These aren’t your typical corporate milestones. Jake Nickell’s fondest Threadless memories involve go-karts, band performances, murals, and an attempt to set a Guinness World Record by putting on 200+ t-shirts at once (spoiler: he didn’t make it). As Threadless celebrates 25 years, CEO and founder Jake is reflecting on the moments that meant the most to him—not just the big wins, but the weird, joyful, and uniquely Threadless things that helped shape our community.
Jake Nickell’s top Threadless memories are part of a new video series we’re rolling out on social, where Jake tells the stories himself. But if you want a sneak peek, we’ve rounded up his top favorites below. Each one reveals a little more about the values that built Threadless—and the scrappy, passionate, deeply creative community that made it all possible.
When Jake Quit His Job and Went Full Time
By 2002, Threadless had outgrown its humble beginnings as a side project. Jake Nickell left his job and dropped out of art school to give the idea his full attention, founding a web agency called skinnyCorp to help support the dream. Threadless moved out of Jake’s apartment—where his desk had been strategically blocking the front door—and into its first real office: a modest 900-square-foot space. It was scrappy, chaotic, and totally exhilarating.
When Threadless Fired All Its Clients
Three years later, the Threadless side hustle had quietly become the star of the show. Although skinnyCorp was still building websites for brands like McDonald’s and Gatorade, Threadless was generating more revenue than all the client work combined—and with a fraction of the effort. So, the team took a leap and fired all their clients to pursue their own creative ventures full time. It was a turning point, not just for Threadless, but for the entire company’s identity: a shift from chasing approval to building the future on their own terms.
When We Shut Down All Other Projects
After skinnyCorp fired all its clients to go all in on internal projects, the team didn’t immediately put all their eggs in the Threadless basket. Instead, they started launching a whole suite of ventures—from a cocktail recipe site called Extra Tasty to a curated art project called Naked & Angry. Threadless was just one of many experiments, and at the time, it wasn’t even the top priority.
But in 2008, the writing was on the wall: Threadless was thriving, and the other projects weren’t taking off in the same way. So they pulled the plug on everything else and decided to focus solely on Threadless. Looking back, Jake wishes they had branded everything under the Threadless name—Threadless Music, Threadless Patterns, etc. But hey, hindsight’s 20/20, and that pivot is what allowed Threadless to grow into what it is today.
When the Artist Community Organized a Visit to HQ
In the mid-2000s, a group of Threadless artists decided to do something wild: meet in person. They planned an unofficial pilgrimage to Threadless HQ, just to hang out with the team and each other. The crew welcomed them in, gave a tour of the space, and turned a casual visit into a proper celebration. That spontaneous gathering laid the groundwork for what would later become official annual events known as the Threadless Family Reunion. It was one of the first clear signs that Threadless wasn’t just a website—it was a full-blown creative community.
Donating $100K for Hurricane Katrina Relief
In the wake of Hurricane Katrina in 2005, former Threadless employee and Louisiana native Ross Zietz wanted to do something to help his devastated hometown. He brought an idea to the team: a charity tee to raise funds for relief efforts. The result was “Regrowth: Katrina,” a powerful design that symbolized hope and resilience. Threadless donated 200% of the proceeds to the American Red Cross—$20 for every $10 tee sold—ultimately raising $100,000. This campaign was more than a fundraiser; it marked the beginning of a long-standing Threadless tradition: using art to support causes that matter.
Singapore and Hong Kong Meetups
In 2011, Threadless hosted a massive international meetup in Hong Kong after the city won a community contest hosted in partnership with Meetup.com. The event was a smash, full of artists, fans, and creative energy. Not long after, in 2012, Singapore took the spotlight with an even bigger event—drawing more than 2,000 attendees. With the help of incredible local creative agencies like Kult, the Singapore meetup featured live screen printing stations, custom Threadless tees, and a full-on celebration of art, community, and connection. Both events made it clear: the Threadless community had gone global in a big way.
Getting Go-Karts for the Warehouse
After moving into a massive 25,000-square-foot warehouse in 2006, Jake acquired electric go-karts so the team could zip around between aisles of tees. It was peak Threadless: ridiculous, awesome, and kind of genius. Also very good for warehouse morale.
Hosting Bands at Threadless HQ
In the 2010s, our office also functioned as an underground music venue. Thanks to the efforts of our longtime account director Lance Curran (@wearecareful), artists like Circa Survive, Matt Pryor (The Get Up Kids), Lucius, and Maps & Atlases played live in the warehouse. You haven’t really heard an acoustic set until it’s bouncing off pallets of screen-printed tees.
Camp Wandawega Retreats
From 2015 to 2024, the Threadless team gathered annually at Camp Wandawega in Wisconsin. It was a time to recharge, reflect, and roast marshmallows without WiFi. Oh, and it’s where our beloved Airstream from our Everywhere Tour now lives.
All the Murals from Over the Years
Featured Artists — Top: Joe Suta. Bottom (left to right): Nina Palomba, Hot Dose collab featuring Sarah Danielle Stewart and Corey Hagberg, Langston Allston, and Joe Suta.
From floor-to-ceiling murals to bathroom floors transformed into works of art, Threadless HQ was a living gallery. The first wave of murals came from artist Joe Suta, who didn’t just paint the walls—he wrapped his art around floors and corners like it was no big deal. Later, our team brought in guest artists to paint garage doors and even a monthly-rotating billboard out front. Every brushstroke became part of the Threadless story (and occasionally an excellent excuse to stare at a wall during a meeting).
The Everywhere Tour for Our 10th Anniversary
To celebrate a decade of Threadless, we hit the road in a retro Airstream trailer, visiting fans and artists across North America. From Toronto to San Francisco to NYC, the Everywhere Tour was a giant thank-you note to the community that made it all happen. Real-life design battles, free tees, and a LOT of high-fives included.
Going After the Guinness World Record for Wearing the Most Tees
In 2009, Jake put on 166 t-shirts at once. Why? Because the record was 237 and we really, really wanted to beat it. This high-stakes game of wearable Jenga went down at the annual Threadless Family Reunion, and although the record remained unbroken, the image of Jake waddling around like a sentient laundry pile lives on in company legend. It was the world’s most literal demonstration of how much Threadless has layered on over the years.
Inc. Magazine Cover and Photo Shoot
In 2008, Inc. Magazine dubbed Threadless “The Most Innovative Small Company in America” and plastered Jake (along with Chief Creative Officer Jeffrey Kalmikoff) on the cover. It was a major moment of validation for a company that had grown organically through the power of community, creativity, and a healthy disrespect for traditional business rules. The accompanying photo shoot was pure Threadless: playful, weird, and proud of it.
Threadless as a Harvard Business Case Study
You know you’ve made it when Harvard Business School devotes an entire case study to your company. In 2007, that happened to Threadless. HBS students dissected our community-driven model, our approach to crowdsourcing, and how we somehow built a thriving business by letting strangers vote on t-shirt designs. It was a moment of academic glory that we immediately bragged about to all our old high school teachers.
We’re just scratching the surface of Jake Nickell’s top Threadless memories. In our new video series on social media, Jake shares more behind-the-scenes stories about each of these milestones. So be sure to follow @threadless for new episodes and some excellent founder-side nostalgia.
