Ep. 9 - This Brand Doesn’t Sell T-Shirts - It Sells an Experience
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Ep. 9 - This Brand Doesn’t Sell T-Shirts - It Sells an Experience
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Anthony “Biggie” Bencomo — Owner and CSO (Chief Sandwich Officer) of Deli Fresh Threads — joins Mark It 2 Me to talk about building a concept-driven apparel brand rooted in nostalgia, packaging experience, and real-world community.
From launching KnightMare Apparel at the University of Central Florida in 1997 to founding Deli Fresh Threads in 2013, Biggie shares lessons learned from nearly three decades of entrepreneurship. He breaks down how turning a sandwich into a brand universe led to restaurant partnerships, monthly SandwichEatUp events, and a loyal following built through connection — not just content.
We dive into:
• Why packaging is marketing
• The power of community over paid ads
• Hard lessons in production and inventory
• Expanding beyond parody into sports-inspired designs
• Transparency in small brand building
• What it really means to measure success
This episode isn’t about sandwiches, it’s about turning a product into a place.
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Guest Info
Anthony "Biggie" Bencomo
Website: http://delifreshthreads.com/
Instagram - https://www.instagram.com/delifreshthreads/
Host Info
Joe Baron
Website: https://www.brandedbaron.com/
Mark It 2 Me
Website: http://markit2me.com/
instagram - / markit2me