Abe Burmeister: How I Built A Fashion Brand With No Experience, Just Punk Rock Spirit (And The Web)
How one co-founder created Outlier performance-clothes after intensive research in New York's garment district paired with the connectivity of the web.
In this talk from PSFK CONFERENCE NYC, Abe Burmeister explains how a punk-rock ethos helped him create a business building a new niche in a market he had no experience in. Abe just wanted a pair of pants he could both ride his bike in and go to work in — and all his partner Tyler needed was a shirt that stayed fresh despite his pedal-powered commute.
The Outlier co-founder describes how the duo paired intensive research in New York’s garment district with the connectivity of the web to create Outlier — a performance fashion business that only sells over the web.
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.
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