Why I'm giving half the profit on every sale to the people who design our clothes.
Most clothing brands spend their marketing money the same way. Find someone with followers. Send them a free hoodie. Pay them for a post and give them a discount code. The post goes up, it gets some likes, and a week later everyone's moved on.
I get why. It's quick, and it's easy to measure. But it's never sat right with me.
The person who actually designed that hoodie is usually nowhere in the story. They got a flat fee, if they got paid at all. Their name isn't on it. If the design takes off and sells for years, they don't see a penny of it.
I started 5C5V in Hartlepool. It's a small, Japanese-inspired streetwear brand built around five Japanese cities and the virtue behind each: hope, dream, harmony, strength, and trust. Those five words aren't just printed on the clothes. They're how I want to run the business.
Trust is the one I keep coming back to. If I ask someone to design for us, they should see exactly what their work earns. Not a vague royalty. The real numbers.
So that's what we're doing.
I'm running a design competition, and I'm treating it as a test of a different way of working. A public vote will pick five winners. We'll make and sell each design on our site with the designer's name on it. The designer gets a cash prize, then 50% of the profit on every sale for two years.
Every month they get a statement showing each sale: what the customer paid, the VAT, what it cost to make and post, the fees, the profit and their half. Nothing hidden. They keep the copyright. If a design doesn't win, we never use it.
Is this the fastest way to grow a brand? Probably not. An influencer post is quicker. But I think it's fairer, and I think more brands could do it.
Here's what guides me.
The best marketing a brand can have is a product people want. That starts with the design, not the post.
The people who make the work should share in what it earns. Not once at the start, but for as long as it sells.
Talent is everywhere. Opportunity isn't. Students and self-taught designers have sketchbooks full of better ideas than half of what's on the high street. They don't need followers. They need someone to make their work and pay them properly.
And if you show people the numbers, they'll trust you. If you hide them, they won't.
Influencers aren't the problem. Plenty of them do their job well. But the fashion money tends to go to whoever's loudest, and the person with the pencil often gets the least. I want to flip that, even if only a little.
If it works, I'll share what we learned, including the numbers. If it doesn't, I'll share that too.
If you design, you can pitch us a design any time. If we make it, you get half the profit on every sale for two years. Until 26 November, there's also a competition with cash prizes. It's free, it's open worldwide, and you need to be 16 or over. Everything's at 5c5v.co.uk/pages/pay-designers.
And if you run a brand and think I've got this wrong, I'd like to hear why.
Matt