Celebrity Travel: Meet the Mastermind Behind Kendall Jenner’s, Shay Mitchell’s and Millie Bobby Brown’s Brands

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Celebrity Travel: Meet the Mastermind Behind Kendall Jenner’s, Shay Mitchell’s and Millie Bobby Brown’s Brands

Celebrity Travel:


15+ min read

This yarn looks in the
September 2020

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Early in his profession, Shaun Neff carried round gold business cards that read Shaun Neff, Boss Man. Folk weren’t always obvious straightforward how one can clarify this. Modified into it braggadocio? A shaggy dog yarn? They might half of smirk and reply, “Oh, a gold card,” Neff says, imitating the response many other folks had. Nonetheless the gold card wasn’t an ego thing, and critics didn’t necessarily search what used to be driving the younger entrepreneur. “My favourite inspiration ever is Willy Wonka,” Neff explains. The card symbolized fun — it used to be the golden designate.

Nearly two a long time later, Neff is nicely having fun. He’s an avid surfer, his vibe is casual, and he in overall sprinkles his language with phrases luxuriate in dude, gnarly, and rad. Nonetheless below the relaxed appearance is a shrewd marketing guru, a man with entrepreneurial hustle and a extremely analytical suggestions working overtime to construct sense of subtle trends. His process has ended up making different money for different of us, incomes him the nickname “the Label Whisperer.”

One of his latest ventures is Seaside Condominium Community in El Segundo, Calif., a firm that incubates celeb-pushed brands much like Moon, a line of oral care products created with Kendall Jenner; Florence by Mills, a beauty sequence with Millie Bobby Brown; Tracee Ellis Ross’s hair care firm; and Shay Mitchell’s Béis slide equipment. The firm’s paunchy portfolio, earlier than the pandemic hit, used to be estimated to generate higher than $120 million in sales this year, pushed practically fully by products created since Neff joined the firm in 2016.

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Nonetheless that success isn’t a case of lightning putting for the major time. It’s extra luxuriate in the third or fourth time — a sample that begins to flip heads. Neff has built his popularity by navigating the fickle and arbitrary world of youth custom — a fleet demographic if there ever used to be one. At 41, he’s been doing this for virtually half of his life, gathering a worthwhile residing of lessons about straightforward how one can navigate markets that are in fixed flux from dramatic adjustments in know-how, social media, custom, and now a racial justice circulation and a deadly virus. Nonetheless the guiding precept is amassed the same: A trace is set emotion. You would favor to construct of us if reality be told feel.


Most youth luxuriate in a trace’s products. Neff, nonetheless, used to be attracted to the deeper psychological parts of their selling campaigns. “That’s extra or much less the set the initial entrepreneurial bug got right here from,” he says. At the same time as slightly one, he’d query himself, Why am I jonesing so deplorable to study out to be a ingredient of this trace? Why am I factual so bought into everything that they’re putting out?

One of Neff’s earliest epiphanies got right here for the duration of junior high faculty, when he first saw the standard Nike adverts that contains basketball player Michael Jordan and filmmaker Spike Lee. Jordan used to be an icon, however as anybody who has considered The Final Dance is conscious of, he additionally possessed an intense (and pathologically competitive) personality that is also hard for mere mortals to connect with. Spike Lee helped soften Jordan’s persona and gave him a hipness he didn’t naturally non-public. “I was luxuriate in, Any individual’s so neat, attributable to Spike is so rad and steezy taking a look — the glasses, the hat flipped up,” Neff remembers. “These two being on the same plight collectively made Michael so mighty cooler, elegant?”  

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The insight sparked his curiosity about how brands homicide followings. By high faculty, he knew he wished to salvage a standard of living trace round his passions — surf, skate, and snow sports — that will perchance plot followers. Then, as a freshman discovering out marketing and selling at Brigham Younger College, he determined, I’m factual going to originate it and printed his closing title on some 30 shirts. “Wanna put off a T-shirt?” he’d query random classmates. “Folk were luxuriate in, ‘Yo, dude, I’m factual attempting to head away math class.’ ” When his skilled snowboarder mates educated him they couldn’t set up on his shirts because of sponsorships with brands luxuriate in Quicksilver and Burton, he had an notion. 

Celebrity Travel:

Image Credit ranking: Shaun Neff

“I’ve never considered a deal,” he educated them. “Can I read yours?” They showed him their contracts. And that’s how he found a loophole. 

The paperwork acknowledged nothing about headwear — grisly, Neff thought, attributable to a skilled athlete’s head is many times on digicam, in particular in the occasion that they’re standing on the winner’s podium. 

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Radiant nothing about headwear, Neff took the $30 in his pocket and received as many beanies and headbands as he might perchance from a 99-cent retailer. Then he scrawled his title all the perfect design thru them with a Sharpie and handed them out to his pro snowboarder pals at an Olympics prequalifying tournament in Park Metropolis, Utah. “Dude, chances are you’ll perchance be ready to rock this,” he educated them. 

The athletes looked to their brokers for approval: “Can I rock this?” In response to Neff, the brokers replied, “Uh, I point out, Neff has a level, however you know all of your companies are going to be infected. It’s up to you.”

Among the most athletes agreed, and later ended up on the winner’s podium. That’s when the emblem “got its first hurrah,” recalls Neff, who launched Neff Headwear in 2002. Indispensable of its success used to be because of his friendship with the professionals, however he additionally acknowledges the role performed by an aspect of snowboarder custom that scorns corporate affect, despite the indisputable reality that it’s paying your bills. “That positively used to be part of the appeal,” he says — his headwear’s appropriation felt luxuriate in a fun but innocent prank. What snowboarder, decked out in his corporate threads however desirous to retain it valid, would flip down a possibility to affix in the fun? Particularly if it got right here and not using a valid monetary penalty and helped succor a chum from the scene? 

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Neff soon had a roster of about 25 of the ideally suited snowboarders on this planet. “I wasn’t paying them the rest…I was factual slinging them beanies,” Neff says. “It extra or much less got round that whereas you bought on Neff, you were a ingredient of the chilly crew in snowboarding. And I reflect that used to be giant.” 

Neff used to be additionally giving the beanie gaze a special traipse. “No one used to be selling a neon purple, one-off, handmade beanie,” he says. Roy Thorsen, who grew to become the firm’s COO in 2008, aspects out that many colleges at that point were cracking down on teenagers wearing ball caps, partly because of their possible gang affiliations, which helped construct Neff Headwear a fashioned different. “The beanie grew to become this unique vogue item,” Thorsen says. “Shaun timed it completely.”

Over the next four years, Neff Headwear expanded into apparel and accessories, with sales growing from roughly $5 million a year to about $30 million a year. In 2012, the firm pulled in about $100 million in retail revenues, in accordance to Thorsen. The firm’s upward thrust, which Neff offers Thorsen mighty credit ranking for, wasn’t without missteps, nonetheless. Neff used to be traveling in South The United States when he seen a pair of boots. “Like an Ugg, however they were knitted, practically luxuriate in a beanie,” he says. “I was luxuriate in, Whoa, these are dope.” Whereas it’s laborious to imagine anybody having that response to a knitted boot, this used to be all the perfect design thru the same time that Uggs were at height popularity. Neff found a manufacturer and created a singular trace called Ffen. “Neff backwards, which used to be no longer a just notion,” he now admits. Presently after launching, Ffen cratered. “For years I was giving freely knitted boots,” he says.

What he obtained, nonetheless, used to be a lesson: Time out — preserve centered on Neff. He now tells protégés that their first business project “can’t be higher than one thing. You’ve got to be all in.” Encourage then, Neff refocused his efforts on scaling up his core firm. A relentless networker, he started leveraging his success to construct salvage entry to to events and events the set he knew there’d be go celebrities with appeal in the wider fashioned custom. Contracts were in the end signed with abilities luxuriate in Snoop Dogg, Wiz Khalifa, Scarlett Johansson, Deadmau5, and Kate Upton. By 2017, Neff Headwear had obtained distribution in 72 international locations and had total retail revenues impending half of a billion dollars.  

Nonetheless Neff additionally knew that the snow, surf, and skate set used to be amassed easiest a area of interest set. He used to be missing out on broader opportunities. That very same year, he bought Neff Headwear to the licensed apparel wholesaler Angry Engine for an undisclosed quantity. He stayed on as chief ingenious officer however, unshackled from day-to-day tasks, had room to expand his horizons. So what next? 


If you happen to’re elegant at constructing a trace, of us take glimpse. And PJ Brice used to be taking glimpse. Encourage all the perfect design thru the time Neff bought his firm, Brice used to be the CEO of an incubator called Seaside Condominium Community. It used to be an below-the-radar operation that essentially supplied non-public designate products to Scheme and adjusted its title just a few times. Nonetheless Brice had higher ambitions, and his mates saved telling him to search the advice of with Neff. “It is foremost to meet this guy; he’s a ingenious genius,” they’d notify. A gathering used to be organized, and the two agreed to partner up. Neff would salvage a cofounder title, and besides they’d shift Seaside Condominium’s business mannequin. “We had the established infrastructure to be a valid haven for him to come and play and originate,” Brice says.

The unique intention: It could perchance homicide brands that resonate — instant.

Neff’s notion used to be to partner with celebrities, which sounds luxuriate in a no-brainer. Successfully-known of us non-public dinky effort getting press and a built-in popularity to change off of. Nonetheless the enviornment is additionally affected by failed celeb-backed businesses, from Britney Spears’ Nyla Restaurant to Mandy Moore’s Mblem garments. Even part-owners Bruce Willis and Sylvester Stallone couldn’t attach Planet Hollywood.

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What’s missing in all that, Neff believes, is an identical thing any business wants, no subject its founder: It wants genuineness. Neff is awfully selective about whom he partners with. He obtained’t simply slap a celeb’s title on a product. He looks for enthusiastic collaborators who are a natural, natural fit for the emblem. Even with a celeb, the trace has to come first. It’s, after all, the article patrons if reality be told engage with.

For this reason, Neff in overall begins with the product, a marketplace, and even factual a sensibility. He always scans for inspiration — in art galleries, murals, fonts on a menu, subcultures on social media, his teenagers’ coloring books. He obsessively notes well-known aspects, gut-checking what resonates and what doesn’t. In preference to chasing trends that non-public already obtained traction and then riding their coattails, Neff tries to originate fully unique ones. He has a laborious time articulating exactly how he does this; he says he’ll salvage into a “zone” the set his suggestions blanks out — browsing the waves or running on the treadmill, song pumped, staring at a white wall and thinking, All elegant, OK…what’s an industry I deserve to study out to are accessible in and shake up?  

Celebrity Travel:

In overall he factual wanders thru retail outlets, having a non-public a look on the shelves. That’s the set the premise for Moon got right here from. “The oral care aisle used to be factual the ugliest aisle on the bottom,” he says, referring to a fraction of the pharmacy that, since the morning time of time, has contained “the same tall blue and inexperienced bottles I’ve considered my whole life, and the same coloration toothpaste. No firm had if reality be told taken oral care and made it part of the beauty routine.” So he approached Kendall Jenner about partnering on a line of products that will perchance originate a singular market area of interest, individual that Neff felt already had possibilities looking ahead to it.

Right here is varied work from what he’d achieved earlier than, the set his trace used to be built off his salvage personality. To construct these unique brands work, Neff says he’s customarily staying attentive to who he’s…and isn’t. “Make sure that you just hire of us that are your person — that age demo that understands what’s poppin’ on TikTok,” he says, as an illustration. He additionally emphasizes the price of growing shut relationships with your partners, celeb or in any other case, which might provide you insight to buyer groups you aren’t necessarily a ingredient of. To grasp the yearnings of adlescent ladies, he spends time with 16-year-earlier Millie Bobby Brown (she performs Eleven on Netflix’s Stranger Things), who has virtually 34 million Instagram followers and launched a beauty firm with Seaside Condominium. As they work collectively, Neff carefully observes how she interacts with of us, what she says, and what trends excite her—all issues he’ll later combine into evolving the emblem.

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Meanwhile, when Neff has an notion that’s squarely in his salvage wheelhouse, he tackles it himself. That’s how he got serious about Sun Bum, a runt sunscreen firm he invested in. The relationship started when he asked himself, Is there a trace on the market on the unique time in the sunscreen class with a logo a person would take and plug placed on their vehicle or surfboard? The reply used to be no, so he determined to put off the different — and for this reason, closing year, Sun Bum used to be got by SC Johnson in a deal that used to be reported to be round $400 million. 

In this day and age, he’s serious about Orro, a protein-essentially based meal replacement beverage that launched in July, which aligns with his suggestions about putting elegant products into the enviornment. Most fascinating to him, despite the indisputable reality that, he’s partnering with skilled surfers Cheyne Magnusson  and Kalani Robb to open a cutting-edge surf park called the Palm Springs Surf Club. So a ways they’ve been doing check runs, with plans to head stay in 2021. “I’m factual going, I luxuriate in browsing so mighty. Holy cow; I might perchance plug soar in the vehicle with my boys and rip out and plug surf for just a few hours at any time? Like, oh my God, right here is potentially the most entertaining investment ever.” Pure fun. Which used to be always the point.

Nonetheless there used to be a time when he’d forgotten that.


About a years into his beanie firm, Neff misplaced his formula. He enjoyed working intensely, hands in everything, however for a whole decade, he hadn’t gone on a hasten longer than three or four days. When he did, his family will possible be playing on some coastline whereas he used to be stressing out about events lend a hand on the set of business. He’d achieved the article every person warns about: Ought to you flip your passion into work, chances are you’ll perchance lose your passion.

Then he had an encounter that changed everything.

He used to be on the home of Larry H. Miller, the Utah businessman who owned the Utah Jazz basketball team and a slew of various enterprises. The home used to be perched atop a hill overlooking Salt Lake Metropolis. Neff asked him, “How does it if reality be told feel to factual sit at breakfast and gaze out at this metropolis and know that your team performs there, and that’s your movie show, and that’s the set you sell cars? Wild, elegant?”

Nonetheless Miller factual shrugged. “Successfully, stare upon me now,” he replied, pointing to a leg he misplaced from diabetes attributable to he did no longer contend with it smartly. He had spent his whole profession in overdrive, micromanaging every person round him until his nicely being used to be gone. “I had ideal of us round me my whole life,” Miller acknowledged, regretting that he hadn’t let them take extra responsibility and lighten his burden. “You would favor to make the most of life. You would favor to non-public balance,” he acknowledged. Miller handed away in 2009, at age 64.

The comment “blew my suggestions,” Neff recalls. He realized that he used to be making the same mistakes. Factual then, he started delegating, putting extra belief in the of us round him, letting of us unfold their wings and soar. Neff Headwear grew for this reason, making potentially the most of adjustments implemented by its unique COO, Roy Thorsen. If Neff might perchance give his younger self some guidance, he would counsel being mighty extra appreciative of every person round him. When business is peaking and likewise you’re having your 2nd, he says, “it’s straightforward to reflect you know plenty.” Nonetheless others in overall know extra. As glaring as that advice sounds, Neff can’t emphasize its significance sufficient.

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In this day and age, Neff is relying again on that elegant advice. As the enviornment adjustments, he’s staying alert to what patrons need — and what messages now no longer resonate. Encourage in March, I joined a conference name with his Seaside Condominium team, the set Neff used to be urging warning in how they marketed. “Gotta watch out,” he educated every person; an insensitive put up from one in all the influencers they work with, or pictures displaying crowds of of us, might perchance rapidly spiral into a PR disaster. He entreated a tone “much less about selling stuff” and further about “letting of us know we’re right here.” It’d be a colorful strategy: When I checked lend a hand in June, he acknowledged sales of Seaside Condominium Community products online were up 300 percent for the year — a just signal serious about everything happening. 

The pandemic has compelled Neff to construct adjustments in himself, too. Working remotely has made him realize how mighty time he faded to smash in airports, traveling to meetings that can also just closing easiest an hour. He has been extra efficient and is taking part in spending the overtime with his family. Neff additionally mentions he’s in particular stoked about striking out with his sons on the unique surf park next year. “It’s fun,” he says, speaking about why he does what he does, as if nothing has changed from the days of handing out these gold business cards. “I luxuriate in it.” 

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