Building a Brand That Refuses to Follow the Rules with Ed Bartlett, Founder of Kostume

Everyone says the apparel industry needs to change. The question is, who's actually willing to change how it's built? Ed Bartlett didn't just start another cycling brand.  He questioned the entire business model behind how clothing gets designed, made, sold, and if not sold, discounted and potentially destroyed. Instead of warehouses full of stock and constant sales, Costume only makes what people have already ordered.  Less waste.  Better products.  No discounting.  It sounds simple, but it's a completely different way of thinking about building a brand. What I loved about this conversation wasn't just the business model.  It was hearing how Ed approaches problems.  Whether it was video games, art, or now apparel, he keeps asking the same question: Why does it have to be done this way? We also get into bootstrapping versus raising investment, why saying "no" has often motivated him more than encouragement, how therapy changed the way he sees himself as a founder, and why purpose only matters if you're willing to stick to it when it's difficult. If you're building a brand, thinking about starting one, or just wondering whether there's a better way to grow a business without following everyone else, I think you'll get a lot from this conversation. EPISODE HIGHLIGHT [00:00:00] Introduction [00:03:55] How his career in gaming, art, and branding led to founding Costume [00:05:40] Why solving problems has always mattered more than following industries [00:09:30] Bootstrapping versus venture capital and the trade-offs behind both [00:16:55] The role therapy played in overcoming imposter syndrome [00:28:50] Why Ed believes the traditional apparel model is fundamentally broken [00:36:35] How pre-order lets Costume build better products instead of bigger inventories [00:37:10] Why quality starts with fixing the business model [00:44:55] Why Ed wants competitors to copy his business model [00:48:15] Building a brand people genuinely trust instead of marketing to them [01:05:25] Why founders need conviction before chasing growth [01:05:25] What purpose-driven founders should focus on from day one [01:09:25] His vision for changing the apparel industry KEY TAKEAWAYS Great products start with a great business model. Solving real problems creates stronger businesses than chasing trends. Bootstrapping can force better decisions than unlimited funding. Customer trust is earned through consistency, not marketing. Purpose only matters if you're willing to stick to your principles. Small improvements, repeated over time, create exceptional products. Therapy and self-awareness can make better founders. Sometimes being told "no" becomes your biggest motivation. Sustainable businesses need sustainable business models. Industries only change when someone is willing to do things differently. If this episode resonates with you, subscribe to the show, share it with someone building a brand or business, and leave a review so more leaders across the sports and outdoor industry can discover these conversations. Resources and Links Sports + Outdoor Mentors YouTube Spotify Apple Podcasts Ed Bartlett LinkedIn Dan Trapp Website LinkedIn