Meet Marshall.
At 22 years old, the dude has already built a streetwear brand that generates $100K from a single online drop – in the time span of just 30 minutes.
But let’s get one thing straight: This isn’t a story about a rich kid playing around with inheritance money.
A self-proclaimed misfit, Marshall’s story has had its fair share of less-than-glamorous moments, from adoption to loss.
Our head of social, Austin, flew out to Irvine, California, to catch up with Marshall and figure out how he turned his tough upbringing into Tamed Psychotic, a potential multi-million-dollar brand.
Marshall’s backstory: Turning personal tragedy into triumph
If you caught up with Marshall these days, you’d probably be fooled by the drip that he’s always had it easy.
I mean, have you seen that car?
But as I said in the beginning, Marshall has faced his fair share of trials and tribulations – much more than the average 22-year-old.
“What was your life like with your parents?” Austin asks from the passenger seat during an idyllic sunset drive.
“Not great,” Marshall opens, “Long story short, I was adopted. I was five when my mom passed from skin cancer.”
“I had a lot of developmental issues,” he continues. “I had something called reactive attachment, which is essentially where you just can't bond with anyone, and you don't trust anyone.”
While it’s a pretty rare diagnosis, children who form reactive attachment disorder are usually more likely to be uncomfortable with and reject affection and lack internalized social rules and regulations.
Basically, it’s a trauma response – and an understandable one when a child loses their primary caregiver.
Heartbreakingly, this wasn’t Marshall’s only loss as a child.
“When I was 17, my adoptive mom then passed in a car accident,” he continues.
“That shaped me. Without those experiences, I wouldn't be the man that I am today.”
But it wasn’t all unhappy memories.
Marshall is the kind of guy who can make you feel completely underdressed just by standing next to you – and it turns out that innate sense of style was a byproduct of his childhood, too.
“I've always loved clothes,” he reveals.
“My mom did trunk shows whenever I was a kid, so I'd watch her sell her little rack of clothes to 30 or so Facebook moms in our living room. I think that's what sparked it, initially.”
Marshall also recalls fondly spending hours creating characters on Lego Star Wars, curating their outfits and accessories from head to toe.
“I think those are the two things that sparked my love for clothing design, product development, stuff like that.”
Tamed Psychotic: A streetwear business built between best friends
“Your business is essentially a clothing brand, right?” Austin asks.
“Yep. Selling clothes for a little over a year now,” Marshall explains.
The designs aren’t just about looking cool; they’re about making a statement.
The entire brand carries an understated confidence that resonates with its audience, many of whom are fed up with flashy, overhyped streetwear.
“I have a background in working with clothing brands, though, from product development to design, creative direction, and affiliate marketing.”
But just to be clear – Tamed Psychotic isn’t a one-man show.
Marshall runs the business with his best friend, Joey, and together? They’re a f*cking powerhouse.
“You guys are running a clothing brand at 22 years old, spending $70K on one drop! Did you guys see this for yourselves even two years ago?”
“I knew it was going to sell clothes eventually,” Marshall nods.
“I'm pretty big on the numbers, the data, seeing what's going wrong, seeing what's going right, what kind of return customer rate we have, all that stuff,” Joey explains.
“And then Marshall's big on the product development and creative direction. Overall, a lot of our marketing does come through his personal brand.”
Marshall had been building his own personal brand through college, focusing on gym content for the most part.
However, once he started focusing on his true passion for clothing and personal style, his audience grew even more.
Now, Marshall has amassed over 1M followers across Instagram and TikTok, leading to brand deals and affiliate partnerships that help him fund Tamed Psychotic.
“Were you guys reinvesting all your money from influencer brand deals and all that stuff?” Austin asks, clearly still trying to figure out how these dudes can spend so much preparing for a single drop.
“Yeah, there's nothing held back,” Marshall explains.
“The most I've taken profit in the past six months, in a month, is probably like $5K.”
“And my info product agency is my way of not pulling funds from the brand,” Joey adds.
What does Tamed Psychotic even mean?
“If I could describe the brand in three words…I would say American, badass, conservative.”
That’s definitely the vibe I’m getting, with most garments incorporating motifs of guns, barbed wire, and block typography. There’s a lot of greys, whites, blacks, and a healthy dose of red mixed in.
But the pieces don’t scream for attention – it’s as though they demand it through attitude. I guess that’s where the ‘badass but conservative’ vibe comes in. It’s showing strength without needing to be loud about it.
“We dropped these hats the day Trump got elected, and I just thought it was funny,” Marshall laughs, spinning a red cap on his finger with embroidery spelling MAN OF WAR.
“So obviously, I played into that for sure,” he smiles.
I can’t lie, Marshall’s designs are sick. But I was even more impressed to learn about the thought he puts behind each collection – rather than simply designing what looks cool.
“We're calling this collection Shattered Faith, and it's largely centered around the idea of a man being abandoned,” Marshall explains, showing off a garment rack packed with shirts, jeans, hoodies, and hats.
“I experience very strong emotions, very strong feelings. I love expressing the aftermath of those feelings and understandings through a collection.”
Perhaps this is part of what Marshall said when he gave thanks for his upbringing, which was as difficult as it was.
His deep-rooted emotions, once held captive by trauma, have been catalyzed into a gift.
“I'm about to post a video that cost me $10K,” he reveals.
“It's essentially a short film about the experience of the male anguish that every guy goes through whenever they lose a girl, right?”
There’s a sense of solemness that follows, and I very much get the idea that Austin and Joey can relate.
“Even if it doesn't perform well, even if it gets no engagement, people see the effort, and they'll automatically become invested.
That's the hope, anyway.”
Tamed Psychotic represents a certain mentality that’s shared by its wearers. These are clothes for people who actually make moves, rather than just talking about them.
It becomes evident while he speaks that Marshall’s brand is his outlet, allowing him to channel his inner emotions and worldviews. And judging by the success of the Black Friday launch?
He’s created something that resonates hard with others, too.
Launching a successful Black Friday campaign
So let’s get into it – how on earth did Marshall and Joey make 100K in 30 minutes from a single Black Friday drop?
They planned every last detail – meticulously.
For full transparency, the boys were more than willing to let Austin sit in on the live launch, which was a first for us.
But before we got to that, we had some questions. Firstly, what did this holiday drop cost them?
“For reference, Black Friday is like, 4x inventory. So this is our biggest drop by far,” Joey explains.
“Yeah, it's definitely our biggest, most ballsy, risky bulk order we've ever placed, bro,” Marshall laughs.
Let’s talk numbers.
Overall spend:
“Honestly, we've spent almost $70K this month,” Marshall begins.
“Holy f*ck!” Austin laughs, shaking his head.
“Yeah, so a little over $50K on the bulk order, and then we've put about $12K into the marketing campaign.”
Part of that marketing campaign included shooting the short film Marshall mentioned earlier, which the boys flew out to Utah for.
“Just for reference, we've never done any sort of paid production for the brand, ever.”
And for a brand as niche as Tamed Psychotic, it makes sense. Cookie-cutter approaches to ecommerce marketing aren’t going to work here.
“We like to pay attention to the details,” Marshall explains.
“What did you guys do on your last drop?” Austin asks, wondering if the boys are prepared for the traffic they’re about to get on their site.
“We did three or four items, not too much. Made just under $50K. The last drop was kind of a prime for this one.”
Overall profit:
“This is our most planned out pre-production, post-production drop we've ever done,” Joey tells the camera, minutes out from the launch.
“Six months of product development, three months of marketing, strategizing, hopefully, our best collection yet.”
The whole team is huddled together inside a Corona Del Mar kitchen, preparing to drop.
“You want to send the text one minute before?” Marshall suggests. “That way, everybody's going to be on the site, we want to see people waiting on the website!”
A text is dropped to Tamed Psychotic’s 12,000 mobile subscribers, and all eyes are fixed on the Shopify backend.
Within seconds, the visitors start pouring in.
Minutes later, sales notifications begin to ping through Marshall’s phone.
The excitement in the room is palpable – and it’s not just Austin’s good video editing.
5 minutes later, the boys have made $50K in sales.
“We dropped 26 minutes ago,” Marshall says, gleaming.
“We're currently sitting at $98.5K in sales. If we can get to $100K in the next four minutes, that'll be $100K sales in just thirty minutes.”
“Sold out, bro,” Austin says as he shows his phone to the camera, “I tried to get a large, already cucked!”
The boys huddle together with bated breath as the sales ticker reaches $99,590.
One auto-refresh later, and it’s soared to $100,189.
There’s a lot of hollering happening, and I find myself cheering, too.
That sh*t was crazy.
Mastering the art of building a streetwear brand
Marshall and Joey launched Tamed Psychotic in 2023, and getting to this point hasn’t happened overnight.
When you compare this drop to their previous drop, it’s obvious there’s been some serious hustling happening.
“Last drop, we made $30K in 20 minutes,” Marshall explains.
“And then you made $80K today in 10 minutes!” Austin laughs.
“So let this sh*t be a lesson,” he says, turning to the camera. “These guys are all like 22, even 19. All they decided to do was f*cking take action and go after what they wanted.”
There’s a sense of pride I get as I’m watching along. Learning Marshall’s history and what he’s overcome to get to where he is now, with no shortcuts? That’s impressive.
And it’s all the more impressive seeing him build a legacy with his boys, day in and day out.
“We did that shit,” Marshall laughs.
“Phil and I were up until 5 AM the day before. I was up till about 2 AM last night getting the website done. We filmed and responded to people for like, 16 hours.
The whole team killed it.”
Learn to build a streetwear brand with Marshall
Sure, streetwear is clothing. But it’s also a movement. One about identity, expression, and individuality.
And if there’s one thing that’s clear from Marshall’s journey, it’s that he’s all about helping others who also feel like misfits to tap into their self-expression and build something of their own.
That’s exactly why he created Urban Unity, a community for aspiring streetwear brand owners, designers, and entrepreneurs who want to create something meaningful – and make money doing it.
At just 22, Marshall’s already hit milestones most people dream of (like making $100K in 30 minutes from a single launch, no biggie). The dude gets it. So, who better to learn from?
If you’re serious about building a streetwear brand that stands out in a crowded market, there’s no better mentor than someone who’s done it all from scratch – and in record time.
What you get joining Marshall’s whop
This isn’t a tutorial on making a t-shirt and slapping a logo on it.
Once you join Urban Unity, Marshall will guide you through the process of developing a unique brand identity, just like his.
He'll show you how to create a brand that speaks to your customers, reflects your values, and stands out in a crowded market.
Plus, Marshall’s own experience working for clothing brands across design, development, and affiliate marketing means he knows exactly how to make your label impossible to ignore. You’ll learn how to build hype and visibility, two things key to streetwear sales.
Dream of taking your own clothing brand from sketchbook to reality?
If you’ve got an idea for an ecommerce-based clothing brand, you can make it happen. And while you could do it alone, success will come a lot easier (and faster) with the right mentor.
Join Urban Unity and get immediate access to resources that clearly break down all you need to know – from brand identity to marketing strategies and even navigating production challenges.
