Donney McMullin marketing ‘John Dough’ clothing lineWritten by Mighty Wyte (Matt Feher) | | firstname.lastname@example.org
Toledo-born and Toledo-raised Donney McMullin is building his empire right here at home.
“I grew up here, went to school here,” McMullin said. “So it only made sense for me to stay rooted here and build something at home.”
McMullin, who graduated from Bowsher High School and attended the University of Toledo for entrepreneurial studies and small business management, is the driving force and creative mind behind the John Dough brand of “premium street wear apparel and accessories.”
McMullin refers to John Dough as a brand because “my business focus isn’t on one market or service. We’re introducing the brand with a clothing line. T-shirts are available already and soon we will be selling denim and a ladies line of clothing called Jane Dough.”
McMullin, like any other entrepreneur, faces hurdles but is charging through with his vision.
“Our biggest challenge is manufacturing,” he said. “Most manufacturers think 10,000 units is a small order, where we think 1,000 units of any one product is still large.”
Financing a start-up company is the other obvious challenge McMullin faces.
“The average start-up cost for a small clothing company is 1 to 1.7 million dollars,” McMullin said. “If you don’t have ready access to those resources, you have to be very creative in the execution and delivery of your brand.”
For John Dough, delivery of the new line of Toledo-grown fashion involves a simple-to-use website (DoughDynasty.com), plenty of festival appearances and a brick and mortar purchase point.
Hot Kikx at 4550 Monroe St. sells John Dough and offers potential buyers a chance to feel and see the kind of shirts John Dough delivers.
“We are going to be all over the city this summer,” McMullin said. “We had booths at the Old West End Festival on June 4 and 5. We have a booth at the African American Festival on July 9 and 10. John Dough will also have a booth at the Bash at The Bay from July 27 through the 31st.”
While it will take some time for John Dough to be recognized as a fashionable name, the brand is being built.
According to McMullin, goals are being reached and new goals set.
“One of the things we would like to do this season is grow hometown recognition,” he said. “After that we’ll worry about getting the clothes onto entertainment figures like artists and musicians.”