Start your fashion brand small and lean. How and when to utilize AI.

As someone who works with startup fashion brands and does 4–6 consultations a month helping clients move from idea to production, I often recommend something that raises eyebrows:

I tell founders to hire outside help only for technical design—tech packs and patternmaking. Everything else—research, design, marketing—can be done by the founder in the early stages.

Want to define your unique selling point? Start with why you created your brand and the problem it solves.

Need a quick logo or website? AI tools are incredible for that. Research competitors? Let ChatGPT help.

But don’t miss the fun part—designing your product!

Can’t sketch? Make a collage, use AI, or even go thrifting. Rough hand sketches work—the technical designer will be able to decipher them. What matters most is that your design reflects your brand, USP, and target customer. No one knows your brand better than you and research does not require a particular skill or educational background. 

Once you have proof of concept and some sales, bringing in website designers, marketers, and logo designers becomes important—but not from day one.

AI caution: I don’t recommend using it for tech packs—so far, it just produces the tech pack equivalent of a “word salad.” Sure way to have manufacturers give you the "I don't want to work with you" quote or just never respond.