Paranoid about quality control with their first Alibaba supplier, Unbound Merino's founders flew to the factory for the initial production run. This seemingly inefficient act of being physically present built a strong personal relationship that became their primary safeguard for quality.
When COVID-19 halted travel, Unbound Merino's core "pack less" benefit became irrelevant. They survived by pivoting their messaging to focus on the product's intrinsic features, like comfort and breathability, which appealed to customers stuck at home.
Unbound Merino's founders reject the common wisdom that business and friendship don't mix. They argue it's an advantage because you start with baked-in trust and value alignment, making it easier and more enjoyable to navigate the inevitable challenges of building a company.
The CEO of Unbound Merino found that his most polished, creative ads often underperformed. Conversely, ads he felt were cheesy or made him uncomfortable—specifically, founder-led videos—were highly effective, showing that authenticity can trump production value.
Unbound Merino used its Indiegogo campaign as a definitive test for market demand, not just a funding tool. This framed the effort as a win-win: either a successful business would be born, or the founder would get a box of the custom t-shirts he personally wanted.
The idea for Unbound Merino came from the founder's own frustrating search for stylish, high-performance travel clothing. When he couldn't find what he wanted, he created it, correctly betting that many others shared his specific problem.
Unbound Merino's founder was driven by frustration with his service agency, where revenue was tied to his personal sales efforts. This pain motivated him to find an e-commerce model where the business could generate sales 24/7, even while he slept.
To transition from founder to CEO, Unbound Merino's co-founder admitted his own uncertainty and directly asked his top executive what she needed from him to consider him a great CEO. This act of vulnerability built trust and provided a clear path for his leadership development.