Our conversation has been edited for length and clarity.
This isn’t the first time we’ve talked to Dogecore’s founders, Dominic and Aleksander. If you missed that story, check it out later.
Now, they’re back to share their experience starting a clothing brand from the ground up, addressing complaints, and managing rapid growth without losing sight of what makes their brand special.
Building a community before launching a store
“We started as a meme page back in 2009. Just posting and building that community. And it grew into a place where we had enough audience to express ourselves both artistically and in a funny way.”
For years, they ran this community purely for fun, sharing memes they loved and engaging with their audience. Only after creating content for a decade did they decide to open a print-on-demand store.
“We were doing it for fun because we enjoyed doing it before we actually made a store out of it.”
Dominic and Alex, the founders of Dogecore. Source: Printful
They emphasize that picking a niche should be a personal rather than a purely profit-driven decision and that the “right” niche might be closer than one might think.
“A lot of people make the mistake of trying to find a niche they can capitalize on. They miss that whatever they do in life, that’s their niche, and they know it better than anyone else. Like, I really like gardening. If I wanted to start a separate business, I’d do that because it’s what I know.”
Good things take time
A decade of building trust and community helped them confidently transition into selling products.
“For us, it was like we were running this page and that community around it for ten or eleven years . . . thousands of years. Okay, maybe not a thousand.”
Jokes aside, consistent posting and engagement earned them a loyal base, ready to support them when they launched their custom clothing line.
Source: Dogecore’s t-shirt collection
Growing sales across borders with audience buzz
Even though the founders aren’t based in the United States, their audience stretches across multiple countries.
“[Our audience] is definitely in the United States. After that, it’s Australia, Canada, Germany, and, of course, the United Kingdom.”
They attribute their global reach to years of online interaction. As the business grew, customers started sharing their products internationally, which fueled more interest abroad.
“As you sell more, your things get seen, they get spoken about, and then things sort of snowball in the right direction, which is what is happening to us now.”
Source: Deogecore’s Instagram
Turning complaints into creative opportunities
Dogecore has outstanding reviews, with 99% being decidedly positive. What about that 1%? The founders say the negative ones are “the best ones.”
“We get one bad review a year. Basically every year during Christmas, someone orders a week before Christmas and is angry it’s not there on Christmas Day.”
Responding to negative feedback with humor is right on brand. Here’s how Dominic handles customer complaints.
“I use that as a creative writing exercise to write some hilarious (well, we think it’s funny anyway), angry replies explaining what happened and why I think they’re wrong.”
Source: Dogecore
Despite this playful approach, the founders prioritize customer satisfaction.
“If there’s an issue, someone can email us and we’ll fix it, even if it means losing money. We’d rather have happy customers than additional profits.”
Bringing life to each product with creative writing
Part of their brand identity is weaving humor and personality into every product description. They avoid standard, stock product descriptions at all costs.
“There are so many t-shirt shops out there that put in the minimum effort. It doesn’t build trust with the brand.”
Dominic is usually the one in charge of writing captivating, eccentric product descriptions.
“Every single product page is basically a related story about it. I try and write a story for every single design because I really like creative writing.”
Source: Dogecore
Each product gets a backstory, complete with the same comedic spirit fans expect from the meme page.
“It gives a bit of worldbuilding and depth that most stores don’t really have. People know we’re not just a faceless corporation.”
A stress-free approach with print-on-demand
With no funds to invest in inventory or storage, they needed an alternative approach. Print-on-demand was a perfect fit.
“We chose print-on-demand because we were absolutely broke: no money to invest in products, no room for storage, and no understanding of international shipping. We also didn’t know if anyone was going to buy anything. Starting without any risks with print-on-demand was the best option.”
By sidestepping the need for upfront bulk orders, they avoided the financial risk of leftover stock if designs didn’t sell.
Don’t let taxes sneak up on you
In the early days, their passion for memes and creativity overshadowed necessary business tasks, like taxes.
“We ignored all of our tax things for the first year until we had to. Then we got an accountant who said: You need to fix all of this!”
They caution new store owners about waiting too long:
“It was scary. We didn’t know how to pay taxes. Obviously personal taxes, but I’m talking about business stuff.”
From a legal standpoint, Dogecore has a complex structure: a British company run by a European and an English person, selling internationally. That’s why it wasn’t easy finding accountants willing to work with them. Eventually, they found an accounting team willing to help sort out their situation.
“We’d be screwed without those guys. After that first year when we got the accountant, we had to fix a lot of things. We went about six months without paychecks to cover everything.”
Their advice?
“Talk to an accountant. Seek help.”
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When to quit your day job (and when to keep it)
As for the right time to go all-in on the business, the founders have differing opinions. Alex suggests caution:
“I would wait a couple of years, seeing how your business runs, before quitting your job.”
The Dominic jokes.
“No. Quit your job. Sell your car. Remortgage your house. Death is coming.”
In reality, they balanced caution with passion. It took them years to develop a customer base, refine their brand voice, and test the business model before relying on it full-time. Their journey shows there’s no single right way—just the path that works for you and your circumstances.
Staying true to yourself
Throughout the conversation, a recurring piece of advice emerges: authenticity is a top priority. Whether it’s choosing a niche, responding to customers, or writing product descriptions, the founders believe genuine passion and honesty shine through.
“Somewhere in this rant, there is some advice about staying true to yourself. Believe in yourself. Live, laugh, love. You can do everything you want.”
They don’t shy away from letting their humor and personalities guide the brand. It’s precisely that authenticity that connects with fans, ensures customer loyalty, and keeps them excited about new designs.
Key takeaways for aspiring meme-to-merch entrepreneurs
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Pick a niche you actually enjoy
Don’t choose something you don’t care about. If you’re already passionate and knowledgeable, your enthusiasm will be easier to share.
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Build a community first
They spent years posting memes and engaging with fans before selling anything. That long-term trust translates into a loyal customer base.
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Keep customer support personal
The best way to handle negative customer reviews is with a genuine effort to fix issues, paired with a touch of humor.
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Use creative writing to stand out
Even product descriptions can become part of the experience. Authentic, fun storytelling differentiates your brand.
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Consider print-on-demand for low-risk
If you lack funds for inventory, POD lets you sell without significant upfront costs or storage headaches.
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Don’t ignore the business side
Get help with taxes and accounting. Waiting too long can lead to stressful (and expensive) catch-up.
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Plan your job exit wisely
It took Dogecore founders years to go full-time. Based on your savings, goals, and market response, decide what works best for you.
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Stay true to your voice
Authenticity resonates. Let your genuine self and sense of humor guide your brand’s development.
Bringing memes to life—one shirt at a time
From a dog meme page launched in 2009 to a thriving global clothing brand, Alex and Dominic turned a simple online community into a successful store. By keeping things fun and transparent, they’ve built a brand that resonates with people worldwide.
Source: Printful
If you’re considering a similar leap, remember to keep it personal, plan ahead, and never underestimate the power of a good laugh. Now, stop reading success stories, become one!
