# Telfar: Telfar Clemens and Babak Radboy

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2022-02-14
- Length: 1h 17m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2022-02-14-telfar-telfar-clemens-and-babak-radboy

## Summary

Telfar Clemens and Babak Radboy explain how they built the Telfar brand by rejecting the traditional fashion industry's gatekeepers and wholesale model. They detail their strategy of securing unconventional sponsorships from Kmart and White Castle to fund their shows, which generated revenue and press attention. The conversation highlights the launch of the iconic Telfar Shopping Bag, its pricing philosophy, and the pivotal decision to exit wholesale in 2019 to become a direct-to-consumer brand, a move that protected them during the pandemic.

## Chapters

- [0:24](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-02-14-telfar-telfar-clemens-and-babak-radboy#t=24) Early Life and Deconstructed Fashion
- [28:16](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-02-14-telfar-telfar-clemens-and-babak-radboy#t=1696) Meeting Babak Radboy and Early Struggles
- [39:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-02-14-telfar-telfar-clemens-and-babak-radboy#t=2359) Unconventional Sponsorships: Kmart and White Castle
- [53:42](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-02-14-telfar-telfar-clemens-and-babak-radboy#t=3222) The Genesis of the Telfar Shopping Bag
- [1:01:11](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-02-14-telfar-telfar-clemens-and-babak-radboy#t=3671) Exiting Wholesale and Direct-to-Consumer Shift
- [1:03:51](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-02-14-telfar-telfar-clemens-and-babak-radboy#t=3831) The Gap Collaboration and Pandemic Success
- [1:12:49](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-02-14-telfar-telfar-clemens-and-babak-radboy#t=4369) Future Vision and Brand Philosophy

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

companies scaling up

## Mentioned

- Telfar (company)
- Kmart (company)
- White Castle (company)
- Telfar Shopping Bag (product)
- Gap (company)
- CFDA Vogue Fashion Fund (other)
- Vice Magazine (company)
- Pace University (other)

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- [Founder Feature: Tabi and Meena Hoshmand of Tursh](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-14-founder-feature-tabi-and-meena-hoshmand-of-tursh) (The Startup CPG Podcast)
- [#186 - Bootstrap Heroes: Bumpin Blends, Lentiful and Drink Wholesome](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-03-11-186-bootstrap-heroes-bumpin-blends-lentiful-and-drink-wholesome) (The Startup CPG Podcast)
- [#207 - FFUPs' Shutdown: Post-Mortem & Lessons for Brands](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-07-29-207-ffups-shutdown-post-mortem-lessons-for-brands) (The Startup CPG Podcast)
- [044: Turning customizable jackets into a multi-million dollar business, Elyse Daniels of Exodus Wear](https://hardwarepodcasts.com/podcast/product-startup/2017-03-14-044-turning-customizable-jackets-into-a-multi-million-dollar-business-elyse-dani) (Product Startup)
- [Founder Feature: Sashi Kumar, Brittney Lim, and Jim Giberson of Tamarind Heads](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-09-20-founder-feature-sashi-kumar-brittney-lim-and-jim-giberson-of-tamarind-heads) (The Startup CPG Podcast)

## Citing this page

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