99inu is a clothing shop that primarily operated online. The company was introduced with a mission to sell playful and conversational apparel designs to young shoppers. This apparel shop was founded in April 2017, out of a passion project.
The brand was built to be vibrant, humble, and culturally aware. Shiba Inus became the mascot for their high-spirited energy. "Inu" shaped the name, "99" nodded to 101 Dalmatians, honoring the diverse subcultural communities the brand celebrated. That identity carried through every tag and marketing asset.
With the brand established, the work shifted to production: sourcing a wholesale manufacturer for base materials and color printing, then moving through sampling and revisions to get it right. Products launched through social, with pre-orders and promotional drops across Facebook, Twitter, and Instagram. A website managed sales and inventory across the full range: tees, sweaters, and vinyl stickers.
Over 2 years, all inventory sold out with ongoing demand from returning customers.