Jack Crivici-Kramer

That is exactly what Pam and Gila do. They meet their remaining obligations, but then they close up the shop faster than a spirit Halloween on November 1st. But they're not done with the fashion business. They're just done with the maternity fashion business. On to round two. There is no greater hack in entrepreneurship than being a second-time founder. The first go-around is like your mini-MBA.

You make a lot of mistakes, but you learn from every one of them. So Pam and Gila, they're ready to take on their next idea. And they start with the fun part, the new brand name. Here's what they're whiteboarding, Jack. They're like, you know what? We want something that evokes freshness, bubbliness, like a fun-in-the-sun California vibe. You know, like the kind of feeling that you could...

You make a lot of mistakes, but you learn from every one of them. So Pam and Gila, they're ready to take on their next idea. And they start with the fun part, the new brand name. Here's what they're whiteboarding, Jack. They're like, you know what? We want something that evokes freshness, bubbliness, like a fun-in-the-sun California vibe. You know, like the kind of feeling that you could...

bite into and would explode everywhere like a fresh orange there's really just one right answer when you put it that way nick juicy little do they know yetis but that word will soon be spelled out in glitter on the butts of millions of people all around the world So Pam and Gila, now rebranded as Juicy, are ready to take their second crack at running a business.

bite into and would explode everywhere like a fresh orange there's really just one right answer when you put it that way nick juicy little do they know yetis but that word will soon be spelled out in glitter on the butts of millions of people all around the world So Pam and Gila, now rebranded as Juicy, are ready to take their second crack at running a business.

But the name, that was the easy part. Now, they actually need a product. It's a clean slate. They could choose anything. They could make evening wear, swimsuits, Pantsuits. But instead, Pam and Gila decide to jump on an emerging trend. They focus on the t-shirt. The t-shirt? Yeah. An emerging trend? Pretty sure they had t-shirts before the 90s. Yeah, they did, Jack.

But the name, that was the easy part. Now, they actually need a product. It's a clean slate. They could choose anything. They could make evening wear, swimsuits, Pantsuits. But instead, Pam and Gila decide to jump on an emerging trend. They focus on the t-shirt. The t-shirt? Yeah. An emerging trend? Pretty sure they had t-shirts before the 90s. Yeah, they did, Jack.

But let me go full Miranda Priestly for you on this. You know, it's 1994, and the baby tee is actually coming into vogue. But even with baby tees on the rise, Pam and Gila think that there's a lot of room for improvement. Everything that they see in the shops is either too square or too man-shaped, or it's teeny tiny, made for size zero models. No t-shirt feels like it's made just for them.

But let me go full Miranda Priestly for you on this. You know, it's 1994, and the baby tee is actually coming into vogue. But even with baby tees on the rise, Pam and Gila think that there's a lot of room for improvement. Everything that they see in the shops is either too square or too man-shaped, or it's teeny tiny, made for size zero models. No t-shirt feels like it's made just for them.

It feels, honestly, like another gap in the market for them to take advantage of. So they set out to design the perfect t-shirt. T-shirt. But Pam and Gila think strategically about this. They think like engineers. They come up with a framework of four key points of quality. Fit, fabric, comfort, and color.

It feels, honestly, like another gap in the market for them to take advantage of. So they set out to design the perfect t-shirt. T-shirt. But Pam and Gila think strategically about this. They think like engineers. They come up with a framework of four key points of quality. Fit, fabric, comfort, and color.

They consider every invisible pain point you might not think about until you put the t-shirt on. Like, does the armhole fit right? Does it line up with my shoulder right? Will this fabric lose its shape after a wash or two? Each one is a problem to be solved. And then they come out with a bunch of styles, including the 103.

They consider every invisible pain point you might not think about until you put the t-shirt on. Like, does the armhole fit right? Does it line up with my shoulder right? Will this fabric lose its shape after a wash or two? Each one is a problem to be solved. And then they come out with a bunch of styles, including the 103.

It's got a V-neck, sleeves that hug the shoulders, and soft cotton fabric as bright as three coats of nail polish. Pam and Gila cannot wait to get their shirts into stores. This 103 is a great place to start. But they're second-time founders now with deep experience. So instead of approaching buyers directly, one store at a time, they hire sales reps, one in L.A., one in New York.

It's got a V-neck, sleeves that hug the shoulders, and soft cotton fabric as bright as three coats of nail polish. Pam and Gila cannot wait to get their shirts into stores. This 103 is a great place to start. But they're second-time founders now with deep experience. So instead of approaching buyers directly, one store at a time, they hire sales reps, one in L.A., one in New York.

talk about this New York sales rep for a second. Her name is Lisa Schaller. Think of her as a talent agent. Only instead of repping actors or directors, she's repping Pam and Gila's t-shirts. She's tough as nails with a thick New York accent. I love this t-shirt. So Schaller focuses to just on selling the 103 shirt at first in limited colors and nice small batches.

talk about this New York sales rep for a second. Her name is Lisa Schaller. Think of her as a talent agent. Only instead of repping actors or directors, she's repping Pam and Gila's t-shirts. She's tough as nails with a thick New York accent. I love this t-shirt. So Schaller focuses to just on selling the 103 shirt at first in limited colors and nice small batches.

These small orders, they aren't super profitable, but here's the idea. They're low risk for the retailers to take on this unknown brand. Soon, these shirts have infiltrated Bloomingdale's in New York and a beloved boutique called Fred Siegel in LA, where actresses, models, and it girls shop. And as luck would have it, a costume designer from Friends. Yetis, you look fantastic over there.

These small orders, they aren't super profitable, but here's the idea. They're low risk for the retailers to take on this unknown brand. Soon, these shirts have infiltrated Bloomingdale's in New York and a beloved boutique called Fred Siegel in LA, where actresses, models, and it girls shop. And as luck would have it, a costume designer from Friends. Yetis, you look fantastic over there.

That was a sample of our weekly show, The Best Idea Yet. Now go listen to the rest of the episode. We got a link in the episode description. Juicy Couture is just, by the way, really amazing. How many twists and turns go into this thing? Like it only kind of gets crazier from here. And how they eventually sell the company to a couple of bankers while wearing mini skirts.