The first drop sold out. Then what?
Eros BroussonFounder · Austin, Texas
Selling out in a week reads like a victory post. It was mostly a week of apologising by email, and I learned more from that than from the sales.
What went out on 4 July
Three designs, two colours each, printed in a run I could have carried myself. I deliberately kept nothing back for a second wave, because holding stock back is how you end up with stock nobody wants.
What happened next
The hoodies went first. Then specific sizes disappeared while others sat there, which is the part nobody warns you about — you do not run out of a product, you run out of a M.
That produced the emails. People who had ordered, seen the confirmation, and then read that their size was gone. Every one of those got a reply from me, and a few of them are the reason the FAQ page exists at all.
You do not run out of a product. You run out of one size, and that is a much more annoying email to write.
What I changed, and what I did not
Changed: stock is now visible per size and colour before you commit, and a sold-out combination says so instead of letting you find out later. Did not change: the runs are still small, and a design that sells out still usually stays gone.
Half of that first drop still reads sold out today. I would rather that than the fourth reprint of a shirt that stopped being interesting two drops ago.
The short version
- The first drop launched on 4 July 2026 with three designs, nothing held back.
- The hoodies sold out within a week — individual sizes went first.
- Stock is now shown per size and colour before checkout.
- Half of the first run is still deliberately not restocked.
French, based in Austin, Texas. Writes the posts, draws the designs, prints the runs and answers contact@broissant.co. Usually the same day.
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