In April 2023, I was laid off from my job. It was a tough moment, but also the push I needed to chase a dream that had been quietly simmering for years. My dad and grandpa, both entrepreneurs themselves, actually tried to talk me out of it and advised me to find another corporate role. But I couldn’t shake the idea that there was something bigger I wanted to build.
As a shorter guy, finding clothes that fit well had always been a struggle. Pants and jeans needed a cuff or hem, and medium shirts were too long while smalls felt too tight. I couldn’t be the only one with this problem, could I? Determined to solve it, I decided to create a brand that catered to shorter men like me—a group often overlooked by the fashion industry.
Learning the Ropes
Although I’d worked in corporate fashion, launching a brand was an entirely different beast. I relied on countless YouTube videos, Google searches, and long conversations with friends in the industry to figure it out. I pitched my vision to a supplier, and to my amazement, they were interested. Soon after, I had my first samples made. For the first time, I put on jeans that fit me perfectly right off the rack. It was such a simple thing, but it made me so happy.
Humble Beginnings
The first photoshoot was…a disaster. To save cash, I used a cheap studio and tried to model the clothes myself. Let’s just say I was way too invested and way too tense. Lesson learned. For the next shoot, I hired a real model and booked a nicer studio, and the results were so much better.
I got the website up and running and started receiving a few orders. I was thrilled, walking each package to the post office with a mix of excitement and nervousness. Then I partnered with a creator who featured my products, and one of their videos went viral. The orders started coming in faster.
Building the Brand
Customer feedback started rolling in—some good, some not so good. I focused on improving quality and fit and made it a priority to make things right if someone had a bad experience. I didn’t just want customers; I wanted fans of the brand.
At the same time, I started making content myself. It wasn’t great at first, but I was determined to stick with it. Organic reach became a game-changer, allowing me to keep prices reasonable and reinvest more into the product instead of spending heavily on advertising.
Challenges and Milestones
Three days before my wedding, I faced one of the biggest scares of the journey. I had invested everything earned up to that point into a new product order, but the supplier messed it up. It could have been disastrous, but they agreed to remake everything. Crisis averted—barely.
As orders picked up, we hit our first five-digit sales month. I started getting messages from customers about how the clothes made them feel. It was a surreal moment for me. I’d always felt conflicted working in the fashion industry, wondering if I was making a positive impact. Now, it felt like I truly was.
Growing Pains
Inventory quickly outgrew our spare room, then the hallway, and eventually the living room. It was time to get a warehouse. Around the same time, my wife Ceci got a job at TikTok, prompting a move from San Francisco to Los Angeles. Quick shoutout to Ceci: I absolutely couldn’t have done this without her. She believed in me from day one, listened to me talk nonstop about the business, gave amazing advice, and financially supported our family so I could reinvest everything back into growing Abbreviated. I’m beyond blessed.
Leveling Up
With proof of concept established, it was time to elevate every aspect of the brand. From product and website to logistics and customer service, I focused on continuous improvement. Working with a talented photographer took our brand visuals to the next level. Before I knew it, we hit 500 orders in a month—a milestone I’d only dreamed about.
Gratitude and Forward Momentum
It’s been just over a year and a half since I started Abbreviated, and while there’s still a long way to go, I’m incredibly proud of how far we’ve come. None of this would have been possible without the amazing support from friends, family, and customers. To everyone who’s believed in the vision and supported along the way—thank you from the bottom of my heart.
Here’s to continuing the journey, one perfectly fitting pair of jeans at a time.
-Mike