In December it was 17 Days of Christmas. Now it's 17 Days of Summer. Every day we sell a bag for well under what we paid for it. Yesterday that was a Chanel we bought for $1,300 that we sold for $500. Almost 1,000 people were on our website at the same time, and then I took a step back and thought about that for a second.

We film the content, we post the video, and we move on to the next thing. It becomes routine. But then the notifications start coming in and you realize that what we're doing is not normal. Two years ago we had maybe 1,000 followers, and we would have done anything for a moment like yesterday. That doesn't go away for me and I never want it to. We don't use the word "steal" because we don't think that does the bag or the brand justice. But we know people are skeptical so we show everything, including the completed Shopify order, the bag getting listed, the staff boxing it up or the customer picking it up in store.

And speaking of staff, they are the key to it all. I FaceTimed Tyler and Jordan the other night at 10pm while they were on a night shift and we threw a post together on the spot. No pushback, no ad spend, just people who genuinely care. Part of my job is making sure they understand how cool it is to be part of something that's actually reaching people. That excitement is real, and I’m very thankful we have people who really care and treat it as their own.

So why do 17 Days of Summer? A couple things I guess.  We've grown and we want to give something back to the people who made that possible. But we're not going to pretend there isn't a business reason too. It gets more eyes on the brand, more people in our world. And I'd rather earn a new customer this way than spend a dollar on paid advertising, something we have never done. Because the 17 days doesn't actually spike our online sales that much. We're right around our daily average through the first couple of days. But that's not the point. The person who got that Chanel for $500 is going to remember where they got it, and that’s the long term customer we’re trying to build.

Two years from now I want to look back at this the same way I look back at 1,000 followers. Something we can remember, and be proud of. That’s why.

Best,

Josh Kilgore