Making It with Jon Davids – Episode 172: How To Make $130M Selling Hoodies | Aviator Nation

Release Date: February 25, 2025

In Episode 172 of "Making It with Jon Davids," host Jon Davids delves into the remarkable journey of Paige Mikowski, the founder of Aviator Nation, a fashion brand that soared to $130 million in revenue by selling hoodies and T-shirts. This detailed summary captures the essence of the episode, highlighting key discussions, insights, and actionable lessons for aspiring entrepreneurs.

1. Introduction

[00:00] John Davids introduces Paige Mikowski, emphasizing her achievement of building Aviator Nation into a nine-figure business owned entirely by a single woman. He sets the stage for an inspiring story of passion, resilience, and strategic thinking.

2. Paige’s Early Beginnings

Paige's journey began in 2006 when she aspired to become a fashion designer despite lacking formal training.

• Resourcefulness: With only $500, Paige purchased a sewing machine and began experimenting with thrifted T-shirts from Goodwill. She transformed these plain shirts by tearing them apart and applying her unique hand-stitched patterns.

• Initial Success: [05:30] After wearing her redesigned T-shirts, Paige noticed people’s interest. By setting up a booth at a Venice Beach fair, she sold $8,000 worth of shirts in a single day, validating her concept.

3. Building Aviator Nation: Steady Growth Pre-COVID

From 2006 to 2020, Aviator Nation experienced consistent growth through strategic choices:

• Local Focus: Paige deliberately chose not to expand into large malls or big-box retailers. Instead, she focused on local boutiques, trade shows, and maintaining a "California downtown vibe."

• Premium Positioning: Aviator Nation's products were high-priced, ranging from $60 for T-shirts to $200 for hoodies. This pricing strategy ensured healthy profit margins and catered to a niche market.

• Handcrafted Quality: All clothing was hand-stitched and manufactured in California, appealing to consumers seeking artisan-quality products over mass-produced items.

• Cult Following: The brand developed a strong, loyal customer base that resonated with its unique 1970s-inspired aesthetic, distinguishing it from contemporaries like Juicy Couture and Abercrombie & Fitch.

4. Navigating the COVID-19 Crisis

March 2020 brought unprecedented challenges as the COVID-19 pandemic forced Aviator Nation's physical stores to shut down, jeopardizing 300 employees and the company's operations.

• Decisive Action: Facing the crisis, Paige instructed her head of E-commerce to initiate an aggressive clearance sale of all inventory. [18:45] "Sell everything. Fire sale right now."

• Remarkable Outcome: This bold move resulted in $1.4 million in online sales in a single day, a 46-fold increase compared to normal sales figures.

5. Explosive Growth Post-COVID

The pandemic-induced shift to online shopping and social media propelled Aviator Nation into a new growth phase.

• Social Media Surge: Aviator Nation's products dominated platforms like Instagram, TikTok, Snapchat, and Facebook. The visibility and viral sharing amplified brand awareness exponentially.

• Overnight Success: What began as a strategic necessity during the pandemic transformed Aviator Nation into a household name, achieving $130 million in revenue by 2024.

• Personal Achievement: In 2023, Paige reportedly issued a dividend check of $30-40 million, highlighting the company's substantial financial success.

6. Addressing Criticisms and Defending Success

Davids addresses common critiques regarding Paige’s success, particularly claims that her brother Tom of Tom’s Shoes contributed to Aviator Nation's achievements.

• Dismissal of Excuses: [38:20] "I absolutely despise this line of thinking because all you're doing is making excuses for yourself."

• Independent Success: Paige's accomplishments are independent of her brother’s success. The brand's growth was fueled by strategic decisions, product quality, and effective leveraging of social media.

• Encouragement to Entrepreneurs: Davids emphasizes the importance of taking ownership of one's success and avoiding the temptation to attribute achievements to external factors.

7. Key Takeaways and Entrepreneurial Lessons

Jon Davids distills several actionable insights from Aviator Nation's story:

• Product-Market Fit: A product that genuinely resonates with customers can achieve exponential growth organically. "There’s nothing like a product that just hits," Davids notes.

• Action Over Perfection: Entrepreneurs should prioritize taking swift, decisive actions over perfect planning. "Take action quickly to get the momentum going."

• Leveraging Crises: Crises can unveil unique opportunities. "Find the most opportunity in moments of crisis."

• Niche Targeting: Catering to a specific audience can cultivate strong brand loyalty and differentiate a business in a crowded market.

• Speed and Creativity: Constraints, such as time pressure, can foster creativity and resourcefulness. "Speed is important at the beginning because that constraint forces you to get creative."

8. Conclusion

Jon Davids wraps up the episode by reiterating the transformative power of resilience, strategic agility, and authentic branding. He encourages listeners to embrace action-oriented mindsets and to capitalize on opportunities, especially in challenging times.

Quotes:

• [38:35] John Davids: "Listen, if you don't want to do this, if you don't think you're not impressed by her story, that's totally fine. But it's not respectful to yourself, and it's not helpful or productive to yourself to say, oh, she's only able to do this, and I feel better that I don't have to even try."

• [51:10] John Davids: "Don't ask yourself, how can I build a big business? Say, how can I make a bunch of money right now. And once you do, I promise you, you will have the confidence that you're not going to need to ask JD how to start a business. You're going to know exactly how to do it."

Final Thoughts

Episode 172 of "Making It with Jon Davids" serves as a masterclass in entrepreneurial resilience and strategic pivoting. Paige Mikowski's Aviator Nation exemplifies how passion, combined with decisive action and a deep understanding of market dynamics, can lead to extraordinary business success. Aspiring entrepreneurs can draw invaluable lessons from her story, particularly the importance of agility, niche targeting, and leveraging pivotal moments to drive growth.

For more insights and episodes, subscribe to "Making It with Jon Davids" on Apple Podcasts, Spotify, YouTube, or your preferred podcast platform. Engage with Jon Davids and share your thoughts by reaching out at johndavids.com.