STUDIO NOIR · Apparel Line
Phase 1: small print-on-demand drop. Zero inventory. Zero warehouse. Zero merchandising overhead.
Phase 2: real apparel line launched at flagship with Core, Invitational, and Founders sub-collections. Owned production, in-club boutique.
Owner: Taj Hines, Founder + Creative Director (all Phase 2 apparel decisions). Strategic sponsor: Trill Walker, CSO (Phase 2 supply chain). Merchandising lead: TBD Phase 2 (recruit ex-Alo or ex-Bandier buyer).
1. Phase 1 thesis
STUDIO NOIR apparel Phase 1 is not a revenue engine. It’s a membership badge.
Phase 1 does three small things: 1. Gives Founders a signature piece they get once per year that isn’t for sale to anyone else 2. Puts the STUDIO NOIR wordmark on members’ bodies without inventory risk 3. Tests member appetite for the eventual Phase 2 real line
Phase 1 revenue expectation: $500-$900/month (very small). Full apparel revenue economics kick in at Phase 2 flagship.
2. Phase 1 print-on-demand approach
Supplier
Printful or Printify as the print-on-demand platform. They print + ship the item when a customer orders it. Zero inventory. Zero warehouse. Zero risk.
Phase 1 SKUs (3 items)
1. Signature tee - STUDIO NOIR wordmark, small, chest or hem placement - Fabric: 100% cotton, mid-weight, in Black Noir or Soft Cream - Retail: $65 - Print cost: ~$22 - Net margin: $43
2. Members-only tote - Signature wordmark, embroidered or debossed on cream canvas - Retail: $45 - Print cost: ~$16 - Net margin: $29 - Given to The Founders charter cohort as part of their welcome package (not sold to general public until Phase 2)
3. Signature grip aid (private label) - Direct from a pole industry supplier (Xpole, Lupit, or similar with private-label capability) - STUDIO NOIR-branded container - Retail: $35 - Cost: ~$12 - Net margin: $23
Total Phase 1 catalog: 3 SKUs.
Where to sell Phase 1
- Small display at concierge desk (small tray, 6-10 units on display at any time)
- Sold at reception in-person only Phase 1 (no e-commerce Phase 1)
- Members and guests can purchase after class
Phase 1 volume expectation
- Signature tee: 5-10 units/month
- Grip aid: 3-6 units/month
- Members tote: given not sold Phase 1 (30 total to Founders)
Blended monthly revenue: $400-$800 net after cost of goods.
3. Phase 1 The Founders piece (annual, not for sale)
Once a year, The Founders charter cohort (max 30 members) gets a limited apparel piece that is not for sale to anyone else.
Y1 concept: a heavyweight cotton crew sweatshirt, cream, STUDIO NOIR wordmark subtly embroidered, “The Founders 2027” small tag inside collar.
Cost per unit: ~$45 (short-run screen printing or embroidery) Given to 30 Founders once a year: $1,350 annual cost, budgeted as marketing / member retention (not merch)
Delivered at the annual Founders’ Dinner (Phase 2 has quarterly Founders’ Dinners, Phase 1 has an annual one).
4. Phase 1 what we do NOT sell
- Athletic wear (leggings, sports bras, athletic tops) — these need real fabric testing and sizing that print-on-demand doesn’t handle well
- Recovery products (grip aids beyond the private-label one, muscle rollers, cold plunge accessories) — Phase 2 has these
- Third-party brands — Phase 2 curated boutique
- Home goods, candles, ceramics — Phase 2 boutique
- Skincare / personal care — Phase 2 STUDIO NOIR house line
5. Phase 1 pricing philosophy
- Higher than commodity, lower than luxury boutique
- Members get 15% discount at Studio tier
- No sales, no promotions, no discount codes to public
- Print-on-demand means we don’t over-order, don’t discount, don’t waste
6. Phase 2 apparel line (preserved for reference, rebuilt in 2028)
Phase 2 flagship apparel is a real business. Three tracks:
Track A: Studio Performance
Technical pole, dance, and floorwork line. Core brand identity. - Bralettes, tops, pole shorts, dance leggings - Custom fabric development with a boutique athletic manufacturer - Sub-collection: STUDIO NOIR Studio Performance
Track B: Recovery + Lounge
Post-class layers, robes, lounge sets. Members wear after class, at home, traveling. - Signature Frette-collab robe with STUDIO NOIR embroidery - Cashmere-blend loungewear - Sub-collection: STUDIO NOIR Recovery
Track C: Editorial + Statement
Once-a-drop pieces tied to seasonal moments or THE NOIR INVITATIONAL. - Sub-collection: STUDIO NOIR Invitational (once a year, tied to competition) - Sub-collection: STUDIO NOIR Editorial (seasonal drops)
Phase 2 line roles
Three roles the line must play:
- Revenue: 15-20% of total club revenue by Y2 of Phase 2, 25-30% by Y3, blended DTC + in-club + wholesale
- Membership retention: members who own 3+ STUDIO NOIR pieces churn at less than half the rate of members with zero (Equinox and Barry’s benchmark)
- Brand carrier: every piece walking out of an RTP corporate gym bag or the RDU airport terminal is a paid ad
Taj is the aesthetic thesis. She’s not modeling the line. Every campaign, drop, look book leads with her.
Phase 2 owned production
- Custom fabric development (nylon-spandex blends for Studio Performance; cotton and cashmere blends for Recovery)
- Manufacturing partner: US or Portuguese production for luxury tier
- Owned inventory (warehouse via 3PL)
- E-commerce on studionoir.com/shop
- Physical boutique inside the flagship (see 11_RETAIL_APPAREL/01_MERCHANDISING)
Full Phase 2 apparel line spec rebuilt in 2028 alongside Phase 2 hiring (Retail Merchandising Manager) and Phase 2 capital.