SHS011: How Jacob & John Makes $10,000 A Month Selling Merch And T-Shirts!
Intro
Starting a clothing brand is one of the most popular business ideas—but also one of the most misunderstood.
A lot of people jump in using print-on-demand platforms, thinking that’s the full picture… but there’s a completely different level to this business when you understand manufacturing, branding, and positioning.
In this episode of The Side Hustler’s Society, Elijah Bilel sits down with fashion designer and entrepreneur John Thomas to break down how to actually build a clothing brand from the ground up.
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Intro to John Thomas
Fashion designer and entrepreneur with experience dating back to 2014
Founder of clothing brands including Fly Forever and Jacob & John
Holds an associate degree in fashion design and a bachelor’s in merchandising design
Also earned a master’s degree in finance
Opened his own physical clothing store and built a growing fashion brand
Featured in major publications like Vogue
Website: https://jacob-john.com/
Episode Overview
This episode dives into what it really takes to go beyond basic merch and build a legitimate clothing brand.
Elijah opens by explaining the difference between:
Print-on-demand (like Teespring or Spreadshop)
And building a full-scale clothing business with manufacturing and higher margins
While print-on-demand can be a great starting point, John Thomas represents what it looks like to take things to the next level.
John shares how his journey started with a passion for fashion at a young age—customizing clothes with friends—and eventually led him to pursue formal education in design.
Over time, he built his first brand, Fly Forever, but ran into a major challenge:
👉 It wasn’t differentiated enough in the market
That realization led to a pivot—and the creation of his current brand, Jacob & John, which is built around a more personal and intentional identity.
Elijah Bilel highlights this as a key entrepreneurial principle:
👉 Sometimes your first idea isn’t the final version—it’s just the starting point.
Listen to the Episode
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Quick Takeaways
Elijah explains the difference between print-on-demand and full clothing brands
John Thomas built his brand by combining education with real-world experience
Your first business idea may not be your final one
Elijah Bilel emphasizes the importance of evolving your approach over time
Knowing your target market is critical in both fashion and business
Product placement can make or break your success
Learning the business before investing heavily can save money
Networking and environment play a huge role in growth
Multiple income streams (like Airbnb) can support your business journey
Success comes from consistency, not perfection
How He Built His Clothing Brand
1. Started with Passion, Then Got Educated
John’s journey started with creativity—but he took it further by learning the technical side of fashion.
He explains that while school helped him:
👉 You don’t have to go to school—you just need knowledge
You can learn through:
YouTube
Books
Internships
Hands-on experience
2. Pivoted When the Market Gave Feedback
One of the biggest turning points:
👉 His first brand wasn’t standing out
Instead of quitting, he:
Rebranded
Made it more personal
Built a stronger identity
That’s how Jacob & John was created—named after himself and his son.
3. Focused on Target Market
John emphasizes:
👉 If you don’t know who you’re selling to, you won’t sell
This applies to:
Clothing brands
Airbnb
Any business
Elijah connects this to his own Airbnb strategy—designing properties specifically for business travelers.
4. Learn Before You Spend
One of the most practical lessons:
👉 This business can get expensive fast
John recommends:
Learning materials and fabrics
Understanding manufacturing
Knowing how to communicate with suppliers
Before investing heavily.
5. Placement Matters More Than You Think
A powerful concept from the episode:
👉 Your product needs to be in the right environment
John shares how being featured in Vogue helped elevate his brand and reach the right audience.
Elijah Bilel connects this to a classic business principle:
👉 It’s not just about what you sell—it’s where you sell it
Key Lessons from the Episode
1. Your Environment Can Accelerate Your Growth
Both Elijah and John highlight how being around the right people:
Creates opportunities
Provides insight
Speeds up learning
2. Multiple Income Streams Give You Flexibility
John shares how Airbnb income helped support him during uncertain times.
This reinforces a major theme:
👉 Side hustles can fund your bigger vision
3. Document Your Journey
A key insight from John:
👉 People want to see the process—not just the result
Sharing your journey:
Builds trust
Grows your audience
Creates opportunities
Who This Episode Is For
People interested in starting a clothing brand
Entrepreneurs looking to move beyond print-on-demand
Creators building a fashion or product-based business
Side hustlers looking to scale into a full business
Key Topics Covered
How Elijah Bilel approaches product-based businesses
Building a clothing brand from scratch
John Thomas’ journey into fashion design
Target market and product placement strategies
Scaling beyond basic merch