Robert Patton, founder of Sheath Underwear, joins Will Laurenson to share the reality of building a successful e-commerce brand over 17 years. From failed product launches and Kickstarter campaigns to UFC sponsorships and influencer marketing, Robert explains the challenges of growing in a crowded market while managing manufacturing issues, customer retention, and rising competition. The conversation also explores AI, Reddit marketing, fulfilment strategy, and the importance of customer service in long-term brand growth. If you want an honest look at what it takes to build and sustain a modern consumer brand, this episode delivers practical lessons throughout.