The robots are taking over in this episode of Branding Together. Well, not entirely. Co-hosts Theresa Hegel and Cassie Green share some timeless productivity tips first, emphasizing the importance of focus time and good, old-fashioned to-do lists. (Is there anything more satisfying than crossing off a completed task?)
Their guest Joel Freet, CEO of Counselor Top 40 supplier Cutter & Buck (asi/47965), talks about how his company is employing AI and automation to streamline operations. He also discusses his journey from intern to CEO, strategies for navigating tariffs, how print on demand fits into the mix and why sustainability is paramount.
Stay tuned to the end when Cassie and Theresa play a game of Would You Rather: Robot Edition.
Mentioned in this month’s episode:
- Apparel Suppliers Broaden Supply Chains Amid Tariff Concerns
- Gildan to Acquire HanesBrands
- Marc Simon Retires as CEO of HALO; Jim Hilt Named as Replacement
- Wallace Graphics’ Acquisition of Standard Press
Podcast Chapters
01:56: Industry news highlights
08:57: Productivity tips and time-saving hacks
21:13: Introducing Joel Freet of Cutter & Buck
34:28: Exploring AI in business automation
37:55: Print on demand: revolutionizing retail and promo
41:47: Navigating tariffs and supply chain challenges
45:51: Commitment to sustainability
55:42: Would You Rather: Robot Edition
Key Takeaways
• Joel Freet began at Cutter & Buck (asi/47965) as an intern in the tournament division, steaming samples and running errands, before working his way up to CEO in 2014.
• Freet emphasized “sticking it out” during hard times such as the 2008 financial crisis and the pandemic. He said resilience and adaptability were critical to Cutter & Buck’s survival and growth
• One of his biggest challenges as CEO was aligning Cutter & Buck’s diversified retail and promotional operations under a single business model. The company now applies a unified “evergreen product” strategy across all markets.
• Cutter & Buck invested in AutoStore’s automated storage and retrieval system to handle rapid order fulfillment. The system was so efficient that the company added a delay to prevent customers from being overwhelmed by same-hour shipments.
• Freet said artificial intelligence plays a role in tasks like product catalog updates and content refreshes. By automating repetitive, low-value work, employees can focus on higher-level tasks such as optimizing product offerings.
• The company’s print-on-demand business has surged, especially in retail fan shops, and now extends into the promotional space. Freet described Cutter & Buck as one of the few companies able to execute this model at scale, fulfilling tens of thousands of single-unit orders within a day.
• Freet said tariffs remain a challenge but emphasized flexibility and diversification in sourcing. Cutter & Buck avoids risk by only launching products once they are on the shelf, insulating customers from delays.
• Cutter & Buck has eliminated air freight since 2020, shifted more than 90% of its product lines to sustainable materials and built its brand around long-lasting apparel. Freet called fashion a “dirty business” and said the company’s focus is on durable, sustainable sportswear instead.
