EP144 - Tommy John founders Tom Patterson and Erin Fujimoto Erin Fujimoto and Tom Patterson are the founders of Tommy John, a vertically integrated consumer brand in the underwear category.  They have recently expanded to include direct to consumer, woman's apparel and are now opening their own stores. In this interview, we cover a wide range of topics including the origin story, direct to consumer versus wholesale, the challenges and opportunities of being a digitally native brand, omni-channel expansion, and the future of commerce. Don't forget to like our facebook page, and if you enjoyed this episode please write us a review on itunes. Episode 144 of the Jason & Scot show was recorded on Tuesday, August 8th from the eTail East tradeshow in Boston. http://jasonandscot.com Join your hosts Jason "Retailgeek" Goldberg, SVP Commerce & Content at SapientRazorfish, and Scot Wingo, Founder and Executive Chairman of Channel Advisor as they discuss the latest news and trends in the world of e-commerce and digital shopper marketing. Transcript Jason: [0:25] Welcome to the jason and scott show. This episode is being recorded live at the detail east trade show and rainy boston on wednesday, august eighth. I'm your host, jason retail. G goldberg. Unfortunately, scott had a personal conflict and couldn't make it, so you guys are stuck with me, but to make up for it, we have to really exciting guests for this episode. Tom patterson and aaron fujimoto are the founders of tommy john, a a digitally native vertical brand in the apparel and underwear category. Tom and erica, welcome to the show. Erin: [0:57] Hi, jason. Thanks for having us. Jason: [1:00] I am super excited to jump into it. I know you've listened to the podcast before, um, and one of the things we always like to start with is getting a little background from our guests about how they came into into your roles. So maybe tom. We could startwith you. Tom: [1:16] Shirt mind was not a natural transition. I'm a former medical device salesman i got in underwear but frustrated with the fabric fit and function in my undershorts, buying fitted suits, starting my dress shirts, and icouldn't figure out why are all the undershirts bagging boxy? So in two thousand eight, i had this idea and created some undershirts and started selling them online with aaron, and five months later, the follow it happened. I was laid off my medical sales job and i decided, you knowwhat? I don't want to be this could've would've should've guy have this idea? I want to see how far it can take it and cash up my four oh one k savings used my friends that all the credit card companies that financed the startupfrom there, that is a very cool origin. Jason: [1:56] That is a very cool origin story and it's crazy. If you had just gotten in a more casual job, we'd all be walking around with annoying t shirts that don't tuck in. Tom: [1:59] You have just got in a more casual job. We'd all be walking around with that noise. You're totally right. Jason: [2:07] Yes, say. Ah, thank goodness for the formal attire in the medical sales industry. Tom: [2:12] There'd still be a lot of guys talking their undershorts inside their underwear, which is not a great visual. So i think if i could be a part of saving that, i feel it's all worthwhile. Jason: [2:17] No, and thanks for putting that in my head. [2:22] Very cool. And, aaron, how did you come to the. Tom: [2:23] Michael and aaron, how did you come from? Erin: [2:25] So i actually have no business being in the apparel in fashion space, either. I transitioned from a career with jp morgan as a financial advisor, and i got the entrepreneurial bug when i was, there, and i actually started a small website selling organic products, natural prague, skincare, stuff like that. And i had a lot of fun with building that initial website and choosing all the products and getting the site launched. And then when it came to the marketing side of it, actually promoting the s