Branding in the Digital Age: How to Build a Standout Brand Today

An Interview with Ranger Founder Max Amdon

Esteban: Max, thank you for taking the time to do this. Let’s start with a foundational question. Can you give us an introduction to yourself and the story behind Ranger?

Max: Absolutely. I’ve been running Ranger for almost five years now. It started as a small fashion brand, kind of an “internet brand,” though I don’t really like that term. It has a streetwear-adjacent vibe with a grungier feel. Initially, it was just a hobby, a side project, but it blossomed into a full-time career. Back then, it was less about structured goals and more about exploring my interests in fashion.

Esteban: What did that hobby look like in the beginning? Were you screen-printing t-shirts in school?

Max: Sort of. I did learn how to screen print, but I’ve never been super hands-on with the production side. I design all the garments, custom measurements and all, but the hands-on work was limited. It started back in high school with a knit sweater. The design was simple, and I didn’t even think it would go anywhere. From there, it grew drop by drop, and I kept learning through trial and error.

Esteban: Was the original purpose self-expression, or did you always intend to build a brand?

Max: It was always about building a brand. I didn’t have a clear direction when I started, as most people don’t. Over time, Ranger evolved into something that reflects my entire life. It went from a side project to something that defines my daily existence. The brand and I are intertwined now. Every decision I make creatively or personally is influenced by how it aligns with Ranger.

Esteban: What do you think resonated with people? Was it the product, the creative direction, or the story?

Max: A mix of all three. I launched at a perfect time when Instagram was thriving with archive accounts that posted simple product shots—clothing on white backgrounds. That era, around 2019-2020, was huge for internet brands. I had one of those accounts, and it really helped small brands like mine get noticed without needing big-budget photoshoots. It created this raw, authentic vibe that people connected with because it was all about the product.

Esteban: How did that opportunity materialize for you? Was it a viral product or consistent growth?

Max: It was gradual. I never had a single breakout moment; it was about consistency. I released drops every three months for the first two years. Each drop had at least one standout product that gained traction, mostly through those Instagram archive accounts. They were instrumental because they allowed brands like mine to thrive without the need for heavy marketing budgets. It was like finding the perfect loophole in the system.

Esteban: When did you realize Ranger had real potential beyond being a hobby?

Max: Around the second or third drop. My first drop was a knit sweater with a baby angel design. It did well, and the following drops also performed strongly. I was making decent money for a high school student, which made me think, “This could be a full-time career.” I went to fashion school for two years, but after the first year, I knew I wanted to focus solely on Ranger. Even though I finished the second year, my mind was already made up.

Esteban: Did you study fashion design?

Max: Yes, I did. But honestly, most of what I’ve learned has come from real-world experience. School gave me the basics, but running Ranger has been the real education.

Esteban: How did your early production process look? Were you working with local manufacturers?

Max: I outsourced everything overseas, even from the beginning. I focused on design and used Photoshop for mock-ups. I handled sample development and organized photoshoots for pre-orders. The pre-order model helped manage costs because I didn’t have to front large amounts of capital. Now, I don’t rely on pre-orders as much. Most items are ready to ship, though I occasionally run limited pre-orders for high-demand pieces.

Esteban: What were your biggest mistakes early on?

Max: Being too derivative of other designs. I’d create something, get excited, and rush to produce bulk orders. A month later, I’d realize it looked too similar to existing products and scrap the whole batch. Thankfully, I was making enough money to absorb those losses. Over time, I learned to find my unique voice as a designer. Also, I rushed production decisions without letting samples marinate. I’d order bulk right after getting a sample, only to realize later the quality wasn’t up to par.

Esteban: Financially, how did you sustain the brand in the early days?

Max: I’ve never had investors. It was all about reinvesting profits. For the first two years, I released small drops every few months, and the profits from each drop funded the next. As the brand grew, I expanded to full seasonal collections with double-digit looks. It was all about keeping the momentum going without overextending financially.

Esteban: How has Ranger evolved internally? What improvements have you focused on?

Max: Everything from product quality to creative direction has improved. Interestingly, I’ve recently scaled back on sample production. For one collection, I made 80+ samples but only released 18. That was a costly mistake. Now, I focus on fewer, more refined pieces. I’ve also become more disciplined creatively, ensuring each product aligns with the brand’s identity.

Esteban: What does scaling up mean for you?

Max: It’s about building Ranger’s world and refining my creative identity. Financial growth is important, but I’m more focused on creating products that align with my vision. That said, I have everything planned out until late 2025, which helps with strategic growth. It’s about maintaining a balance between artistic integrity and business sustainability.

Esteban: Tell me about your team.

Max: It’s small—just me, an assistant who handles logistics and customer service, and an intern who helps with development tasks like tech packs. I still oversee design and most manufacturer communications. Having a small team allows for better creative control, but it also means I wear many hats.

Esteban: How do you plan marketing campaigns and manage inventory?

Max: I analyze past performance to predict what will sell and plan accordingly. I identify potential “winners” in each collection to push as the face of the drop. Marketing has shifted back to traditional elements: strong photography, great models, and compelling visuals. I invest in both organic marketing and ads, with a focus on conversion. Budget allocation has become more strategic over time, ensuring every dollar spent brings value.

Esteban: What are your biggest current challenges?

Max: Manufacturing issues, for sure. Delays, quality control, and finding reliable partners are ongoing struggles. On a personal level, detaching my self-worth from the brand’s success is tough. When Ranger thrives, I feel great, but setbacks hit hard. It’s a constant battle to separate personal identity from professional outcomes.

Esteban: If you had to start over, what would you do differently?

Max: I’d slow down. Early on, I rushed ideas without letting them marinate. Now, I sit with concepts longer to ensure they truly resonate before moving forward. It saves time, money, and creative energy. Also, I’d focus more on building a strong brand identity from the start.

Esteban: Any final advice for aspiring designers?

Max: Focus on consistency. Your design skills and brand identity will evolve naturally over time. Be patient, stay true to your vision, and let the process unfold. Also, don’t underestimate the power of quality photography and authentic storytelling. Those elements can make or break a brand.

Esteban: Thank you, Max. This was insightful.

Max: Thank you. I appreciate the opportunity.