How &Sons Built an 8-Figure Menswear Brand Through Community

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.

Hit PLAY to hear:

👥 How &Sons built an 8-figure brand by creating a thriving customer community 🌎 The smart strategy that helped them replace lost US sales with new international growth 🛍️ Why customer retreats can deliver a bigger ROI than another ad campaign 💬 The simple mindset shift that turns customers into passionate brand advocates 🌱 What it really took for &Sons to become a certified B Corp 🎉 How to turn a major business milestone into a powerful marketing opportunity

Key timestamps to dive straight 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!