When people ask what Wildflower actually does, the simplest answer is "coffee and clothes". But the clothes side has more going on under the hood than most people realise, so here's a walkthrough of how a tee actually gets made.
This is the rough path every Wildflower tee follows, from sketch to drop.
Step 1: Design
Jack does all the apparel design him self. Most tees start as a graphic concept, a phrase, or a vibe he wants to express. It might be a Japanese character that fits the message of "you are valuable". It might be a callback to a message we want to share. It might just be something stuck in his head that he can't shake.
A first concept might go through 10 or so revisions before he's happy with it. Colours, scale, placement, typography, all of it.
Step 2: Tech pack
Once the graphic is locked in, we build a tech pack. This is a detailed document with every measurement, every fabric spec, every stitch detail, sent to the manufacturer. It tells them exactly how the tee should be constructed.
We don't buy blanks and print on them. We design the actual garment. The cut, the weight of the fabric, the length, the shoulder drop, the neckline. All decided by us.
Step 3: Samples
Our manufactures make a sample to spec and sends it to us. We try it on. We wear it for a week. We wash it. We compare it to the previous tees we've made. If anything is off, even slightly, we send notes back.
Sometimes a sample is perfect first try. Sometimes we go through three or four rounds before we approve it. This is the part of the process that takes the longest, (and it's expensive) but we try not to rush it.
Step 4: Bulk order
Once the sample is approved, we order the bulk run. Quantities depend on whether it's a basic or a Limited. Limiteds typically run a few hundred units across all sizes. Once that's gone, we don't reorder.
Production usually takes 4 to 6 weeks. Then it gets shipped to us in Wallsend.
Step 5: Photoshoot
When the tees land, Jack and Ri do a photoshoot with friends from the community wearing the pieces. Jack shoots, Ri directs. We use our community and friends, because that's what feels right for our brand at this stage.
Step 6: Drop
Drops always go live on a Friday at 6pm online. We email the list, post on Instagram, and Jack stays close to his computer in case anything breaks.
The drop sells through. We pack the orders in the store. Jack ships them within 24 hours.
That's the whole cycle. Slow, expensive, completely worth it.