The theme of mischief is a big part of your brand, and is repeated in your designs. Can you tell us about the importance of branding?
It's important to be consistent in branding, especially in design creation. We've decided to discontinue several designs that aren't as relevant and to focus instead on those that share our brand's overall theme.
Of all nocturnal animals, why did you choose the raccoon as a mascot?
Raccoons are not only nocturnal, but also mischievous, often causing trouble. In addition they are extremely adaptable and can live anywhere.
Can you explain your creative process? How do you come up with the ideas for the designs?
Our goal is to bring happiness to our customers through the joy of laughter, and that is where our design process begins. Working within the medium of raccoons causing mischief makes it very easy to create new designs because there are countless ideas to choose from.
On your Instagram there's a few pictures of a raccoon chillin in the house. Is that your pet?
Yes, we stole him from a laboratory when we were in college.
How do you market your brand? You have a huge following on Facebook, Twitter and Instagram. Is social media your main form of advertising?
At the moment social media is by far the most effective method for reaching new customers and it helps increase brand awareness better than any other form of marketing.
What are some of the tough challenges that you've faced and how did you overcome them?
In the beginning we had lots of random ideas and purchased too much inventory up front before narrowing the focus of our brand. It's important to see for yourself what actually grabs the hearts of customers in the real world before investing lots of money into boxes of apparel that might never end up selling.
What are the biggest newbie mistakes when it comes to starting a brand?
Never actually "getting started." Talk is cheap. You have to actually take action or nothing will happen. Lots of people say that they are "going to start a clothing line" but the majority of them never do.
What are the top five important lessons you've learned while running Raccoon Brand?
1. A person's success in life can usually be determined by the number of uncomfortable conversations they are willing to have.
2. The amount of time that it takes to complete a task is proportionate to the amount of time provided for its completion.
3. You are the average of the five people that you spend the most time with.
4. 80% of your sales come from 20% of your customers.
5. 80% of your sales come from 20% of your products.
Have you ever thought of collaborating with other brands?
We like to focus on our own brand and have no interest in collaborations. So stop asking! We do have partnerships with several musicians and DJs, however, which is a lot of fun.
Who are your favorite customers?
Talented individuals who create incredible works of art while inebriated in the middle of the night.
We don't often create "limited edition" products, on the other hand all of our products are subject to vanishing without warning at any time.