DTC POD - #249 - Dae Lim, Sundae School - Taking Over The Fashion World & Hitting $100k Days Solely On Creative

1️⃣ One Sentence Summary

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"Dae Lim merges cannabis and fashion, prioritizing creativity and storytelling."

Interview Breakdown

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In this riveting episode, Dae Lim, the founder and CEO of Sunday school, shares his journey of blending the worlds of fashion and cannabis, reaching milestones and conquering challenges along the way. Join us as we delve into his story, his creative approach, and how this innovative entrepreneur hit $100k days solely via the power of creative storytelling. In today's episode, we'll explore: - How Dae Lim deftly runs and markets two parallel businesses in completely different spheres – fashion and weed. - The unique marketing strategies deployed for each business, leaning heavily on storytelling and creativity. - The ‘Ten Commandments’ of their brand, an intriguing blend of authenticity and expertise. - Dae’s shift from established fashion house, V Files, to shaping a new culture with Sunday school, intertwining cannabis and Korean culture. - How Sunday school pivoted amidst the pandemic, leveraging DTC strategies, and found unconventional avenues to maintain growth despite challenges. Step into this world of creativity, authenticity, and innovative entrepreneurship in one powerful episode.

🔑 7 Key Themes

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1. Bridging Cannabis and Fashion Industries 2. Importance of In-House Creative Content 3. Authentic Brand Storytelling Strategies 4. Influence of Korean Culture 5. Experiential Marketing Events 6. Shift to Direct-to-Consumer Sales 7. Balancing Creativity and Commerce

💬 Keywords

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Dae Lim, Sunday school, fashion business, weed industry, cannabis lifestyle brand, direct to consumer, wholesale, branding, advertising regulations, digital content, social media, influencer marketing, storytelling, creative direction, authenticity, third culture kid, stoner, globalization of Korean culture, pop-up event, cross-selling, experiential events, V Files, McKinsey, startup, Genesis campaign, Shopify, viral moments, TikTok, in-house storytelling, brand values

🎞️ Clipfinder: Quotes, Hooks, & Timestamps

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Dae Lim 00:04:38 00:04:56

"Questioning Career Choices: Before, I thought I was going to go on this partner track or work at private equity, but kind of like after this project and after kind of seeing the inner workings of what it takes to get promoted, I was just like, damn, this is not the life I want to choose."

Dae Lim 00:13:04 00:13:17

"Bridging Creativity and Commerce: So kind of like bridging that gap of creativity and commerce, that was something that was new and it was more than just thinking it, it was also a lot of doing it."

Dae Lim 00:20:28 00:20:31

"Self-Realization and Personal Growth: I'm my best self when I do me."

Dae Lim 00:24:13 00:24:23

"Transitioning to E-commerce during Global Crisis: And that is when we opened up our Shopify store. That is what we switched from a landing page squarespace to Shopify."

Dae Lim 00:29:36 00:29:44

"Marketing Strategies Evolution: New York Times mention is not as worth as the right person plugging your shit with the right message."

Dae Lim 00:31:43 00:32:04

"Brand Authenticity: But focus on how do you showcase what your brand values are in the most authentic manner as possible. Which for us is like Whimsicality, but also kind of like some sort of education like scholarly focus."

Dae Lim 00:34:37 00:34:57

"Different Business Operations Conundrum: One is entirely direct to consumer, one is entirely wholesale. One has so much advertising regulations, and in person experiences are the most important for running a cannabis brand versus for fashion brand. Running social is like the, you know, digital content is the most important, right?"

Dae Lim 00:35:41 00:35:57

"Authenticity and Individuality: Authenticity, I think, is at a core value of myself, I think. And I always just try to do me rather than someone else or something else."

Dae Lim 00:44:44 00:44:59

"Cannabis and Fashion Overlap": "So our thesis is cannabis is part of our culture, fashion is part of our culture, especially street wear, you know, where that's the sort of shit we make. And those two there's a lot of audience overlap, right?"

Dae Lim 00:50:21 00:50:43

"The Importance of Creativity in Branding: Creativity is your biggest moat, right? It's going to be really fucking hard to start a Sunday school, you know what I mean? It's going to take some time, but it's going to take a lot of effort versus it's going to be really easy to start a vape pen brand that you put generic or like a soda or like a water brand."

📚 Timestamped overview

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04:31 Morning reflection leads to existential thoughts.

07:14 Viral Instagram launch led to success.

10:58 Importance of right atmosphere when launching business. Essential learnings and network building while growing.

12:53 Explaining decisions, bridging creativity and commerce. Learning from project management and meeting young designers. Being at forefront of global fashion and music.

19:16 Discovering self-communication through drugs and self-discovery.

23:05 Transition from wholesale to Shopify due to pandemic.

27:03 Ads restricted, gifting to influencers changed business.

29:11 Establishment, reliance on influencers, product improvement, team synergy, evolving DTC model.

33:02 Hire creative team that tells your story.

35:35 Know thyself, authenticity, stories, expertise, displacement, stoner, Korean culture.

40:37 Project management, cannabis and fashion marketing, community focus.

44:35 Cannabis and fashion combine, audience overlap exists.

48:35 Creating valuable experiences, engaging community, planning ahead.

50:05 Brands need creativity to succeed; value is key.

❇️ Key topics and bullets

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1. Introduction to Dae Lim and his businesses - Background on Dae Lim’s fashion and weed businesses and their operations - Explanation of marketing techniques that work for each industry - Description of the marketing team and their roles in the company - Brief overview of the brand's 'Ten Commandments' and the company's focus on storytelling 2. The Success of Combining Cannabis and Fashion - How the two sides of the business are beneficial in the long run - Dae's plans for experiential events expansion to New York - Influence of former work at fashion company V Files on Sundae School's establishment 3. The Story of Sunday School's Genesis - The mission of Sunday School to globalize cannabis culture - Dae’s shift from McKinsey to a startup and reflections on the learning experience - Story of their first successful campaign, Genesis, and its influences 4. Strategies to Adapt to The Pandemic Impact - Decision to switch from traditional wholesale accounts to DTC Sales - Concerns about potential bankruptcy and the pivot of product line to focus on essentials - Success stories of decreasing lead time for product launch and significant sales growth 5. Importance of Content Creation and Authenticity - Belief in the importance of authentic and grounded content over solely depending on DTC strategies - Focus on content creation, particularly on platforms like TikTok - Emphasis on prioritizing in-house storytelling and hiring individuals who align with the brand's culture

🎬 Reel script

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In this enriching episode of DTC POD, we have the ingenious Dae Lim sharing his journey of carving niches in both fashion and cannabis industries. The mastermind behind Sundae School talks about balancing the digital and physical aspects of his businesses while leveraging creativity and storytelling. You'll hear about how Sundae School had a successful year despite industry challenges, plus the ways they've grown organically with unique marketing strategies. Lim's story is all about blended cultures, breaking stereotypes, and how commitment to authenticity can lead to $100k days. A must-listen for any entrepreneur looking to merge creativity with commerce.

✏️ Custom Newsletter

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Subject Line: Just dropped: DTC POD's Chat with Dae Lim on Nailing $100k Days with Creativity! Hey DTC Family, Hello from the other side of the microphone! We've got fresh content hot off the presses. This week, we're graced with the mastermind behind Sundae School, Dae Lim, who has brilliantly married cannabis and fashion worlds in a super cool enterprise. In our Episode #249, we dive deep into how Dae built an empire running two businesses that though similar in branding, contrast greatly in operations. From selling dope hoodies in pop up events to smart marketing of smokeware, Dae's journey is full of entrepreneurial lessons worth learning. Here are the 5 key things you'll learn from this episode: 1. Important insight into the dynamics of branding two unique businesses under one umbrella. 2. A look into their teams' roles in spearheading their marketing strategies. 3. The power of storytelling, creativity, and culture in brand recognition and organic growth. 4. How Dae turned people's doubt on their cannabis brand into a successful venture reflected in a monumental popup event. 5. The transition from a company job to entrepreneurship, discussing trials, successes, and lessons learnt along the way. And here’s a fun fact you'll dig from our chat: Dae's company has 'Ten Commandments' inscribed on their product packaging. Talk about a company with a unique branding approach and dedication to authenticity! This episode is a must-listen for anyone interested in brand storytelling, creative direction, and the good old hustle required to make your business stand out. Dae Lim will get you inspired to get your creative gears moving and start wearing many hats necessary for your entrepreneurial journey! As always, don't forget to rate, review and subscribe to the DTC POD so you never miss an episode. Drop us a line with your thoughts on this episode—our inbox is always open for your feedback, questions, and camper tales. Catch you next episode! Your friends at DTC Pod, Blaine & Ramon P.S. Check out Sundae School on their social channels to see first-hand how they're taking over the fashion world and beyond! Dae Lim, we're so excited to see what you do next! P.P.S. Are you going to take your brand to new heights through creativity and storytelling? Do share your hustle story with our supportive community. We can't wait to hear it!

🐦 Business Lesson Tweet Thread

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1/18🧵 Ever heard of a brand that combines weed and fashion? I recently listened to an enlightening episode of DTC POD and the guest, Dae Lim, is doing just that with his venture, Sundae School. Here are my takeaways. 2/18 Two businesses, one brand. Dae runs both ventures parallelly, keeping the branding consistent, yet the operations are distinct. Fashion is DTC, weed is wholesale. 3/18 Advertising in the cannabis world vs the fashion world - each presents unique challenges and opportunities. Dae's team tailors their strategy to each. 4/18 The power is in the story. For Sundae School, storytelling is crucial. It's about being genuine, authentic, and relatable. 5/18 The truth: The marketing isn’t in the ads but the narrative, one that their team of 4 handles. Focus? Authenticity, community, and creative story-telling. 6/18 Dae’s role is intertwined in the storytelling, partnerships, and creative direction, making it evident that to lead, you need to be involved. 7/18 With Nina focusing on community and Christina on creative, Sundae School recognizes the value of individual strengths and capitalizes on them. 8/18 Experiential events- they work. Dae's pop-up in San Francisco was a hit, showing the potential cross-selling between his two businesses can have. 9/18 Projection for the future? More such events, expansion into new markets. But the crux isn't just selling, it's providing real value. 10/18 The importance of culture and the community can't be overstressed. And Dae’s aim is to blend his unique culture into his business. 11/18 Beginnings are often unglamorous. For Dae, finding stability at a fashion company allowed him to get things rolling without burning out. 12/18 The shift from a corporate giant like McKinsey to a startup brings about a sea change in how decisions are communicated and the importance that’s placed on execution. 13/18 Viral hits? They're often unpredictable. Trust me, I know. But one thing's certain, they underscore the importance of a dialogue with your audience. 14/18 Campaigns that resonate with your brand and your experience- Dae's Genesis is a testament to that. 15/18 In the age of uncertainty, adaptability is key. The move to DTC sales from wholesale accounts? That's being adaptable on an Olympian level. 16/18 Content creation? Vital. TikTok? The golden goose for traffic. The mass shift to short form content is a reflection on changing consumer preferences. 17/18 The interest to bring in-house storytelling into the narrative underscores the power of an aligned team. 18/18 So in an era where the lines are blurred between industries, and as stories redefine the marketing landscape, here's what we can learn from a unique venture like Dae's: Authenticity Matters. Creativity Capitalizes. Culture Connects. And being adaptable? That’s non-negotiable.

🎓 Lessons Learned

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1. "Branding Across Industries" - How to maintain a common brand identity while operating vastly different businesses, with examples from Sundae School. 2. "Direct vs Wholesale" - Understanding the contrasting needs between direct-to-consumer and wholesale businesses and effectively marketing for each. 3. "Storytelling for Connection" - Harnessing the power of authentic storytelling for brand development and consumer relationships. 4. "Image vs Product" - Influencer marketing and gifting work for fashion but necessitate a different approach for products like cannabis. 5. "In-house Creativity" - Building a in-house marketing team to maintain uniqueness and consistency in brand story. 6. "Unraveling Third Culture" - Discussing experiences of being a third culture kid and its influence in shaping Sundae School's brand identity. 7. "Cross-selling Strategy" - Taking advantage of related industries to cross-sell products and create a unique, appealing brand experience. 8. "Start-up Learnings " - Starting from a fashion company before launching a startup, the importance of gaining relevant experiences and connections. 9. "Balancing Creativity & Commerce" - Bridging the gap between creative pursuits and commercial success. 10. "Power of Virality" - Leveraging unpredicted viral successes to boost brand visibility and drive sales.

💎 Maxims

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1. Creativity meets Commerce: All products and campaigns should not only be creative and authentic but also efficiently reach your target audience. 2. Prioritize In-person Experience: Creating memorable real-life experiences for consumers can deepen brand loyalty and facilitate cross-selling opportunities. 3. Culture Over Product: Build your brand around cultural stories that resonate with your audience over simply selling products. 4. Vertical Integration: Managing all stages of production in-house, from ideation to sales, can lead to financial savings and a cohesive brand message. 5. Creativity Before Challenge: There's no obstacle too big to overcome with the right dose of creativity and authenticity. 6. Organic Growth is King: Prioritize organic growth generated by creative and authentic dialogue with your audience. 7. Merge Cultures: Merging seemingly separate cultural elements can create a unique and resonant brand identity. 8. Cross-Pollination: Multi-faceted business models aren't just a survival strategy; they can also spark innovation and reach wider audiences. 9. Utilize Social Media: Platforms like TikTok can become a significant source of traffic with engaging content that showcases brand values. 10. Diversify Sales Channels: Don't solely rely on traditional or popular strategies (like DTC), but explore multiple channels according to your business nature and target audience. 11. Plan with Foresight: Even when creating memorable experiences, one must have a clear ROI in mind to keep the business viable. 12. One Team, Many Skills: Ensure your team encompasses a range of skills, from project management to creative direction, in order to maintain a consistent brand message and efficient operations. 13. Be Adaptable: Change and growth require adaptability, whether that's pivoting your product line during a crisis or changing your business model to keep up with industry trends. 14. Authenticity Above All: Ensure your brand communicates authenticity in everything it does, from product creation to marketing. 15. Community Building: Focus on establishing a community around your brand that receives value through your products and engagements.

🌟 3 Fun Facts

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1. Sunday School's marketing team consists of just four members. Despite their small size, this team has been able to make impressive strides in brand recognition and success through their focus on creativity and storytelling. 2. Dae Lim, the CEO and founder, was able to prove doubters wrong about the potential of his cannabis brand through a successful pop-up event in San Francisco. This one event not only sold out their cannabis products, but also attracted a large number of people to their clothing line, demonstrating the power of cross-selling. 3. The team at Sunday School is so focused on providing a unique customer experience that they've decided to embed "Ten Commandments" on their product packaging, which relates to the brand's authenticity and expertise in sharing stories related to globalizing cannabis culture, being a stoner, and the experience of being a third culture kid.

📓 Blog Post

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**Title:** A Masterclass on Creative Cannabis & Fashion Entrepreneurship with Dae Lim of Sundae School **Subheader:** Becoming a Trendsetter in Two Unlikely Industries: Lessons from Dae Lim’s Journey **Introduction** When cannabis meets fashion, a new culture is born. In a recent episode of DTC POD, hosts Blaine Bolus and Ramon Berrios sat down with Dae Lim, the mastermind behind the cannabis lifestyle brand, Sundae School. Lim, a former employee at the high-profile fashion firm, V Files, has managed to merge the worlds of high fashion and cannabis into a trailblazing business venture. **From McKinsey to Sundae School: Dae Lim’s Fashion and Cannabis Journey** Dae Lim’s entry into cannabis and fashion began in a place far removed from both: the world-renowned management consulting firm, McKinsey. After making a monumental shift from corporate to startup, Lim emphasized the importance of breaking down communication barriers and aligning creativity with commerce in running a business. Lim credits his experience at V Files with providing a solid foundation and the network needed for his entrepreneurial venture. **Going Viral: The Key to Sundae School’s Success** Hoodies, t-shirts, and viral popularity have underscored the brand’s rise since its inception in 2017. In a move that saw them appear in illustrious publications like Vogue and The New York Times, Sundae School took on a creative approach, embedding narratives about being a third culture kid and the globalization of Korean culture into a brand that caters to 'high minded people.' **Driving Growth through Authenticity and Creativity** In our fast-paced digital age, Dae Lim stressed that nurturing organic growth solely through direct-to-consumer (DTC) tactics, like Glossier’s model, isn’t as effective anymore. Rather, content creation plays a fundamental role in showcasing the authentic values of a brand and engaging the community. Lim pointed to TikTok as a significant traffic source for the brand and how in-house storytelling aligns perfectly with the company’s culture. **Embracing Dual Industry Success** Yes, you can succeed in the fashion industry while running a niche business in the cannabis sector. When doubts loomed about the potential of a cannabis brand, Lim responded with a thriving pop-up event in San Francisco where the crowd got to shop for the company's cannabis products alongside its clothing line. The cross-selling potential between the two fields points to a bright future for Sundae School as it expands its operations to New York. **Heart in the Staff: The People Behind Sundae School** Behind the magic of Sundae School is a close-knit team of four creatives who manage the brand’s advertising and community relations. Nina, responsible for community engagement, cultivates relationships with influencers and oversees the brand's social media presence. Christina is the short form video creator, crafting bite-sized content for TikTok that resonates with the brand's essence. **Conclusion** The dual journey of Sundae School’s cannabis and fashion sectors has rewritten the book of what a successful startup looks like. By emphasizing creativity and pushing the boundaries of traditional business concepts, Dae Lim's sophisticated and playful approach to entrepreneurship can serve as an inspiration for many. In a world that's continually evolving and seeking the next big idea, perhaps the key to success lies in marrying two seemingly unrelated fields into a unified brand. With Sundae School, Lim has proven that creativity transcends limitations, turning them into undiscovered opportunities.

🎤 Voiceover Script

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"In this riveting DTC POD episode, we dive into the dynamic world of Dae Lim, creator of the unique fusion of fashion and cannabis in the brand, Sundae School. Dae's innovative strategies prioritize in-house storytelling, tackling both digital content and physical sales, and using their distinctive identity to connect with audiences. Coupling authentic branding with key product pivots, Sundae School effectively navigates the ever-shifting market, hitting remarkable highs. This captivating journey highlights the importance of creative, grounded content and offers valuable lessons for any entrepreneur."

🔘 Best Practices Guide

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To thrive in both the fashion and cannabis markets, Dae Lim from Sundae School focuses on effective storytelling, creative direction, authenticity, and cultural introspect. Each business employs a different marketing strategy: the fashion side leans towards digital content, social media, and influencer marketing, while the cannabis brand works effectively with sales staff at dispensaries. They've also seen cross-selling success through experiential events. For content creation, a small in-house team with specialized roles can bring great value, with TikTok being a significant source of traffic. Companies should also have courage under pressure - for example, turning a point of possible bankruptcy into an opportunity by pivoting to essential items. The key is to remain authentic and grounded, reflecting your brand's values through all aspects.

🎆 Social Carousel: Do's/Don'ts

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Slide 1: Title: "10 Tips Every Retention Marketer Needs to Know" Slide 2: Title: "Ignore Demographics" Instead: Tailor experiences to your diverse audience, like Sundae School’s cross-selling between cannabis and fashion. Slide 3: Title: "Limit Platforms" Instead: Harness multiple channels like social media and emails for a holistic marketing approach. Slide 4: Title: "Go Solo" Instead: Make use of influencer relationships, gifting and partnerships for brand exposure and growth. Slide 5: Title: "Stick Tradition" Instead: Pivot your strategies to match market changes, like Dae Lim’s shift to Direct-to-Consumer (DTC) sales. Slide 6: Title: "Play Safe" Instead: Venture into unpredicted viral successes by communicating well with your audience and being innovative. Slide 7: Title: "Outsource Creativity" Instead: Keep storytelling in-house for authenticity, just like it’s done at Sundae School. Slide 8: Title: "Copy Strategies" Instead: Discover what’s unique for your brand, similar to Sundae School's mix of cannabis culture and Korean tradition. Slide 9: Title: "Overlook Experiences" Instead: Engage customers with experiential events that provide value and generate ROI. Slide 10: Title: "Neglect Stories" Instead: Make strategic use of content related to your brand's history and values to connect with your audience. Slide 11: Title: "Resist Changes" Instead: Pivot operations when necessary, as when Sundae School began focusing on essentials during the pandemic.

🎠 Social Carousel

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Cover Slide: "10 Tips Every Creative Entrepreneur Needs To Know" Slide 1 - "Diversify Operations" Split businesses by operations but keep branding consistent for seamless brand identity. Slide 2 - "Industry Regulations" Understand the marketing regulations for each sector you work in. Slide 3 - "Influencer Marketing" Use influencer marketing and gifting for sectors where applicable. Slide 4 - "Personal Connections" Forge personal connections with sales staff to level up your marketing. Slide 5 - "Embed Authenticity" Stories shared should reflect the authentic culture and essence of your brand. Slide 6 - "Team Roles" Keep team small and direct, each with specific, focused roles. Slide 7 - "Cross Selling" See the potential in cross-selling by fusing different, yet connected, industries. Slide 8 - "Experiential Events" Holding events helps to create brand experiences and connections with customers. Slide 9 - "Utilize Social Media" Harness the power of scalable platforms like TikTok for brand exposure. Slide 10 - "Bridge Gaps" Creativity needs to bridge commerce for an effective direct-to-consumer (DTC) strategy. Closing Slide - "Tune In Now" "Learn more insider tips on brand growth in the DTC POD Episode #249"

One Off Tweets

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1. Innovation isn't always about redefining the industry. Sometimes it's about merging two seemingly unrelated sectors like fashion and cannabis. If you're borderline crazy, you're probably onto something. 2. Rules and regulations in the weed industry may look challenging, but they can also be the stepping stones to building a remarkable business model. Challenge leads to innovation. 3. The power of in-person experiences in a digital era cannot be underestimated. A San Francisco pop-up event showed us the way to capture new markets. Yes, cross-selling cannabis and fashion can be a thing. 4. Mashing cultures can result in something incredible, like fusing Korean heritage with cannabis culture. If it's different, it's worth exploring. 5. Stellar teams are formed when everyone is focused on the same goal, irrespective of their individual roles. Our marketing team may not handle ads, but they're a driving force behind our brand's success. 6. Success isn't just about the numbers; it's about remaining true to your brand's mission. At Sunday school, our 'Ten Commandments' are a testament to this philosophy. 7. If there's one thing entrepreneurs should never underestimate, it's the power of storytelling. Sharing relatable experiences with our customers has been a core driver of our organic growth. 8. Big company stability can be an incubator for radical startup ideas. The bedrock provided by V Files paved the way for Sunday school's success. 9. Overnight success may be rare, but it's not impossible. Look out for those unforeseen viral moments. They can transform your business. 10. Diversifying the sales model during challenging times is a testament to business agility. When department stores collapsed, we relied on DTC - Shopify became our lifeline.

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