252: Collars & Co. and the Art of Obsession: Building Customer Loyalty from Scratch with Justin Baer

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In this episode of Navigating the Customer Experience, we talk with Justin Baer, an entrepreneur passionate about blending comfort and style into professional wear. Justin shares his journey from a tech-focused entrepreneur to founding Collars & Co., known for their innovative Dress Collar Polo — the perfect hybrid of dress shirt style with polo shirt comfort.

Originally a side project launched during the pandemic, Justin’s brand has grown exponentially, boasting over 300 SKUs, a 20,000 sq ft warehouse, and 20+ employees. Featured on Shark Tank, The Wall Street Journal, and Men’s Health, Collars & Co. is more than just apparel — it’s a community dedicated to excellence, integrity, and creativity.

Highlights Include:

• Entrepreneurial Journey: Justin always had a knack for business, growing up in a family where Wall Street Journals replaced Sports Illustrated. After years in tech and software, the discomfort of daily dress shirts in NYC inspired him to create a new kind of apparel.
• The Launch Story: Using a Shopify store, DIY photoshoots, and a TikTok video filmed by his daughter, Justin’s first shirts sold out almost immediately — proof of demand for stylish comfort.
• Customer Experience Focus: Transitioning from B2B to direct-to-consumer, Justin emphasizes constant learning, using data-driven A/B testing to refine online shopping experiences. They prioritize customer support, treating every customer "like a celebrity."
• Key Skills Sharpened:
  • Video editing and social media marketing (vital for brand building),
  • Accounting and financial acumen (essential for growth),
  • Customer service excellence (building a brand voice and culture internally and externally).
• Essential Tools: Shopify and Triple Whale (for e-commerce attribution) are vital to their daily operations.
• Book Recommendations: The Ultimate Sales Machine by Chet Holmes, highlighting the power of letting data sell for you.
• Customer Perspective: As a shopper himself, Justin values social proof, return policies, and responsive support — factors Collars & Co. strives to excel at.
• Expanding the Line: While Collars & Co. began with menswear, a women’s collection is underway, recognizing the significant demand and opportunity in women's fashion.
• What’s Next: Justin is excited about launching a performance dress shirt line in partnership with Arrow McLaren IndyCar Team, offering high-tech, cool-to-the-touch fabrics for modern professionals.
• Mindset on Challenges: Justin embraces adversity, viewing problems as opportunities to improve — a philosophy that has fueled Collars & Co.’s rapid success.

Find Justin Online:

• Website: www.collarsandco.com
• LinkedIn: Justin Baer
• Instagram/TikTok: @collarsandcoclothing

Closing Thought:
Justin’s story is a reminder that true innovation often comes from solving personal problems — with grit, creativity, and a commitment to excellence. Whether you’re looking for entrepreneurial insights, fashion industry tips, or inspiration to chase your own ideas, this conversation offers invaluable lessons.