It was a startup called "UFuss." At least, that was the name that Founder Jason Ross first proposed, while sitting in my tiny Ohio office. 

Together, we scratched UFuss (rejoice!) and he engaged me to conduct a complete brand exploration. Eventually, the exploration landed us on the name "JackThreads," along with a super-rad Primary & Secondary logo and building blocks for the brand to grow. In the early days, we personified "Jack" in handwritten letters going out to some of the first customers, styled and shot the products in a small warehouse off 5th Avenue (Columbus), all while carefully directing the development of the first-of-its-kind 'flash sale' site and app. If you're familiar with JackThreads, you'll likely know how the story goes...it was acquired by the Thrillist Co and valued at $92MM. 

JT for life. Millions of loyal followers agree.