Catch Some Air is the happiest clothing brand on earth. You may not expect that, considering how it all started. Kristine is diagnosed with leukemia. Brianna spends lots of time with her in the hospital. They decide to make and sell clothes that make them happy. And from there, the two have built an amazing company that not only makes inspiring and uplifting clothes, but they use profits to help other kids with cancer stay happy. It is an amazing story of inspiration and resilience, that is so important in the world right now. #catchsomeair
HIGHLIGHTS:
3:03 - How Catch Some Air was born
9:33 - How they built a powerful community behind the brand
14:33 - the most important lessons learned through the experience
18:09 - how they are transitioning to grow on ecommerce
Catch Some Air (Kristine & Brianna) and Gen Furukawa
Gen Furukawa: [00:00:00] First of all, thanks so much for being here today! It's a, it's a really inspiring, and I don't think I'd do any justice at all if I tried to summarize what you guys have been through and the story that brought you here today. Would you mind just filling us in a little bit on your background.
Kristine Tesauro: [00:00:19] it all started in 2015. I got diagnosed with leukemia. So after that, it was just like fast process of in the hospital for like three weeks at a time from the beginning, didn't really know what was going on. Got my whole treatment plans, started chemo immediately.
And then they told me that it was a two and a half year treatment process. So. From then on, it was just like, well, we gotta find ways to like, do things through this and to still stay positive and keep a good mindset because we had already experienced the cancer thing in our family. And it was a rough one.
We, we lost our brother when he was 15, the cancer as well. So we were kinda just like, you kind of just try and anything to keep us positive and like fight through it and make sure that that outcome didn't happen to me as well. So my sister, Brianna, quit her job and moved in with me and kind of protected me through all of it and ticked all the terms of the way cancer treatment.
Brianne Tesauro: [00:01:22] Right. Everyone who came in the room down with sanitizer
or team stuff. Yeah.
Gen Furukawa: [00:01:28] I think it's just so amazing like the energy and the spirit that you guys have almost a sense of humor, but it was at least this is from what I saw in, on your website. And your story is that it was almost just two days away from a very different outcome. so sitting here now, when you're in your office and you build this amazing brand, but it was such a different story, I think in 2015, right?
Kristine Tesauro: [00:01:55] Yeah, for sure. It was, I was kinda stepped burnt about going to the hospitals at the beginning because when you're young, I was 20 years old. I didn't really think anything would be that wrong. So I was just waiting out my fever and my symptoms and hoping it would just go away. And I waited for about a month to go in and my roommate finally convinced me just to go to the emergency room and see what's happening.
And they finally just drew my blood and just to check things out. And they told me if I had waited two more days, that I wouldn't have made it, so very thankful for my roommate, that it didn't turn out that way.
Gen Furukawa: [00:02:32] Yeah, absolutely. So at that point, then Brianna moved in with you and, and of course the first priority is health and getting back to who you are and the physical element of it. and then it sounds a little bit, matter of fact, almost "we were sitting in the hospital a little bit board decided to started t-shirt company."
Right. that kind of like, it was almost that matter of fact, as a way to channel your energies towards something?
Brianne Tesauro: [00:03:01] It really was. Yeah, I was always trying to like, is going to be hard and that she would do better. You know, if we could keep it, keep it positive and have happy things that was important. So I was always looking for ways to, to bring happiness into the situation, painted her room off and got new bedding.
Keyboard the foosball table, like whatever we could do. and then kind of realized it's really about your mindset. And she, she couldn't do a lot during parts of treatment. Like she got dressed every day, put a tee shirt on like, Hey, we should just have some people that reminds us to be positive, makes us laugh, inspires us.
So she. She drew mine.
Kristine Tesauro: [00:03:49] I sketched up a Lama with a Sharpie on a white tee shirt, just cause I liked it. It was random. We added that little quote to the back of it and that was our first t-shit then. So our friends thought and they loved it. So we made more for them. And then we started giving them to the kids at the hospital and we drew more.
And then our doctors started telling us that we should just make it a business and start selling. So we're like, yeah, she signs all these things, everything away. She's like, you gotta start selling me is make some money go her up.
Brianne Tesauro: [00:04:23] Yeah, that's really, I started, I was in the hospital. I would Google how to make it website, put that together. She would draw the design to the tee shirts and, Yeah, that's really how it started. We started selling the handmade ones.
Kristine Tesauro: [00:04:39] And last long though, because after we launched it, we sold like 50 or more than that right away. And that's when I started to feel more sick again. I could not keep up with it.
Brianne Tesauro: [00:04:51] I was trying to like replicate her designs to do them and it was just. We got that first round out, shut down the site and then, learn the whole production printing process. Yeah.
Gen Furukawa: [00:05:06] Yeah, I think that's amazing. I actually didn't realize that you were drawing them yourselves. I thought that they were more graphically designed with inspirational phrases.
Yeah.
but that's amazing.
Brianne Tesauro: [00:05:18] Yeah. She's still a hand draws them all. And then I take her
Gen Furukawa: [00:05:22] notebooks, scan it in, and digitize.
Brianne Tesauro: [00:05:28] ready for print.
Gen Furukawa: [00:05:31] Yeah. So then at that point, just a little bit about the process, just because I'm curious, because print on demand is something that a lot of people are doing, you know, whether it's like Printful or something where you can. Upload an image and then it's printed on demand, but you guys are, you kind of made a different choice, first doing hand drawn or hand printed, and then to scale up and produce more.
You decided to just print a bunch at a time?
Brianne Tesauro: [00:05:59] Yeah. The reason we didn't go with print on demand, was because we're really, we're very story-based obviously. And we wanted in every package. Our story and what we donate 50% profits to kids going through cancer now to take them on adventures and help keep them positive during treatment too. and so we really wanted to put all that in the packaging and other fun stuff.
We put a little egg in, there was a coupon
stickers. So, Yeah, with print on demand, you can't really have all those options. So we just decided to, to do it, do them in bulk and ship them on ourselves. So we could really get the story in there and seen a lot of growth that way.
Gen Furukawa: [00:06:43] Yeah. So when you decided which ones to do, was it just whichever ones kind of like were drawn out of inspiration and then you find a relevant message behind it and then print it out or like, did you, so did you start with smaller numbers of SKU?
Yeah. Started
Brianne Tesauro: [00:07:04] with only like 10 designs. Yeah, there's a small amount. And then we just kept adding, like, as the months would go on, we would try to add more and more, and then it just kept growing. Yeah, it's kind of just bootstrapped the whole thing. So as we, you know, sold the first shirts, you'd get more money and then come out with a new design and stock those, sell some more.
Come out with new ones and really, really just been as we, as we go.
And all the beginning designs too were more just things that helped me keep going during treatment. So like, if I was feeling scared, I drew the fearless design. If I was like feeling down, I do the 'stay happy' design. That was just like a correlation with that.
That kept me going while we were out. We're in the intense parts.
Gen Furukawa: [00:07:48] Yeah. I think one of my favorites is 'it's not about the destination, but it's about the adventure'. And I think that's one thing that I got from looking at your story and your website is the sense of adventure. So just quick plug, it's an amazing, like eight minute video. I've watched it a couple of times, that captures in, in video and, and your story and narrative along the way. And I think it's incredibly powerful, but then there's an underlying tone of hope and happiness and family. I think that's, that's really special. that does just a great job of telling the story. So,
it tells it better than we can honestly. Well, it's
Yeah. Yeah. It's amazing.
Brianne Tesauro: [00:08:33] like going through treatment, you know, you couldn't just. You know, wait for things to get better way in the future. Like we wanted to live every day, just enjoying the little things and, cause we didn't know how much time she would have and we wanted to make the most of every moment. So that kind of, that whole sense of adventure and enjoying now and every step of the journey, it really kind of helped us through.
Gen Furukawa: [00:09:00] So one thing I think that you guys do an amazing job of is you just build this notion of community and it's, I think there's cancers is such a terrible thing that impacts people, regardless of race or ethnicity, religion, age, whatever is so universal. And so you've built this community.
Around this terrible thing, but you've infused it with hope and, and uplift. And so I'm curious to learn more about how you've built this community and how you approach the idea of building a community.
Brianne Tesauro: [00:09:32] It was, it was pretty natural. Honestly, it wasn't really something we like thought through or strategize at the beginning. It was really just. Sharing our process is, you know, obviously when she was diagnosed, we had all our family and friends wanting updates all the time. And I couldn't keep up with like messaging everyone.
So we just started on our blog and social media, like that's where I would update people. so at first it was just updates to how she was doing and we started drawing all these t-shirts. So say we're doing this now and doing stuff with other kids at the hospital and helping them through it. So it was just kind of sharing all that and along the way, and, Yeah.
Yeah, no. Then other people, you know, that we don't know a start following, going and seeing these cool t-shirts and getting those, wanting to help these other kids that we're helping. And so really the whole thing has just been sharing our story and our process. And, it's been, it's been awesome to see that community come behind it and, just keep growing
yeah, that's really, we still look back at our base, like how do
we get orders from people? We don't know
If people watch the video, you'll see, we have this thing called a dream list. And. it was just fall. She was going through treatment, this whole list of things we wanted to do, like riding a hotter balloon and see a famous person wearing our shirt and just a ton of random stuff. So people would see that too and reach out and help with different things and they just want to be a part of something good. And yeah, someone hooked us up with Ryan Seacrest. So we were on his show. You got a shirt!
Gen Furukawa: [00:11:26] Yeah. so cool.
Brianne Tesauro: [00:11:28] Yeah, you do. You end up seeing so much good in the world just by doing good things that like starts popping up everywhere. So then since we started doing this, we've met so many people who are also doing amazing things and who have been helping.
And it kind of just like a chain effect. Like the world is awesome.
Gen Furukawa: [00:11:47] I think especially now people are just looking for silver linings and stories of inspiration, and I think that's inspiration and authenticity. And I think that's exactly what you deliver with your messages, because they're like in the video, for example, there, there were moments of real vulnerability and that people don't necessarily have access to, but you share them so bravely.
And I think that resonates a lot on a very human level.
Kristine Tesauro: [00:12:16] Yeah, we try to keep it as real as possible. Like that's really important to us.
Gen Furukawa: [00:12:21] and that relates to something that I was also curious about. Something that I admire on, what you've done is the copywriting and the words that you use. And I think it's, it's really great. And I kind of alluded to it earlier in terms of almost so matter of fact, But very real. I think like we, we get an idea of who you are just from the text on the website.
And so I'd be curious to know like how you do it, what you're thinking about as you're writing and putting the words to text?
Kristine Tesauro: [00:12:52] I guess I'm, I'm more like copyright that stuff, but yeah, it's nothing, you know, I've never had any training on it or anything. It was just, you know, I kinda, I guess I kind of just had to cause like for this whole cancer world and dealing with kids with cancer and it's really, really hard, really sad, but, you know, our goal is to bring, like, make that happier and we didn't want to, you know, we don't want to hide the fact that it not, it is sad because these stories need to be told, But, you know, our goal on the end is happiness and lifting those spirits up. So yeah, with everything, basically our, our tagline is kinda is, helping kids with cancer, "stay happy when they feel crappy" so it's acknowledging that super crappy situation, but like kind of funny, but, and everyone know, you know, we're, we're trying to make this better and happy.
Brianne Tesauro: [00:13:53] And so yeah, everything kind of just stemmed from there, keep keeping it positive, but being real, which is kind of tricky to do sometimes, but that's kinda, yeah, just what I've tried to do, for her through this whole thing. Just keep it, keep it positive.
Gen Furukawa: [00:14:17] what's the biggest, surprising lesson that you've had through all this then?
Brianne Tesauro: [00:14:25] That's a good question. I guess one of the, one of the real eye-openers, there's been so many lessons, and you know, I'm thankful for, for all the, it was tough, tough process, but thankful for everything that came out of it, everything we learned. but one of the amazing things was it was just seeing how, how good people really are. Like, there's a lot of negative stuff that goes around in the world. You hear all of these bad stories, cause that's kind of, what's thrown out at us a lot. it gets attention, but, you know, we really, we really just saw the good parts of people and no matter what, what background, what people believe, what race was, what religion. it didn't matter. Like you just see, everyone's trying to make the world better for them, for their families and, you know, beliefs on how to do that can be different, but really everyone is good. And that was a really, really cool thing to see.
Kristine Tesauro: [00:15:33] And then for me, it was just that something so bad can turn into something that was so amazing as well, because.
Starting treatment, you don't expect to be like this, this good of an ending at the end of it. Cause I was so scared going in and now I'm like, well, where I am now is so much better than where I was before that. I don't know if I would change the whole process to get where we are, because we've been able to meet so many amazing families, so many incredible kids and like, they're my heroes now.
And if I didn't go through all that, I went through, we wouldn't know them and be doing what we're doing. So it's like how situations can turn so easily. That, that surprises me the most, like, "wow!"
Gen Furukawa: [00:16:18] so can you discuss a little bit about this dream list?
Kristine Tesauro: [00:16:23] Yeah. So as all, we noticed that some of the things that we already had in our heads that we wanted to do in the future were starting to happen as I was going through treatment. Like the hot air balloon ride that we did. We never voiced that, that we, it was our dream, but when it happened, we were like, "man, this stuff is just like happening . We should start documenting."
So we would start writing down the things that were happening because they were our dreams. We just never wrote them down. And then we just started adding all the things that we were thinking as we were going, just little dreams that were fun or exciting that we always wanted to try, but never wrote down and kept it in front of us, just so that we would know and then be able to keep up with it for ourselves.
And that's when it kind of just kept growing and people were checking more off of our list. And then we started widening our, our horizons of what we wanted to do and yeah, it just kind of kept growing naturally.
Brianne Tesauro: [00:17:21] Yeah, it hasn't really told me that, I guess we don't, we don't even like super actively try to make those things happen.
It's just kind of, I guess some of them, it depends a lot have to do now with like the business and what we do with the kids, so those are our favorite ones to actually work on, but the more personal ones. That was kind of, at least for now, they kind of just sit there.
We'll probably get to them sometime, but right now we're just having fun growing this business. And so we can keep doing more with kids. We want to start checking kids' dreams.
So that's kind of our, our bigger goal.
Gen Furukawa: [00:18:04] Oh, so what's been the biggest challenge you've found as you make this transition towards growing on online?
Brianne Tesauro: [00:18:13] I guess we're still kind of in, in the middle of it with, with our ads and getting them to actually be profitable. I've only been at it about a month now and, you know, we've seen some return on them. but I also haven't put a ton of money into it yet. Cause I'm just like, It's kinda scary. Quite know what I'm doing yet.
Like a little bit, try that, see what it does. Yeah. But you don't want to waste too much. Cause then what if it's not doing? Yeah. So in this next, next month or learning more, we're going to put more into that and, yeah. See how that goes. But. Just kind of just one thing we learned, you know, during her whole treatment process is just how to e flexible.
Cause we really couldn't plan much during that. Cause one day she'd be okay then I actually would be heading to the ER and admitted in the hospital for a week. Like you never knew what was going to happen. so we just learned how to. Roll with things and get through it. Adapt fast. They've been positive.
Look for ways to ways to make it better. so that's kind of helped a lot during this too. Like things might have shifted, might be hard here and there, but we're pretty good at just looking at what's the next opportunity. What can we do to make it better, kind of roll on with that, making the social media better, figuring out how to do the right posts, things like that.
Our product photo gallery working on some stages, dude, coming out with new products, dish towels and greeting cards soon, you just set up backgrounds and like phone screens.
Gen Furukawa: [00:19:54] Yeah. So I got a shirt today and I actually had a great customer experience just from the website perspective. And so you use Shop Pay, which this is the first time I've ever used shop pay. Basically. I don't even know how it picked up. I think it was my email address. And then all of a sudden I got a text on my phone to enter in a six digit code, and then I entered the code and my payment and address are pre-filled, which is really like a smooth process. Have you gotten feedback or notice anything behind the scenes of higher conversion rate for those that use Shop Pay or not?
Kristine Tesauro: [00:20:31] you know, I haven't even really looked at that much. I think that's kind of new, honestly.
Gen Furukawa: [00:20:42] you should be your own customer re refund immediately. But yeah, it was really like almost a magical experience is great.
I guess wrapping up, you guys have been through so much and it's been such an amazing story that you've documented and shared so bravely, and then now you're at this point where you've built this amazing brand and this story, and you're helping kids who are in a really difficult place themselves.
I'd just love to know what is one lesson that you can share with us that you've taken from this that that resonates with you?
Kristine Tesauro: [00:21:24] Well, there's the basic one where just like, no matter what it is, just try it. Like we were scared to even start. So we kinda. One of our mentors said the best thing to do is just to start and then see what happens because you kind of get overwhelmed with all of the, all of the details and things that you have to do and stuff like that.
So if we just ignored that and started, that was easier for us. And then for me, it was just keep, take it day by day, for sure. Like enjoy each day and do like something every day, but just focus on the day and then things got better from there and yeah, things grow up like that.
Brianne Tesauro: [00:22:06] So then I guess my tip would be just really be conscious of what you're, what you're thinking about, what your, what reminders you have in front of you.
cause mindset is such a powerful thing. And especially now, like people are they're quarantined or isolated. That's a really hard thing. but if you can, you can keep your mindset positive. It's gonna help a lot. And sometimes that has to do with, you know, for us, a big thing was our shirts or clothing.
And what we wear reminds us every day when we put it on. another big thing is people and the there's not saying you're kind of the average of the five people you spend most time with something along those lines. so those around you, it makes a huge difference trying to try to get those positive people around you in your life.
people who call you to a higher level. And, yeah, that just, that just has helped a lot.
Gen Furukawa: [00:23:08] Yeah. You guys have certainly done that with the community and then the importance and emphasis on family. And it's really, like I said, it's an amazing story. So thanks for sharing it in what you do.
Kristine Tesauro: [00:23:20] Of course. Thank you again for having us on.
Gen Furukawa: [00:23:24] of course. So the
Kristine Tesauro: [00:23:27] website is catchsomeair.com
Gen Furukawa: [00:23:31] Yes. Yes.
yeah. What would the best way for people to get in touch with you?
Kristine Tesauro: [00:23:37] really anywhere on any social media platform, like all of our Facebook, our Instagram goes straight to us. It's solid just Instagram @catchsomeair, same thing on Facebook. So yeah, we still were. We engage with it, respond to every comment, every message. so yeah, they messaged us anywhere.
They'll go to one of us or email us from the site.
Gen Furukawa: [00:24:01] Well, Kristine and Brianna, thank you so much for being here and being so energetic and inspiring!
Kristine Tesauro: [00:24:09] Thank you so much. That's great!