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In this episode of Winning With Shopify, host Nick catches up with James Hunt – dad, storyteller, and founder of SAA Clothing. It’s a heartwarming (and at times hilarious) chat about building a brand with purpose, learning on the job, and how a single hoodie can spark powerful conversations.
From Blog Posts to Box Loads of Hoodies
James didn’t set out to start a clothing brand. Over 10 years ago, he began writing about life as a dad to two autistic boys, just to help friends and family understand. What started as honest blog posts quickly became a much bigger thing – a whole community of people who felt seen and supported by what he was sharing.
That community eventually became Stories About Autism – and from there, SAA Clothing was born.
Launched in late 2022, the brand creates clothing with powerful, positive messages around autism. The goal? To make people feel less alone and help others understand what autism really looks like – beyond the labels.
A Massive Launch – and a Bit of Chaos
The first ever launch weekend? £50,000 in orders. Yes, really. James hit the button on 1st December, expecting a few sales. What he got was an avalanche of orders – and 70 boxes of hoodies arriving at his house days later.
“We thought this was going to be a nice little home business,” he laughs. “Turns out we needed a warehouse.”
Cue late nights, pizza on the living room floor, and a lot of scrambling to get everything packed before Christmas. “It was amazing – but wild.”
Real People, Real Impact
SAA Clothing is more than just slogans on shirts. Every design is rooted in lived experience – from the bestselling Love Needs No Words hoodie (inspired by James’ non-speaking sons), to the small but mighty team behind the scenes. Everyone involved is either autistic, neurodivergent, or a parent or carer.
They’ve even opened a physical shop with a sensory room – so kids can chill out while parents chat. “A lot of our customers just want somewhere to talk. The clothes are the start of the conversation,” James says.
And sometimes, that conversation turns into something even bigger. At least 10 people have had Love Needs No Words tattooed on them. Talk about brand loyalty!
Growing with Heart (and Learning as You Go)
Despite the early success, James admits he’s still figuring it all out – from email marketing to what makes a good sales month. So far, most of their growth has come from social media and community support.
“We haven’t done any paid ads yet,” he says. “It’s been all organic – through Instagram, Facebook and TikTok. But that’s probably the next step.”
He’s also writing a book, sharing more about his life, parenting journey, and how different doesn’t mean less.
Check out the full podcast episode here.
This episode was brought to you by Nick Trueman, Director of PPC & SEO Agency, Spec Digital.