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BC: What’s the story behind the name Sugar Steak? Did the sweet/meat designs come first, or were they influenced by the name?
SS: The designs actually came first. I wanted really unique subject matter for my brand because I didn’t want to play it safe, I wanted something so different people had to take notice whether they liked it or not. It was almost like some kind of fashion rebellion against all the subject matter that had become so overused on tees the past few years. Like skulls and wings and bedazzled crap like that.
I couldn’t think of anything more off-the-wall than branding an entire label after sweets and meats, not to mention it was a fresh take on the classic “opposites attract” phrase. I wish I had a cooler story of how I came up with the name, but it really just came to me one night in the shower and I knew right away that was the name I was moving forward with. Love it or hate it, you don’t forget the name Sugar Steak after you’ve heard it, and that is exactly what a good brand name should do.
BC: Limited Editions seem to be gaining in popularity as opposed to the mass-produced products available at every turn. How do you choose the designs that will become the special, limited-edition runs?
SS: There aren’t really any set in stone guidelines I use to determine which designs will actually be labeled and numbered as limited-editions. I just try and do something different than I would with the rest of the tees available at the time, like a unique color or different style of artwork. I think too many brands these days get hung up on the limited-edition mindset and think every design they release has to be numbered out of 50 or some crazy-low print amount like that. Sure it’s cool to offer really unique prints, but if that’s all you do you better be releasing dozens of new designs a year or else your brand won’t ever be much more than a hobby.
The truth is, you’ve gotta sell a lot of shirts to make a living by owning an independent label. You can still be underground and sell hundreds of shirts a month, and I like to think Sugar Steak in on track to become really popular while still maintaining the “hard-to-get” appeal since the tees are only available online and designs aren’t restocked once they sell out.
BC: Can you tell us about your use of food design and it’s importance in capturing your brand in the images used to sell your products?
SS: Anything you can do to set your brand apart is important, especially in an industry as cutthroat as t-shirts. I take branding very seriously and I carry the Sugar Steak brand message throughout everything I can. This is why I decided to actually recreate the recipes seen on tees when we do product photo shoots. Sure it’s messy and a pain at times, but ultimately the quality and uniqueness of product images that come from taking this extra step are well worth the effort.
BC: How did the Steak Squad come about and what are the benefits of joining?
SS: The Steak Squad was something I put together kind of on a whim. It’s basically a way to reward the really loyal fans of the brand. If you dig what the steak offers then joining should be a no-brainer, you pay a one time fee of $5 and that gets you added to a mailing list for exclusive discounts, sneak peeks, and the chance to purchase tees before they release to the public. This allows people to ensure they get new designs before they sell out plus you will have them weeks before any of your friends. Not to mention the savings you get on tees when exclusive sales are held will counteract the cost of joining almost immediately.
BC: You offer sponsorships to bands, athletes & regular joes - Is there anyone out there wearing SSA that we should know about?
SS: Two words, Black Prez. This dude is going places. His manager reached out to me a few months back and I’ve gotta say I’m glad he did. I also sponsor a promising pop-punk band hailing from Australia called Soapbox Summer. They were recently featured in Blunt Magazine’s “Freshly Squeezed Pop Punk” compilation and their punk-life style of music/lyrics fit well with Sugar Steak.
BC: As a business selling exclusively online, how has Big Cartel helped you succeed in the e-commerce marketplace?
SS: Big Cartel has been awesome, the platform is easy to use and has allowed me to heavily customize my online store to really fit the brand. I have a feeling the majority of people don’t even realize my storefront is a Big Cartel built store. It just goes to show you that you don’t need to drop thousands of dollars in order to have a professional online store. Plus, I receive a generous amount of site traffic directly from the Big Cartel directory which is awesome in creating brand awareness among others in the industry and potential customers.
