Finroo is a clothing brand that produces t-shirts printed in limited quantities, where every garment is numbered. “The chances of you seeing someone wearing the same design are slim to none”, according the people of Finroo as stated in their about section. The t-shirt designs are created by artists who submit there designs in hopes of getting them printed. I interview Eric Yohay of Finroo about the company.
MC: How did you go about starting Finroo? What steps did it take to finally launch your brand?
EY: We started with a group of 5 artists and said “what are you missing?” They explained to me that although there was outlets for them to get their artwork out, they wanted more feedback and instructive criticisms on top of monetary rewards. We then created a dashboard that gave them the statics and data that they asked for.
The first step was deciding from the beginning that our shirts,, from the start needed to be TOP quality and needed to blow people away the first time they felt it. We then experimented with factories from all over the world and finally settled on one in Turkey that made it just right.
MC: What made you initially decide to have your designs printed on bamboo t-shirts?
EY: We experimented with a ton of different materials (silk, cotton blends, organic cotton, bamboo, tight cotton, distressed cotton) but nothing really was what we were looking for. We needed something that was not only soft and comfortable but needed to have something that would hold an amazing print and would make the colors POP.
This ended up being 70% bamboo 30% organic cotton blend.
MC: When starting your company, did you design any of the t-shirts personally, just to get some products out there? Or did you get artists to design Finroo t-shirts from the beginning?
EY: From the get go, our products have been from our artists. We have never submitted anything and never will because we don’t want our artists to think we would compete with them. We are lucky to have the artists we have and we are getting more and more talented artists every day.
MC: How do you select which t-shirt designs get printed and sold through your site? Is there a certain process of evaluation?
EY: Yes, there is a one step process. We only print what gets purchased. Everything at Finroo is printed on demand.
MC: What’s the biggest challenge you ever faced while running Finroo? How did you overcome this challenge?
EY: The biggest challenge we have still to this today is that we didn’t want to be just another t-shirt company. We wanted to stand above the noise, swim against the tide. We wanted to sell wearable art rather then a commodity so we took a lithographic approach of numbering all of our products. All of our products are in limited edition batches of 100 and each garment is numbered with its actual number in production.
This is a huge logistical challenge but we felt that we owed it to our customer to spend the extra time and energy to make sure they got a real piece of art. This company started because I walked into a bar and saw someone wearing the same shirt I had.
It won’t happen again……..
MC: Are you looking to grow your company into a huge brand one day, or just keep it small, yet profitable? How do you plan on maintaining your brand concept of limited quantities, while growing your company?
EY: We plan on going for gold! We are going to grow this company as fast as possible because we owe it to our customers and our artists. Its hard to do when your based on limited edition quantities, but that’s why were are going to release different pallets such as burn out shirts, sport jackets, and limited edition surf boards.
MC: What can we expect from Finroo in the upcoming years?
EY: You can expect more pallets for limited edition art. More exclusiveness (we are releasing runs of 50 as well as 25 at the end of the month), and more sexyness!