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I wanted to take it back to my roots of selling t-shirts out of my suitcases by personally driving around the entire USA and opening up one day pop up shops in every major city. We’ve even had some notable customers like, Nas, John Stamos, Kevin Garnett, Spike Lee, iJustine, Jacks Gap, Duff Goldman, Travie McCoy, MURS and A Day To Remember! What blows my mind even more, is that the Johnny Cupcakes brand has been a case study in several branding and business books. Also, if you look close enough, you’ll see some of our tote bags in the Seth Rogan movie, This Is The End. Johnny Cupcakes has been featured in FORBES, NPR, BusinessWeek, INC Magazine, Wall Street Journal, WIRED, New York Times, The Boston Globe, Los Angeles Times and seen on MTV, Bloomberg TV, MAKER, Attack Of The Show, The Food Network, WWD. Through the unique nature of the brand, we’ve been featured in press outlets that I would have never imagined in my life! By doing this, people end up doing the advertising for us through word of mouth. I’ve always taken my advertising budget and put it into building unique experiences through our products, packaging, events, and retail environments. However, one April Fool's Day we sold real cupcakes and hid all of our t-shirts! Cupcake or not, customers usually leave with a t-shirt or a great story. My inner-jokester still gets a kick out of fooling hungry shoppers. Our bakery aesthetic is so convincing, that customers are usually convinced they are walking into a bakery expecting to get a cupcake. Even when you purchase a t-shirt, we package them in our signature pastry boxes. I even made it smell like frosting! This is and always has been the model for all of my stores. My dad and I transformed my first store location into an old fashioned bakery where I displayed t-shirts in vintage, industrial refrigerators and on baking racks. When it came time to open a store, I really wanted it to be an unforgettable experience. After hiring friends to help out, the only logical thing to do next was to open a retail store. My whole family became involved, my mom and sister helped fulfill orders while my dad created a storage space in the attic.
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Slowly but steadily a cult following was brewing so much that my entire house became filled with orders to be shipped internationally. More than anything, it made people smile.Īs I spent more time on the clothing line, it grew so much I had decided to re-launch my online store. The design caused curiosity and conversation amongst strangers. Guys thought it was funny and girls thought it was cute. One particular logo, the one most identifiable with Johnny Cupcakes today is a cupcake with crossbones. I started making more Johnny Cupcakes t-shirts that poked fun of pop culture, replacing known references with cupcakes. Everyone wanted one!Ī food themed clothing brand was weird to many people, but weird is good! It gets people talking. I wore one to work, and the word spread like wildfire. The nickname that stuck was ‘Johnny Cupcakes.’ While I was making a t-shirt order for my band, I thought it would be hilarious to get a few with my new moniker. Anything goes well after Johnny, including ‘Come-Lately’ if I was late to work. I also scored a job at Newbury Comics, a local record store where my co-workers awarded me with random nicknames. After I graduated from high school and took a short break from college, my friends and I started a hardcore metal band.