The My Wife Quit Her Job Podcast With Steve Chou

Episode 619: Why Most Apparel Brands Fail and How Robin Hall Built One That Didn’t
December 18, 2025

Episode Overview

This episode dives deep into the founding, growth, and core philosophies of Town Hall, a sustainable kids’ outdoor apparel brand co-founded by Robin Hall. Host Steve Chou explores how Robin and her partners defied the famously challenging apparel niche, opting for grassroots, community-focused growth instead of chasing high-dollar ad campaigns. The conversation highlights Town Hall’s origin, product strategy, unique “kidsumer” insights, wholesale journey, community building, and lessons learned on balancing business and family.

Key Discussion Points & Insights

Robin’s Background & The Birth of Town Hall

• Robin’s Journey (03:11–04:52)

  • From finance at Gap Inc. in San Francisco, to Vail Resorts, to a pivotal career at Smartwool for 11 years.
  • Decision not to move when Smartwool relocated; instead chose to stay in Steamboat Springs, Colorado and launch Town Hall during the Covid era.

• Motivation for Starting Town Hall (04:59–06:17)

  • Founded with Jay Lambert (product/supply chain) and Joe Solomon (adventure travel entrepreneur).
  • "Our Venn diagram was: kids, outdoor, community, and planet." — Robin Hall (05:49)
  • Sought to create apparel that honored Steamboat’s community, filled a gap in kids’ outdoor gear, and reflected passion for sustainability.

Getting Started: Funding, Product, and Manufacturing

• Initial Investment & First Product Line (07:10–10:14)

  • $50k pooled among the founders for legal, branding, and first products.
  • Developed a focused winter-weather kids’ collection: waterproof jackets and pants, later a down “puffy” jacket and lighter “around town” jacket.
  • Identified Asian manufacturing as best for quality and material sourcing; negotiated a small first run (200 units/style).

• Product Differentiation (10:26–12:19)

  • 100% designed for kids based on direct feedback, not just scaled-down adult apparel.
  • Used “kidsumer insights” sessions: trail mix, lemonade, parks, and in-depth Q&A with kids.

• Design Process (14:09–17:17)

  • Combined kids’ input with market research on industry leaders (North Face, Patagonia).
  • Hired an experienced children’s apparel designer via personal networks.
  • Emphasized a partnership-based model with suppliers: “We share our behind-the-scenes strategic plan with these guys.” — Robin Hall (15:58)
  • Paid extra for below-minimum initial factory runs.

Sales, Community, and Grassroots Growth

• First Sales & Community Support (12:25–13:45)

  • First sale: a cash payment at a local event, with no system for cash or tax—a chaotic but memorable milestone.
  • Leveraged strong Steamboat community ties and kids’ involvement for early web sales.

• Building Community (18:44–21:52)

  • Community events central to outreach: 84+ event days/year (farmers markets, adventure games, ski events).
  • “If we don’t sell something that day, that’s fine. How many stickers did we hand out? How much fun did we have? How much joy did we spread?” — Robin Hall (19:36)
  • Expansion to strategic retail partnerships: “There’s no better way to build community than these awesome wholesale retail doors.” (20:04)

• Direct-to-Consumer (D2C) vs. Wholesale (21:52–22:00)

  • Sales split: ~60% D2C, 40% wholesale—a mix that feels optimal for Town Hall.

Wholesale Growth: Hustle and Learning

• First Wholesale Efforts (24:03–26:36)

  • “I walked in, no idea what I was doing... Finally I figured out: maybe I should actually bring the jackets in with me.” — Robin Hall (24:15)
  • Flexible, relationship-first terms: shops could return unsold inventory at season’s end.

• REI and Larger Retailers (29:58–32:21)

  • Entry into REI enabled by founder network, not pitching for a huge rollout but explicitly requesting a small trial in a handful of stores.
  • Proactive support for retail partners with staff clinics, signage, event support, and more.

• Zero Paid Ads, All Grassroots (33:27–34:30)

  • “We’ve spent zero dollars on [ads]. Much to our own demise, right? We’re really slow growth, but we’re growing 50% every year, but on a basis of zero.” — Robin Hall (33:27)
  • Current fundraising (friends & family) aims to power a first digital marketing push.

Marketing & PR Approaches

• PR and Outreach (27:23–28:25)

  • “I literally just Google... I just tell our story. We’re so values based, so small and nimble. People are excited to hear from us.” — Robin Hall (27:29)
  • Focus on gear guides, review sites, and select media, building relationships personally rather than mass PR blitzes.

• Website Optimization & Customer Experience (36:59–37:40)

  • Emphasis on educational, easy-to-use product guides (“how cold is it?” quiz), aiming for clarity over choice overload.
  • Plans to invest in richer digital content post-fundraise.

Mission, Vision, and B Corp Status

• Values & B Corporation (37:47–38:51)
  • Town Hall is a Public Benefit Corporation and B Corp: legally committed to benefitting both community and planet.
  • B Corp status functions mainly as a values-based “north star.”

Family, Work-Life & Entrepreneur Community

• Family Integration (41:10–42:19)

  • Business is “part of the family” with kids involved in brainstorming, feedback, and helping at events.
  • “Town hall has a firm seat at the dining room table every day.” — Robin Hall (41:29)

• Peer & Entrepreneur Support Networks (31:35–32:21)

  • Key role of Slack channels, support groups, and founder events (Title Nine Pitchfest).
  • “It makes me tear up… it’s the most awesome, supportive group ever.” — Robin Hall (29:58)

Funding & Next Steps

• Fundraise Approach (40:01–40:24)
  • Only raising funds from friends & family, not institutional investors.
  • Investors often serve as advisors—a collaborative, values-aligned partnership.

Notable Quotes & Memorable Moments

• On Differentiation:
  “A lot of these [brands] do this ‘shrink it and pink it model’... We are 100% designed for kids and what they need.” — Robin Hall (10:35)

• On First Sale:
  “We lost money. Our first sale, we didn’t know what we were doing. It was hilarious. So that’s been our story: just make it work.” — Robin Hall (12:25)

• On Grassroots Growth:
  “Most people aren’t willing to do this stuff. They’re afraid of the hard work. Right. They’ll hide behind Facebook ads. Actually, are you guys even running any ads?”
  “Zero. We’ve spent zero dollars... We’re really slow growth, but we’re growing 50% every year, but on a basis of zero.” — Steve Chou & Robin Hall (33:12–33:27)

• On Community & Values:
  “We’re building this community one high five and sticker giveaway at a time, and it’s been really special.” — Robin Hall (11:33)

• On Family and Business:
  “Town Hall has a firm seat at the dining room table every day… it’s really like we’re all in this together.” — Robin Hall (41:29)

• On Entering Wholesale:
  “I went into the first one, I had no idea what I was doing… maybe I should take the jackets in with me.” — Robin Hall (24:15)

Timestamps for Important Segments

• Robin’s Background and Team Formation: 03:11–06:17
• Initial Funding & First Product Line: 07:10–10:14
• Product Differentiation ('Kidsumer Insights'): 10:35–12:19
• Early Sales & Community Roots: 12:25–13:45, 18:44–21:52
• Grassroots Marketing & Events: 18:54–22:19
• Wholesale Journey & REI Breakthrough: 24:03–32:21
• Zero Paid Ads / Slow Growth Philosophy: 33:12–34:47
• Website & Customer Experience Strategy: 36:59–37:40
• B Corp & Mission-Driven Structure: 37:47–38:51
• Founder & Family Integration: 41:10–42:19
• Fundraising & Looking Forward: 40:01–40:24

Final Thoughts

This episode is a masterclass in bootstrapped, community-first brand building. Robin Hall’s hands-on, heart-led approach stands in contrast to the digital ad–driven strategy that dominates so much of e-commerce. The lessons here are especially potent for anyone aspiring to launch an apparel brand—the ultimate takeaway is that relentless hustle, authentic connection, and clear values can carve out sustainable success even in the toughest niche.

To learn more or support Town Hall:
Visit townhallco.com, follow on Instagram (@townhallco), or catch them at REI Summon the Snow (Denver, October), Jackson Hole Kids on Snow event, and other local pop-ups.