Danny Duncan might be known as YouTube’s “bad-boy” but he’s also one of the platforms’ smartest creators. Duncan sold over $150 million of his merchandise line, flagshipped with the slogan “Virginity Rocks.” 

Years before Logan Paul and KSI launched Prime and lined the shelves of Walmart and before MrBeast Burger launched nationwide, Duncan had already sold out Tillys and Spencer’s with one-liner t-shirts. In fact, launching online with Zumiez, Duncans’ fans crashed the website on day one.

I recently had the chance to interview Duncan and explore the 94-acre property he recently purchased in his hometown of Englewood, Florida. Here are three lessons from Duncan that every creator needs to hear, especially when it comes to selling merch as a creator.

1. “Walmart makes way more than Supreme”

It seems that the creator economy has taken inspiration from the limited-edition drops of Supreme and other high end brands. The approach makes sense — a limited edition not only creates hype but a sense of scarcity. 

Duncan takes the opposite approach. Designs are continually restocked year after year for a reasonable price. T-shirts are $30 and hoodies go for $55.

“[People were] trying to be like Supreme, like sell out of everything. And I was always like I just want to be like Walmart. Walmart makes way more than Supreme,” Duncan said.

And the approach worked. Since Duncan’s retail launch in 2019, Virginity Rocks is now sold in over 2,000 physical locations across Spencer’s, Tilly’s, Zoomies and a collaboration with Hooters.

For the aspiring or up and coming creator, this doesn’t mean stock up one design and don’t innovate. Duncan routinely adds new designs, mystery packs, and new products. 

The lesson here is you don’t need to be Supreme. Hyped-up limited edition drops are not the only way to sell merchandise. If you have a great selling product, why not keep selling it? 

2. Embrace Familiarity

As a creator, your brand is most likely just you. And that’s the norm. But as a brand, your name (or your channel’s name) might not be the most appealing.

It’s tempting to just find a font you like, throw your name on a hoodie, and start selling merchandise. But the truth is you are not Versace or Gucci or any of the high end brands. As a creator, your name will only take you so far. 

Knowing this, Duncan’s first design was of himself in a Ronald McDonald costume. The designed signaled it was a piece of Duncan’s merchandise, but also had McDonald’s brand recognition. Duncan ultimately sold over $1 million of this design, before receiving a cease and desist from McDonalds.

When Duncan first released his Virginity Rocks design, they came in colorways eerily close to USC’s gold and cardinal, and UCLA’s blue and gold. 

“I thought if  you go to UCLA and are a fan of me you might buy it,” Duncan said. “And it’s a good colorway.”

For those taking notes, Duncan's approach highlights the power of embracing an established style or parodying existing brands, making your designs instantly recognizable with a sense of familiarity.

3. Go Beyond Your Name

Embracing familiarity is one way to escape the limitations of a personal brand, but Duncan takes it one step further by creating a new brand altogether.

Duncan’s merch line isn’t Danny Duncan — it’s Virginity Rocks. 

Seeing a gray hoodie with ‘Virginity Rocks’ plastered proudly across grabs my attention instantly. If I didn’t know Duncan already, I’d be perplexed enough to Google it. A hoodie that reads, ‘Danny Duncan’ simply doesn’t have the same impact.

Creating a brand beyond yourself also means casting a wider net for potential customers. A t-shirt that reads, ‘I heart Hot Moms’ has much broader appeal than a shirt that says Duncan’s name.

Regardless of if Duncan stops uploading, his shirts and hoodies will keep selling. Duncan is even considering selling the brand altogether, letting Virginity Rocks exist as a clothing brand outside of Duncan himself.

While no two creator brands are alike, Duncan has found mainstream staying power with his brand, routinely selling out retail stores across the country. Take note of these three lessons, and you’ll be one step closer to crashing websites just like Danny Duncan, with your own merch drops. 

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