Make “Boring” Cool: The Secret to Disrupting A Tired Category w/Josh Walker

Seed Money

The best products disrupt tired categories and breathe new life into done-to-death ideas, but is it still possible? Every year, there are fewer categories to disrupt, especially in clothing-based niches. How can you compete when people can easily buy knock-offs, dupes and cheap goods all over the internet?

By going premium, identifying an emerging customer base, making something “boring” cool and building a brand around a generational shift. That’s what 1620 Workwear did.

They saw how trade-work has become a lucrative and attractive field and the lack of stylish, aspirational utility apparel. They positioned their brand and marketing differently, and proved that some categories we see as oversaturated are still ripe for disruption.

How did the idea for the brand come about? Why is it resonating with the “toolbelt generation”? How did they create a minimum viable product (MVP)? How did they get funding?

In this episode, co-founder of 1620 Workwear and marketing expert, Josh Walker shares the story of the business, and why there’s still room to transform tired and tried-and-tested market categories.

Guest Bio

Josh Walker is a brand builder, entrepreneur, co-founder and CMO of 1620 Workwear. 1620 Workwear is a Massachusetts-based brand that produces high-quality, American-made workwear using advanced technology and domestic materials. Their durable and comfortable products include work pants, hoodies, jackets, and accessories. Josh has extensive experience and relationships in modern culture, the sporting goods industries, action sports, hook and bullet sports, outdoor, video production, broadcasting, social networking, promotions, grass root activation and retail.

Connect with Josh on LinkedIn, email [e-mail] and go to https://www.1620usa.com/, and follow @1620usa on Instagram.