SPEAKER_03 0:11

Hello, welcome back to another episode of the Men's Worth Style Podcast. I'm your host, Pete Brooker, and today on the show I'm excited to bring on a couple of old friends, Chris Beestel and Ellie Ankunti. They are the founders of Pilotta, and that is Pilotta spelt P-E-L-O-T-A. They are sporting cloviers, bridging the gap between sport and leisure.

SPEAKER_04 0:31

Pilotta are purveyors of stylish comfort and their garments are constructed from organic cotton, recycled materials, and vegan-friendly sources. Their fit is athletic yet forgiving, and we're going to get into all of that soon. All the show notes we'll put over on menswearstyle.co.uk over time, but for now let me bring in Chris and Ellie to talk about Pilotta. Alright, well, listen, it's my great pleasure to introduce to the podcast Ellie and Cootsi and Chris Beastle, the founders of Pilota. How are we doing today, gents?

SPEAKER_01 1:10

Very, very well, thanks, Pete. Great to be uh great to be on the podcast. Very honored to be on the uh men's by men'swear style podcast. Uh so thanks for inviting us.

SPEAKER_00 1:21

Yeah, it's good to be here. And uh obviously I know we've been trying to tease this up since pre-Christmas, but I appreciate you making time for us at the start of 2024. Big year ahead for us, and a big year ahead for you guys, I'm sure.

SPEAKER_04 1:33

Yeah, yeah. And I want to get into it. I want to know how you guys uh came together for this particular project because I know that you've worked on projects before, way before. So, but before we do that, I gotta dial into some old memories that I have of you guys, right? So, Ellie, I don't know if you remember this, but we met way back in the day, I think it was for a Brooklady whiskey tour. We went to the island. Do you remember that? And then uh we were back at the hotel, and it was the something like a vote for Scottish independence. So we're probably going back like I don't know, about maybe eight, eight, eight years, right? And we were sitting in the hotel, and you said, Well, I need to get some cigars. I was like, mate, it is anarchy out there. Everyone's on the streets, you know, they got the ticket ventures out, and you went out and got some Romeo and Juliet's and got some for the whole gang. I remember that day.

SPEAKER_00 2:24

Yeah, you know what? It's only when you just said that last bit about the cigars that it made sense because I remember walking through and you and it was literally the vote, wasn't it, at midnight or something? And then everyone was in the square, and and it was just kind of surreal. I was kind of walking past, and and everyone was kind of all these signs up, and then and I'm just like, uh guys, uh, do you know any way I can buy some Roman Giletta cigars? They were like actually really, you know, typical Scottish, really friendly about it, but um, but yeah, no, it was yeah, I do remember it. It was how long ago do you think that was eight years? Oh way, right?

SPEAKER_04 2:55

Chris, were you on that tour?

SPEAKER_01 2:57

I I was on that tour, but I've been on the LE cigar trip alternative before. The 2 a.m. cigar born. Yeah, not complaining either.

SPEAKER_04 3:09

Well, some nice memories. Well, listen, let's get into the I want to talk about the brand as well, but first guys, how did you uh Chris? I'll throw this to you. How did you come together with this particular project? Where what were the stepping stones?

SPEAKER_01 3:23

I mean, I guess it dates back probably to school, really, when um me and Ellie went to school. So we've known each other. Um, sorry, together, we've known each other for a long time now. Um pretty much best mates from day dot. Um well for me anyway, I'm not sure about Ellie. Um but yeah, friend friends in school just had the same interests largely, um, one of them being fashion. Um and we we set up a men's grooming e-commerce site together, um, noticing there's a bit of a gap in the market um quite a long time ago again. Um and then it moved on to a blog, which we also co-founded. Um, and then we moved on to Pilotta many years later with that experience. Um so yeah, I mean it's it's been a long journey and a lot of learning, but we just felt the time was kind of right to combine the expertise and do something else together.

SPEAKER_00 4:27

Nice, yeah. I mean, Chris missed out the fact that our love for fashion is probably only you know, bigger than that is our love for sport, right? So, you know, you know, we went to like a boarding school, so it was literally anytime we could, we'll be playing sport non-stop. And um, I will go on to a certain competition later. I know you want to ask us about Pete, but for now, like we used to be on the same team a lot, which was really good. And, you know, whether it was football or hockey, tennis, squash, you name it, um, we were, you know, we were generally the same team and we had a good understanding, and we're very competitive, but at the same time, um better on the same team than against, let's put it that way. So, and I think with um with with Pilotta, it kind of seemed like unfinished business in that sense, and that we'd done we we had done things together before business wise. Obviously, there's a blog and then like Chris said the men's skincare website. But I think with Piloto, it kind of rounded. In fact, when we set up Niven and Joshua initially, um, the skincare website, sorry, that that was actually we actually before that, I don't remember, Chris, we actually said we're gonna do a clothing store. I don't know if you remember that, yeah, yeah, way back when. So it kind of kind of closed the loop a little bit. And um, you know, we'll go into Pilotto a bit more, but I think it's just the fact that we just wanted to create something that was kind of representative of us as individuals and together our friendship as well, but also that we felt that this the market and the space needs, and you know, for the fashion, I suppose we're at a stage of fashion where there is this abundance of choice, there's an abundance of product, there's uh almost um the mindset that well, there's two mindsets really. There's a lot of you know, reusing, rebuying, and we don't need any more mentality, but at the same time, at the other end of the scale, we can see people buying more stuff than ever. So it's um we just wanted to give our own take on the conversation, and and I think that's kind of what Pilotta is.

SPEAKER_04 6:18

Right, interesting. And it's yeah, it's great that you guys are uh teaming up on this again, like as as with previous projects. And I think because you have that history, you know, growing up together, you've got I assume like a really good shorthand, which which is great for business because you can you can just be very direct with each other, but also have an implicit trust in each other's capabilities. Would you say that, Chris?

SPEAKER_01 6:42

I would I'd say that's true. Uh I mean shorthand could also, I guess it kind of means the same thing, but we've probably got our own language, haven't we?

SPEAKER_00 6:50

Definitely, yeah, definitely.

SPEAKER_01 6:52

And I mean, unbelievably, and well, perhaps believably because we've known each other for so long, but we kind of rarely fall out or disagree, and we send we seem to be always on the same wavelength, don't we? And I think if if for any reason we're not, then yeah, we're definitely not afraid to just call each other out and generally always see it as a positive move, don't we?

SPEAKER_00 7:16

So yeah, I think that comes from going back to the whole sport link as well. I mean, it's like you know, when you're playing sport in the same team, you know, you both want to win, right? So it's like at the end of the day, if if one of you is not pulling the weight, or and generally as well, I suppose it is a bit of a self-awareness. You know, you know, when you're in a game, you know if you're not doing something you're meant to be doing in the match, or and it's so someone if your teammate goes and goes, or if you know goes, come on, sort that out, you know, anyway. You're like, yeah, all right, sorry, my bad. And then you just own it, move on, and then I think that's kind of how we've been, really. You know, if you know, if for any reason we needed to do it, we just kind of just own it and say, Yeah, all right, let's well, let's crack on kind of thing, you know.

SPEAKER_04 7:52

Yeah, and and I want to talk about the brand now. So, could could you maybe describe to the people that are unaware how would you or how do you describe it to your friends? Chris, I'll fly it to you.

SPEAKER_01 8:03

Um I mean, uh going back to this the sport link again, we we kind of saw a bit of a gap whereby you know, you've played your sport, you've had your shower, you're wanting to dress into something a little bit more comfortable, but maintain that style. Um, and that's kind of the category that we're going for. Um we're trying not to call it athleisure, it's kind of like an April sport brand, which probably doesn't exist as a category, which we're quite excited about. It is now. Yeah, exactly. Um and then yeah, just sort of from there, we wanted to make sure that those clothes were high quality basics. Um I mean, if you if you check out the website, you'll notice that there's a lot of sort of essential wardrobe items. Um, and you have to, they have to be good quality. Like Ellie said, there's so much choice. Um, you've got to stand out on that front. But also beyond just basics, we wanted to have a logo that would identify the brand as well, because there's a multitude of brands coming on stream that were basic, basic, so totally plain, good quality. And we thought that there needed to be a differential. Um, and we kind of saw the rise of logos and um didn't want to go that far, but kept it quite subtle. So it's kind of an identifier of the brand, also perhaps makes the wearer feel confident in the fact that they're being identified wearing this product. Um, but again, subtle. So a mix of subtle logo and high quality basics to wear after after sport, right?

SPEAKER_04 9:54

Yeah, and that's quite a tricky line to tread as well, isn't it? Having something that's recognizable but not too showy at the same time. Uh so yeah, that I think you you guys have traversed that quite well. But but also like how did you uh between the two of you come up with the inspirations for the designs of the t-shirts, especially?

SPEAKER_00 10:15

Okay, so um, you know, I don't know if so Pilotta, the actual is um it comes from like an old Basque sport where they used to play, you know, it's a bit like squash, um, but it's the ball they used, and the reason we chose Pilotta as as a symbol is because you know, a lot of sports we enjoyed were played with a ball, and and so the name simply just we just meant that. We didn't want to specify again. Um, you know, the logo is just simple. So we thought as it's the first collection we're releasing, the logo does have to be front and center. But I think as time goes by, you'll see us change the use of the logo and where we put it and how we put it across the range. But one of the t-shirts that I I um really like um was one we called the all-rounder tea. It has nine different balls on it, different types of ball sports, and and then just our logo underneath, St. Piloto, which is a ball. So the idea is that all rounder is in, and it's a little nod to our to what we described ourselves as back at school, I suppose. I mean, we were kind of considered like more all-round sports, and then in terms of we could play every sport to a to a reasonable standard, uh, so we felt anyway. Um but uh and it and I thought that's quite a nice, that was kind of a nod to that, really. But also it made it so that the t-shirt wasn't just like Chris said, a basic for basic sake. It had a bit more to it than that. Um and as I think as the collections go by, you'll see us use that whole idea of uh the ball more and the different types of balls and different types of sports, um, and how that may translate through as the range as the range goes on. But I think that the this range, the initial range was more of an intro, was well, is an introduction to the brand. So we wanted to keep it fairly logo-centric. Um, everything is kind of based around the logo. We have a more minimal version with with just the P and what's like a you know, like a hollow dot type thing. And again, the hollow dots representative of like almost like a ball, and and the P is just our nod nod to the brand. But we just wanted to keep it like here here we are. This is an introduction to Piloto, this is what we we do, this is our fit, this is our quality. Uh, this is the brand, get to know us, and then uh from this point onwards, obviously, we're gonna start stepping things up. Interesting.

SPEAKER_04 12:12

Yeah, it's and it's interesting, not surprising, that you have quite a strong vision for the brand. So it's not like let's just see how the first collection does, if it sells, then great, we'll see where we go from there. You you obviously have like a couple of legs to the journey mapped out in front of you. How long did it take between the two of you to kind of sketch this out in your mind, the vision for the brand, and like from concept to execution, I guess, Chris?

SPEAKER_01 12:40

Um I think once we got serious about it, it was probably a year's worth of work in progress, I would say, um, concept, branding concept, which is Ellie's forte. Um can probably explain better than me, but um yeah, concept. Um, and then obviously we had to source the garments, create the designs, create the website, do the photography, um, you know, come up with a marketing plan. There's there's a lot to it, but um yeah, I think once we decided to go for it, it was kind of a a year's worth of work to launch in general.

SPEAKER_00 13:23

Yeah, because I mean it's something that we're doing in addition to what we do, you know, our our day job, so to speak. So it's like, you know, you had we had to carve out the time to do it. Also, um, you know, at the time at the time, it's like you're kind of keeping an eye on things in terms of fashion, where's fashion heading? And because uh there's a fine line between being um I mean at the end of the day, you know, our goal is to be stylish rather than trendy. So, you know, um being stylish means that we'll always be relevant, whereas trendy means we'll be in and out. And we we don't want that, you know, we want something that's that people buy and keep and grow and go along with the brand. And and but then at the same time, what we were very conscious, like Chris said earlier, about you know, there's a lot of there's a big trend at the time and still is to a degree, but it's kind of fading about just big logos everywhere. So we would think we don't want to fall into that category either. So it's it was kind of like trying to keep an eye on things, but then we decided, you know, it if we're gonna do it, we need to to get going and and at least you know put our ideas out there, see how it's received, and then so we can start building from there.

SPEAKER_04 14:27

Yeah. Well, it's it's interesting getting projects off the ground, and I can talk about this tangentially because I'm in the middle of trying to do something myself, but then Christmas happens or COVID happens, or someone goes on a two-week you know, summer holidays, your business partner's got a kid, and now he's unreachable in center parks for three weeks. I think the biggest killer for projects is just momentum, like when the momentum stops, like the idea is great, everyone's really on board and enthusiastic, but then all of a sudden the the lines go dry. Getting everybody to pick up the phone again, the emails again, and you go, Do you remember the idea? Can you, you know, can you get back on board? Where were we with the logo guy? Where were we with the factory? It so I think if you have like a good run at it and you keep the momentum going with the project, I always find that's that is the key of getting anything off the ground that's that's worth its soul.

SPEAKER_00 15:18

That is a very good word you just put there, you know, and and it's so true. I mean, even with ourselves, I think I think what helps is that you know, um, because Chris and I know each other so well, it's not that hard to get us going again, actually. You know, it it's like it's quite quick because we're kind of used to, you know, we we're used to each other, how we work and stuff. We know, you know, and it's and it doesn't take that long, but um, but I but I completely agree. I mean, it's like you know, one it can be anything little, like for example, I remember when we were trying to, you know, with our hoodies, you know, when we decided to make the order, suddenly, you know, the stock is was on a break, you know, and then they didn't have enough of the certain hoodie style we wanted, you know. Um, and then you know, little it's just loads of little things, and and then suddenly your whole orders in a whole because you want to launch them all together, and then one piece is out, and then do you change, do you stick, you know, and all that kind of stuff. And you know, so it it yeah, there is a there is a lot to it. And and I think that and and the thing about fashion, especially, which is and there's nothing wrong about it. I mean, it's your chase. At the end of the day, what you like, you like, and that's what's beautiful about it. You know, people, there's so many different types of things for all kinds of people, but at the same time, when it comes from the the creation, the manufacturing side, there's a there's a massive difference because people see a t-shirt with the logo on it, but then you've got the guys who are doing like you know, drop um drop shipping them, you know, where it's just like a really, really cheap um, you know, fruit of the loom style, you know, you know, really threadbare tea with a logo on it. And on the on the screen, it just looks like you see the silhouette of a t-shirt and the logo, you're thinking, oh, that's a good t-shirt, and that's the same as this. But where the other one is like, you know, 100% organic ring spun cotton, you know, and and this and a certain, you know, a really considered fit. And then, but people on the screen can't tell the difference. But in reality, when you get them, there is. So for us, it was it was really important for us to take the time to make sure we got that right, and um, yeah, like you said, momentum, momentum's a big part of that.

SPEAKER_04 17:10

Yeah, and I think the the quality is uh that's actually a really good point because I think every guy at some point in their life has had an idea for a t-shirt brand, and then they've kind of run away and fell in love with their own idea. And by the way, I'm making up the numbers here. I had an idea for a t-shirt brand uh called con artists, right? Where you would uh you would draw like the the great con artists of their day, and it they're like sketches. And I got my buddies who are good at drawing, and I got my mum involved, poor girl, and so and so I made these t-shirts, but did some kind of really cheap brute of the loom crap, and so I just sat on boxes of boxes. But no, but that's like that just jarred a memory. I'm like, oh yeah, I sit on boxes of crap for ages, but also I couldn't stand by it, like I couldn't evangelize about it because the t-shirts were so crap. The idea might have been okay-ish, but I couldn't, in my right mind or from my heart of hearts, try and sell this stuff to people because I knew that it was falling apart in an awful, awful fabric. So, but yeah, so the but let's get into um the the product itself then. So, where where did you guys get these these garments made? Chris.

SPEAKER_01 18:19

Yeah, so we um we sourced them from a Belgian company who are well known for their basics. Um and I mean I we probably should have sent you some in advance, Pete, but um really really happy with the quality. Um they match kind of all the typical ethical standards, um, 100% certified organic cotton. Um so we're kind of really happy with the quality, the the sourcing, um, the manufacture. Um, and then we we we ship them over to the UK where they're finished. So, in terms of labeling, printing, bagging, and all that kind of thing, it's done by UK-based companies. Right. Um interesting.

SPEAKER_04 19:06

And do you kind of pick up these? Sorry, sorry, Ellie, do you pick up these contacts, I guess, through just like your roller decks and being in the industry so long? How did you how did you stumble upon these guys, Ellie?

SPEAKER_00 19:18

You got it. It's exactly that. Um, there's guys um who specialize, I mean, special, you know, they they specialize in fashion, they've been in that their whole lives. You know, Chris and I have been in that space, but we we kind of dabble more again, all around, as I said again, but we kind of dabble from you know, you know, from skincare to to fashion to cars, you know, to drinks, and so on and so forth. Uh cigars are anyway. Um, but there's guys that in the industry we've come across over the time where they specialize in fashion and they just they know every they care about every single um you know thread, thread count, and and and so yeah, we I went to a guy called um Chris Shuss. Um I said it wrong, his surname. Chasseau chasseau, Chris Chasseau, that's silly.

SPEAKER_04 20:02

Sorry, and uh Chris is he um Rains guy?

SPEAKER_00 20:06

Yes, uh no, I thought he used to he used to do Norwegian, Norwegian Rain, Norwegian Regen, exactly. Used to be work with Norwegian Rain, he's got his own beautiful brand, beautiful brand called Malik's, which I'm giving a shout out, shout out to Malik's, check it out, really beautiful knitwear. Um but anyway, so I said he was the first guy I had in mind. I was like, Look, do you know anyone? And he recommended a few people, and I know that if he's thinking about them, then they're gonna be of a certain standard, so it's a great place to start. And then it was a case of you know, getting samples in hand, you know, actually feeling it, trying it on, seeing the fit, seeing, you know, seeing the quality, um, you know, letting other people try them as well, you know, just so it's not just our own opinion, you know, see what they think and and going from there. Because, like you said, like you your brand, you said, you know, when you got it in hand and t-shirt was crap, you're like, Oh, I can't even pretend this is good.

SPEAKER_04 20:54

I can't even get my mum to buy it.

SPEAKER_00 20:57

Is that bad? Exactly.

SPEAKER_01 20:58

I mean, I think not to diss Pete's brand again, but um, you know, when you when you do get it in somebody's when you get it in your hand, like it has to be good, doesn't it? And otherwise repeat purchase, or if it's a member of the press, for instance, um it's a good idea. Yeah, especially you guys, especially you, Chris and Eli.

SPEAKER_04 21:20

I mean, you guys are in the industry, so to speak. You run commentaries, you know, you've got magazines, blogs, uh, you know, you kind of critique other people's stuff all the time. So you can't, you know, get something that's below standard out there and just go, here you go, guys. Honestly, it's great.

SPEAKER_00 21:38

And the best thing is, I've got the we we've got the biggest critique, and that's Chris. No one I I've never in my I don't think I've in my whole life met anyone who's as as observant and as critical about things such as like um yeah, fabric is up as Chris's. So I knew that I I was so confident once it passed the Chris test, I knew that everyone had to love it because I knew he's so specific. About you know, particularly about quality. So, yeah, once Chris liked it, I was like, that's that's kind of my like barometer set. You know, if Chris likes it, then I know it's good enough for the world, you know.

SPEAKER_04 22:10

There should be a little label inside the t-shirt that's past the Chris test.

SPEAKER_01 22:14

Yeah, exactly. Signed signed off each one.

SPEAKER_04 22:18

Awesome, great. Well, listen, I'm I'm curious to know now that we've the the brand's out there, you know, people can buy it, and what's what's the plan now as part of the marketing strategy? Once you had once you got the finished product, the website's up and running. Um, are we are we doing any pop-ups or festivals? What's what's planned for 2024, Chris?

SPEAKER_01 22:38

Um, so we've got the first collection out, it's live on the website. Um, and we're pretty happy with the response to it. So obviously, next stage is collection two. Um I'd say being honest, we've learned a few things on the way. Um perhaps change designs in some in some respects. Um, but collection two, and then get it out into the right hands, retarget the the customer database. Um and then from there, really, I think it's time to ram ramp up probably the paid marketing strategy. Um you know, it's a case of proving the concept works, which which we kind of feel like we've done, and collection two will reiterate that, and then stage three, if you like, would would be the would be the paid marketing strategy. And then from there on, I mean, we potentially talking about raising capital um investments, um, but that's probably getting a little bit ahead of ourselves for now. Yeah, you've got a dream yeah, we've exactly got a dream, we've got a game plan, we're we're executing it. Um so we're we're pretty happy with the path that we're on so far, and we can we can see where it leads.

SPEAKER_00 24:05

And just to add to that as well, um we um we are looking at hope the next stage does include wholesale as well. We had a couple of inquiries uh for the first collection, but we didn't feel placed to with the amount of stock we had, we didn't we weren't ready to, we didn't feel we had enough to give them enough stock to make it worthwhile, put it that way.

SPEAKER_02 24:22

Right.

SPEAKER_00 24:22

Um, so we thought, you know what, let's just hold fire. But it's nice that someone inquired to us. We didn't actually reach out, they inquired to us, which was really good. So I think the next step will include you know, wholesale as well. Um, and also I know Chris was trying not to give too much away about what we're doing next when he said design. So it's not like um a complete redesign of the T's and stuff, it's more about um a more of a visual a visual cues we're we're gonna be adding to come to continue telling the story in a new way to our to the consumer to give it a real sort of identity and also the wearers to let them have um something to show that that so people know that then they people know and they know that they're wearing Pilata t-shirt without necessarily having to tell anyone, and that's uh that's a little see that's a little clue as to what's coming but not nice.

SPEAKER_04 25:05

So it's basically what you're saying is a free cigar with every t-shirt.

SPEAKER_00 25:09

Yeah, that's it. You got it, man. Cuban, cuban rolled, cuban rolled t-shirt.

SPEAKER_04 25:12

Oh, yeah.

SPEAKER_00 25:13

Well, that's the victory cigar, right?

SPEAKER_04 25:15

You're in the dressing room, you're in the you're in the tub with all the other guys. You've won the league.

SPEAKER_01 25:21

After sport, exactly. Yeah, I like I like how you're assuming everyone's winning wearing our stuff as well, Pete.

SPEAKER_04 25:28

Well, I'm more visualizing the the tub with uh no I'm not uh anyway. Listen, guys, um give the give the website a shout out. It's just slipped off my page here.

SPEAKER_00 25:39

Yeah, it's www.pilotta p-e-l-o-t-a.cc. Um, and that is yeah, piloto.cc.

SPEAKER_04 25:50

We'll leave links on the show notes as well, and we can hang out with you guys on Instagram as well, and join the journey and make sure you're you're tuning in. So that's that's brilliant. Well, guys, great to catch up with you. Um, congratulations on the brand. I think it looks fantastic, and I'll look forward to seeing more in the near future.

SPEAKER_00 26:07

Appreciate the time, Pete.

SPEAKER_04 26:08

All right, guys.

SPEAKER_00 26:09

Many thanks. See you soon. Cheers, Pete. Bye.

SPEAKER_03 26:20

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