Meet the Designer Scaling Brands to $400 Million
Executive Summary
A Shopify Masters interview with Michael Petry, a footwear designer who has worked at Adidas, Ralph Lauren and Prada and who co-launched the Golden West boot brand with country star Lainey Wilson. He explains how he pitched her, why he embodies the persona of each target customer, working directly with a boot factory, how a country artist's following differs from other celebrities, speaking with customers directly, running a flat team, and celebrating wins. The live YouTube title is about a designer scaling brands to $400 million; the interview itself is about Golden West. Sponsor: Shopify, which presents the show and links a free trial in the description. PARTIAL COVERAGE: this note is based on the opening, the partnership origin, a middle section on digital storytelling and team roles, the closing on celebrating wins, and the description, and does not cover every part of the roughly 43 minute conversation. Names follow the video description. All business claims and figures are the speakers' own and are not independently checked.
Key Takeaways
Why country, why now
Petry says he felt country music was on the upswing about 14 to 18 months before launch, and he wanted to get into women's cowgirl boots.
His toolbox
He says he can make anything three-dimensional, and that he can make cowboy boots directly with a factory he has known since about 2008 from his time as creative director at Frye.
The pitch to Lainey
He says he reached out through a mutual friend because he felt she was a storyteller through music and he tells stories through products, and the connection was immediate.
Following size versus sales
He says a country star has far fewer followers than a global pop star, about 3.6 million for Wilson against a figure he gives of 375 million for another celebrity, and that this matters to the model.
Embodying the customer
He says he takes on the persona of each target customer, down to how he dresses, what he drives and the music he listens to.
Talking to customers directly
He says customers text and call him, and he explains where the boots are made, how and why they are priced as they are.
Flat team and celebrating wins
He says he sees the company as a flat, all-hands organisation, and that celebrating wins for a moment keeps a team motivated.
The Conversation Breakdown
Why country, why now
⏱ Untimed topicPetry says he felt country music was on the upswing about 14 to 18 months before launch, and he wanted to get into women's cowgirl boots.
His toolbox
⏱ Untimed topicHe says he can make anything three-dimensional, and that he can make cowboy boots directly with a factory he has known since about 2008 from his time as creative director at Frye.
The pitch to Lainey
⏱ Untimed topicHe says he reached out through a mutual friend because he felt she was a storyteller through music and he tells stories through products, and the connection was immediate.
Following size versus sales
⏱ Untimed topicHe says a country star has far fewer followers than a global pop star, about 3.6 million for Wilson against a figure he gives of 375 million for another celebrity, and that this matters to the model.
Embodying the customer
⏱ Untimed topicHe says he takes on the persona of each target customer, down to how he dresses, what he drives and the music he listens to.
Talking to customers directly
⏱ Untimed topicHe says customers text and call him, and he explains where the boots are made, how and why they are priced as they are.
Flat team and celebrating wins
⏱ Untimed topicHe says he sees the company as a flat, all-hands organisation, and that celebrating wins for a moment keeps a team motivated.
Core Frameworks & Ideas
Designer as persona - Petry's method
Fully embody the lifestyle of the target customer to design for them.
Story-to-story partnership - his pitch
Pair with a partner whose storytelling matches how you tell stories through products.
Pause to celebrate - his team rule
Mark wins briefly, then keep going, so people stay motivated.
Actionable Next Steps
- ✓Write a one-paragraph persona of your customer, including what they drive and listen to.
- ✓Talk directly to three customers this week and note what they ask about your product.
- ✓Add a short celebration of one recent win to your next team meeting.
- ✓Treat the business figures as the speakers' claims and verify them before repeating them.
Notable Quotes
“I can make anything three-dimensional”
“I think I tell stories through products.”
“you won't have a team that sticks around.”
The One Thing to Remember
Michael Petry says Golden West grew from a storyteller-to-storyteller partnership with Lainey Wilson, built on his factory relationships, customer immersion and direct contact with buyers.