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Bali → China → Dubai → back in Spain.
A few years ago, this brand existed only in my head. Now I’m standing in a warehouse with thousands of pieces in stock and every seconds orders to fulfil.
I go to bed excited to wake up.
And all I can think about is how much bigger we can build this.
We’re just getting started.
My algorithm is trash. Time to reset it.
Here's who I am and why I'm on X.
I'm Cas. 11 years ago I started in fashion and ecom.
Brand 1: took a logo to a local print shop and pressed it on shirts.
Sales: 0.
Brand 2: my first Shopify store, no knowledge. Fashion was my passion.
Then I lost a lawsuit because I never registered the trademark.
Sales: 20k
Brand 3: streetwear. Shoots in Paris, the best designs. But not scalable. Too much money in stock, zero knowledge.
Sales: 38k.
I never quit fashion.
But I needed cash to make my brands big, so I tested everything else:
21 failed dropshipping stores
a Meta ads agency
a Creative agency
Building webshops
faceless YouTube cash cow channels
Brand building and branding advice
I tried it all, next to my brands, to fund the real thing.
11 years later, 2 years into a luxury, handcrafted fashion brand:
Sales: 10M revenue, known worldwide.
Not celebs as promotors, but celebs as customers, all can change real quick.
I'm here to share the real numbers, the mistakes and the process.
Who are you and what are you building?
Let's connect.
quick stop in the netherlands to see family, now locked in for a week in a house in the woods.
this weekend is the biggest weekend in the history of the brand.
we’re going for a 100k day record 🔥
NEW HIRE FOR OUR 8-FIGURE FASHION BRAND 📰
We’re looking for an exceptional full-time Creative Strategist.
You understand Meta ads and performance marketing.
You know why one creative scales and the next one dies, and you turn that into concepts and briefs that actually convert.
You’ll work directly with our creative specialist and video editors.
Paid based on quality and experience only. No degrees, no fancy titles.
Think you’re one of the best?
Comment “CREATIVE” below, then DM me your best work, track record and experience.
Cas retweeted
Realization of the day, lol.
Give a monkey A.I. and it'll still be a monkey with A.I.
Post-AI knowledge is so important.
Update on the shopify hold.
still 10% of our payouts held for 120 days, that money only comes back on feb 19 2027. so after black friday and after christmas.
5 days later and we still only get automated AI answers. we pay for shopify plus, so i think we should have a dedicated account manager, one real person who knows our store.
@tobi @Shopify
🚨❌Shopify gives out millions in capital to merchants all over the world. But a 2 year old luxury brand with 31% returning rate and zero fraud? apparently that’s a risk.
Hopefully get some help from my connections 🙌🏽
Today Shopify put a hold on our payouts 10% of every sale locked for 120 days because of “increased chargeback risk”.
6 weeks before Black Friday, the moment we worked the whole year for.
We didn’t even hit the threshold.
2 years ago i started this brand with nothing but an idea. today we’re a luxury fashion brand selling worldwide, with $10M in sales on Shopify.
31% of our customers come back to buy again, and our return rate is 3% in fashion, where most brands see 20 to 30%.
We never had a single hold.
And we run this tighter than almost anyone on their platform. our customers are international, they travel and live abroad, so billing in one country, shipping in another and an IP from a third is normal for us. that’s why every medium and high risk order is reviewed by hand. this month 29 orders were flagged, all 29 were checked, and not one was fraud.
Every flagged order goes on automatic hold and nothing ships before it’s reviewed. our team checks held orders every business day, and if a customer can’t be verified the order is cancelled and refunded. you can only buy what’s physically in our warehouse, with stock updated daily. if there’s a delay we contact the customer first with a confirmed ship date, if we can’t restock within 14 days they get a full refund, and every chargeback is answered with full evidence.
We sent all of this to their team and still a system that never really looked at us decided to punish us. We pay for Shopify Plus and not one human can explain it or take it back.
This isn’t risk management. This is destroying the brands that do everything right instead of no shippers or blackhats.
@tobi @harleyf @Shopify you say Shopify is built for founders. Prove it. Get someone to look at this today and lift the hold before Black Friday please.
Ecom twitter, if this ever happened to you, say it under this post. i need your help to get this seen. a repost means everything right now 🤝
🚨❌Shopify gives out millions in capital to merchants all over the world. But a 2 year old luxury brand with 31% returning rate and zero fraud? apparently that’s a risk.
Hopefully get some help from my connections 🙌🏽
Today Shopify put a hold on our payouts 10% of every sale locked for 120 days because of “increased chargeback risk”.
6 weeks before Black Friday, the moment we worked the whole year for.
We didn’t even hit the threshold.
2 years ago i started this brand with nothing but an idea. today we’re a luxury fashion brand selling worldwide, with $10M in sales on Shopify.
31% of our customers come back to buy again, and our return rate is 3% in fashion, where most brands see 20 to 30%.
We never had a single hold.
And we run this tighter than almost anyone on their platform. our customers are international, they travel and live abroad, so billing in one country, shipping in another and an IP from a third is normal for us. that’s why every medium and high risk order is reviewed by hand. this month 29 orders were flagged, all 29 were checked, and not one was fraud.
Every flagged order goes on automatic hold and nothing ships before it’s reviewed. our team checks held orders every business day, and if a customer can’t be verified the order is cancelled and refunded. you can only buy what’s physically in our warehouse, with stock updated daily. if there’s a delay we contact the customer first with a confirmed ship date, if we can’t restock within 14 days they get a full refund, and every chargeback is answered with full evidence.
We sent all of this to their team and still a system that never really looked at us decided to punish us. We pay for Shopify Plus and not one human can explain it or take it back.
This isn’t risk management. This is destroying the brands that do everything right instead of no shippers or blackhats.
@tobi @harleyf @Shopify you say Shopify is built for founders. Prove it. Get someone to look at this today and lift the hold before Black Friday please.
Ecom twitter, if this ever happened to you, say it under this post. i need your help to get this seen. a repost means everything right now 🤝
everybody talks about revenue, nobody talks about how it feels to build something unreal 🎟️
felt every word of this one @samposthuma (and branding on point @javizavalaa)
Hey @finkd @Meta
We were genuinely honored to be invited to test Meta’s new $550/month Meta One subscription.
But what followed has been an absolute disaster.
We’ve built an 8-figure fashion brand, with over 200,000 followers. Our account had been verified for TWO YEARS without a single issue.
Then we switched to your new subscription.
Our blue badge disappeared because of what appears to be a bug in Meta’s own subscription backend. Four weeks later, it’s still gone.
We’ve spoken to more than 15 support agents. Nobody can fix it. Nobody takes ownership.
Even your own AI support gives completely contradictory answers. One minute our subscription is active, the next our verification is rejected, then pending, then waitlisted.
Meanwhile, we’re paying $550/month for supposedly premium support.
This isn’t an eligibility issue. We were already verified for two years. The problem started when we followed Meta’s invitation to switch subscriptions.
All we’re asking is for someone with actual technical access to investigate the backend, correct our subscription status, and restore the verification we already had.
Maybe it’s time to spend a little less energy pushing AI and a little more fixing the infrastructure your businesses depend on.
Premium pricing means nothing without premium service.