RANDOLPH — Sheep are one of the few animals that stick together and rarely leave the herd. This mammalian lifestyle inspired a Randolph man to create a clothing line called Sheep Collections.
“In a world of disconnect, I wanted a brand that brings everyone together. But I also wanted to create a generic brand that brings simplicity and luxury to fashion,” said Max Del, 35.
During the 2021 COVID pandemic, the Randolph resident pondered what his next steps in life would be. He’s always wanted to create a clothing line but never had the free time to finally dive into the fashion world.
“It really wasn’t until COVID that I said to myself, this is the time, the time is now,” Del said.
When the conversation ended in his head, he knew that creating a business plan was the next step in starting an online ecommerce business.
“All in all, it took me about four months to get the brand together and six months to actually release the items to the public,” Del said.
Del needed to conduct its own market research on the industry to best serve its community and demographics.
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The clothing designer wanted to bring affordable clothing to the area without sacrificing quality and style.
Some steps he took to improve his business were marketing and using social media as a tool.
Del uses TikTok, Instagram, and Facebook to bring his brand to the masses.
Princess Love, a reality TV star on “Love & Hip Hop,” wore a sweatshirt from the collection with thigh-high Gucci boots and garnered over 100,000 likes, resulting in hundreds of sales.
“She warned me my phone was going to crash and it definitely did. My phone started freezing and the battery ran out quickly. I immediately gained over 3,000 followers through the post,” Del said.
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Del was able to network with Love through a friend, Jay Tavares, a famous makeup artist. He also collaborated with curvy model Tiana Tee from Fashion Nova, who has over 260,000 followers on Instagram. Branded tea posts attracted walk-in customers, which led to more sales.
The entrepreneur uses not only celebrities for marketing, but also local college kids as models.
Del’s TikToks boost its business significantly as many customers come from there.
“Social media is super important to show everyone in public. Princess Love’s contribution helped me reach a much larger audience and cement the company as a serious brand. It was a surreal moment that changed the identity of Sheep Collections forever,” Del said.
Sheep Collections has a unique business model. Del releases limited-edition items every month, and once they’re sold out, they’re gone forever. Del loves this business model because it provides customers with fresh new concepts every month.
The clothing brand sells unisex sweaters, hoodies, crew necks, crop tops and t-shirts.
“In the future, I’m hoping to have a store in two or three years, and the store will align with stores like Pacsun, Zoomies, Hot Topic, H&M and Journey’s,” Del said.
Del attributes his current success to hard work and persistence. When he started the collection, he gave people clothes for free just to spread his name, whatever it took.
“Selling clothes isn’t a get-rich-quick scheme. It takes a real effort to show people you mean business. I’m still learning and I’m still asking questions. Some months I sell them out completely and some months I don’t. A lot of people fail because they’re not consistent,” Del said.
Alisha Saint-Ciel, Enterprise employee reporter, can be reached by email at [email protected] You can follow her on Twitter at @alishaspeakss and on Instagram at Alishaatv. Support local journalism by purchasing a digital or print subscription to The Enterprise today.
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