Assertion Not checkable as stated
Faherty Brand boldly signed 40 new retail store leases during the pandemic
“And we signed over the course of 2020 and 21, 40 leases over the next For the, for stores that would open over the next three years.”
Insight
Pop-up retail events perform better in secondary markets than major cities
“And especially when you're outside of big cities, people like events. They like something different. You know, there's not a lot going, as much going on in Charlotte, North Carolina, as there is, it's going on in New York City or L.A.,”
Disclosure
Alex Faherty still secretly rearranges department store racks to feature his products
“You don't ask permission. You just do it. We still do it. But the, we still do it. Like I went to Bloomingdale's yesterday and I moved our stuff and like moved something out.”
Insight
Economic downturns are the best times for apparel brands to expand retail
“This is going to be the best time ever for up and coming clothing brand to get an amazing retail fleet.”
Insight
Faherty's market opportunity lay between mass surfwear and luxury swimwear
“So all of a sudden I was like, oh, there's somewhere in the middle for me, there's a playing ground of like, taking surf and starting to put a luxury element to it.”
Assertion Not checkable as stated
Wholesale accounted for 75% of Faherty Brand's revenue in year two
“So, year two of the business, wholesale's 75% of our business, because that's really what took off.”
Assertion Not checkable as stated
Japan accounted for 40% of Faherty Brand's wholesale business in year one
“And then Japan was probably 40% of that first year's wholesale business.”
Disclosure
Faherty Brand lost $400,000 to $500,000 annually during its early years
“We didn't make any money our first bunch of years, but we didn't, we were losing like 500,000 dollars a year or 400,000 dollars a year. We weren't losing ten million dollars.”
Insight
Specialty boutiques move inventory faster because the owners are the salespeople
“Where we saw the initial success was in these sort of smaller specialty stores where, you know, think of this story. It's an owner who buys the product. He's the number one salesman. He knows all the customers. So he's got to sell what he buys. And so my job w…”
Assertion Not checkable as stated
Alex Faherty personally visited all 10 initial Nordstrom locations carrying Faherty
“Well, that first year when we shipped to Nordstrom, I visited every single one. It was 10 different Nordstroms across the country, and I did a version of what Sarah did.”
Disclosure
Faherty Brand survived early cash crunches by delaying factory payments 120 days
“And the whole time, right, guy, we're telling all of our factories, like, give us another month to pay. We're basically like, you know, 60 days becomes 90 days becomes a 120 days, so half of our email traffic was just deflecting payment.”
Assertion Not checkable as stated
Faherty Brand's primary angel investor cold-emailed their customer service address
“He sent me an email to hello at Faradaybrand.com, like to our customer service email. And it said, hey Alex, I bought some shirts in Nantucket. They're great shirts. If you're ever looking for money, let's talk.”
Assertion Not checkable as stated
Wholesale and retail accounted for 70% of Faherty's sales before COVID-19
“Between wholesale and stores, it was about 70% of our business, and only about 30% of our business is e-commerce.”
Assertion Not checkable as stated
Faherty Brand achieved meaningful profitability in the summer of 2020
“We became, you know, meaningfully profitable starting in the summer of And 20.”
Assertion Supported
Faherty Brand operates 80 retail stores as of 2025
“We have 80, 81 retail stores today.”
Disclosure
Faherty Brand laid off roughly 50 employees following a post-pandemic surge
“So yeah, we had to 50 people I think was our, was the layoff that we had to do.”
Insight
Owning proprietary fabric recipes gives Faherty flexibility to switch overseas manufacturers
“We own the fabric recipe, right? We own the yarn materialization of it, the customization of our products, so the makers become less important for us, because we own, like, the true recipe of all the garments, so we can have that flexibility.”
Assertion Not checkable as stated
Faherty Brand raised its initial angel round from 44 different investors
“I think our biggest one was a 100,000. So I think we had 44 investors in the first round.”
Assertion Not checkable as stated
Faherty Brand made $1,500 selling apparel roadside in Big Sur
“We sold 1500 dollars on the side of the Pacific one by Big Sur.”
Disclosure
Faherty Brand generated $350,000 to $365,000 in year-one DTC sales
“We ended up doing like 365, 350 indirect to consumer sales.”
