Ourdoorsy brand Yanmos boast awesome designs with compelling backstories, focused on the environment and climate change. The brand was founded by Yannis who runs his brand from Thessaloniki, Greece. Right now the economy is weak there but Yanmos uses a universal message and the international options built in to Teemill to sell into strong economies all over the world. We caught up with him recently to learn how he built a successful brand and to find out how to branch out into international sales too.
Hey Yannis, thanks for taking the time to talk to us. What motivated you to start the brand?
My love for t-shirts was actually the biggest motivation. I think the idea came from the fact that I studied fashion and textile design here in Greece and Denmark, so I was already involved with the industry and this just felt like the next logical step.
That’s awesome! What was the hardest thing about starting a brand, and how did you overcome it?
The biggest problem was that I knew very little about graphic design. I put my mind to it to learn about designing a clothing range – the power of Google makes it so easy to access knowledge.
What advice would you give to people starting out selling t-shirts online?
The most important thing is to work hard, to love what you do and to persevere and be patient.
Don’t be shy when it comes to promoting your brand. The rule of 7 says that a customer will have to see on average 7 pieces of marketing before they purchase from you.
Things often don’t happen overnight, promote your brand more than you think and you’ll see the results build over time.
That’s a great tip. So what is the most enjoyable part of the process?
Launching a new collection and adding it to new products. Researching the stories, mapping out ideas, designing and then adding them to products – it’s awesome seeing my creations coming to life and then my follower’s reactions. You have that smile of joy, even though you often need to correct some details.
What’s your bestselling design? And which marketing methods give you the best success?
The best seller is the “Earth Tree”. I’ve found that the most popular products also tell a story.
At the design stage, I think about an issue that reflects the brand’s values and work from there.
Most of the ideas are influenced by the environment and nature. For example, the Stop Climate Change print. These products do well because they tell stories about issues people care about, and messages they want to share. It’s an added bonus and selling point that my products are made using organic cotton and renewable energy.
Amazing! That’s a great bit of insight. So what made you choose Teemill?
Teemill gives me the tools I need to build my brand. The products are made using certified organic cotton, but also the general awareness of the company for renewable energy sources, the right working conditions and the environment. This really helps me push my brand values and I have the peace of mind that Teemill is taking care of that side of things, leaving me to focus on designing and promoting the brand.
We’re stoked we’re able to help where we can. What are the plans for the future?
Doing what I do love, continue to create products with a story. Marketing on social media is so powerful nowadays and it means we can find new customers instantly. It’s easy, so I plan to build this side of things. There’s still a lot to learn, and I’ll continue to work on new ways to build our brand.
That sounds like a great plan Yannis. What’s it like knowing there are hundreds of people out there wearing your designs?
Ah, it’s is a very beautiful feeling. There are in fact people with whom you can share the same concerns or the same sense of humour. But the most important thing is the appreciation of your work.
Thanks for taking the time to talk to us Yannis, is there anyone you want to say thanks to or any shout outs?
I’d like to thank everyone for supporting my work and express my deepest feeling to all my dear friends for putting up with me. Ha!
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