How Slo Engineered the Future of Fashion With 900K SKU's and a Custom SaaS Stack

Kristian Hansen (AKA, The Jeans Guy) didn’t plan to build a fashion brand. But after accidentally buying a pair of women’s jeans, he posted a TikTok asking, “Is this really what women deal with every day?” and woke up to 3 million views. Welcome to the story behind slø, a custom denim brand that’s rewriting every rule in DTC fashion.In this episode of DTC Diaries, Kristian takes us behind the scenes of a business that:- Offers 1170 sizes and manages over 900,000 SKUs- Sold $400,000 worth of jeans in its first hour, completely organically- Grew a waitlist of over 200,000 customers from TikTok and community alone- Built a factory from scratch in Turkey after every supplier failed to deliver- Runs a 1.5% return rate in one of the highest-return industries on earth- Ships custom-fit jeans in under 21 days with a factory-powered SaaS stackKristian doesn’t just talk about product or performance, he shows what it takes to build a real moat in DTC: full control, radical transparency, and obsession with customer experience.If you’re a founder, operator, or marketer trying to scale without shortcuts, this episode is for you. 00:00 The viral TikTok that started it all03:00 The $400k launch that went wrong05:00 Supply chain failures + learning curve10:45 Why they chose accessibility over premium pricing12:30 Customer commitment 16:00 Complexity of SKUs & 1.5% return rate21:50 Building a supply chain SaaS24:07 Custom built business model29:18 Being "The Jeans Guy"31:30 Community building and customer service40:00 Slo’s product roadmap42:00 Future vision44:40 Lessons learned & what the future holdsFollow Kristianhttps://www.slo.co/https://www.tiktok.com/@thejeansguyFollow Joe on socials:Linkedn: https://www.linkedin.com/in/joe-marston/Twitter: https://x.com/JoeJMarstonFollow Olly on socials:LinkedIn: https://shorturl.at/kPrqOTwitter: https://x.com/oliverwhudsonFollow D2C Diaries on socialsTikTok: https://www.tiktok.com/@d2c.diariesInstagram: https://www.instagram.com/d2c_diaries/

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