Our Story: Turning a Passion for Detroit Sports into a Business
We’re three lifelong Detroit sports fans who wanted to show our love for our local teams through stylish, high-quality apparel. However, we quickly realized that the sportswear available in big-box stores didn’t meet our expectations – it was often ill-fitting and poorly designed. That’s when we decided to create our own line of Detroit sports apparel SMPLFD that combined comfort, style, and team pride.
We began with our sole source: American Apparel. Over time, we forged industry relationships and collaborated with local creatives to design and produce the products we proudly offer today.
How We Made Our First Sales and Grew Our Traffic
Our journey began with just two designs, which we sold directly to friends, family, and locals at events and bars – straight out of our backpacks! This grassroots approach helped us build awareness for our brand offline, knowing that people would eventually search for us online.
Today, our revenue is split 50/50 between online sales and wholesale/retail accounts. To drive traffic, we focus heavily on SEO and social media marketing (both paid and organic). For returning customers, we’ve built a strong email subscriber list that consistently delivers high open, click, and purchase rates.
Behind the Scenes: Tools, Apps, and Fulfillment
When we first launched, we used BigCartel to host our site. While it worked for a while, we didn’t see significant growth until we switched to Shopify in 2015. The move to Shopify was a game-changer, especially with access to the Shopify App Store, which has been instrumental in streamlining our operations and marketing efforts.
Here are some of the tools and apps we rely on to run our store:
- Mailchimp for Shopify: For email marketing and subscriber management.
- ShipStation: To handle shipping logistics efficiently.
- RetargetApp: For retargeting campaigns that bring back potential customers.
- Bulk Product Edit: To save time managing our inventory.
- Pre-Order Manager: To allow customers to reserve products before they’re officially available.

Partnering with BuildShopify.store Agency
To take our Shopify store to the next level, we partnered with BuildShopify.store Agency, a leading Shopify web agency. Their team helped us optimize our site for performance, user experience, and SEO, ensuring that our customers have a seamless shopping experience.
From improving our site’s design to implementing advanced SEO strategies, BuildShopify.store Agency has been instrumental in helping us grow our online presence and increase sales. If you’re looking to build or enhance your Shopify store, we highly recommend their services.
Tips for New Store Owners
If you’re just starting out, here are our top recommendations for building a successful e-commerce business:
- Research Your Products: Use tools like Google’s search volume tools to identify demand for your products.
- Position Your Brand Strategically: Make sure your product quality, pricing, and branding align with your target audience’s expectations.
- Invest in Content and Marketing: High-quality content, SEO, professional photography, and social media promotions are essential for driving traffic and conversions.
- Don’t Rely on “Build It and They Will Come”: Success requires consistent effort in marketing, customer engagement, and optimization.
- Work with Experts: Partnering with a Shopify agency like BuildShopify.store Agency can save you time and help you achieve your goals faster.
By combining our passion for Detroit sports with a commitment to quality and creativity, we’ve built a brand that resonates with fans like us. Whether you’re looking for stylish sports apparel or inspiration for your own e-commerce journey, we hope our story encourages you to take the leap and build something amazing.
- Detroit sports apparel SMPLFD
- BuildShopify.store web Agency
- Shopify marketing strategy
- Detroit team apparel SMPLFD
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