DTC Podcast EP 572: The $200 AOV DTC Brand Built on Pockets, Partnerships, and Purpose

Date: December 29, 2025
Host: DTC Newsletter and Podcast
Guest: Amy (President, Wildfang)

Episode Overview

This episode explores the remarkable growth and philosophy behind Wildfang, a disruptive DTC apparel brand known for its $200 average order value (AOV), dedication to inclusivity, pioneering product design (yes, real pockets!), and inventive partnerships—from cultural icons like Debbie Harry to unexpected collaborations like Taco Bell. The conversation provides founder-to-founder tactical insights on retail, vertical integration, brand purpose, paid media, and the measurable (and immeasurable) impact of true brand community.

Key Discussion Points & Insights

1. Amy’s Hero’s Journey at Wildfang

[02:31]

• Amy joined Wildfang 10.5 years ago as a store manager for their very first, tiny retail space.
• She proved instrumental in growing the flagship to profitability (30–35% margins) through scrappy operations, thoughtful location selection, and immersive customer experiences.
• With COVID shutting physical retail, she pivoted to finance and ops—without any prior training—rapidly improving book closings and restructuring for efficiency.
• Amy rose to Chief Growth Officer, then ultimately President.
  Quote:
  “Store manager to president in ten and a half years. It’s been a wild journey, but… really, really fun.” (Amy, [05:31])

2. The Wildfang Brand Origin Story

[05:51]

• Founders Emma McElroy and Julia Parsley were frustrated at having to shop in the men's department for style, function, and fit.
• Key insight: The fashion industry underserved women and non-binary customers—the so-called “menswear for women” gap.
• 25,000 people signed up at launch, even before products were revealed, proving deep unmet demand for such a brand.
  Quote:
  “The results were very clear. People, particularly women and non-binary, wanted more from apparel. The fashion industry is clinging to things that don’t service us.” (Amy, [08:06])

3. Store Experience as Brand Engine

[12:48]

• Wildfang’s first store featured swings, a “carving wall,” and a relaxed, familial vibe.
• Focus was on building lasting relationships, not just transactions.
• The store became a refuge and community hub, especially during divisive sociopolitical moments. Quote:
  “I’m in the business of building relationships, not about building transactions. Guess what? Building relationships actually does build transactions.” (Amy, [12:53]/[13:02])
• 2016 election aftermath: customers showed up in person seeking community and solidarity. Quote:
  “We didn’t know where else to go. We just wanted to be with people who cared about the things we care about.” (Amy, [15:33])

4. Going Vertical: From Curator to Creator

[17:31], [21:41]

• Wildfang shifted from reselling men’s streetwear brands to designing their own line in late 2019–2020.
• COVID manufacturing slowdown turned into an opportunity: factories had spare capacity, and Wildfang could “learn and perfect” their product in a quiet moment.
• AOV nearly doubled ($90 pre-vertical, ~$200 post-vertical).
• Required reinvention of marketing, cashflow, and storytelling—customers had to be won over to a brand they didn’t already know.
  Quote:
  “If you’re thinking about going vertical… really immerse yourself in what that means. We learned a lot. There were things we were unprepared for.” (Amy, [21:40])

5. Product DNA: Functionality, Versatility, and Real Pockets

[17:41], [19:18]

• Button-ups became the backbone of the line, ingeniously designed to avoid “chest gap” for those with busts—a pain point ignored by mainstream brands.
• The focus was on quality, fit, comfort, timelessness, and classic designs over fleeting trends.
• Innovation continued with “coveralls” and expanding suiting options. Quote:
  “We have engineered and understood how to strategically place buttons and perfect the fit to eliminate that.” (Amy, [19:09])

6. Sizing Inclusivity

[24:43]

• Extended sizing became a core brand mission against industry pushback.
• Wildfang intentionally developed true-to-life patterns for up to 4X and tall sizes, representing 25% of revenue (“everyone told us it wouldn’t drive more than five!”).
• Inclusion is both business and brand purpose; Amy welcomes competitors in this space. Quote:
  “A small market when nobody services the extended size consumer. And when you do… It’s blue ocean.” (Amy, [26:19])

7. Paid Media: From Spray-and-Pray to Strategic

[28:49]

• Wildfang transitioned from frenetic in-house ad testing to partnering with Pilot House, prioritizing efficiency and deeper expertise.
• Shift from “try everything” to deliberate creative testing, seeking not just what works, but why it works.
• Refrained from over-complicating Black Friday marketing: repurposed proven content with minor tweaks, resulting in record-high CTRs and low CPMs. Quote:
  “Take what works and just do it again… It’s not revolutionary. The easy thing is you overthink it.” (Amy, [35:46])

8. Promotions: Connection, Not Erosion

[37:51], [38:07]

• Chose to be primarily full-price focused, reserving promotions for truly meaningful, brand-aligned moments (e.g., Pride, not endless discounting).
• Used promotions as a relationship-building opportunity, not just a transaction driver.
  Quote:
  “Let’s build a relationship where you understand more about us as a brand than just getting 30% off that thing that you bought. It’s a win-win.” (Amy, [39:54])

9. Partnerships: Icons, Fast Food, and Beyond

[40:24]

• Debbie Harry (Blondie) was a longtime fan—collaboration was “organic.” The partnership was both licensing + endorsement: Debbie participated in design, PR, and social, producing healthy LTV and CAC improvements.
  Quote:
  “People felt they got a piece of her in this… If you love Debbie Harry, you want something she makes.” (Amy, [43:18])
• Taco Bell came to Wildfang for a higher-priced collab, resulting in their highest site traffic hour ever.
  Quote:
  “We made a coverall, all the pocket shapes were inspired by different menu items. It was so awesome.” (Amy, [46:29])
• Strategic partnerships will drive 2026 growth, unlocking new audiences efficiently. Quote:
  “We love the unexpected mashup… It’s absolutely where the growth is going to come from for us next year.” (Amy, [46:54])

10. What Can’t Be Measured—Pride in Growth

[49:39]

• Amy’s personal arc—from store manager to president, learning through “failure as the best tool,” is her greatest point of pride. Quote:
  “No spreadsheet can measure… all the things I’ve done over the last ten and a half years. And the impact that I’ve driven—not just from a business perspective, but how I see the business and how I translate these things to my personal life.” (Amy, [49:45])

Notable Quotes & Memorable Moments

• On Brand as Experience:
  “When have you ever gone to an apparel store and been like, ‘I’m having a shitty day, I needed someone to talk to’? It is remarkable.” (Amy, [15:33])
• On Extended Sizing:
  “Everyone told us it wouldn’t drive more than five, and everyone told us not to do it… because nobody’s servicing them.” (Amy, [26:19])
• On Paid Strategy:
  “Let’s try to do less, but have it be more powerful and be more efficient… If the platform is creative-led, we gotta obsess our creative.” (Amy, [30:12]/[30:22])
• On Promotions:
  “It makes it more fun, it makes it a moment when you're showing up… Why not give them a taste of your brand, rather than it just being a transaction.” (Amy, [39:33])
• On Partnerships:
  “For someone as iconic in fashion, [Debbie Harry] has never made a fashion line for herself. And we were like… let’s build something together.” (Amy, [41:03])

Timestamps for Important Segments

| Time | Segment | |-----------|------------------------------------------------------------| | 02:31 | Amy’s journey: Store manager to President | | 05:51 | How Wildfang started: Brand gap in women’s/nb apparel | | 12:48 | Brand community & retail experience | | 17:31 | Verticalization and product philosophy | | 19:18 | The button-up: Solving “chest gap” and functional apparel | | 24:43 | Extended sizing and inclusivity | | 28:49 | Paid media evolution: Agency, creative, efficiency | | 35:46 | Black Friday content & not overthinking ads | | 37:51 | Promo philosophy: Meaningful, not mindless | | 40:24 | Partnership with Debbie Harry: execution and impact | | 46:11 | The Taco Bell collaboration | | 49:39 | What can’t be measured: Amy’s personal growth |

Tone & Style

• The conversation is candid, passionate, and sometimes irreverent—filled with tangible lessons but also deeply personal anecdotes.
• Wildfang’s mission, like Amy’s style, is rebellious, heart-felt, and community-first.

For Further Learning

• Connect with Amy on LinkedIn for more about leadership and indie retail scaling ([51:35]).
• Watch Wildfang’s original launch video on YouTube to see their “brand-first” approach in action.

This episode is essential listening for DTC founders, marketers, and anyone building inclusive, value-led brands in a noisy, competitive landscape.