The idea
Rich Off The Net is the thesis in three words: a generation that built careers on the internet, and clothes that say so. I wanted a brand that could stand on its own outside of Team Ares — no team logo, no gaming reference, just a name and a look.
What I did
Everything. The name and wordmark, the two products (a heavyweight sewn hoodie with the ROTN star wordmark and a black-and-white trucker hat), the manufacturing, the campaign — rapper Rich Amiri modeled the drop — and the launch marketing on Instagram and X as a pre-order.
Drop 001Sewn hoodie & trucker hatThe outcome
More than 300 units in the first month, and the drop sold out. For a brand with no roster and no existing audience behind it, that was the proof I wanted: the creative and the launch mechanics carried it.
Questions about ROTN
What is ROTN?
ROTN stands for Rich Off The Net. It is an apparel brand founded and owned by Garrett Leake, launched in March 2023 with a pre-order drop of a sewn hoodie ($70) and a trucker hat ($24).
Who founded ROTN?
Garrett Leake founded ROTN and served as its creative director — product design, campaign creative and the drop marketing.
How did the ROTN drop perform?
ROTN's first and only drop sold more than 300 units in one month and sold out. The campaign was modeled by rapper Rich Amiri.