Branding Together: Retail Brand-Building Secrets From the Creator of Atomicchild
Jimmy Bryant talks about how he launched his nature-inspired apparel and accessories brand that’s sold in every REI store across the country.
Ever seen one of those stickers on the back of a car of a yeti mid-stride? Or an inviting mountain landscape inside the outline of a hand giving the peace sign? More than likely, those iconic images were the work of Jimmy Bryant, owner and founder of outdoor-inspired retail brand Atomicchild.
Atomicchild is known for its outdoor-inspired apparel and accessories. (photo courtesy of Cassie Green)
In this episode of Branding Together, Theresa Hegel of ASI and Cassie Green of Apparelist and PRINTING United Alliance talk with Bryant about what it took to build his brand and how he got his products stocked in REI stores across the country. They also discuss how retail-inspired touches have become increasingly crucial for helping promo, print and apparel stand out and make a lasting impact.
Mentioned in the episode:
- Sustainable Merch Summit 2026 Returns on Earth Day
- How Made-To-Order Apparel Levels Up Promo Campaigns
- Heat Transfer Warehouse Announces Closure
- Print On Demand Conference 2026: ‘The Opportunities Are Limitless’
Key Takeaways
• Print and promo companies are increasingly borrowing from retail playbooks, focusing on storytelling, design and brand identity instead of simply placing logos on products. The shift reflects a growing recognition that consumers want merch that feels like real retail apparel rather than traditional promotional giveaways.
• Print-on-demand technology is making it easier for decorators, distributors and brands to experiment with retail-style merchandise, launch designs quickly and avoid tying up cash in inventory that may not sell.
• Jimmy Bryant built Atomicchild after years of designing merchandise for bands and working in apparel production, using the industry knowledge and connections he developed to launch his own outdoor-inspired brand.
• Even as Atomicchild has grown, Bryant says one of the biggest ongoing challenges is financial – continually reinvesting revenue into inventory while navigating rising production costs and long lead times.
• Much of Atomicchild’s retail growth has come through in-person networking and markets, which Bryant says helped open doors to partnerships and retail placements, including getting products into REI.
• Bryant warns that launching a retail brand requires the same level of focus and effort as running a primary business, making it difficult for printers or promo professionals to pursue unless they can dedicate significant time and resources.