# ECKO UNLTD and COMPLEX: Marc Ecko

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2024-06-03
- Length: 1h 24m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-03-ecko-unltd-and-complex-marc-ecko

## Summary

Marc Ecko, founder of ECKO UNLTD and COMPLEX, recounts how his background in airbrushing and hip-hop culture led to a streetwear brand that hit $100 million in sales before facing bankruptcy due to bad manufacturing deals and a trademark dispute with Echo Design Group. He explains how he pivoted to media by launching COMPLEX, a convergence culture magazine, which he later sold to BuzzFeed and then to a video shopping company for over $100 million. Ecko details the operational failures of ECKO UNLTD, including inventory bloat and legal battles, and how he rebuilt his career by focusing on digital media and brand licensing.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-03-ecko-unltd-and-complex-marc-ecko#t=0) Introduction: Marc Ecko and the origins of ECKO UNLTD
- [4:47](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-03-ecko-unltd-and-complex-marc-ecko#t=287) From airbrushing to custom denim jackets in high school
- [20:33](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-03-ecko-unltd-and-complex-marc-ecko#t=1233) Launching ECKO UNLTD with partners Seth and Marcy
- [39:16](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-03-ecko-unltd-and-complex-marc-ecko#t=2356) Manufacturing failures, trademark disputes, and the name change to ECKO
- [53:05](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-03-ecko-unltd-and-complex-marc-ecko#t=3185) Bankruptcy, debt, and the 'Where's Echo?' trade show stunt
- [1:02:18](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-03-ecko-unltd-and-complex-marc-ecko#t=3738) Founding COMPLEX magazine and the concept of convergence culture
- [1:11:59](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-03-ecko-unltd-and-complex-marc-ecko#t=4319) Selling ECKO UNLTD, personal breakdown, and focusing on COMPLEX
- [1:19:48](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-03-ecko-unltd-and-complex-marc-ecko#t=4788) COMPLEX acquisitions, exit, and the 30th anniversary of ECKO

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)
- [Founder wellbeing](https://hardwarepodcasts.com/topic/founder-wellbeing)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- ECKO UNLTD (product)
- COMPLEX (company)
- Stussy (product)
- Fubu (product)
- Supreme (product)
- Timberland (product)
- Lacoste (product)
- Polo Ralph Lauren (product)
- Levi's (product)
- Nautica (product)
- BuzzFeed (company)
- Vice (company)
- GQ (product)
- The Source (product)
- Thrasher (product)

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- [Against All Odds: Overcoming Huge Setbacks to Sell 5 Million Worldwide](https://hardwarepodcasts.com/podcast/its-only-a-prototype/2025-05-15-against-all-odds-overcoming-huge-setbacks-to-sell-5-million-worldwide) (It's Only a Prototype)
- [#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)
- [006: Customizable swimwear with Kelsey Duffy of Versakini](https://hardwarepodcasts.com/podcast/product-startup/2016-04-19-006-customizable-swimwear-with-kelsey-duffy-of-versakini) (Product Startup)
- [Hippy Feet is the coolest company you haven't heard about until now! Michael Mader, CEO](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-11-05-hippy-feet-is-the-coolest-company-you-havent-heard-about-until-now-michael-mader) (People of Packaging)

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