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Premium Merch Secrets: Inside the Apparel Industry with AS Colour's Justin Schlegel
From our latest Minibikin' Ain't Eazy podcast episode - Season 4, Episode 2
When it comes to building a premium brand, every detail matters - including the quality of your merchandise. In our latest podcast episode, we sat down with Justin Schlegel, Southwest Rep for AS Colour, to dive deep into what separates premium apparel from the rest of the pack.
The Journey from Friends to Business Partners
Justin and our CMO Jason have been friends for over 20 years, dating back to their high school days in Texas. What started as a friendship built around music, fashion, and shared experiences has evolved into a professional partnership that's helping elevate the Go Power Sports brand.
"I looked up to you as a fashion dude," Justin recalls about their early friendship. "You were always wearing either Hollister or Abercrombie double popped collars, and I was like, I want to be just like this dude."
But it was music that really cemented their bond. Jason introduced Justin to hardcore bands like Norma Jean and Every Time I Die, setting him on a trajectory that would influence his entire career path.
From Streetwear Dreams to Industry Reality
Justin's journey in the apparel industry began with his own brand, "Thick as Thieves," launched in 2006. This early venture taught him everything from sourcing blanks to screen printing, even leading to some guerrilla marketing tactics at South by Southwest.
"We made fake South by badges to get us into South by as a clothing line," Justin laughs. "We'd just tap them and walk by people holding boxes of stuff - empty boxes, but they were full of dreams."
This DIY approach opened doors to the backstage world of streetwear, where Justin met industry legends like Jeff Staple and learned the ins and outs of premium apparel.
Why Premium Blanks Matter for Your Brand
After years in retail buying and working with Printed Threads, Justin discovered AS Colour - a New Zealand-based company that's revolutionizing the blank apparel industry.
"When you're at this premium space, you're the leaders of this space, the merch needs to match that," Justin explains. "If you're gonna be premium leader on every level, you can't have a crappy T-shirt that isn't going to fit and that's going to get thrown away."
The AS Colour Difference
AS Colour has built relationships with major brands and artists including:
- Wu-Tang Clan (all tour merchandise)
- Paul McCartney
- Dallas Cowboys
- Dallas Mavericks
- Coldplay and Adele tours
What sets them apart? Quality, consistency, and a direct-to-decorator model that ensures better quality control and faster problem resolution.
Product Spotlight: What Makes AS Colour Special
T-Shirts
- The Staple Tee: Available in 75 colors, this is AS Colour's bread and butter
- The Block Tee: A premium entry-level option under $4 wholesale
- Heavy Faded: Premium heavyweight option ($11-12 wholesale)
Headwear
- Class Cap: Justin's personal favorite, available in 5-panel and 6-panel options
- Surf Cap: Water-resistant nylon in 50 colors
- Frame: Hard-structured front with curved bill, popular across all demographics
Beyond Basics
AS Colour offers a complete lifestyle line including:
- Bags and backpacks
- Swim/walk shorts
- Workwear and outerwear
- Socks and accessories
Proper Care for Premium Garments
Want your merch to last? Justin shares his pro tips:
- Wash in cold water - Maintains color longer
- Hang to dry - Prevents shrinkage and fabric breakdown
- Flip inside out - Especially for large prints or specialty techniques
- Use a steamer - Better than ironing for maintaining fabric integrity
"Every time you clean your lint trap, that lint is literally your clothing dying," Justin notes, emphasizing why air drying is crucial for longevity.
The GPS180 Connection
AS Colour is proud to be a title sponsor of our upcoming GPS180 Minibike Race. They're providing banners, promotional materials, and helping us create memorable merchandise for this premier minibike racing event.
"I'm stoked to be a part of it," Justin says about GPS180. "The loyalty in this community, it's such a merch-driven space."
Building Relationships in the Industry
What impressed us most about working with Justin wasn't just his product knowledge, but his approach to business relationships. Even though he and Jason were longtime friends, Justin still went through a full audition process to earn Go Power Sports' business.
"You knew me, we were friends, and you still made me go through an audition process," Justin recalls. "It made me question myself, but I appreciated it. It's a fun memory, and it helped me gain the confidence I ultimately moved on from Printed Threads with."
The Future of Premium Apparel
AS Colour is expanding beyond the decorator market with plans for brick-and-mortar retail locations in the US. They already operate 26 retail stores internationally and have a direct-consumer website at ascolour.com.
For smaller groups and mini bike clubs looking to create custom merchandise, Justin recommends working with established decorators like Printed Threads who can access AS Colour's premium blanks and pass along better pricing based on their volume relationships.
Connect with AS Colour
Ready to elevate your merchandise game? Here's how to get started:
- Website: ascolour.com
- Contact Justin: justin.s@ascolour.com
- Instagram: @ascolour
For decoration services, contact our partners at Printed Threads, who transform AS Colour blanks into the premium Go Power Sports merchandise you see at events and online.
Want to hear the full conversation? Check out the complete episode of Minibikin' Ain't Eazy Season 4, Episode 2 on our YouTube channel. Don't forget to subscribe and hit the notification bell for more industry insights and minibike content!
Ready for GPS180? Visit gps180race.com for event details and registration information. See you at the track!