Podcast Summary: Liftoff with Keith Newman – Episode: "No Fashion Experience? No Problem | How Justin Baer Built Collars & Co to $75M"

Release Date: July 31, 2025

Introduction

In this episode of Liftoff with Keith Newman, former journalist and Silicon Valley entrepreneur Keith Newman sits down with Justin Baer, the dynamic CEO and founder of Collars & Co. Despite having no prior experience in the fashion industry, Justin has propelled his e-commerce brand from zero to an impressive $75 million in revenue within three years. This conversation delves into Justin's entrepreneurial journey, strategic decisions, and the innovative approaches that fueled Collars & Co's remarkable success.

Origin Story: Identifying a Personal Problem

The genesis of Collars & Co was rooted in Justin Baer's personal discomfort. As Justin shares:

Justin Baer [01:27]: "I wear a sweater over a dress shirt all the time. I found it really uncomfortable to wear a long sleeve dress shirt under a sweater... So I wanted to create a polo with a firm collar."

This simple yet relatable problem led Justin to develop a dress collar polo, blending comfort with style. The idea quickly gained traction, especially as the world transitioned to more business casual attire post-COVID.

Viral Growth and Product-Market Fit

Justin attributes the rapid growth of Collars & Co to achieving product-market fit and leveraging product-led growth. The viral nature of their initial TikTok videos, initiated by Justin's seven-year-old daughter, played a pivotal role:

Justin Baer [02:57]: "We sat down to watch Netflix that night and the phone started beeping with orders and from the TikTok videos. Yeah, that's how it started."

Keith highlights the essence of entrepreneurship reflected in Justin’s experience:

Keith Newman [03:03]: "You started off trying to solve a problem that you had personal experience with... the kind of product-led growth, viral kind of activity that tells you you got something real."

Navigating the Fashion Industry Without Prior Experience

Despite being a "non-fashion guy," Justin's lack of industry experience surprisingly worked to his advantage. He emphasizes the importance of having a fresh perspective:

Justin Baer [04:01]: "I think that's probably to our advantage, being naive about the industry... a lot of people in the industry say, 'You can't do that,' but we went with our gut."

Keith acknowledges the challenges of transitioning from tech to consumer packaged goods (CPG):

Keith Newman [04:31]: "You jump into, from tech into CPG, which to many seems like a place where a lot of traps have occurred."

Justin counters by highlighting the tech-driven aspects of e-commerce and digital marketing:

Justin Baer [05:10]: "Most of our ad spend is digital, so it's really kind of understanding Facebook and Meta and Instagram."

Marketing Strategies and Media Optimization

A significant part of Collars & Co's success lies in their adept handling of digital marketing metrics like CAC (Customer Acquisition Cost), LTV (Lifetime Value), and ROAS (Return on Ad Spend). Justin discusses the complexities of scaling ad spend:

Justin Baer [05:36]: "If someone gave me a couple hundred dollars, I could make it profitable on Facebook. But spending $50,000 a day is hard."

He also touches on the evolving landscape of Facebook advertising:

Justin Baer [06:37]: "They're using AI now more, and pushing people to make it simpler. We try to outsmart them, but that's where everything’s going."

Shark Tank Experience: Navigating the Gauntlet

Justin's appearance on Shark Tank was a turning point for Collars & Co. He shares candid insights into the process and the realities behind the scenes:

Justin Baer [11:54]: "I filled out the form on abc.com like 50,000 others... It was a long process, and many didn't even make it to air."

Despite the fierce competition, Justin successfully closed a deal with Mark Cuban and Peter Jones:

Justin Baer [16:14]: "We negotiated 10% on the show, which is better than the typical 25% deals."

Keith commends Justin's strategic negotiation and the favorable terms achieved.

Product Expansion and Brand Building

Collars & Co has swiftly expanded beyond their flagship product, the dress collar polo, into various men's apparel categories:

Justin Baer [09:17]: "Our hero product is the dress collar polo. We're now half polos and half collars, expanding into pants, knit polos, marina wool sweaters, blazers, pull-on pants, and shorts."

Keith draws parallels to other successful brands that evolved their product lines while maintaining core values:

Keith Newman [10:35]: "Similar to suit suppliers expanding into casual wear, Collars & Co has significant runway to introduce non-core products."

Integrating AI and Technology

Justin touches upon the role of AI in enhancing operational efficiency:

Justin Baer [17:24]: "AI for photography has been incredible... writing copy is tremendous."

He shares a personal anecdote illustrating AI's limitations:

Justin Baer [17:26]: "I used ChatGPT to respond to my daughter's email... She knew I used it because it sounded too perfect."

Despite leveraging AI for backend operations and data analysis, Justin underscores the irreplaceable value of quality products and brand creation in the fashion industry.

Entrepreneurial Insights and Tips

Towards the end of the conversation, Justin offers valuable advice for aspiring entrepreneurs:

Justin Baer [23:50]: "Sometimes fast is better than perfect. Get the minimal viable product out as soon as possible and see if it sells."

He emphasizes the importance of iterative improvement based on market feedback rather than obsessing over perfection from the outset.

Balancing Business and Personal Life

Justin candidly discusses the challenges of maintaining a work-life balance as a CEO:

Justin Baer [25:07]: "It's really hard... I'm working on this thing all the time. It’s a full-time, seven-day-a-week thing."

He acknowledges the sacrifices and the elusive nature of achieving true balance, reflecting the relentless dedication required in entrepreneurship.

Future Vision and Expansion

Reflecting on Collars & Co's journey and future aspirations, Justin expresses his ambition to build a legacy akin to iconic brands like Ralph Lauren and Tommy Hilfiger:

Justin Baer [19:06]: "We’re in year four, and most giant businesses took 20-25 years. We aim to reach that size in five years."

His vision encompasses expanding product lines and solidifying the brand's position in the market, leveraging the momentum they've already built.

Closing Remarks

Keith wraps up the episode by commending Justin on his achievements and innovation. He encourages listeners to explore Collars & Co’s offerings:

Justin Baer [26:05]: "Check us out at collars-and-co.com. We offer an elevated, casual vibe with Italian influences suitable for the office C-suite."

Conclusion

This episode of Liftoff with Keith Newman offers an inspiring look into Justin Baer's entrepreneurial journey, showcasing how personal discomfort became a million-dollar idea. From navigating the challenges of a new industry to leveraging digital marketing and AI, Justin’s insights provide a roadmap for aspiring entrepreneurs aiming to disrupt traditional markets successfully.

Listen to the full episode here.