I’ve been thinking a lot about the genius behind True Classic Tees and Dr. Squatch lately, and their models are worth dissecting for anyone in the entrepreneurial space.
What I Love About True Classic Tees
True Classic Tees focused on one thing and did it extremely well: T-shirts for men with dad bods.
They noticed a problem in the crowded T-shirt market: most men’s shirts don’t fit right. They’re either tight all over or too loose and boxy.
True Classic positioned themselves as the go-to brand for guys who want shirts that are tight in the shoulders but loose around the waist.
Simple, but effective.
Why is this such a brilliant move?
They solved a specific problem:
They targeted a gap that wasn’t being addressed in a saturated market. It’s not just about selling T-shirts; it’s about selling the right T-shirt for a neglected audience.
They only sold ONE thing:
By focusing solely on T-shirts (at least initially), they built a brand around that single product. If they’d started selling shoes, jackets, or other fashion items right away, they’d have risked becoming just another generic apparel company.
Dr. Squatch Did the Same Thing
Take Dr. Squatch as another example:
they focused on soap.
Not skincare.
Not a full men’s grooming line —at least not at first.
They targeted a very specific audience: men who didn’t feel connected to mainstream, mass-market soap brands.
By solving a specific problem - soap that’s natural, smells great, and feels like it was “made for dudes” they built a cult-like following.
Key Takeaways for Entrepreneurs:
Focus on ONE Thing:
1. Solving a specific problem for a specific audience helps you dominate a niche and stand out in crowded markets.
Don’t Dilute Your Brand:
2. Avoid the temptation to expand too fast. If you try to serve everyone, you risk serving no one.
The importance of positioning:
3. True Classic and Dr. Squatch both built their brands by being the go-to experts for a single solution.
If you’re launching a business, consider this:
instead of being a generalist, become the specialist.
For example, instead of being a “marketing agency,” be the marketing agency for pet shops.
Simplicity in focus not only sets you apart but also makes your marketing and branding efforts much more effective.
What I Love About True Classic Tees
True Classic Tees focused on one thing and did it extremely well: T-shirts for men with dad bods.
They noticed a problem in the crowded T-shirt market: most men’s shirts don’t fit right. They’re either tight all over or too loose and boxy.
True Classic positioned themselves as the go-to brand for guys who want shirts that are tight in the shoulders but loose around the waist.
Simple, but effective.
Why is this such a brilliant move?
They solved a specific problem:
They targeted a gap that wasn’t being addressed in a saturated market. It’s not just about selling T-shirts; it’s about selling the right T-shirt for a neglected audience.
They only sold ONE thing:
By focusing solely on T-shirts (at least initially), they built a brand around that single product. If they’d started selling shoes, jackets, or other fashion items right away, they’d have risked becoming just another generic apparel company.
Dr. Squatch Did the Same Thing
Take Dr. Squatch as another example:
they focused on soap.
Not skincare.
Not a full men’s grooming line —at least not at first.
They targeted a very specific audience: men who didn’t feel connected to mainstream, mass-market soap brands.
By solving a specific problem - soap that’s natural, smells great, and feels like it was “made for dudes” they built a cult-like following.
Key Takeaways for Entrepreneurs:
Focus on ONE Thing:
1. Solving a specific problem for a specific audience helps you dominate a niche and stand out in crowded markets.
Don’t Dilute Your Brand:
2. Avoid the temptation to expand too fast. If you try to serve everyone, you risk serving no one.
The importance of positioning:
3. True Classic and Dr. Squatch both built their brands by being the go-to experts for a single solution.
If you’re launching a business, consider this:
instead of being a generalist, become the specialist.
For example, instead of being a “marketing agency,” be the marketing agency for pet shops.
Simplicity in focus not only sets you apart but also makes your marketing and branding efforts much more effective.
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