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Dan bootstrapped Unbound Merino from a Reddit-fueled obsession with merino wool into a brand approaching nine figures in lifetime revenue, with a warehouse sale, a growing women's line, and zero outside funding.

In his second appearance on the DTC Podcast, the Unbound co-founder gets specific about what actually moved the business over the last three years, why he almost lost 80% of his sales in a single day, and why he now cares more about the product and the friendships than any growth hack.

What you'll learn:

Why the ads Dan loves flop and the cringe ones scale, and how he made peace with it
The creative volume system that unlocked Meta scaling in 2023, and why Meta stopped working the same way
How word of mouth (15% of new customers) and a 50/50 women's line changed the growth model
The de minimis and tariff shock that nearly ended the company, and the scramble to open a Dallas warehouse before Liberation Day
How Unbound uses a custom AI wired into Shopify, its ERP, Asana, Slack, and Drive to triangulate why products get returned
Why 5% of sales now come from ChatGPT and Claude, and what that means for discovery

Who this is for: bootstrapped founders, DTC operators, and anyone selling a premium product who is tired of renting customers from Meta.

What to steal: the reorder-first mindset, the creative iteration loop, and the tariff survival playbook.

Timestamps:

00:00 Building a $90M travel apparel brand

02:12 Scaling Meta with creative volume

08:00 Why product quality beats acquisition tactics

16:00 How tariffs nearly killed the business

32:05 AI as a business advisor and data analyst

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Ep 628: How Unbound Merino Bootstrapped to Nine Figures Selling $90 T-Shirts

DTC Podcast

Ep 628: How Unbound Merino Bootstrapped to Nine Figures Selling $90 T-Shirts