The Biggest Lie First-Time Founders Tell Themselves (And Why It’s Hurting Their Clothing Brand)

The Biggest Lie First-Time Founders Tell Themselves

Here’s the biggest lie first-time founders tell me:

 

“My production will definitely be done by insert personal deadline.”

I hear this every single week  and 99% of the time, the founder hasn’t even begun sourcing, pattern-making, or development. No fabric chosen. No tech pack. No samples. No fittings. Nothing.

But they already have a launch date in mind.

And when I explain the real timeline, the face drops… every time.

 

Let’s be honest: you cannot predict a production date without doing the work first.

I get these questions constantly:

• “When do you think my production will be ready?”
• “Do you think we can finish everything by next month?”
•  “Can you estimate an exact date before we start?”

And the wildest part?

Right after asking, they usually add:

“I know you can’t really tell me that because of delays, sourcing, samples, etc… but what do you estimate?”

If you already know I can’t tell you why are you asking?

This is where new founders get confused.

 

There’s a massive difference between:

 

1. Asking for a standard production lead time

Example:

“What’s your average production lead time?”

→ I can confidently answer: 4–6 weeks after cutting.

2. Asking for a guaranteed launch date BEFORE development even begins

Example:

“Do you think we can launch in 6 weeks if we start next month?”

→ Absolutely not.

Why?

Because lead time only applies after:

• Fabric arrives
• Trims arrive
• Labels arrive
• Patterns are finalized
• Samples are approved
• Adjustments are complete
• Production is scheduled
• Your slot opens

Lead time does not begin when you submit a PO.

Your production is not the only one in the queue

This is another misconception.

Factories run multiple productions simultaneously.

Just because you place an order today does not mean your 4–6 week timeline begins today.

We always ask for a heads-up months in advance if you want guaranteed dates — especially during peak seasons.

 

MOQ matters more than you think

50 units ≠ 5,000 units.

Both require different:

• Cutting time
• Prep time
• Sewing time
• QC time
• Shipping time

Larger orders get different timelines.

Smaller orders get different timelines.

But no order gets an exact ETA before development starts.

If you want predictable timelines, here’s the truth:

You must be able to provide everything:

• Finalized fabrics
• Approved samples
• Techpacks
• Trims
• Labels
• Packaging
• Payment
• Confirmed quantities

Without these, no factory in the world can give you a date.

Because production dates depend on variables you haven’t even finalized yet.

So what does 4-6 weeks actually mean?

It means:

4-6 weeks from the day we cut your production.

Not when you email.

Not when you ask.

Not when you hope.

Not when you submit a PO.

If you want to launch smoothly, here’s the advice no one tells you:

Give your manufacturer:

• Notice
• Space
• Time
• Realistic expectations

And remember  you’re not the only client in the queue.

When you treat your manufacturer as a partner, not a deadline machine, everything goes smoother.