Taking it all the way back to November 2018 when the interview with the dope dude Daniel Wilmot founder of HookedBHM was published. Since then Dan has definitely not slowed pace at all and now has his own physical bricks and mortar store as well as his online space. Teaming up with the brand Relic Vintage to make a dope shopping space to meet all your vintage garm and sneaker needs.
(Relic x Hooked Shop Front, Victoria Centre, Unit 312 Intu, Nottingham, NG1 3QN)
(Relic x Hooked team from left to right, Daniel Wilmot, Martha Hills, Conner Turner)
Right let’s get into this interview.
First of all I can’t thank you enough for taking time out of your day to take part in the interview! So lets get it started. Give the viewers your name, where you’re from, what you do and the biggest thing you’re into right now?
My names Daniel, born and raised in the Midlands. Hooked is my full time baby right now so it dominates my life for sure but outside of work and work related interests (streetwear fashion etc), I have a big passion for Football! I think the foundation I had within Football and particularly my fascination with Football Boots triggered the sneaker head passion.
There’s one thing that clearly stands out from everything else and that is that you’re both clearly avid sneakerheads, correct me if I’m wrong! So the sneaker love is real and with that what are both of your guys single grail of all time?
Jez is definitely either a 97 or TN man, you very rarely see him without a 97 or TN on his feet! His grail would come from that silhouette for sure. For me, my favourite shoe of all time is the Air Jordan 1, I love the versatility of the shoe. The OW remake was crazy, and with the Union collab still to come along with the Travis Scotts! It’s been a great year for AJ1 heads.
After watching your Depop interview I know that Jez has luck on his side. So since you have luck within the duo Im sure you’ve had a nice come up. So what’s After watching your Depop interview I know that Jez has luck on his side. So since you have the luck within the duo I’m sure you’ve had a nice come up or two. So what’s the best shoe you’ve copped for earning profit on?
Jez has luck but I’m (Dan) the treasure hunter for sure! Jez seems to always think I. can find value in product from a variety of different places. Probably the best earner this year has to be a The Off White Nike range. It follows after Yeezy, MJ and SB as one of the most influential brands within streetwear!!
HookedBHM isn’t the one and only when it comes down to what you’ve tried to start but you would never have guessed! What happened to the first Depop page that you started then?
First Page hahaha. It was just a bit confused. I had a limited product range in terms of price and sizes. The products looked good and obtained likes but never generated sales. It was then when I started to look more analytical about the product I’m selling and the platform I’m selling on. Looking for potential opportunities or gaps that needed filling within Depop Marketplace. That is when I decided to try make Hooked the first call for affordable trainers within the growing Depop community.
Sneaker events are jam packed with people all looking for the same thing and we know that hype can cause a number of different types of situation! With that what’s the funniest Sneaker moment you’ve ever been witness to?
Tricky one! There’s been plenty of memorable moments during our times at events both Sneakercon and Crepe City. The Sneakercon brawl is an obvious one that people remember and talk about still. However on a personal level, I think our second ever Crepe City was my favourite. It was around the same time as the Adidas Boom with Boost. We took 30 pairs of cheap PureBoost with us not knowing what to expect. By 1pm we had sold the lot, and could have probably sold them twice over.
So Jez, this one goes out to you who’s the wholesale plug?;) You go in bullishly picking up wholesale contacts and I love that!! But will you spread the word also?
Im the man (Dan) with that wholesale information. I’m afraid if I tell you I’d have to kill you though. So if I were you I just maybe wouldn’t ask!!
You guys seem to have a nice amount of stock which is super dope, nothing better than full racks (well empty if you’ve sold them all actually but you get me!). How much stock did you guys start o with and when would you say it really started picking up?
I started hooked with 10 pairs from my collection and around £100 to purchase new sizes for variation. It’s key to start small and grow as your sales grow! Running before you can walk can put a huge strain on your cash flow! It’s a balancing act and one which we still have to consider and manage to this day!
I noticed that you also have your own website, which I must say looks super clean!! When did you get this done and what was the reason behind it as you obviously have such a great Depop following already?
The website! Glad you’ve checked it out! It had been a long time coming! Something which I always wanted to do eventually. It helps continue our brand ethos of trying to be fairly priced. Especially with the high end value pairs ! I also think it’s was an important stage of growth within our business! Depop has been an amazing platform for us and will continue to be so! However, we want to start to grow our own micro community too and it starts with the website and then the Store! Hopefully….!!
You talked about aordable pricing in your Depop video. Would you say that this is still as prevalent for you as it used to be or as you’ve become a more successful and better known account would you say that pricing can be increased as you gain more of a name and reputation?
Of course! It’s part of the reason why Hooked has been so successful to begin with! It separated myself from others on a populated marketplace and something which I ensure is maintained regardless of growth!
Once again we’ve had another great interview from another top Depop seller and its been a blast! So give us all the finisher by letting the community know your two best tips on selling on Depop and any final words of wisdom!
First tip would definitely do some research! Spend a couple of hours a day looking at what times other sellers list, their pricing, their photos. What they do well, what they don’t do well. Take that research and analysis and then apply it to your idea! If you can put your own unique twist and fill a void on app then you will stand out and survive the test of time.
My last tip, Don’t give up. It can be long days and unrewarding sometimes. Don’t let that get you down. Remember why you want to do this! Your passion and drive should take you through those difficult moments! Just don’t give up!
End Of Interview
Big up to Dan for this one once again, it was nothing but a pleasure to delve into HookedBHM. Does this one need revisiting now that the bricks and mortar store has become a permanent fixture? Maybe video and not written for this one?
Much Love, AMEKOSA
AMEKOSA 