Johnny Cupcakes

Origins

Earle says he initially started the Johnny Cupcakes brand "dewas Dewan". The clothing line has its origins back in 2000 when Earle worked at the Newbury Comics music shop in Braintree, Massachusetts. One day, co-worker Kingsley Wong gave him a new nickname, Johnny Cupcake, and it stuck.

In 2001, while ordering screen-printed shirts for the metalcore band he played in (On Broken Wings), Earle ran off a few shirts designed with the "Johnny Cupcakes" nickname. Almost immediately, co-workers and store customers noticed the cupcake-themed shirts whenever he wore them, and many inquired about how to purchase them. Sensing the demand, Earle started selling the shirts from the trunk of his car to local friends and acquaintances.

When On Broken Wings signed with a record label and began touring in 2002, Earle stuffed his suitcase full of Johnny Cupcakes shirts to sell at shows, and give to other musicians on the bill. This helped expose his designs to new audiences across the country, and the brand began to develop a cult following. The following year, Earle quit the band to focus full-time on his fledgling business.

Growth and success

In 2005, Earle opened the first Johnny Cupcakes store in his hometown of Hull after working with his father to convert it from a boat garage into a retail space. By this time, he had decided to keep his merchandise out of chain stores, and sell it exclusively through his own shops. After a year of growing sales and popularity, he opened another Johnny Cupcakes boutique on Boston's chic Newbury Street. The grand opening of the second location drew several hundred fans, and the store recorded five-figure sales revenues on the first day alone. Sadly, Earle's original Hull location closed its doors in 2015 after reportedly declining sales and higher rent in-town.