Founder: Danh
Business: Buttercloth
Revenue/Year: $6 million
Founders: 1
Employees: 16
Website: buttercloth.com
Location: Carson, California, United States
Founded: 2016

Buttercloth has carved out a unique niche in the apparel market, redefining men’s shirting with an emphasis on unparalleled comfort. This innovative brand has rapidly ascended, transforming the perception of dress shirts from often restrictive garments into truly luxurious, wearable experiences. Their signature fabric, remarkably soft and breathable, has cultivated a devoted following, making Buttercloth a notable name in contemporary menswear. 

The genesis of Buttercloth, a brand now synonymous with sartorial ease, can be traced back to a small tailor shop in Vietnam. There, amidst the hum of sewing machines and the rustle of fabrics, Danh, the founder, began his education in design at the tender age of ten. Danh remembers not just observing, but actively creating his own clothing from that early age, a passion that ignited a desire to pursue fashion design in America. This youthful ambition propelled him forward when his family moved to the United States in 1994. 

His initial forays into the American fashion world involved local college fashion courses, which swiftly led to a design role at Mattel, contributing to the iconic Barbie brand. With his ultimate objective firmly in mind, Danh carefully put aside his earnings, eventually matriculating at his dream institution, Otis College of Art and Design. His innate talent was quickly recognized, leading to recruitment by 7 for All Mankind immediately after graduation. This was followed by influential positions as Head Designer at House of Howe (Union Bay) and a full decade at Affliction Clothing. 

The concept for Buttercloth solidified from Danh’s strong desire to craft a luxury dress shirt that placed comfort at the forefront without compromising on elegance. This vision was so compelling that he made the audacious choice to depart from his established career, channeling his entire 401K into the launch of the company.

What began as a bold gamble has flourished into a prosperous enterprise, with Buttercloth shirts now a highly sought-after item. The brand’s principal sales avenue is e-commerce, with a significant focus on the American consumer. Danh indicates that worldwide expansion is also on the near horizon. The brand’s swift expansion necessitated a relocation from its initial Long Beach headquarters to a larger facility in Carson, California, where Danh, now 45, continues to guide the company. 

The Genesis of Comfort 

Danh’s extensive career in the fashion industry, spanning two decades before the advent of Buttercloth, laid a robust groundwork for his entrepreneurial leap. This period provided him with invaluable insights and fostered crucial connections within the manufacturing sector. His deep understanding of textile innovation and garment construction, honed over years of experience, proved instrumental in transforming a personal frustration into a groundbreaking product. It was this foundation that empowered him to pursue a fabric that defied conventional wisdom, ultimately leading to the creation of Buttercloth. 

Danh’s professional ascent began with a fortunate connection that led him to Mattel. A designer there recognized his innate talent and extended an invitation to join her team. “I worked part-time for five years, designing Barbie’s wardrobe,” Danh recalls, describing it as a unique opportunity to sharpen his design skills and learn the intricacies of apparel production. His journey continued with two-year stints at 7 for All Mankind and House of Howe by Union Bay, progressively broadening his understanding of the industry.

The most significant portion of his pre-Buttercloth career unfolded over a decade as Head Designer at Affliction Clothing. It was during this extensive period that a personal vexation began to germinate into a business idea. Danh harbored a profound dislike for traditional dress shirts, finding them unyielding, abrasive, and constricting. His common practice was to wear a comfortable t-shirt to the office, only donning a dress shirt for scheduled meetings. This daily ritual sparked a pivotal realization: why couldn’t a dress shirt replicate the comfort of a t-shirt? This “aha moment” marked the true inception of Buttercloth. 

Despite two decades of industry experience and a secure, well-compensated position at Affliction, the decision to depart and embark on his own venture was not made lightly. The fear of leaving a stable career was palpable. A pivotal influence came from a mentor who recommended Steve Harvey’s book, Jump. The book’s message resonated deeply with Danh, prompting him to commit fully to his vision. His conviction was so strong that he not only resigned from his job but also sold his house to finance his dream. 

Armed with a clear concept and a readiness to invest everything, Danh traveled to China. Leveraging pre-existing relationships with factories from his prior roles, he presented his innovative product idea. While three manufacturers deemed the proposed fabric impossible to create, one factory, despite expressing reservations about the feasibility, agreed to undertake the challenge.

The initial setup cost was quoted at $3,000, followed by $20,000 for the first production run—a significant outlay Danh was prepared to make. Through a collaborative effort, utilizing a special blend of 100% long-fiber cotton and a unique manufacturing process, they successfully developed an extraordinarily soft fabric. Danh christened this material “Buttercloth,” a name that perfectly encapsulates its luxurious feel. This revolutionary fabric boasted remarkable breathability, a six-way stretch, and an exclusive double-finished construction, setting it apart in the market. 

Cultivating Growth and Visibility 

The journey from a mere concept to a thriving enterprise demanded a meticulous approach to market penetration, particularly within the digital sphere. Danh, while possessing a profound understanding of garment creation, recognized the critical need for specialized expertise in online outreach to truly expand Buttercloth’s market presence. His foresight in seeking external support for areas outside his core competency proved to be a pivotal decision in the brand’s rapid ascent. This strategic recognition set the stage for crucial partnerships that would propel Buttercloth into the national consciousness. 

Acknowledging his limited familiarity with digital marketing, Danh embarked on a search for a suitable partner. He conducted numerous interviews with various agencies before identifying one that truly resonated. Fortuitously, the principals of this agency were immediately captivated by the Buttercloth shirt itself, a visceral appreciation that quickly blossomed into a strategic collaboration. This partnership soon yielded an unexpected, yet immensely beneficial, development.

Danh recounts, “The agency informed me that Metta World Peace, the renowned basketball player, had personally experienced Buttercloth’s shirts and was thoroughly impressed.” They quickly grasped the immense potential of celebrity endorsement to elevate brand recognition. When Danh met World Peace, the athlete articulated the very same frustrations with conventional dress shirts that had initially spurred Danh’s entrepreneurial vision. World Peace expressed genuine enthusiasm for the comfort of Buttercloth shirts and a strong desire to become involved, instantly transforming into a brand ambassador. 

World Peace’s early involvement proved instrumental in the company’s initial trajectory. While Buttercloth’s initial months saw modest activity, the collaboration with World Peace and the subsequent launch propelled sales to approximately $700,000. With a robust marketing partnership and a high-profile celebrity ambassador in place, Danh identified the next crucial element for accelerated growth: capital. This realization prompted his decision to pursue an appearance on Shark Tank. 

With guidance from his mentor, Danh meticulously prepared for the rigorous audition process. Securing a spot on the widely watched program was a blend of relentless effort and fortunate timing. Danh shares, “Buttercloth underwent five or six different audition stages, followed by a six-month waiting period before receiving confirmation of our acceptance and an invitation to film our pitch and negotiation.” However, the actual broadcast wouldn’t occur for many more months, leaving the team in suspense about whether their segment would ultimately air. 

The wait concluded on October 28, 2018, when Buttercloth’s episode was broadcast. The team had meticulously prepared, ensuring their inventory was fully stocked. Despite these precautions, demand surged, depleting their stock rapidly not once, but three times over. In the months following the Shark Tank airing, Buttercloth recorded an impressive $3 million in sales.

Danh also notes that the show provides a recurring sales bump each time the episode is re-aired. Crucially, the appearance resulted in a deal with investor Robert Herjavec for $250,000. Herjavec, a perfect fit due to his genuine appreciation for the product and alignment with the company’s values, continues to play an active role in Buttercloth’s global expansion. His involvement, and that of his team, has been invaluable, extending beyond financial capital to provide crucial coaching and access to a vast network of top-tier partners across every facet of the business. 

Diversifying the Wardrobe and Market Footprint 

With a firm foundation established through innovative product development and key partnerships, Buttercloth turned its attention to strategic market penetration. The initial focus involved a careful cultivation of their digital presence, leveraging visual storytelling to connect with a broad consumer base and articulate the brand’s distinctive value proposition. This methodical expansion beyond initial successes has been crucial in building the brand’s momentum and securing its place in the competitive apparel sector. 

Early marketing efforts for Buttercloth concentrated on prominent social media platforms, specifically Facebook and Instagram. Here, video content served as a primary tool for narrating the brand’s origin and elucidating the unique qualities that distinguish Buttercloth shirts.

The advocacy of figures like World Peace and Herjavec proved instrumental, significantly amplifying brand recognition and providing a crucial entry point into the competitive menswear sector. As the brand matured, additional marketing channels were progressively integrated. Today, Buttercloth’s promotional activities span Google, YouTube, email campaigns, SMS marketing, and a robust affiliate marketing program, demonstrating a multi-faceted approach to consumer engagement. 

Looking ahead, Danh has ambitious plans for Buttercloth’s continued expansion. Building upon the success of their signature button-down shirts, the company introduced polos and sweaters in the preceding year, with jackets slated for release in the upcoming fall season. Beyond product diversification, a significant strategic objective for 2021 was to initiate distribution through carefully selected retailers, broadening their accessibility to consumers.

Danh envisions Buttercloth evolving into a household name within the next five years. This aspiration is underpinned by a continuous introduction of new styles and colorways, coupled with an active engagement with their audience to understand preferences and guide corporate evolution. Financially, Buttercloth reported impressive sales of $6 million in 2019, with projections for doubling or even tripling that figure. As the company diversifies its product offerings and explores new ventures, anticipated profit margins for the current year hover between 7% and 12%. This considerable growth and operational breadth are managed by a lean yet effective team of 16 dedicated individuals. 

Overcoming Hurdles and Embracing Evolution 

The path to building a successful enterprise is rarely without its difficulties, and Danh’s journey with Buttercloth was no exception. While the creation of an innovative product and securing crucial partnerships were significant achievements, the personal and operational challenges he encountered proved equally formative in shaping the company’s trajectory and his own perspective on business. These obstacles, far from deterring him, became catalysts for learning and refinement, reinforcing his core principles for growth and customer satisfaction. 

Danh candidly acknowledges that his initial major struggle involved gathering the fortitude to leave a comfortable, well-paying position. The prospect of stepping away from a steady income and secure employment to pursue an unproven venture was daunting, filled with doubts about success and the wisdom of such a bold move.

Yet, he now perceives these daily challenges as opportunities for growth, finding satisfaction in confronting and surmounting them. “Had I not taken that pivotal leap into entrepreneurship,” he ponders, “I wonder if I ever would have.” Danh firmly believes that taking such risks is inherently the most difficult part, but if something evokes a strong sense of fear, it often indicates a step in the right direction. 

When asked about disadvantages or mistakes, Danh maintains an optimistic outlook. He sees himself as genuinely fortunate for the advantages he possesses and views mistakes as an inevitable part of daily operations for everyone. His philosophy centers on prompt recognition and swift correction of any missteps. One significant operational lesson came during the company’s scaling phase when Danh initially opted to outsource logistics to a third party.

Within merely two months, it became apparent that this arrangement was not suitable for Buttercloth’s standards. Danh personally traveled to Indiana to oversee the transfer of their goods back to California, where the company could maintain direct control and ensure the high level of customer experience he envisioned. He emphasizes that the customer experience is paramount, asserting that an authentic and positive interaction can be the decisive factor in a sale. Buttercloth remains steadfast in its dedication to providing customers with an exceptionally memorable e-commerce experience. 

Reflecting on whether he would alter any aspects of his journey, Danh suggests he might have started a bit sooner if he had possessed the courage then. However, he quickly adds that the timing ultimately proved to be perfect, underscoring his belief that timing is everything. He resists dwelling on “what-if” scenarios, contending that such reflection hinders learning. Danh prefers to look forward, focusing on the expansive view through the windshield rather than the limited perspective in the rearview mirror. 

Sustaining Growth Through Continuous Learning 

The success of Buttercloth, while rooted in an innovative product and strategic partnerships, also owes a significant portion to Danh’s unwavering dedication to continuous learning and self-improvement. Recognizing that the business world is in constant flux, he actively seeks out resources that offer practical wisdom and fresh perspectives, demonstrating a proactive approach to leadership and development. This ongoing quest for knowledge underpins his ability to adapt, innovate, and steer Buttercloth towards sustained expansion in a highly competitive market. 

Danh advocates for accessible learning methods, particularly embracing podcasts during his commute, gym sessions, or moments of relaxation. He finds immense value in programs like “How I Built This” with Guy Raz and “EntreLeadership” from the Dave Ramsey organization. “These platforms offer an effortless means to immerse oneself in various industries,” Danh explains, “providing insights directly from the experiences of real entrepreneurs—their triumphs and their missteps—offering invaluable lessons for aspiring business owners.” 

Beyond digital media, Danh highlights the significant utility of the Small Business Administration (SBA). He points specifically to the often-overlooked local “Small Business Development Centers” as a rich source of free guidance and practical advice.

These centers, he explains, have been instrumental in helping him grasp the operational intricacies of constructing and expanding a small business. His approach underscores the importance of tapping into both experiential narratives and structured support systems to foster sustained growth and confront the complexities of entrepreneurship. 

Success Factors: Why Did Buttercloth Succeed? 

• Innovative Product Development (Problem-Solving Focus): Danh’s personal discomfort with traditional dress shirts led him to create a genuinely revolutionary fabric (“Buttercloth”) that prioritized comfort without sacrificing style. This direct response to a common consumer pain point created a unique and highly desirable product. 

• Deep Industry Experience and Connections: Danh’s two decades in the fashion industry, including roles at Mattel, 7 for All Mankind, House of Howe, and Affliction Clothing, provided him with invaluable knowledge of garment production, textile innovation, and critical factory relationships. This experience was crucial for bringing his fabric vision to life. 

• Vision and Bold Entrepreneurial Spirit: Danh’s willingness to leave a secure, well-paying job and invest his entire 401K (and even sell his house) demonstrates a profound belief in his idea and a high tolerance for risk. This unwavering conviction was essential in overcoming initial doubts and challenges. 

• Strategic Partnerships and Brand Ambassadors: Recognizing his limitations in digital marketing, Danh strategically partnered with an agency that not only understood but was genuinely enthusiastic about the product. The organic interest from Metta World Peace, who shared Danh’s frustrations with conventional shirts, provided an authentic and high-profile brand ambassador. This significantly amplified brand recognition and sales. Securing a deal on Shark Tank provided crucial capital and, perhaps more importantly, immense exposure and credibility. Robert Herjavec’s active involvement, coaching, and network have continued to be invaluable. 

• Adaptability and Learning from Mistakes: Danh’s philosophy of swiftly recognizing and correcting missteps, as demonstrated by his rapid decision to bring logistics in-house after an unsatisfactory outsourcing experience, highlights a flexible and responsive operational approach. 

• Customer-Centric Focus: The emphasis on an “exceptionally memorable e-commerce experience” and the belief that customer interaction can be the “decisive factor in a sale” indicates a strong dedication to customer satisfaction. 

• Multi-faceted Marketing Strategy: Evolving from initial social media efforts to a comprehensive approach including Google, YouTube, email, SMS, and affiliate marketing shows a strategic effort to reach a broad consumer base. 

• Continuous Learning and Self-Improvement: Danh’s active pursuit of knowledge through podcasts and resources like the SBA’s Small Business Development Centers demonstrates a commitment to personal and business growth, helping him navigate the complexities of entrepreneurship. 

• Product Diversification: The expansion beyond signature button-down shirts to polos, sweaters, and future jackets shows a strategic plan to grow the product offering and capture a larger market share. Based on the provided article, several key success factors contributed to Buttercloth’s impressive growth: 

• Innovative Product with a Clear Value Proposition: Danh’s personal discomfort with traditional dress shirts led to the creation of Buttercloth’s signature fabric. This focus on unparalleled comfort, combined with style and a six-way stretch, filled a clear market gap and resonated deeply with consumers who also experienced similar frustrations. The “Buttercloth” name itself effectively conveys the product’s luxurious feel. 

• Founder’s Extensive Industry Experience and Vision: Danh’s decades of experience in fashion design, from Mattel to Affliction Clothing, provided him with a deep understanding of garment construction, textile innovation, and the industry’s intricacies. This background was crucial in translating his vision into a tangible, high-quality product. His bold decision to invest his entire 401K and sell his house demonstrates extraordinary conviction in his idea. 

• Strategic Partnerships and Brand Ambassadors: Recognizing his limitations in digital marketing, Danh strategically partnered with an agency. This led to invaluable collaborations with high-profile figures like Metta World Peace and later, Robert Herjavec (from Shark Tank). Their authentic endorsement significantly amplified brand recognition and provided crucial validation, driving early sales and credibility. 

• Effective Digital Marketing Strategy: Buttercloth initially focused on social media platforms like Facebook and Instagram, utilizing video content to tell their brand story and highlight product features. As they grew, they expanded to a multi-faceted approach including Google, YouTube, email, SMS, and affiliate marketing, demonstrating adaptability in reaching their target audience. 

• Successful Appearance on Shark Tank: The Shark Tank appearance was a game-changer, providing massive exposure and validating the brand on a national scale. The resulting deal with Robert Herjavec not only secured crucial capital but also provided ongoing strategic guidance and access to a vast network, accelerating global expansion. 

• Customer-Centric Approach: Danh’s strong belief in the importance of the customer experience is evident in his decision to bring logistics in-house to maintain quality control. He emphasizes that an authentic and positive interaction can be the decisive factor in a sale, reinforcing their dedication to a memorable e-commerce experience. 

• Continuous Learning and Adaptability: Danh’s dedication to continuous learning, evidenced by his consumption of business podcasts and utilization of resources like the Small Business Administration, showcases a proactive approach to leadership. This mindset allows him to identify and correct missteps quickly and embrace new opportunities for diversification and growth. 

• Product Diversification: Beyond their initial success with button-down shirts, Buttercloth has strategically expanded its product offerings to include polos, sweaters, and soon, jackets. This diversification helps maintain customer interest and expands their market reach. 

Key Lessons to Learn 

1. Solve a Real Problem: Danh’s personal frustration with uncomfortable dress shirts was the genesis of Buttercloth. This highlights the power of identifying a common pain point and creating a product that genuinely addresses it. Solving a real problem for consumers creates inherent demand and loyalty. 

2. Product Innovation is King: The development of the “Buttercloth” fabric itself was a monumental achievement. It wasn’t just another shirt; it was a revolutionary material that offered unparalleled comfort, breathability, and stretch. Investing in unique product development gives you a strong competitive advantage. 

3. Leverage Expertise, Even if It’s Not Your Own: Danh understood his strengths lay in design and product creation, not digital marketing. His willingness to seek out and partner with experts in areas where he lacked expertise was crucial for market penetration and growth. This demonstrates smart delegation and a recognition of one’s own limitations. 

4. Embrace Risk and Overcome Fear: Danh’s decision to leave a stable career, invest his entire 401K, and even sell his house speaks volumes about his conviction. The story emphasizes that the hardest part of entrepreneurship is often taking that initial leap of faith. If something feels scary, it might just be the right direction. 

5. The Power of Endorsements and Strategic Alliances: Early adoption by a celebrity like Metta World Peace, and later the partnership with Robert Herjavec, provided immense credibility and exposure. Strategic alliances, whether with marketing agencies or investors, can accelerate growth far beyond what a bootstrapped company could achieve alone. 

6. “Shark Tank” Can Be a Catalyst (But Prepare Meticulously): While not every business will get on Shark Tank, Buttercloth’s experience illustrates the immense power of high-profile media exposure. However, their success post-show was also due to their thorough preparation and ability to handle the surge in demand. This underscores that opportunity favors the prepared. 

7. Customer Experience is Paramount: Danh’s commitment to controlling logistics to ensure a superior customer experience highlights the importance of customer satisfaction. A positive customer interaction can turn a one-time buyer into a loyal advocate, and it can differentiate your brand in a crowded market. 

8. Adaptability and Continuous Improvement: Buttercloth didn’t rest on its laurels with just dress shirts. They diversified their product line and continued to explore new marketing channels. Danh’s philosophy of learning from mistakes and looking forward, rather than dwelling on “what-if” scenarios, is key to sustained growth in a changing business environment. 

9. Utilize Available Resources: Danh’s mention of the Small Business Administration (SBA) and “Small Business Development Centers” as free sources of guidance is a valuable lesson. Entrepreneurs should actively seek out and utilize all available resources to gain knowledge and support. 

Opportunity Matrix  

Founder Background: 

• Opportunity: Leverage deep industry knowledge and connections from 20+ years in fashion design. 

• Opportunity: Translate personal experience and dissatisfaction with existing products into a clear business vision. 

• Opportunity: Benefit from experience in diverse roles (Mattel, 7 for All Mankind, Affliction) for a holistic understanding of apparel production and design. 

Problem Identification: 

• Opportunity: Address a widespread consumer pain point: the discomfort and restrictiveness of traditional dress shirts. 

• Opportunity: Capitalize on the desire for luxurious comfort in formal wear, often associated with casual wear (t-shirts). 

Market Opportunity: 

• Opportunity: Target a niche within the men’s shirting market seeking both style and unparalleled comfort. 

• Opportunity: Position Buttercloth as a premium, innovative solution that redefines dress shirt expectations. 

• Opportunity: Expand into a broader menswear category (polos, sweaters, jackets) based on the core fabric’s appeal. 

Competitive Landscape: 

• Opportunity: Differentiate from traditional dress shirt manufacturers by offering a superior comfort and fabric innovation. 

• Opportunity: Create a new segment where comfort is the primary selling point for dress shirts, rather than an afterthought. 

Market Research: 

• Opportunity: Validate initial product concept through direct feedback (e.g., Metta World Peace’s immediate appreciation). 

• Opportunity: Continuously engage with the audience to understand preferences and guide product evolution. 

Business Model: 

• Opportunity: Primarily an e-commerce model allows for direct-to-consumer sales, higher margins, and efficient market reach. 

• Opportunity: Future retail distribution (2021 objective) offers broader accessibility and potential for increased brand visibility. 

Initial Capital: 

• Opportunity: Founder’s willingness to invest significant personal capital (401K, house sale) demonstrates conviction and secures initial funding. 

• Opportunity: Shark Tank appearance provides a significant capital injection ($250,000 from Robert Herjavec) and strategic partnership. 

Product/Service Development: 

• Opportunity: Develop a proprietary, innovative fabric (“Buttercloth”) with unique attributes (100% long-fiber cotton, six-way stretch, breathability, double-finished construction). 

• Opportunity: Overcome manufacturing challenges by finding a factory willing to innovate and collaborate on a unique textile. 

Marketing Strategy: 

• Opportunity: Utilize compelling video content on social media (Facebook, Instagram) for brand storytelling and product demonstration. 

• Opportunity: Leverage celebrity endorsements (Metta World Peace) for rapid brand recognition and credibility. 

• Opportunity: Capitalize on recurring exposure from Shark Tank re-airs to drive consistent sales bumps. 

• Opportunity: Implement a multi-channel digital marketing approach (Google, YouTube, email, SMS, affiliate programs) for broad consumer engagement. 

Milestones: 

• Opportunity: Achieving significant sales figures post-Shark Tank ($3 million in months) validates market acceptance and scalability. 

• Opportunity: Expanding product offerings from shirts to polos, sweaters, and jackets demonstrates successful diversification. 

• Opportunity: Moving to larger headquarters indicates rapid growth and operational expansion. 

Scalability: 

• Opportunity: E-commerce model inherently supports rapid scaling to a national and potentially global customer base. 

• Opportunity: Strategic partnerships (marketing agency, Herjavec) provide resources and networks for accelerated growth. 

• Opportunity: A lean team of 16 managing significant sales ($6 million in 2019, projected doubling/tripling) suggests efficient operations. 

Potential Risks and Challenges: 

• Challenge (Overcome): Founder’s initial fear of leaving a stable, high-paying job for an unproven venture. 

• Challenge (Overcome): Difficulty finding a manufacturer willing and able to create the unique “Buttercloth” fabric. 

• Challenge (Overcome): Operational issues with outsourced logistics leading to internal control and transfer of goods. 

• Risk: Maintaining consistent product quality and customer experience as the company continues to scale rapidly. 

• Risk: Remaining innovative in a competitive apparel market to avoid becoming commoditized. 

• Risk: Managing cash flow effectively during periods of rapid growth and inventory demands (as seen with Shark Tank demand surges). 

Key Performance Indicators/Metrics: 

• Metric: Sales figures ($700k initial surge, $3M post-Shark Tank, $6M in 2019, projected doubling/tripling). 

• Metric: Profit margins (anticipated 7%-12% for current year). 

• Metric: Customer feedback and satisfaction (emphasized by Danh). 

• Metric: Inventory turnover (as seen with stock depletion post-Shark Tank). 

• Metric: Website traffic and conversion rates from various marketing channels.