Launching an apparel brand from Switzerland with the U.S. market as priority #1 is both a deliberate choice—and a slightly crazy one.
After several months of actively selling in the United States, here’s what we’ve learned. Honestly. Including the mistakes.
What we expected—and what actually happened
We thought the U.S. market would respond first to certifications. GOTS, OEKO-TEX, made-to-order production—we built our messaging around that.
In reality, the first purchase trigger in the U.S. is design. Not sustainability. Not organic materials. Design first, certifications second—as confirmation of the decision, not the reason behind it.
That changed the way we communicate completely.
3 things that positively surprised us
1. The resonance of Swiss origin. We didn’t expect “Designed in Switzerland” to be perceived as such a strong quality signal in the United States. It became one of our most effective differentiators.
2. Patience around delivery times. We were concerned that made-to-order production times would be a dealbreaker. Overall, customers who understand our model accept it without friction—and some have even told us that waiting for a piece to be made specifically for them made receiving it feel more meaningful.
3. The connection to symbolic designs. The Identity Series collection—the kanji—performed better than expected in the U.S. Designs that carry meaning create a different kind of connection than purely graphic ones.
3 things we had to fix
1. The sizing guide. The difference between European and American standards is real. We added a clear recommendation and a detailed sizing guide page. Returns due to incorrect sizing went down.
2. Communication around production time. Being clear about what customers should expect—and why—eliminates questions before they happen. We reworked our communications so every customer knows exactly what happens between purchase and delivery.
3. Material matters—more than we expected. We noticed that most people simply don’t appreciate polyester products. The polyester hoodie in particular received clear negative feedback. Seeing that confirmed directly by our customers forces honesty.
The people who come to JaOcCo expect natural materials. Organic cotton. Fabrics that breathe. That last. A polyester product—even well designed, even with strong visuals—creates friction with what we represent. We took note.
What we learned about our American customers
The JaOcCo customer in the U.S. isn’t where we thought they’d be. It’s not the “classic” sustainable fashion consumer—the one looking for organic first. It’s someone searching for something different, someone tired of mass market products, and who, once convinced by the design, appreciates that the piece is made with integrity.
The order matters: design → connection → trust → certifications. Not the other way around.
What comes next
We’re still learning. The U.S. market is demanding, competitive, and at the same time open to something authentic in a way Europe isn’t quite yet.
JaOcCo isn’t trying to look like an American brand. We’re a Swiss brand speaking to Americans—and we’re starting to understand how to turn that difference into a strength.
[BENOÎT — you can close here with a mention of the next project, Drop, or concrete next step.]