In this eye-opening episode, we sit down with Ian Hinckley from DGI Apparel to tackle the tough questions everyone in the custom apparel game is asking. From rising tariffs and supply chain chaos to the tech-driven shakeup in how shops order and operate — Ian breaks it all down.

🧵 Hear how DGI evolved from software development into a powerhouse in the print world, and what that journey reveals about the future of our industry.
💰 Learn why understanding market dynamics and pricing strategies isn't just smart — it's survival.
🛠️ Discover how small shops can streamline their operations with automated purchasing, supplier integrations, and smarter buying habits.

If you're wondering how to keep your shop competitive, cut through the noise, and actually grow in this unpredictable market — this is the conversation you can't afford to miss.

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takeaways

• DGI Apparel was founded by college roommates with a simple name choice.
• DGI aims to be a one-stop shop for blank apparel, similar to Expedia for hotels.
• Tariffs are causing significant uncertainty in the apparel industry.
• Suppliers are adjusting inventory strategies to mitigate tariff impacts.
• Hats and bags are expected to face the most significant price increases due to tariffs.
• Nearshoring is becoming a trend to reduce supply chain risks.
• U.S. manufacturers may benefit from increased demand as tariffs raise import costs.
• Pricing dynamics are shifting, with some costs decreasing while others rise.
• Small shops should explore different pricing tiers to optimize costs.
• Building a comprehensive marketplace requires significant technical effort and understanding of user needs. We have a high standard for what the shopping experience needs to be like.
• The autopilot feature will optimize purchasing processes.
• Building processes and systems is crucial for business growth.
• Investment decisions can shape the trajectory of a startup.
• Understanding customer needs is key to product development.
• Supplier relationships can impact purchasing efficiency.
• Automation can save time and improve productivity.
• Scaling requires outreach beyond existing customer networks.
• Adapting to industry changes is essential for survival.
• The custom apparel industry is ripe for innovation.

Chapters

00:00
Introduction to DJI Apparel

01:43
Tariffs and Their Impact on the Apparel Industry

06:11
Supplier Strategies Amid Tariff Changes

11:11
Market Trends and Pricing Dynamics

17:20
Optimizing Pricing for Small Shops

22:15
Building a Comprehensive Apparel Marketplace

23:39
Optimizing the Purchasing Experience

25:48
From Software to Custom Apparel

29:57
Navigating Investment and Growth

34:27
Industry Dynamics and Supplier Relationships

37:29
Enhancing Supplier Integration

39:45
Scaling from Small to Large Businesses

keywords

DJI Apparel, tariffs, apparel industry, pricing strategies, supplier relationships, market trends, small business, t-shirt printing, inventory management, apparel marketplace, purchasing experience, automated purchasing, custom apparel, Y Combinator, investment, industry dynamics, supplier relationships, business growth, scaling, efficiency