byjoelcorte
Personal t-shirt project turned business.
byjoelcorte began as a personal project during Covid and grew into an e-commerce brand. The concept revolved around bootleg hip hop t-shirts featuring Portuguese cultural figures, (people you wouldn’t normally expect to see on a hip hop shirt), tis very distinct combination of things led me to see the idea with the same vision as a musician that samples music, the concept of "sampling culture". The idea gained traction organically, which encouraged me to develop it further. The project went on to sell over 2000 shirts, gain visibility on television, and attract interest from influencers, athletes, and musicians without any traditional marketing, just guerrilla tactics. The account reached close to 10000 followers and opened opportunities to collaborate with other artists.
I managed the project end-to-end: developing concepts, designing graphics, working with manufacturers, setting up e-commerce, customer service and overseeing fulfillment. Alongside the practical execution, the project strengthened my skills in building an audience, establishing partnerships, and translating design into products that found a real market.
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