Why My First 5 Brands Failed—and What Finally Worked

I wasn’t always disciplined, patient, or persistent. In fact, this is my sixth attempt at building a clothing brand. Before this, I fired the gun before aiming—every single time.

I was impulsive.

I didn’t think things through.

I executed on half-baked plans, rushing into logos, designs, and products without a solid foundation.

At the time, I thought being a practitioner—someone who just gets started—was all I needed. And while taking action is important, I learned the hard way that it’s only part of the equation.

The result? Five failed clothing brands. Each one taught me something painful but invaluable.

I finally realized that building a timeless brand requires something deeper: a strong character. It’s not just about creating designs or running ads—it’s about who you are.

Here’s what changed everything for me:

1. Patience: I stopped chasing overnight success and embraced the long game.

2. Delayed Gratification: I learned to put in the work now and trust the results would come later.

3. Judgment: Instead of jumping into every idea, I began weighing the pros and cons, making intentional decisions.

4. Discipline: No matter how I felt—tired, unmotivated, or overwhelmed—I showed up every day to work on my brand.

5. Persistence: After five failures, I refused to quit. I adjusted my approach instead of abandoning the dream.

With these traits, everything changed. This time, I built something that stands out in a crowded market. And the lessons I’ve learned are what I’ll share with you throughout this journey.

To help you get started, I’ve attached a list of personal character traits that you must embody and practice now to succeed. Print it, pin it on your wall, and let it guide you every day.

[DOWNLOAD HERE]

Fail forward. Fail fast. And never forget: the setbacks are just steps to success.

Next time, I’ll share the moment that forced me to finally change—and why I can confidently say I’m on my sixth brand, not my sixth failure.

Gian Frabotti