Building HALFWAY CLUB from scratch
To show how it all fits together, we built a complete streetwear brand with our own guides and tools: the name, the logos, every print and embroidery choice, the costs and the launch. Steal anything that's useful.
HALFWAY CLUB is a fictional example brand made by LabelLaunch. Product photos are AI-generated mockups. Numbers are realistic estimates, not real sales.
One customer, one story
Customer: 18–28 year olds in the city who are halfway to something: a degree, a career, their own thing. They wear streetwear and want pieces with a story and visible craft, not a giant logo.
Name: "Halfway Club". You don't have to have made it to be in the club. Tagline: Still going.
Colours: washed black, bone and forest green, with signal orange only as an accent.
Why it works: the story is easy to say in one line, the audience recognises itself in it, and every piece gives us something to film: a stitch, a print, a wash.
One brand, six logos
Every logo has a job. A wordmark for labels and the site, a simple mark that still reads at 5 cm, a script for chain stitch, an arch for big back prints and a badge for patches.
Rule of thumb: if your logo doesn't work in one colour at the size of a thumbnail, it won't work as embroidery either.
Six techniques, one brand
Each piece uses a different technique, so you can see what each one looks like and what it's good for. Tap one to read the guide.
Chain stitch embroidery
Script logo on the hoodie chest. Looped, rope-like stitches give it a vintage varsity feel.
3D puff print
The arched back logo. Puff ink rises when it's heat-cured, so the letters stand off the fabric.
Water-based screen print
Two colours on the tee back. Soaks into the cotton, so it feels soft and fades nicely.
Flat embroidery
The small mark on the tee chest. Simple, cheap per piece and it looks premium.
3D puff embroidery
Stitches wrapped over foam on the cap. Works best on bold, simple shapes like this mark.
Woven patch
The badge as a sewn-on patch for drop two. Fine detail that embroidery can't hold.
Four pieces, not ten
A hero piece, an entry piece, an accessory and a matching bottom. Built with our tech packs.
Oversized hoodie
Washed black, vintage wash, 450 gsm, dropped shoulders, no drawcords. €89.
Boxy tee
Bone, 260 gsm, embroidered mark front, badge print back. €45.
6-panel cap
Forest green, 3D puff mark. The easiest first purchase. €35.
Relaxed sweatpants
Washed black, 420 gsm, small mark on the thigh, woven label inside. €69.
Costs, prices and margins
| Piece | Qty | Landed cost | Retail (incl. VAT) | Gross margin |
| Oversized hoodie Washed black, vintage wash, 450 gsm, no drawcords Chain stitch chest + 3D puff print back | 75 | €24.80 | €89 | 66% |
| Boxy tee Bone, 260 gsm Flat embroidery chest + water-based screen print back | 100 | €11.20 | €45 | 70% |
| 6-panel cap Forest green cotton twill 3D puff embroidery | 50 | €7.40 | €35 | 74% |
| Relaxed sweatpants Washed black, 420 gsm Small flat embroidery on the thigh | 50 | €19.80 | €69 | 65% |
Decoration is part of the landed cost: the hoodie's chain stitch and puff print add about €3.50 per piece, the tee's embroidery and two-colour print about €2.40.
Startup budget
| Stock (275 pieces) | €4,340 |
| Samples (2 rounds × 4 styles) | €380 |
| Embroidery & screen setup (digitising, screens) | €160 |
| Photos & content | €300 |
| Website, logo & labels setup | €200 |
| Launch marketing & creator seeding | €600 |
| Buffer (10%) | €598 |
| Total | €6,578 |
Break-even
Everything after piece 142 funds drop two. Run your own numbers with the budget calculator.
From tech pack to golden sample
Weeks 1–2
Name, logos and four tech packs from our toolkit, with every logo's size, position and technique marked on the artwork page.
Weeks 3–4
Same tech packs to 4 factories in Portugal and Turkey. Compare MOQ per colour, decoration cost, sample cost and lead time.
Weeks 5–8
Two sample rounds. Check stitch density, puff height and print colour, wash-test 3×, approve a golden sample per style.
Weeks 9–14
Bulk production. 40% deposit, balance after photos and a random-piece inspection.
Four weeks of content before a single sale
Week −4: the logos and why each one exists. Week −3: samples, stitch and print close-ups, open a waitlist. Week −2: seed 10 small creators. Week −1: reveal the drop and count down. Launch day: email the waitlist first.