The trio initially leaned on the "Girl Scout cookie method," selling their first batch of A-frame hats to friends and family in just 36 hours. What began as a cathartic outlet for venting about the realities of fatherhood quickly evolved into a streetwear staple. By avoiding the typical "goofy" dad tropes—like beer-swilling stereotypes—and focusing on high-quality, authentic branding, they captured a massive audience. Today, the company has moved over one million hats and secured shelf space in more than 200 Lids stores nationwide.
In section Leadership
How a $750 bet on dad culture turned into a $35 million apparel brand
When Bart Szaniewski, Grant Eastey, and Ejay O’Donnell pooled $750 to print 100 snapback hats in 2022, they weren't chasing a corporate empire. They were looking for a way to swap stories about sleepless nights and diaper blowouts. Two years later, that apparel brand, Dad Gang, has hit $35 million in lifetime revenue.
Growth remained organic, driven by daily social media engagement and a community-first approach that resonated with both everyday fathers and celebrities like Post Malone and Mookie Betts. As the brand scaled, the founders maintained a strict focus on affordability, keeping their signature hats priced at $35. This week, the company reached a new milestone by bringing on entrepreneur Gary Vaynerchuk as a partner and strategic advisor. For the founders, the success is less about a rigid business plan and more about "work-life integration," balancing the demands of running a retail business with the school runs and family routines that inspired the venture in the first place.
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