Made for the Hustle

Interested in starting your own entrepreneurial journey in clothing but unsure what to expect? Then read up on our interview with Jason Simmons, Founder of DeadSoxy, located in Dallas, TX, USA.

What's your business, and who are your customers?

DeadSoxy is a premium sock brand renowned for its high-quality products and innovative sock technology. Based in Dallas, our business focuses on creating socks that excel in comfort, style, and functionality. We cater to individuals who prioritize quality and style in their daily wear. Our customers range from fashion-conscious professionals looking for socks that stay in place all day to college sports fans eager to express their team spirit through our officially licensed Ole Miss collection.

Our product lineup includes a variety of socks, each designed with specific features like flat seams, arch support, and moisture-wicking materials. Our unique TrueStay™ technology ensures that our dress socks remain snug on the calf and our no-shows stay put on the heel – solving the common problem of socks slipping off.

DeadSoxy's customer base appreciates the combination of luxury, comfort, and practicality. Whether they're in a formal setting, engaging in casual activities, or showcasing their college team pride, our customers rely on DeadSoxy to provide a superior product experience. Furthermore, our sock subscriptions offer convenience and style, making it easy for customers to regularly update their sock drawer with fresh and trendy designs.

Tell us about yourself

My journey into the world of premium sock manufacturing stemmed from a personal need and a gap I observed in the market. I was continually frustrated by the inability to find socks that met my standards – ones that stayed in place, were comfortable, and matched my style. This personal frustration led to an epiphany and, ultimately, the birth of DeadSoxy.

What initially got me started was the challenge of creating the perfect sock. The more I delved into the intricacies of sock design and manufacturing, the more I realized that the market lacked a brand that focused on both style and functionality. This realization was the catalyst for DeadSoxy. I wanted to create a product that wasn't just an afterthought in someone's wardrobe but a deliberate choice for quality and comfort.

My motivation each day is driven by the passion for delivering a product that genuinely enhances the daily lives of our customers. Knowing that we've developed a product that solves common annoyances – socks slipping down or losing their shape – gives me a great sense of accomplishment. Every positive review, customer feedback, or seeing someone choose DeadSoxy over another brand reinforces the value of our work and drives me to innovate further.

The journey from identifying a need to creating a solution that others value is incredibly rewarding. It's not just about selling socks. It's about improving a small yet significant part of people's daily lives. This sense of purpose and the continuous pursuit of excellence in a seemingly simple product like socks is what motivates me each day.

At DeadSoxy, we are committed to ongoing innovation, style, and comfort. Our vision goes beyond just being a sock brand; we aim to be a lifestyle choice that resonates with people's desire for quality and style. This vision and commitment to excellence are what fuel my daily efforts and the ethos of the entire DeadSoxy team.

What's your biggest accomplishment as a business owner?

My biggest accomplishment as a business owner is undeniably the successful creation and growth of a brand in an industry where I initially had no experience or relationships. Taking the leap into the unknown, I ventured into the sock industry with a fresh perspective and a determination to innovate.

The journey from the inception of DeadSoxy to where we stand today has been filled with challenges and learning experiences. Venturing out on my own, I navigated the complexities of the apparel industry, learned the intricacies of product development, and built relationships from the ground up. This journey of building a brand in a competitive market without prior experience or established connections is a testament to perseverance, creativity, and entrepreneurial spirit.

One of the most significant milestones in this journey is the sale of over 2 million pairs of socks. This achievement not only signifies the market's acceptance and appreciation of our product but also marks DeadSoxy's growth as a brand that resonates with customers' needs for quality, comfort, and style. Selling 2 million pairs is a concrete validation of our product's appeal and the effectiveness of our brand strategy.

This accomplishment is a reflection of our commitment to quality, our innovative approach to solving common sock problems, and our ability to connect with our customers' lifestyles and preferences. It stands as a beacon of what can be achieved with a clear vision, dedication, and the willingness to take risks.

In summary, my biggest accomplishment as a business owner is steering DeadSoxy through its formative years to a place of recognition and success in the market. It embodies the entrepreneurial spirit of facing challenges head-on and turning a personal solution into a product loved by millions.

What's one of the hardest things that comes with being a business owner?

One of the hardest things about being a business owner is the challenge of balancing the highs and lows inherent in entrepreneurship while also finding time to connect with the people I care about. Running a business, especially one as dynamic and customer-focused as DeadSoxy, is incredibly demanding. The business will absorb every ounce of energy and time you're willing to give, often leaving little room for personal life and relationships.

Entrepreneurship is a rollercoaster ride with exhilarating highs and daunting lows. The highs are filled with triumphs like hitting sales milestones, launching successful products, and receiving positive customer feedback. These moments are immensely gratifying and validate the hard work and risks involved. However, these highs are often counterbalanced by lows that include facing unexpected challenges, navigating market fluctuations, and dealing with the pressures of sustaining growth and innovation.

The intensity of running DeadSoxy not only demands constant attention and decision-making but also encroaches on personal time. Finding a balance between the demanding pace of the business and making time for family, friends, and personal interests is a continuous struggle. This balancing act is crucial not just for personal well-being but also for maintaining the creativity and passion needed to drive the business forward.

The reality of entrepreneurship is that the business can be all-consuming. It requires a level of dedication and perseverance that few other careers demand. This intensity, while often rewarding, can also lead to burnout and a sense of isolation if not managed carefully. Therefore, one of the hardest aspects of being a business owner like myself is maintaining this delicate balance between professional drive and personal fulfillment. It's about ensuring that the pursuit of business success is harmonious with a fulfilling personal life.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

Focus on sales. Do what you have to do to drive revenue in the door. Selling enough will provide enough runway to make a few mistakes and still get it right. Without enough sales and runway, one mistake can kill your company, even with a great idea or a superior product.

Get a mentor. Or several mentors, for that matter, in all different specific areas of your business. (product, logistics, digital marketing, etc.) Have someone that you can run things by for free. An unbiased opinion. You may think that your PR firm is there to help you (and they are), but they view it through one lens. You would be doing yourself a favor to get several perspectives that aren't billing you hourly.

One of the best moves that I made was offering my attorney an equity stake in the business in exchange for legal work. Granted, we needed more legal work than most startups early on, but this proved to be an invaluable move. Our PPM (Private Placement Memorandum) alone would have cost us around $50,000 in legal fees. Equity is a tool; use it.

If you want to run lean, you better be able to find your way around in Photoshop, QuickBooks, [your] website's backend, Facebook, Google Ads, Google Analytics, MailChimp, and Illustrator. Additionally, knowing how to write copy, spin up landing pages, and recruit talent are all very valuable skills in an early-stage startup.

Ideas don't matter. Focus and execution are what matter. Don't overvalue social media. Don't get me wrong, it's important as this is the face of your brand. But don't get too hung up on a post or even a platform. The value of any ten posts is almost nothing. If you spend too much time here, it'll be time wasted.

Technical Skills = Advantage. Technical skills are incredibly important in most businesses today. The more technical skills you and your team have, the bigger your Advantage will be, given that all else is the same. If you're not technical, I suggest finding a technical co-founder or [let] that be your first hire. I don't care what Shark Tank taught you; don't be afraid of royalty deals. Deals that are based on success can be the best kind.

To win in any industry, you have to become the person synonymous with your space. Don't fight it. You either jump in and embrace it as your new identity or find a new industry. Because if you aren't willing to embrace it, you will fail.

Understand your distribution plan above all else. You can have the best product the world has ever seen, but if you can't get people to try it, you will lose. The "I'll create the best product out there, and people will come to us" mentality just doesn't work. The world is far too noisy and competitive today. You need to know exactly how you're going to sell your product. Plan A, Plan B etc. A great product just isn't enough.

Where can people find you and your business?

Website: https://deadsoxy.com/
Facebook: https://www.facebook.com/jasondsimmons
Instagram: https://www.instagram.com/jasondsimmons
Twitter: https://twitter.com/jasondsimmons
LinkedIn: https://www.linkedin.com/in/jasonsimmons/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.