How &Sons Built an 8-Figure Menswear Brand Through Community (episode 608)
James Cowdale is the co-owner and marketing director at &Sons, a fashion BCorp brand selling vintage style clothing, primarily menswear. Founded in 2016 they now sell via their Shopify site, 2 stores in the UK, and wholesale, doing 8 figures in sale a year.
In this episode, James shares how &Sons has grown from an £80 Shopify store into an 8-figure brand by putting community at the heart of the business. He also reveals how the team navigated US tariffs, expanded into new markets, achieved B Corp certification, and why investing in people has been their biggest competitive advantage.
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Dive in:
[04:37] Choosing Shopify for Online Sales
[09:14] Launching Australian Market Website
[12:49] Building a Community for Men
[16:47] Hosting events for marketing
[19:39] Achieving BCorp Certification
[22:31] Reflecting on 10 years in business
[24:15] Listen to James’s Top Tips!
Build a Community, Not Just a Customer Base
Many brands say they’re customer-centric. &Sons has gone a step further by becoming community-driven. Instead of only selling products, they created spaces where customers can connect with each other. Private Facebook groups, WhatsApp chats, and customer retreats have turned buyers into loyal advocates. James explains why creating a sense of belonging can become one of your biggest competitive advantages.
When One Market Slows Down, Find Growth Somewhere Else
&Sons lost momentum in the US after tariffs made its products much more expensive for American customers. Instead of waiting for conditions to improve, the team shifted its focus to Europe and Australia. They even used Australia’s opposite seasons to sell winter stock at full price. It’s a great example of how expanding into new markets can reduce risk and protect revenue. James shares how thinking globally helped keep the business moving forward.
Your Biggest Marketing Wins May Not Come From Ads
Some of &Sons’ strongest customer relationships were built through simple conversations, not paid campaigns. James explains how answering customer messages personally and listening to feedback shaped both the brand and its products. Today, customers recommend products to each other without the company needing to push the sale. It’s a reminder that trust and genuine engagement can outperform expensive marketing tactics. Brands that invest in relationships often see the biggest long-term returns.
Brand Values Can Strengthen Your Business, Not Hurt It
Becoming a BCorp wasn’t about reinventing the business. It was about documenting the good work &Sons had already been doing for years. James explains how investing in quality products, sustainability, and people has improved both the customer experience and the business itself. Rather than seeing responsible business practices as a cost, he views them as a long-term growth strategy. It’s a refreshing perspective for any brand weighing up similar decisions.
Celebrate Milestones to Build an Even Stronger Brand
Reaching ten years in business gave &Sons a chance to reflect on how far it had come. But instead of making the celebration about the company, they’re making it about their customers. They’re creating a book, relaunching classic products, and sharing customer stories from the past decade. James explains why milestones are powerful opportunities to deepen loyalty and strengthen your brand. It’s an inspiring lesson on turning anniversaries into meaningful marketing moments.
eCommerce Book Top Tip
- Surrounded by Idiots: The Four Types of Human Behavior and How to Effectively Communicate with Each in Business (and in Life) by Thomas Erikson
eCommerce Traffic Top Tip
- Don’t overlook print marketing. Booklets, postcards, and other inserts in your parcels can create lasting engagement beyond digital channels.
Tool Top Tip
Carbon Top Tip
- Design products to last, support repairs and resale, and reduce emissions by replacing air freight with slower, more sustainable shipping wherever possible.
Interview links
*Thank you to Paul Ryazanov of MageCloud for the guest recommendation!
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- Balancing Growth and Purpose with Y.O.U Underwear’s Sarah Jordan (episode 492)
- How MUD Jeans Built the World’s First Circular Denim Brand — and What eCommerce Can Learn from It (episode 567)
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