In 2001 Johnny Earl was working in a music \ comic shop in Brantree, Massachusetts, his co-workers would coin a new nick name for him every week, one of these was “JOHNNY CUPCAKES” , Johnny was in a band called metalcore, one day he was screen printing some T-shirts for his band he printed a couple of with Johnny Cupcakes on them, almost immediately family & friends noticed them & asked where they could get them, seeing a market for screen printed T-shirts he started to sell them to close friends etc, in 2002 he was touring with a band called Broken Wings he took a stock of T-shirts with him, He got the other musicians on the bill to wear them, this gave him a bigger audiences the brand soon gained a cult following, the following year Earl left the band to focus on brand full-time, In 2005 Earl opened his first store in home town of Hull, it was a boat garage Earl and his farther converted it into a retail space, he made the store to resemble a bakery, to give the customers a unique shopping experience, his logo is very retro but amazing simple its a cupcake with crossbones underneath them.
Johnny Cupcakes Logo
Johnny Cupcakes is a unique label not just in their clothing but also in how their stores are set up, they sell they sell t-shirts , sweatshirts, Hats, accessories like socks & key chains, their style is very unique he does this by taking the mick out of pop culture, also replacing known symbolic icons with cupcakes, these images then are then printed on T-shirts & sweatshirts.
Flower power by Banksy
Flour power by Johnny Cupcake
since Johnny Cupcakes opened his first store his business has grown to over 6 stores, 5 in the united states & 1 in London on Carnaby Street, the reason for their success it’s not just down to their clothing, it’s about the brand he’s made it exciting, some thing that people wanted to buy, first of all he calls all his stores “bakeries” not stores, as you enter one of his bakeries you are met by the smell of vanilla ( via hidden air fresheners), the store is then laid out like a bakery, antique fridges on the wall clothing is displayed out on bakery trays or inside glass pastry cases, in one store they have a cast iron stove & 1930`s mixers, they are designed to bring back childhood memories good times in your life, they even hold movie nights showing eight classics like back to the future or the goonies, Every t-shirt or sweatshirt have oven mitt shaped labels on the inside,some times they have hidden messages inside of some shirts, and some times random free goods, when they pack your purchase its put in a pastry box with the company’s logo amazing, even their online store is some thing special, web shoppers receive random surprises, Including free overnight shipping or an extra t-shirt or hat at zero cost, Johnny Cupcakes don’t spend money on advertising they invest the money back in the company so they reward their loyal customers.
In side one of Johnny Cupcakes Bakeries
Johnny Earl inside his store
Johnny Cupcakes unique packaging
Recently Johnny Cupcakes have done collaborations, with Nickeloden, Warner Bros, & wait for it ! “Hello kitty”, Earl still maintains 100 % equity of the company, he still guides the company him self, in the early days Earl wanted to keep the company small so he could manage it himself, but due to its success & growing fan base he is now talking with several private equity firms about branding & licensing opportunities, what ever the future holds for Johnny Cupcakes I hope they continue to grow & stay an individual,
Crossbones black-black T-Shirt
Crossbones Patch Beanie
Crossbones Socks Red-Black
If you decide to get a garment from Johnny Cupcakes I can guarantee one thing your friends wont have any thing like it.
BE BOLD BE PROUD