Wes Horbatuck and Greg Orfe bring entrepreneurial passion and innovation to the world of watersport apparel and ecommerce. 

As founders, Wes and Greg have navigated the high barriers of entry in the apparel industry, scaling Driftline from concept to a Shark Tank-featured brand recognized in Forbes, Outside, and The Inertia. Wes brings expertise in guerrilla marketing and brand growth, while Greg specializes in operations and supply chain optimization, making them a dynamic duo in ecommerce innovation.

With a commitment to helping athletes "meet their moment," they’ve crafted efficient ecommerce strategies, streamlined their Shopify-powered website, and built a brand focused on resilience, quality, and performance. Their story reflects a passion for innovation and entrepreneurship, inspiring others to take bold steps toward success in a competitive landscape.

In This Conversation We Discuss:

• [00:39] Intro
• [01:23] Testing prototypes and validation
• [02:29] Realizing the product’s potential beyond surfing
• [03:57] Creating a product for the location
• [05:24] Dealing with manufacturing challenges
• [07:36] E-Commerce and website setup challenges
• [09:04] The market of the Two-in-One Short Concept
• [12:18] Turning an idea into protected innovation 
• [14:02] Episode sponsors: StoreTester and Intelligems
• [18:52] Balancing organic sales with Shark Tank
• [20:41] Reflecting on the Shark Tank experience
• [25:48] Managing cash flow and spending Post-Shark Tank
• [27:14] Partnering with better manufacturers
• [31:15] Building trust with differing roles & perspectives
• [32:16] Choosing between product expansion & niche focus

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Men's wetsuit lined boardshorts driftline.co/
• Follow Wes Horbatuck linkedin.com/in/wesley-horbatuck-6329a616
• Follow Greg Orfe linkedin.com/in/gregorfe
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Simplecast Summary

On this episode of Honest Ecommerce, we have Wes Horbatuck and Greg Orfe, founders of Driftline, a watersport apparel brand featured on Shark Tank that’s transforming performance wear with their patented wetsuit-lined boardshorts, Drifties™.

We talk about the challenges of breaking into the apparel industry, Ecommerce strategies for driving website traffic, tips for streamlining your online store, and so much more!

Kyle Hency brings years of entrepreneurial expertise to the world of ecommerce and operational efficiency. He is the Co-Founder and former CEO of Chubbies, Co-Founder at Loop Returns, and now Co-Founder & CEO of GoodDay Software, where he’s redefining ERPs for modern Shopify brands.

Kyle’s experience spans building beloved DTC brands to scaling SaaS solutions. His time at Chubbies and Loop Returns has equipped him with unparalleled insights into brand growth, team leadership, and operational optimization.

With a passion for empowering businesses, Kyle specializes in creating tools that streamline processes, boost resilience, and help brands thrive in today’s competitive landscape. His journey reflects a commitment to innovation, entrepreneurship, and delivering impactful solutions that drive success.

In This Conversation We Discuss: 

• [00:40] Intro
• [01:19] Focusing on early internet innovations
• [03:23] Establishing values through collaborative processes
• [05:05] Focusing on why customers engage with your brand
• [06:40] Balancing innovation with retail fundamentals
• [08:40] Simplifying customer service with self-service tools
• [10:23] Expanding Loop's reach with new customers
• [11:38] Turning a problem into a new business opportunity
• [13:11] Moving from spreadsheets to systems
• [17:47] Overcoming ERP complexities with streamlined solutions
• [19:45] Tailoring solutions for Shopify-centric operations
• [21:59] Empowering teams with centralized data access
• [24:04] Helping early-stage brands with scalable systems
• [25:48] Partnering to simplify warehouse management systems
• [27:40] Preparing for challenges with a resilience-first mindset

Resources:

• Subscribe to Honest Ecommerce on Youtube
• A unified, reliable retail OS gooddaysoftware.com/
• Proper length men’s shorts & more chubbiesshorts.com/
• Returns management for Ecommerce brands loopreturns.com/
• Follow Kyle Hency linkedin.com/in/khency

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Shawn brings over ten years of fashion retail experience to the table. He is the Co-Founder of Electric Eye–our Shopify design and development agency, and a Partner at Feel–a brand studio where art meets commerce.

A specialist in design, Shawn has worked with the likes of Abercrombie & Fitch, Gap Inc, Nike, Homage and Only NY. His time in the retail industry, from digital experience to product design, has exposed him to many facets within the business. 

This has given him an undeniable ability to identify his clients’ needs; guaranteed to provide a unique experience and to deliver increased engagement across all channels of your business.

In This Conversation We Discuss:

• [00:50] Intro
• [01:19] Evaluating if your business needs a refresh
• [02:45] Simplifying transitions with the right tools
• [04:01] Creating checklists for seamless projects
• [05:21] Streamlining operations with Shopify’s tools
• [06:43] Addressing website failures with solid solutions
• [07:23] Rebranding & redesigning during platform migration
• [08:57] Redesigning for better performance and results
• [11:19] Boosting efficiency with modern solutions
• [12:15] Auditing performance to fix slow-loading stores
• [14:08] Episode sponsors: StoreTester and Intelligems
• [17:20] Building high-converting landing pages
• [19:23] Improving conversions with flagship landing pages
• [20:56] Refining user experiences with detailed testing
• [21:41] Duplicating templates for faster scalability
• [22:41] Exploring advanced tools for scalability
• [24:07] Deciding if Shopify Plus is the right investment
• [25:10] Leveraging new customer accounts 
• [26:10] Utilizing new features to stay competitive
• [26:44] Electric Eye diagnostics for better store insights

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Shopify expert design and development agency electriceye.io/
• A brand studio where art meets commerce feel.studio/
• Follow Shawn Khemsurov linkedin.com/in/shawnkhemsurov/
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.com

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Sean is a brand owner/operator & has a specialty in building teams & processes efficiently. Originally from Seattle, he spent 5 years living in China living (breathing) product development & supply chain, and now is based out of San Diego, CA.

In This Conversation We Discuss:

• [00:45] Intro
• [01:17] Chasing opportunities abroad after graduating
• [02:30] Navigating the challenges of crowdfunding campaigns
• [03:27] Diagnosing messaging from top campaigns
• [04:32] Leveraging early opportunities in crowdfunding
• [05:12] Owning the responsibility for product-market fit
• [06:11] Prioritizing proven experience over potential
• [07:35] Valuing brand reputation over chasing trends
• [09:25] Tinkering with Shopify from the very beginning
• [10:36] Expanding product lines with complementary items
• [11:15] Episode sponsors: StoreTester and Intelligems
• [14:29] Understanding the challenges of apparel & soft goods
• [15:47] Establishing your product's value before launching
• [16:20] Embracing the long route to perfecting new products
• [17:03] Recognizing different customer behaviors across products
• [18:01] Surveying customers to guide product expansion
• [19:04] Realizing that customer bases differ by product
• [20:00] Figuring out if new products fit your brand
• [20:53] Managing the shift from top-line to profit focus
• [22:51] Restructuring for lean growth and profitability
• [24:28] Operational strength through offshore hires
• [26:31] Rethinking outsourcing for quality and value
• [28:06] Value through global workforce opportunities
• [29:34] Exploring Vincero and Tidal’s offerings

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Timeless pieces, modern style, premium performance vincerocollective.com/
• Follow Sean Agatep linkedin.com/in/sagatep/
• Founder-led headhunting and staffing solutions hiretidal.com/
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Gloria Chou is an award-winning PR strategist and host of the top-rated Small Business PR Podcast. 

Known for her untraditional yet proven approach to PR which makes visibility and access to media accessible for anyone, Gloria helps BIPOC and female founders get featured organically in top-tier media without needing PR connections or a large following. experience through her CPR Pitching Method™. 

Her strategies have earned small businesses in nearly every industry niche over a billion organic views and features in outlets like the New York Times, Oprah’s Favorite Things, Vogue, and Forbes, without any pay-to-play. 

A former U.S. Diplomat turned small business advocate, Gloria has been on 100 podcasts and was named "Pitch Writing Expert of the Year" in 2021 as part of the Influential Businesswomen Awards, and a Forbes Next 1000 honoree. 

In This Conversation We Discuss: 

• [00:43] Intro
• [01:15] A career pivot from diplomacy to PR
• [02:40] Empowering product makers to master PR
• [03:48] Aligning PR strategies with ecommerce goals
• [04:20] Highlighting challenges with paid ads and ROI
• [05:19] Demystifying DIY PR for entrepreneurs
• [06:20] Building confidence through PR wins
• [08:07] Identifying the right journalists for your niche
• [09:51] Using grassroots opportunities for media coverage
• [10:52] Using the CPR method for media opportunities
• [11:41] Reframing outreach as mutually beneficial
• [12:35] Working smarter with PR-driven content
• [13:12] Concise subject lines for journalist pitches
• [14:15] Writing pitches with long-term relevance in mind
• [16:16] Deciding when to send samples to influencers
• [16:48] Promoting product visuals through email
• [17:17] Identifying legitimate journalists for pitches
• [18:29] Affiliate link opportunities with shopping guides
• [20:25] Finding creative angles for product pitches
• [22:20] Clarifying price points, availability, & shipping
• [23:24] Applying the CPR framework for podcast pitches
• [24:32] Expanding your authority beyond your product
• [25:21] Connecting your product to trending topics
• [26:34] Utilizing AI to brainstorm creative pitch ideas
• [27:34] Using DMs to boost email pitch response rates
• [28:39] Embracing consistency in pitching for success
• [30:14] Transforming a simple product into a media story
• [31:18] Recycling your best pitch for different seasons
• [32:23] Advocating yourself in a competitive PR landscape
• [33:14] Learn powerful pitching strategies from Gloria

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Follow Gloria Chou linkedin.com/in/gloriaychou/
• Award-winning PR coach to 10,000 small businesses learn.gloriachoupr.com/masterclassbygloria  

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Sarah and Chris Rhoads have spent the last 15 years as renowned fashion and lifestyle photographers and Creative Directors, partnering with Fortune 100 brands to develop, produce, and shoot highly successful advertising campaigns. 

Their creativity and a unique, moment-driven approach have helped shape iconic global campaigns for brands like Sony, Google, Levi's, and Keds. From photographing Taylor Swift for Keds to leading product releases for Meta, their work has taken them around the world, creating standout content for some of the world’s biggest companies. 

Driven by Sarah’s personal experience of working long hours on set and struggling to find stylish yet supportive footwear, they channeled their creative expertise into founding Commbi footwear. Their goal was to create footwear that offered the perfect blend of comfort, support, and effortless style.

After years of innovation—designing, prototyping, and collaborating with podiatrists on footbed development—they brought their vision to life. In August, they launched Commbi, a brand that merges style with functionality, and it has quickly gained momentum in the market.

In This Conversation We Discuss:

• [00:42] Intro
• [01:26] A product inspired by real-life challenges
• [02:48] Innovating to achieve comfort and style
• [03:48] Creative experience meets product 
• [04:48] An obvious idea no one else thought of
• [05:51] Testing viability through 3D printing experiments
• [06:44] Pivoting using past experience for new ventures
• [08:00] Balancing brand building and performance marketing
• [08:59] Launching from a place of need and desire
• [10:15] Evaluating decisions during the brand's early days
• [10:58] Building momentum by putting yourself out there
• [12:15] Episode sponsors: StoreTester and Intelligems
• [15:28] Pushing past the cringe to amp up your brand
• [16:55] Fighting resistance as an entrepreneur
• [17:53] "Playing business" without progress
• [18:43] Seeing everything as opportunities for growth
• [20:09] Data and passion in business decisions
• [20:59] Discovering unique products at Commbi

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Lifestyle footwear combines approachable styles with comfort https://commbi.co/
• Where supportive comfort meets customizable style instagram.com/commbi_official/
• Follow Sarah Rhoads linkedin.com/in/sarah-rhoads-a7b86a13/
• Follow Chris Rhoads linkedin.com/in/chris-rhoads-44062a6/
• Book a demo today at https://www.intelligems.io/
• Done-for-you conversion rate optimization service storetester.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Breanna is an innovation-obsessed executive with 14 years of experience in digital marketing, social media and leadership. She is an expert in pioneering impactful brand strategies with an affinity for the latest developments in beauty and e-commerce. 

Through her expertise and stewardship of high-performing teams, she has spearheaded the launch of countless SKUs and propelled growing D2C brands to triple-digit success. Breanna thrives in the ever-changing landscape of digital marketing in the CPG industry. 

Her career began as one of the first Social Media Managers working for celebrities & the hospitality industry. She has spent the last decade in the beauty industry working for Henkel, Toni&Guy, Em Cosmetics and CAA's beauty incubator. 

She is currently StratiaSkin.com's VP of Marketing.

In This Conversation We Discuss:

• [00:42] Intro
• [01:51] Shifting from agency to beauty brand leadership
• [02:23] Scaling from a side hustle to a major brand
• [03:19] Purpose-driven marketing with a scientific approach
• [04:18] Strategizing a brand refresh and repackaging
• [05:56] Embracing a science-driven, anti-marketing role
• [06:43] Transitioning from partnerships to in-house sales
• [07:32] Launching products with influencer events
• [08:40] Capitalizing on TikTok for customer acquisition
• [09:57] Episode sponsors: StoreTester and Intelligems
• [13:09] Building genuine relationships via organic gifting
• [15:24] Targeting influencers for better marketing results
• [16:35] Communicating effectively with TikTok influencers
• [17:09] Starting small but growing quickly with influencers
• [18:21] Strategic gifting to test products and engage
• [20:06] Focusing on TikTok content to build organic growth
• [21:40] Growing a TikTok following to build credibility
• [22:40] Driving revenue via regular TikTok live sessions
• [24:06] Stratia: healthy skin, backed by science

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Healthy skin, backed by science stratiaskin.com/
• Follow Breanna Greenberg linkedin.com/in/breannagreenberg/
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Amira Rasool, Founder & CEO of The Folklore, is changing the way retailers and consumers discover diverse brands globally. Amira has experience as a writer and fashion editor, including notable publications including TIME, Vogue, Teen Vogue, i-D, PAPER, Glamour, InStyle, V Magazine, and WWD. 

Her work focuses primarily on Black culture in relation to fashion, travel, music, visual arts, and social justice. Amira is also a passionate Black history scholar. For her undergraduate education, she attended Rutgers University, where she received a B.A. in African American and African Studies. 

She later earned a Master of Philosophy in African Studies from the University of Cape Town, and whilst studying saw the whitespace in the market for diverse brands that inspired her to launch The Folklore at just 22 years old! In 2023, Amira was honored as one of Forbes 30 Under 30 2024 and Vogue Business 100 Next-gen Entrepreneurs and Agitators.

In This Conversation We Discuss: 

• [00:43] Intro
• [02:12] Building community for independent brand founders
• [03:15] Solving access issues for emerging global brands
• [04:09] Pivoting and returning to consumer roots
• [04:58] Empowering brands with resources and education
• [05:56] Supporting entrepreneurs outside core fashion cities
• [07:08] Creating workshops for local entrepreneurs to grow
• [07:43] Driving growth via accessible business resources
• [09:07] Simplifying sales with line sheet generators
• [10:16] Tailored solutions for brands at different stages
• [11:18] Pivoting to find the right formula for brand growth
• [12:25] Connecting with other new brands for mutual growth
• [13:34] Reaching beyond local markets to scale your brand
• [14:52] Building access to the fashion industry
• [16:38] The Folklore: opportunities for brands and retailers

Resources:

• Subscribe to Honest Ecommerce on Youtube
• The membership community for independent brand owners thefolklore.com/
• Follow Amira Rasool linkedin.com/in/amira-rasool/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Brynn MacLennan Snyder is the co-founder and CEO of Slate, a women-run dental company that is changing the way the world views flossing. Driven by innovation, sustainability, and accessibility, Slate has launched a revolutionary electric flosser designed to improve both oral and overall health. 

The product was invented by Brynn’s husband, Dr. Snyder, after recognizing the need to help his patients become more preventative-focused in their oral health. Brynn’s entrepreneurial journey began at age 13 when she started her first business, and she has since built a career in product design and health-focused startups. 

With a BFA in product design from Brigham Young University and experience working with companies like Johnson & Johnson, she’s an expert in creating and scaling innovative products. Under her leadership, Slate has achieved impressive growth and is on a mission to make oral health accessible to everyone. 

Originally from Alberta, Canada, Brynn now lives in Spokane, WA, with her husband and five children, balancing family life with her passion for building a company that empowers people to take charge of their health.

In This Conversation We Discuss:

• [00:44] Intro
• [01:03] How a dentist turned anxiety into a product 
• [03:05] Getting expert feedback before launching
• [03:41] Fast-tracking innovation with personal knowledge
• [04:46] Why product validation was key before launch
• [06:17] The fear and reality of investing before revenue
• [07:30] Asking the right questions to refine your product
• [08:36] Building consumer awareness through targeted ads
• [10:00] Episode sponsors: StoreTester and Intelligems
• [13:12] Two buyer personas: consumers vs. professionals
• [14:09] Credibility through word-of-mouth endorsements
• [15:24] Using awareness to break through a crowded market
• [17:46] Adapting strategies to connect with audiences
• [18:43] Failing fast and doubling down on what works
• [19:45] Why real customer stories resonate the most
• [20:24] Why patience & long-term vision matter in business
• [22:06] Slate: electric flosser approved by experts

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Electric flosser for dental care and oral hygiene slateflosser.com/
• Follow Brynn Snyder linkedin.com/in/brynn-maclennan-snyder-50a7103/
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Justin Wolff is a Social Entrepreneur who has built his career by blending commerce with cause. As the CEO and Co-Founder of Junk Theory and former Co-Founder and Chief Giving Officer (CGO) at Yoobi, Justin has built impactful brands by transforming narratives and driving change. 

At Yoobi, Justin created and oversaw the Buy One, Give One program, building meaningful impact centered around what students needed most, and what teachers were most likely to spend money out of pocket for. To scale the giving program at Yoobi, Justin forged strategic partnerships to ensure donated school supplies reached those in need nationwide. He infused a giving spirit into Yoobi’s culture, influencing decisions across design, marketing, and operations. 

By its second year in business, Yoobi was providing more than 1 million kids per year with free sets of school supplies, right here in the U.S. To date, Yoobi has provided more than 7 million kids across the US, and counting. 

In 2023, Justin launched his second brand, JunkTheory, which aims to end the plastic era in beauty – a category that produces over 120 billion pieces of plastic packaging per year. Clean skincare, he believes, should start with healthy formulas, but must also consider what those formulas come packaged in. JunkTheory is the first clean skincare line where nothing goes in the trash, and everything is packaged in metal – the most recycled material on earth. 

Prior to his life as an entrepreneur, Justin was a project finance attorney – leveraging his passion for the environment by specializing in the clean energy space, where he helped develop utility-scale wind and solar farms around the world.

In This Conversation We Discuss:

• [00:41] Intro
• [01:51] Building impact brands with purpose and innovation
• [03:44] Redefining sustainable & ‘clean beauty’
• [05:05] Solving recycling challenges with aluminum
• [07:16] Why great products outweigh great packaging
• [09:24] Combining sustainability with original formulas
• [10:19] Launching organically with limited resources
• [12:34] How product efficacy drives customer retention 
• [13:16] Episode sponsors: StoreTester and Intelligems
• [16:28] Digital strategies with performance marketing
• [18:43] Building impact partnerships for brand awareness
• [19:32] Organic growth sets the stage for paid success
• [21:33] Growing a genuine audience without shortcuts
• [22:37] Time for paid ads and time to let products speak
• [24:06] Try Junk Theory and contribute to a cleaner planet

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Most recyclable, earth-powered skincare junktheory.com/
• Follow Justin Wolff linkedin.com/in/justin-wolff-6b563913/
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!