A chef with a unique recipe!!

Johnny Earle is the creator behind the exclusive brand, Johnny Cupcakes. Founded in 2001, this clothing brand has a very unique approach to its branding. He states in his website, It all started as a joke, where Johnny at the time was working at a record shop, and his coworkers would give him random nicknames for the day. Since, Johnny is an easy name to throw any word at the end of it, he would hear things like... 
Johnny Appleseed, coffee cakes, pancakes, cupcakes and beyond. Johnny also worked twice a week for a silk screening shop. One day he decided to be funny and make a couple Johnny Cupcakes shirts and wear them to work. It caught attention from everyone. People where asking where they could get ahold of one.


As Mr. Earle is explaining his story which can be found on his website Johnny Cupcakes, the next approach he takes, is order a dozen t-shirts with his designs on them, only to sell those dozen as quickly as he got them. Since at the time he was in a metal-core band, he decided to pack 98% of his suitcase with Johnny Cupcake shirts and sell them in the back of the van on tours. Eventually he started selling right out of the trunk of his 89Toyota Camry everywhere he went.                                                                                                                                                                                                                                                                    

As momentum is picking up, this is where Chef Johnny develops, cultivates and bakes his unique recipe unto his brand. This unique recipe consisted of paying more attention to little details, such as shipping every order with a unique random gift. Staying exclusive and only making limited quantities of a certain product. He turned down offers from big chain stores and other retailers, to building his own bakery themed stores. Above all, his number one ingredient is being able to understand that people like unique, exclusive, items or products that no one else has. 

During an interview, DUB Magazine asked about any advises he would give. Johnny, goes on to say that first impressions are everything, so do not rush. Do not release a product unless you know 100% that is as good as it can be. Travel to absorb different cultures. To stay exclusive and try not to mass-produce. Most importantly he states that you must sacrifice and put in 110% into building your company.