How Draper James Built a Brand Customers Come Back To
Reese Witherspoon's name may open the door, but product, storytelling and customer loyalty are what have made Draper James last.
In this episode of Beyond the Now, Liam Millward sits down with Piper Parsley, VP of Marketing & eCommerce at Draper James, to unpack how the brand turns a founder's vision into a business customers keep coming back to.
They cover how Draper James carries one clear story across eCommerce, social, email and retail, why retention is the new CAC, what makes a brand collaboration work, and how marketers can use AI without giving up the human judgment that makes a brand distinctive.
You will learn:
Why celebrity attention cannot replace a strong product
How customer feedback shapes product and category expansion
How storytelling changes across the customer journey
Why repeat purchases are central to durable growth
How to choose collaborations that work for both brands
How AI can free teams to spend more time on strategy and creative work
Subscribe for more conversations with the people shaping the future of eCommerce.
9 Oct 2026
How Muscle Republic Went From Cut-Off T-Shirts to a Global Fitness Brand
Muscle Republic started with Vic Gigliotti cutting the sleeves off T-shirts for a bodybuilding competition.
Today, it is a global activewear brand built around community, resilience, and heart.
In this episode of Beyond the Now, Liam Millward sits down with Vic Gigliotti, Founder of Muscle Republic, to unpack the personal and business journey behind the brand, from hitting rock bottom and starting with almost nothing to building a team and community with global reach.
They cover:
- How Vic turned his own transformation into the idea for Muscle Republic
- Why community became the foundation of the brand
- The setbacks and hard decisions that shaped the business
- How fitness influenced Vic's approach to discipline, leadership, and long-term growth
- What comes next for Muscle Republic
If you are building a brand, leading a team, or working through a difficult chapter, this is an honest conversation about creating something that lasts.
30 Sept 2026
What Most eCommerce Brands Get Wrong About Profitable Growth
Most eCommerce brands optimize for revenue and reported ROAS.
Jordan Craig optimizes for profit.
In this episode of Beyond the Now, Liam Millward sits down with Rob Varon, VP of Digital at Jordan Craig, to unpack how a fully bootstrapped streetwear brand thinks about incrementality, lifecycle marketing, personalization, and practical AI.
They cover:
Why profit should be the North Star for every growth decision
Why platform-reported ROAS can hide what is truly incremental
How email, SMS, and push work together across the customer journey
How Jordan Craig uses AI for pricing, campaign planning, and competitor monitoring
Why marketers will become managers of agents instead of being replaced by them
If you lead eCommerce, growth, retention, or digital, this conversation is a practical guide to building a more profitable and AI-native business.
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