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I’ve been in this biz for a very long time. The most inspiring thing to witness is the level-up by a reseller or collector. On YouTube I do a series called From Sneakerhead to Boss. The series was born because I found that I had settled into a routine that contributed to the collapse of my entire business. I walked into the sneaker game taking on the biggest challenge, launching a sneaker company. The resale side of things was easy, but the mistakes I made I knew I needed to share so I created the playlist.
In the process of understanding my journey, I began witnessing the serious level up of fellow resale people like Scott Nghiem who co-founded Afters Ice Cream. Now it seems another of my peers is taking the big step forward and creating ownership instead of a reactionary business. Resale is not a business. It relies on too many variables outside of your control to work. The only way you create a path to consistent opportunities is by developing something that you own.
Josh Fiallo is a fellow veteran in more than one way. He’s a military vet and he’s definitely one of the longest standing resale vets. His brand Fresh-N-Dirty (Fresh Never Dirty) has gone through several incarnations, including the standard tee shirt drop, but over the years Josh worked through the process of becoming adept in photography and marketing. His work on capturing imagery of his local Tampa car scene is legendary and while he initially began as primarily a guy who helped others get hard to find sneakers, he rotated into real estate, but never lost his love for kicks and cars.
His level up has arrived in what can basically be described as Axe spray for your kicks and for your ride. Josh took the time to develop a spray that “deodorizes and packs a pure and clean non alcoholic fragrance blend.” After testing the product on various materials and surfaces Fresh Never Dirty was dropped on Black Friday and is currently on sale through his online shop. While it may seem that this is a step back from copping SBs and limited Yeezy kicks, it’s not. This is how you can take your passion for kicks and find a niche.
Think about it like this, F-n-D can transition from sneakers, to cars, to fabrics to an entire industry built around aromatics. The product can go from Direct to Consumer via his site, to an outright purchase by Footlocker in a co-branded deal. The opportunity here is endless, while a sneaker can only be sold once. That’s how you level up from sneakerhead to boss.