Dumbclub
What started as a hoodie brand became a next-gen media company
About the project
Dumbclub was started by Rylan Montoya and Ari with a simple belief: the best things happen when you're willing to look a little dumb trying. What began as a hoodie brand has grown into a next-generation media company built around Street Smartz — a viral man-on-the-street trivia show hosted by Rylan, reaching millions of college students across the U.S. every month. Beyond merch, Dumbclub develops campus-first content formats that give brands repeatable ways to reach the next generation with measurable outcomes.
The challenge
A fast-growing media brand whose merch store hadn't kept pace. The Shopify setup didn't reflect the energy of Street Smartz or Dumbclub's streetwear-influenced aesthetic. No email capture from their large YouTube and social audience, no drop mechanics for limited releases, and a checkout that was losing buyers at variant selection.
What we built
Custom theme designed around the Dumbclub visual identity and Street Smartz energy. Built drop mechanics with countdown timers and email waitlist capture via Klaviyo. Structured a YouTube-to-store funnel that converts viewers into email subscribers with an incentive offer — growing an owned audience independent of the algorithm. Size guides, social proof, and a streamlined mobile checkout.
The store
