Johnny Cupcakes

Johnny Cupcakes is a clothing company that was started as a joke by Johnny "Cupcakes" Earle  as a joke. He was having shirts printed for On Broken Wings, a metalcore band he was in, and decided to make a few cupcake shirts. The design became very popular and he began to mass produce, initially just selling out of the trunk of his car and at On Broken Wings shows. In 2003, he left the band to focus on the clothing line. The first Johnny Cupcakes store was opened in Hull, MA in 2005. Since then, stores have been popped up in Los Angeles and on Newbury Street in Boston.

How Johnny Cupcakes advertises itself
 - Small clothing/fashion business
 - Logo based off of the familiar image of a skull and crossbones

 - Not much exposure on TV, radio, or in magazines because it's such a small business

 - Bakery theme
 - Business magazines and blog reviews generate most of the publicity

 - Marketed towards an audience of teenagers and young adults

How Johnny Cupcakes is advertised on its website

 - Bakery theme (Clearance section labeled "Bakesale")
this is in the site's masthead too

 - The business has a very friendly, personal feeling (Blog and Story sections)

 - Great presents for Christmas time ("Stocking Stuffer!" label on small items)

 - Emphasis on the small business aspect (multiple pictures of all 3 stores' interiors)

State of Mind

I feel like Johnny Cupcakes as a clothing line expresses themselves as having the same personality as its creator: laid back, slightly goofy, non-corporate; a small business that makes fun, eccentric clothes for young people.

Their products are fairly overpriced ($35 for a t-shirt) but if you're willing to look past this to what your money is supporting: independent business, strong work ethic, and quality over quantity, including limited-edition items that are never reprinted after they sell out of the initial supply.

The fact that the business was started by accident by an creative and ambitious college dropout sends a message that if you're willing to work hard enough, take risks, and with a little bit of luck, you can be successful like Johnny Earle.