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Building a Size-Inclusive Brand that Fashion Ignored
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Adam Greenberg shares how a personal struggle with fit turned into One Bone, a size-inclusive apparel brand, and what founders can learn about community, experimentation, and building with conviction.
About this Episode
Adam Greenberg never planned to start a clothing company. As a touring DJ struggling to find clothes that fit and felt good on stage, he began creating custom pieces for himself. That personal solution eventually became One Bone, a size-inclusive men's apparel brand built for people who have long been overlooked by traditional fashion.
In this conversation, Adam shares the journey from entertainment to entrepreneurship, how One Bone built community before spending on ads, why perfection slows progress, and how experimentation, authenticity, and inclusion continue to shape the brand.
Topics Covered
- Size Inclusivity
- Community Building
- Founder Mindset
- Brand Building
- AI in Commerce
- Content Strategy
- DTC
- Apps & Loyalty
- Customer Experience
- Entrepreneurship
Key Moments
00:00 | Meet Adam Greenberg
From entrepreneur and DJ to co-founder of One Bone.
03:02 | How One Bone was born
A personal struggle with fashion turned into a category-defining opportunity.
06:56 | Building a brand around inclusion
Why One Bone focuses on making people feel seen, confident, and represented.
10:18 | Why perfection is overrated
How speed of execution beats waiting for perfect outcomes.
14:45 | Content creation philosophy
Experimentation, repetition, and finding the message that resonates.
17:49 | Apps as community channels
Why an app should become more than a storefront.
21:21 | The hardest part of being a founder
Making decisions with incomplete information and living with uncertainty.
23:17 | Operating across Canada and the US
Adapting systems and operations across different markets.
25:49 | Going all in
The experiment that changed One Bone forever.
28:13 | AI and the future of brand building
How AI will reshape shopping, discovery, and customer interaction.
31:18 | Community before scale
Building relationships one DM at a time before launch.
36:02 | The customer story that changed everything
The emotional impact of creating products that truly matter.
40:04 | If One Bone could redesign fashion
Creating a world where sizing feels more inclusive.
45:00 | Balancing life and entrepreneurship
Lessons on family, business, and giving yourself grace.
48:42 | Final advice for founders
Every loss is a lesson.
Standout Quotes
"If you're striving for perfection and only waiting for that, then you're never going to put out anything."
"Sometimes mistakes become opportunities for community building."
"You don't have to be confident that you can do it. You have to be confident that you'll figure it out."
"Every loss is a win if you learn from it."
"We're not trying to sell clothing. We're trying to make people feel more included, more seen, and more confident."
Brewed is Appbrew’s podcast featuring honest conversations with DTC founders and operators on scaling Shopify brands.
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