What They Don’t Tell You About Starting a Brand
...and why I’m still doing it anyway.
When I first started Inside The Box Clothing®, I didn't have a crystal-clear plan. I just knew one thing: I wanted to make something creative. Something that didn’t copy every other clothing brand. I didn’t want to be the next Stussy or Represent. Those brands already exist. I wanted to build something different, a brand that reflected the people who wore it, not just one that chased trends.
The idea was always to make it an experience. Something you could feel part of. Something personal. Something that told stories. That idea has stayed with me, but it's evolved into something deeper. Now, it's about community, about meaning. About giving people something they can connect with and shape in their own way. Inside The Box Clothing® isn’t about following, it’s about expressing.
Big Ideas (and Bigger Lessons)
The real starting point came when I discovered a grant from Big Ideas Wales — an initiative helping young people in Wales start their own businesses. It was one of those things you find when you’re just searching online for how to get started. I read into it and thought, "This is too good to ignore."
The process was straightforward. I had to put together a business plan, show them I was serious, and explain the kind of business I wanted to build. From there, I got approved, received a small grant, and was assigned a business advisor. That advisor became someone who checked in now and again, gave guidance, and helped with the fundamentals: how to register a company, how to structure the business, what to do about tax, and more.
Having that support early on was massive. It gave me clarity. Gave me confidence. It got the ball rolling. But as things progressed, I realised some of the advice started to feel a bit repetitive. Helpful at first, sure — but eventually I found myself needing more practical how-to support, not just reminders of what I should be doing. That’s not a dig. I still think it’s a fantastic place to start. If you're based in Wales and want to give it a shot, I highly recommend checking it out. The worst they can say is no.
And let me be honest — I made mistakes. A lot of them. I spent far too much on my first collection, Abstract 001. I didn’t know what a small, focused launch looked like. I just got excited, threw myself into it, and hoped for the best. The branding wasn’t ready. The structure wasn’t built. The packaging was overdone. But I had to learn those things by doing.
I also launched way too wide. Tried to go global before understanding the playing field. That nearly cost me when I almost got scammed. It was a hard lesson, but one I’m grateful for. It taught me to slow down, protect the brand, and build solid foundations before trying to take over the world.
Losing the Spark (and Finding It Again)
Now here’s something no one tells you: the spark doesn’t last forever.
I’ve walked away from the brand before and I’ve taken long breaks. Life gets in the way. I took on jobs to earn money and tried to keep the brand going on the side, but the truth is, it wasn’t sustainable. Not for me. The balance was off.
At first, it was manageable. You get that first burst of motivation. You’re spending your evenings designing, your weekends packing orders. But then comes the burnout. The money dries up. The enthusiasm fades. Suddenly, you’re just surviving. Not creating.
That’s when things got rough. I lost the connection to who I was. I stopped creating. I barely saw friends. My physical and mental health took a hit. I was working full-time, eating instant noodles, and stuck in a loop of sleep, eat, work, repeat. That spark — that creativity — it felt so far away.
Eventually, I made a move to another job, thinking it might be better. It fell through. No income. No direction. But weirdly... it felt like the moment I’d been waiting for.
With nothing left to lose, I went all in.
What Going "All In" Really Looks Like
I made the brand my full-time job. I started with the basics: waking up at the same time, building a routine, setting small goals. I started reading again. Books like Atomic Habits by James Clear and Be Useful by Arnold Schwarzenegger gave me structure and motivation. They helped me break down what growth actually looks like, how to show up daily, and how to become more consistent.
It wasn’t glamorous and still isn’t. I was scared most of the time. Still am. But I kept doing uncomfortable things to get comfortable being uncomfortable. I messaged Tyler, The Creator. No reply, but that’s not the point. The point is: I did it. And I’ll keep doing things like that.
Going all in means taking yourself seriously and if you believe in your dream, you have to invest your time, your energy, your everything into it. Even if you only have one supporter. Sometimes that’s all it takes.
A Day in the Life (and Why It Works)
Every day looks different. Some days I’m sketching designs or filming reels. Other days I’m handwriting tags, packing orders, editing content, or sorting supplier emails. I’m the brand right now — the marketer, the designer, the photographer, the customer service rep, the lot.
But there’s a rhythm.
I start every morning with a routine. I make time for myself before work begins. That space is essential. I end each night similarly, winding down to keep myself grounded.
I learned that not everything should be about productivity. I try to mix the creative with the mundane. Give myself full days to focus deeply on a project and then mix in things I don’t enjoy to keep myself growing. That balance is important. And those 1% daily improvements? They add up faster than you think.
What I Wish I Knew Sooner
I wish someone had told me that building something real doesn’t come with instant gratification. That sometimes the first year, two years, even three, might be slow. Might feel invisible. But that doesn’t mean you’re doing it wrong. It just means you’re building something that lasts.
I also wish I’d known how important the why is. Not just for the pitch, but for yourself. For when it gets hard. For when you want to give up.
And here’s the truth: if your purpose is bigger than your doubt, you’ll keep going. If you’re building something because you care, because it means something, then you’ll figure it out. You don’t need to have it all together on day one.
If You’re Thinking of Starting
Do it. But don’t do it for the money. Don’t do it for clout. Do it because you believe in it. Do it because you can’t not do it.
You’ll wear every hat. You’ll make mistakes. You’ll doubt yourself constantly. But if you’re prepared to work hard, stay curious, and build from a place of purpose, you will create something meaningful. Something people connect with.
Inside The Box Clothing® is still small. But it's growing. And it’s real. Because it’s built on truth, not trends.
If you’ve read this far, thank you. Genuinely. I hope it helped. And if you're working on your own thing, I hope it gave you a bit of courage too.
Let’s keep creating. Let’s keep showing up. Let’s build something that matters.
Posted by Alexander Pichushkin
Founder of Inside The Box Clothing ®