The Ledger
Every statement that passed quotation and attribution checks. Mix any filter with any other: certainty 1/5, debate potential 5/5, or both at once.
why aren't all 20 resolved? a statement only gets an assessment when the public record can support or contradict it. opinions and what-ifs never can, and 2 checkable ones are still open, waiting for their date. predictions held up or didn't; assertions are supported or contradicted. on every card: ▮▮▮▮▮ certainty · ▮▮▮▮▮ debate potential. speakers are clickable
Untuckit Lost $9M to Tariffs and De Minimis Rule Changes
“We had about nine million that was pulled out of our bank account that we had no line of sight to. And that was for two reasons. One, the normal tariffs, but then also Trump removed in the middle of the night, this three, two, one de minimis rule, which you co…”
Golf Apparel Brands Can Generate $150M Solely Through Pro Shops
“Greengrass Golf Shops, which is, for those of you know, the golf brands, the Peter Millar's, the Johnny O's you can do, you know, a hundred and fifty million north in just those shops.”
Fundraising Is Easier During 4x Growth Spurts Than Incremental Stages
“Get the cash in the door while you were, while you went from a hundred to 400, because it'll be a lot easier than when you go from 400 to 500 or 600.”
Lower-Line NHL Players Are Inexpensive to Sign for Brand Endorsements
“NHL, you're in a great place. They're not expensive anyway, right? They're just not, what you have to pay them compared to these other guys. You go to guys who are maybe, you know, The third, fourth line. You can get them for nothing.”
Riccobono: Apparel brands allow 2-3 inch size variances to save money
“If you measure 10 shirts from most companies and a large, same color, same shirt, you'll see a major variance of two to three inches because cotton grows and these companies don't want to spend the extra money to do the quality control needed To make sure that…”
Riccobono: Slow early growth saved UNTUCKit from fatal product defects
“The only reason we survived is because those years we were so small, so we were able to perfect the shirt before we became known.”
Riccobono: Consumers convert when they perceive a brand is larger than it is
“That Opinion from a consumer makes them convert when they feel that you're bigger than you are.”
Riccobono: UNTUCKit reached $53M revenue on $1.3M friends-and-family capital
“No, all friends and family, and doing about fifty three million. Now, the equivalent, I'm not gonna name brands, was, had raised about two hundred million.”
Competitors copied UNTUCKit's untucked shirt style for Spring 2019 campaigns
“Every single competitor, Vineyard Vines, J.Crew, Banana Republic, just go on. Everyone led their 2019 spring campaign with shirts meant to be worn on tuck.”
Riccobono: UNTUCKit will become a billion-dollar brand
“And the reason I say that is, I really believe that this is going to be a billion dollar brand. I still do.”
Riccobono: Kleiner Perkins advised UNTUCKit to fund growth with debt
“And I owned, by the way, a lot of the company, because we, when Kleiner put on eight million, they were very adamant, our main investor, to say, this company's doing well, do not dilute, like, let's just raise with debt. So we took on debt, because we had a pl…”
DTC apparel brands must enter wholesale to reach billion-dollar scale
“You have to go into wholesale eventually. If you want to scale to that level to a billion dollar brand”
UNTUCKit Will Sell in Department Stores for the First Time
“We'll be in department stores for the first time ever.”
UNTUCKit Reached $500K in Revenue Before Raising Outside Capital
“Untucket went from 90 to 300 to 500 And that's when we raised money, when we went to three million.”
UNTUCKit grew revenue from $90K to $15M over five years
“We grew unbelievably slow, you know, 90,000 dollars 300,000 dollars, 500,000 dollars.
[2029] Guy Raz: This is year one, two, three.
[2030] Chris Riccobono: Yeah, then you know, 3,000,015, and up from there.”
Riccobono: UNTUCKit opened 90 retail stores in two and a half years
“That store did so well in Soho that one year, in three months, that I said, we are now going to open this, that's another X million dollars in revenue, we're going to open five more, and then we opened 90 stores in, I think, two and a half years.”
Riccobono: 70% of early customers refused to buy without physical stores
“Even though all these people were yelling and screaming about it going away, I had 70% of my emails where I'm not buying you until I touch and feel your product.”
Riccobono: UNTUCKit achieved profitability across 2022, 2023, and 2024
“We are now profitable in 22, and we were significantly profitable in 23, even though the year wasn't what we wanted because we didn't market, and 24, we were profitable, and this year is an exciting year.”
Riccobono plans to eventually sell or seek an acquisition for UNTUCKit
“Yeah, no, I will definitely want to get acquired or, and sell and kind of make this an ultimate. Now it's become, I need this now to get over this, you know, you don't want to be the person who's going to sell for something and then sell for nothing or sell. S…”