Full Send

     Clothing and accessories have been around forever. They are general commodities. Companies like Supreme, Anti Social Social Club, and Bape are all clothing brands that are very hyped up. People all over the world are eagerly waiting for the next time these brands drop clothing and accessories. Almost every time these brands drop something online, it sells out within seconds, minutes, and hours. Nothing seems to last more than a day on their websites. These clothing brands are so popular that people will buy an item from their website, just to turn around and sell it for more than retail. There is such a profit margin in doing this, that people have made it their full time jobs, or their side hustle. Some things are so highly anticipated, that people buy "bots" to make sure they get the item they want. 

    This is different from high end brands such as Louis Vuitton, Gucci, YSL, Stone Island and Chanel because of the quantity and retail price. Those high end brands sell their items for a very high retail price. Brands such as Supreme, Anti Social Social Club, and Bape are called "streetwear" brands. They have made a name, and are as or wanted than the high end brands. The question is, why are these brands such as Supreme, being compared to Gucci? The reason is, the quantity of the items. Gucci can make a million shirts and they will all sell for the same price. Each Supreme shirt that is sold out, gets relisted for prices that sometimes are triple the amount of high end brands.

    The Value Proposition is quantity and fair prices. There is a fairly new brand that has came out. It was started by Canadian YouTubers. The Nelk Boys. The Nelk Boys (Nelk) started their channel in 2010. The channel was founded by Kyle Foregeard and Jesse Sebastiani. They started their channel in their late teens and went around their local towns in Canada playing pranks on people. These pranks were very original and they started to gain traction on YouTube and social media. Some pranks they have done involve fake employees at stores and restaurants. Others have involved college lecttures where they drop out in the middle of the lecture or exams. Nelk is also known for their frat boy partying aspect. They use a lot of Canadian slang which viewers have started to use over the years. Which the viewers friends have picked up too. One term that has spread widely over the world is "Full Send". Full Send is a term that means "any activity you do, give it your absolute best". Over 11 years of grinding out videos and hard work they have 7 million subscribers on their main channel, 919,000 on their Full Send Podcast that dropped a little over a month ago, and 785 ,000 subscribers on their third channel called Full Send.

    Nelk started to drop merch as they gained subscribers on YouTube. As YouTube guidelines became stricter over the years. Their content wasn't family friendly which meant they would get paid significantly less than people with family friendly content. With millions of views on their videos, it wasn't enough to support the Nelk family (Which is now Lucas Gasparini, Kyle Forgeard, Steve Will Do It, and Salim The Dream who is sometimes known as Rafiki). When the term Full Send became so popular among people all over the world, they decided to make that the name of their brand. Selling merchandise with the brand name Full Send would be their income to put into future videos, their pockets, their team, and their investments such as Happy Dad Hard Seltzer.

    Jesse Sebastiani decided to step out of the Nelk scene almost a year ago. This was to focus more on their brand Full Send. This brand has become more than successful. According to a report from The New York Times, their merchandise brings in 70 million a year. Besides their huge fanbase, what makes this brand so successful? A huge part of it is definitely the team behind the scenes coming up with new designs and ideas. A huge part of it is Jesse. What makes their clothes so special though, is the way they release it. Every couple of months, they do a merchandise drop. Everything released on these drops will never be released again, they are limited quality, and they are unique. It is the same way Supreme does their drops. In the aspect of limited quality and the items selling out, these brands are identical. Supreme does have more resell value on some items, but they also re-release the same designs sometimes. From what the brand has said, Full Send will never do that. This makes these Full Send items very anticipated.

    The fans go crazy over the merchandise. People post it on Twitter, Instagram, Snapchat and etc. 

    Three main things people post on social media is "Fire" , the item they want, and the item they got. The last couple of years the brand has became huge. New York times has had an interview with the Nelk Boys, some members are making TMZ headlines, and people everywhere are talking about it. They are trying to sell who they are and they want you to be able to show that you support them. You can't call yourself a fan if you don't have at least one piece of merchandise! 

    With how big the brand has became and how much it is continuing to grow they have 100% completed the steps they have wanted to take. There is always more to come and more ideas, but for wheere they are right now, it is definitely a huge accomplishment. 

    They want the brand to be compared to streetwear brands and I see the brand more than I see Supreme lately. The way they market the drops, with photoshoots, social media posts, and surprise items is a way to keep the community engaged and ready for the next drop of merchandise. 

    Anytime merchandise is brought up by the Nelk boys, they all show a ton of love towards the fans. There are countless videos of members saying that without the fans and the merchandise, they wouldn't be able to do what they are doing. They give us amazing content, we help fund it in a way. Which makes us feel apart of the Nelk family. This is a great decision by the brand because it shows people how much they can do to help out and that their money is going toward good things. This last drop they had in October, they dropped Breast Cancer Awareness merchandise. 50% of the profits went toward breast cancer. They donated $106,174.16 to the American Cancer Society. Our money we spend goes towards great causes and helps them help out people all over.

    I chose to write this blog on Nelk and Full Send because when I started watching them, I loved it. What they do is something I've always wanted to do since I was a kid. Nelk posted videos and clips that would make me laugh harder than I ever do. At least once a month I go through and watch every single video they have posted. Along with their weekly uploads on Mondays. Anytime I was ever grounded or sick, I would turn to Nelk. My friends and I would sit around for hours and watch them, then try to do their pranks in our own town off camera. Every Monday a few of my friends and I would meet up and watch the new video. During Covid-19, when it first started, it was sort of an escape from all of the quarantines and everything going on. Last May I got into some trouble. I was sent to a behavioral therapy program in Bend, Oregon in the woods. I slept under a tarp, no phone, no friends, cooking meals on a fire, it was all new. One thins I could talk about to a lot of people there were the Nelk Boys. Kids from Florida, Ohio, California, all over the country. It was really cool.

    I learned from this blog that you can do anything you out your mind to. I learned to never doubt your ideas or what you believe in. I learned that in clothing, limited quantity, fair pricing, and a rollout for the drops are very effective. Nelk is partying, pranks, good times, and a family. Deeper than that they are marketing geniuses who turned pranks, partying and good times, into a business that lets them live the lives they want. Which is what we can do in our own lives.