growth...just days before the event.
That single post completely shifted the energy around the pre-launch.
As the doors to the pre-launch opened, I grabbed my usual morning beverage. Checked my email.
And waited.
I now had enough traffic and a large enough email list to land 25 sales.
I swear that goal (and the expectation) didn't change.
And, I hit that goal.
Within the first hour.
And, frankly (because I feel I know you well enough to be honest), that's when the panic set in.
By the end of five days, the total was:
220 orders.
Nearly 300 hoodies sold.
With the hoodies officially on site, that number is over 400 (and counting).
I still don’t quite have the words.
“Thank you” feels too small, but it’s a start.
In the future, there'll be other colors added to the lineup.
Possibly a few limited edition runs.
And other garment types. Over the past few weeks, there've been requests for zip-ups and t-shirts - options lighter than a heavyweight hoodie.
The Canuck in me apologizes.
Lastly...
There were lots of hard lessons during this launch.
About backend.
About preparing art - most of which was previously formatted for poster prints, not fabric.
About working closely with a fulfillment partner.
About customer service.
And what I can do (as someone who works solo) to make the process easier going forward.
For both of us.
The product information page has been updated with changes to policy moving forward.
There's a FAQ section (pre-existing) that answers questions about sizing and care. Treat your garment right (with as little heat as possible) and the bones will last.
Check it out if you're so inclined. Let me know if you have questions.
