May 04, 2016

Two years ago to the day, we decided to take a risk and launch our own business. This is something that so many people out there want to do, but for most, life gets in the way and it just isn’t feasible (or so they tell themselves). Born Primitive started with just a single product idea (the Snatch Shorts) but has evolved to become a bigger brand carrying all kinds of athletic apparel for men and women. Along the way, we’ve made a ton of mistakes, but as a result, we have gained a ton of knowledge. For those of you out there who have aspirations to launch your own business, take a chance and go for it. There will never be “the perfect time.” Life will always be happening (marriage, kids, jobs, etc.) no matter what stage you are in. Stop making excuses and take a chance.

Below I’ve outlined the main lessons we’ve learned since it all started. I’m hoping this can be insightful for my fellow entrepreneurs out there who aren’t afraid to take risks and want to pursue their own version of the American Dream. So here goes:

logo alone Lesson #1:   When it comes to negotiating, know when you have “the butter.”

There’s a story about a big dinner that a newly elected Mayor was hosting at a banquet hall. The servers were going around giving everyone their dinners, which included a serving of butter for each plate. A teenage boy served the Mayor his plate at the head table. Shortly after, the Mayor flagged the boy down and said he needed another serving of butter. The boy, who was just following the rules, politely told the Mayor that each guest was only allowed one serving of butter. The Mayor leaned in and arrogantly responded, “Son, I understand the rule, but I’m the fricking Mayor.” The boy leaned in and said, “Yes, sir… but I’m the one with the butter!” The lesson here is to know when you have the butter and don’t flinch when big players like the Mayor try to push you around in a negotiation. If you have the butter, you have the leverage, and at that point, status does not matter. Present yourself in a strong and confident manner and you will get the deal you want.

 

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Lesson #2: “Don’t get too big for your britches.”

No matter how big you get, never forget where you started. Never forget what it was like in the beginning when you were contacting big companies, and they were blowing you off and not taking you seriously (I won’t mention any names here…). Once those roles reverse, don’t be an arrogant asshole who thinks their time is too valuable to respond to an email or respond to someone’s phone call. As you grow, more and more people will contact you for partnerships, advice, donations, etc. Give them your full attention and go out of your way to help them. You were in their shoes once… don’t ever forget that!

 

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Lesson #3: Expect the haters

With the age of social media, there is a new breed of people out there who suddenly possess tremendous “courage” when they are sitting behind a keyboard. These people want their voices to be heard so badly, and because of social media, it is very easy for them to make that happen now. When these haters direct their “courage” in the direction of you or your business, don’t take it personal and just realize that it is a reality of having a presence on the Internet and social media. Shrug it off and get back to work!

 

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Lesson #4: Stand for something

When you are trying to create a brand, I believe strongly that you need to stand for something. Establish your ethos. Put it out there and don’t shy away from it. Don’t be afraid to be polarizing. Too many brands out there try to cater to everyone, and their brand messaging ends up being generic and diluted. There may be people who do not align with your brand ethos, and that is okay. You will get much stronger brand loyalty through this approach because the people who do choose to wear your brand will do so because it has a personality behind it.

 

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Lesson #5: Prepare to sacrifice

Running your own business sounds sexy to many people on the outside, but those who do it know how much work it takes and how much you will sacrifice if you want the business to succeed. Make sure you are fully aware of what you are getting yourself into. You will likely be burning the candle at both ends from the moment you start, and that can get in the way of other aspects of your life. Fortunately for me, my wife has been just as passionate as I have been about the business, so we don’t mind staying up late and doing work together. For many, you may not have this luxury, and you will have to attempt to find balance with your business and the rest of your life (if that is even possible).

 

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Lesson #6: Always be forward thinking

You need to always be thinking 6-12 months out. If you are always thinking in the present, you will limit your own success. Many things in business do not happen overnight, so you need to lay out a plan that allows enough time for your business initiatives to develop. So don’t wait until the last week of June to come up with that big 4th of July promotion. That should have been figured out in February! Catching my drift?

 

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Lesson #7: Expect obstacles and then crush them

No matter how great things are going, there will inevitably be a point where you hit a major obstacle. Expect that to happen and when it does, aggressively take it head on. If possible, try to turn it into a positive. Just 4 months into launching our business, I was at boot camp and unable to communicate with my wife who was running the entire show. Unfortunately, Murphy’s Law kicked in full force, and she realized that our most recent Snatch Shorts order had a defect. The supplier had failed to use the proper adhesive to attach the pads to the compression material, so the pads were falling apart when our customers were putting them in the wash for the first time. The emails quickly came flooding in and my wife was tasked with weathering the storm. Fortunately, she aggressively attacked the problem, reached out to all 400 customers individually, and was able to smooth things over by replacing all the shorts with brand new pairs. The lesson here is these things are going to happen. When they do, take a solution-oriented approach to the problem and attack it.

 

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Lesson #8: Genuine and friendly customer service goes a long way

This overlaps with #2 quite a bit. As you grow, still commit yourself to responding to every customer’s email and make sure they are completely satisfied with your products. A few months ago, we had a very minor product defect in a couple hundred apparel items that were shipped out. Once we realized it, I started burning the midnight oil and sent each customer a personal email explaining the minor defect and letting them know we would be more than willing to exchange it. I was amazed with how many people responded, thanking me for the personal note and saying how appreciative they were. What initially appeared to be something that could have been very damaging ended up being extremely positive with those customers.


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Sizing Chart
Men's Tops Men's Bottoms Women's Tops Sports Bras Women's Bottoms Unisex Kids

men's tops

measurements in inches

measurements in centimeters

SIZE CHEST
XS 34-35"
S 36-37"
M 38-39"
L 40-41"
XL 42-43"
XXL 44-46"
3XL 47-49"
XS 86-90
S 91-94
M 95-99
L 100-107
XL 108-114
XXL 115-122
3XL 123-130

Measuring Tips:

For the most accurate measurements, we suggest measuring as close to the skin as possible.

Chest Measurement:

Wrap the measuring tape around the widest point of the chest starting at the front and center of your torso.

men's bottoms

measurements in inches

measurements in centimeters

SIZE HIP THIGH
S (30) 32-36" 18-21"
M (32) 36-40" 20-25"
L (34) 40-43" 24-28"
XL (36) 43-46" 27-31"
2XL (38) 46-49" 30-34"
3XL (40) 50-53" 33-37"
S 81-91 46-53
M 91-102 51-64
L 102-109 61-71
XL 109-117 69-79
2XL 117-124 76-86
3XL 127-135 89-64

Measuring Tips:

We have determined that your waist measurement will most likely dictate your size. Secondary to waist size, if you notice your thighs exceed the limit on our chart you may need to go up a size.

Thigh Measurement:

Measure around the widest area of the thigh.

Hip Measurement:

Measure around the largest area of your hips, encapsulating the roundest part of your gluteus.

women's tops

measurements in inches

measurements in centimeters

SIZE BUST
XS 28-31"
S 32-33"
M 34-36"
L 37-39"
XL 40-42"
XS 71-79
S 80-84
M 85-92
L 93-100
XL 101-107

Measuring Tips:

For the most accurate measurements, we suggest measuring as close to the skin as possible while wearing a non-padded, non-compression bra.

Bust Measurement:

Wrap the measuring tape around the widest point of the chest starting at the front and center of the torso.

sports bras

measurements in inches

measurements in centimeters

Size 28 30 32 34 36 38 40 42
A XS XS S M L L XL -
B XS XS S M L XL XL -
C XS S S M L XL XL 2XL
D S S M M L XL 2XL 2XL
DD S S M L XL XL 2XL -
E - M M L XL 2XL 2XL -
Size 60 65 70 75 80 85 90 95
A XS XS S M L L XL -
B XS XS S M L XL XL -
C XS S S M L XL XL 2XL
D S S M M L XL 2XL 2XL
DD S S M L XL XL 2XL -
E - M M L XL 2XL 2XL -

Measure Your Rib Cage:

Measure around your rib cage just under your bust. Round down to the closest inch. This is your rib cage measurement, which you’ll need to figure out your band and cup size.

Figure out your band size:

Take your rib cage measurement from step 1 and read across the chart below to find your band size

Rib Cage Measurement Band Size
25" - 27" 30
27" - 29" 32
29" - 31" 34
31" - 33" 36
33" - 35" 38
35" - 37" 40
37" - 39" 42

Figure out your cup size - This is a 2-step process:

First, measure around the fullest part of your bust. Keep the tape straight across your back. Round up to the nearest whole number. This is your bust measurement.

Now, subtract your rib cage measurement (step 1) from your bust measurement (step 3). The difference in inches is your suggested cup size. If you’re between sizes, round up.

Bust Size Minus
 Rib Cage Size
Your Cup Size
3" AA
4" A
5" B
6" C
7" D
8" DD
9" E

Calculate Your Size:

First, measure around the fullest part of your bust. Keep the tape straight across your back. Round up to the nearest whole number. This is your bust measurement.

Now, measure your rib cage. Subtract your bust measurement from your rib measurement. The difference in centimeters is your suggested cup size. If you’re between sizes, round up.

2.5 CM= A | 5 CM= B | 7.5 CM= C | 10 CM= D | 12.5 CM= DD | 15 CM= E

Fit Guidelines:

Every bra serves a different purpose for different activities and we recommend referencing each specific bra product description to determine the best bra for your body and sport. Our bras should generally fit snug. Wearing the bras too loose will not likely provide adequate support.

***Please note, a majority of our sports bras are medium support and medium coverage. If you are looking for the highest impact support that we offer; check out the X-Factor, Intensity or Moxie Sports Bra!

women's bottoms

measurements in inches

measurements in centimeters

SIZE HIP THIGH WAIST
00-0 | XS 34-36" 19-21" 24-27"
2-4 | S 36-38" 21-23" 27-30"
4-6 | M 38-40" 23-26" 30-33"
8-10 | L 40-43" 26-28" 33-36"
10-12 | XL 43-46" 28-30" 36-39"
14-16 | 2XL 47-50" 31-33" 40-43"
00-0 | XS 86-91 48-53 61-69
2-4 | S 91-97 53-58 69-76
4-6 | M 97-102 58-66 76-84
8-10 | L 102-109 66-71 84-91
10-12 | XL 109-117 71-76 91-99
14-16 | 2XL 117-127 76-84 100-109

Measuring Tips:

We have determined that your waist measurement will most likely dictate your size. Right on the edge between two sizes? You can utilize your thigh and hip measurements as secondary guidelines to help you find the perfect size.

Waist Measurement:

Measure around the smallest part of your torso, keeping the measuring tape as horizontal as possible.

Thigh Measurement:

Measure around widest area of the thigh.

Hip Measurement:

Measure around the largest area of your hips, encapsulating the roundest part of your gluteus.

Unisex

measurements in inches

measurements in centimeters

SIZE CHEST
XXXS 30-31"
XXS 32-33"
XS 34-35"
S 36-37"
M 38-39"
L 40-41"
XL 42-43"
XXL 44-46"
3XL 47-49"
XXXS 76-80
XXS 81-85
XS 86-90
S 91-95
M 96-100
L 101-105
XL 106-110
XXL 111-117
3XL 118-124

Measuring Tips:

For the most accurate measurements, we suggest measuring as close to the skin as possible.

Chest Measurement:

Wrap the measuring tape around the widest point of the chest starting at the front and center of your torso.

Girl’s String Me Along, Calligraphy T-Shirt, Track Shorts and Leggings

measurements in inches

measurements in centimeters

Size Height Chest Waist
XS (4/5) 39-44” 22-23” 22-23”
S (6/7) 45-49” 24-25.5” 23-23.5”
M (8) 50-52” 26.5” 24.5”
L (10/12) 53-58” 27.5-28.5” 25.5-26.5”
XL (12/14) 59-64” 30.5-32” 28”-29.5”
XS (4/5) 99-112 56-58 56-58
S (6/7) 114-124 61-65 58-60
M (8) 127-132 67 62
L (10/12) 135-148 70-72 65-67
XL (12/14) 150-163 77-81 70-75

Youth Sports Bras

Size Height Chest Waist
XS (12) 53-57” 26-27.5” 25.5-26.5”
S (14) 58-61” 27.5-29” 26.5-28”
M (16) 61-64” 29-31” 28-29.5”
XS (12) 135-145 66-70 65-67
S (14) 147-155 70-74 67-70
M (16) 155-163 74-79 70-75

Unisex Joggers

Size Height Chest Waist
XS (4/5) 39-44” 22-23” 22-23”
S (6/7) 45-49” 24-25.5” 23-23.5”
M (8) 50-52” 26.5” 24.5”
L (10/12) 53-54” 27.5-28.5” 25.5-26.5”
XL (14/16) 53-54” 30.5-32” 28-29.5”
XS (4/5) 99-112 56-58 56-58
S (6/7) 114-124 61-65 58-60
M (8) 127-132 67 62
L (10/12) 135-137 70-72 65-69
XL (14/16) 135-137 77-81 70-75

Boys Athlete Driven T-Shirt

Size Height Chest Waist
XS (4/5) 39-44” 22-23” 22-23”
S (6/7) 45-49” 24-25.5” 23-23.5”
M (8) 50-52” 26.5” 24.5”
L (10/12) 53-58” 27.5-28.5” 25.5-26.5”
XL (14/16) 59-64” 30.5-32” 28-29.5”
XS (4/5) 99-112 56-58 56-58
S (6/7) 114-124 61-65 58-60
M (8) 127-132 67 62
L (10/12) 135-174 70-72 65-69
XL (14/16) 150-163 77-81 70-75

Boys Athleisure Tee

Size Height Chest Waist
XS (4) 39-42” 22-23” 22-23”
S (5) 43-46” 23-24” 23-24”
M (6) 46-48” 24-25” 24.5”
L (7) 48-50” 25-26” 24.5-25.5”
XL (8) 50-52” 26-27” 25.5-26.5”
XS (4) 99-107 56-58 56-58
S (5) 109-117 58-61 58-61
M (6) 117-122 61-64 62
L (7) 122-127 64-66 62-65
XL (8) 127-132 66-69 65-69

Boys Training Shorts

On our Large and X-Large Training Shorts, the length measures the same. From the waist band to the crotch its 8” in length and the inseam (from the crotch to the end of the shorts) is 5”. These shorts run shorter in length as you go up in size to more closely mimic our men’s training shorts which are a 7” inseam.

Size Height Chest Waist
XS (4/5) 39-44” 22-23” 22-23”
S (6/7) 45-49” 24-25.5” 23-23.5”
M (8) 50-52” 26.5” 24.5”
L (10/12) 53-58” 27.5-28.5” 25.5-26.5”
XL (14/16) 53-58” 30.5-32” 28-29.5”
XS (4/5) 99-112 56-58 56-58
S (6/7) 114-124 61-65 58-60
M (8) 127-132 67 62
L (10/12) 135-147 70-72 65-69
XL (14/16) 135-147 77-81 70-75

Measuring Tips:

For the most accurate measurements, we suggest measuring as close to the skin as possible.

Chest Measurement:

Wrap the measuring tape around the widest point of the chest starting at the front and center of the torso.

Waist Measurement:

Measure around the smallest part of your torso, keeping the measuring tape as horizontal as possible.

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