How YouTube Horror Duo Sam and Colby Built a $13 Million Apparel Business by Embracing Their Friendship

Table of Contents

1. Key Highlights
2. Introduction
3. The Genesis of Their Journey: Friendship at the Core
4. From Abandoned Places to YouTube Fame
5. XPLR: The Apparel Brand Manifestation
6. The Financial Landscape of Their Empire
7. The Shift to Experiential Ventures
8. Engaging the Community: The Power of Fandom
9. Challenges and Opportunities Ahead
10. Conclusion
11. FAQ

Key Highlights

• Content creators Sam Golbach and Colby Brock have turned their YouTube fame into a successful $13 million clothing business, XPLR.
• Emphasizing community and shared experiences, they focus on creating apparel that resonates with their audience rather than simply branding their names.
• The pair has ventured into diverse projects, including feature-length YouTube films, haunted site explorations, and partnerships with prominent retail chains.

Introduction

What do friendship and entrepreneurial success have in common? For YouTube sensations Sam Golbach and Colby Brock, the connection is profound and rooted in their past. Since their earlier days as shy high schoolers exploring the eerie remnants of abandoned places in Kansas, the duo has transformed their shared passion for the paranormal into a multi-faceted business empire. With dazzling revenue stats and a dedicated fanbase, their journey is a compelling narrative about friendship, community engagement, and innovative business practices in the digital age.

Sam and Colby’s story illustrates how a unique bond can fuel creativity and create lasting business ventures that resonate with audiences beyond mere entertainment. They’ve turned their encounter with abandoned buildings and urban myths into a clothing brand grossing $13 million, known as XPLR, and a burgeoning multimedia presence. This article delves into how their roots and friendship have become fundamental to their brand and business strategy, showcasing how their values extend into their aspirations.

The Genesis of Their Journey: Friendship at the Core

Sam and Colby's journey traces back to their high school days, where the thrill of exploring creaky old buildings became a rite of passage. Born in Kansas, the pair grew up in a culture that regarded adventure as something distant, far from their quotidian life. The energy surrounding their explorations was palpable—each ghost story and urban legend not just entertained but also created unforgettable memories that cemented their friendship.

This evolution from local thrill-seekers to internet stars began gaining momentum with their Vine videos, where they showcased quirky public stunts and sketches. Their dynamic, marked by humor and authenticity, quickly garnered a loyal following. It was this foundation of friendship and shared exploration that later defined their business values and practices.

From Abandoned Places to YouTube Fame

As teenagers, the duo’s spontaneous decision to share their urban explorations on social media transformed their lives. Their engaging content struck a chord amidst the rising tide of social media, shifting them from Vine to YouTube. This transition was pivotal—allowing them to expand their creative horizons with longer content, including haunted explorations and narrative-driven videos, something they describe as more enriched compared to bite-sized clips.

Their YouTube channel showcased not only fright-inducing content but also a reflective exploration of their experiences together, conferring authenticity and relatability. This narrative formed the cornerstone of their connection with their followers, effectively laying the groundwork for their future business decisions.

XPLR: The Apparel Brand Manifestation

The brand XPLR, short for "explore," surfaced in 2017 as both a business endeavor and a tribute to the journey they’ve shared. Golbach and Brock were deliberate about not using their names as a part of the brand, opting instead to create a business with "deeper meaning." They wanted something that represented exploration and adventure rather than simply a celebrity brand.

Key Features of XPLR

• Rooted in Community: XPLR captures the essence of shared experiences. Instead of traditional branding, the duo sought to inspire their followers to embark on adventures, reflecting their personal ethos.
• Product Range: XPLR started with clothing, steering towards a broader range that includes accessories, mugs, and future categories yet to be announced. Their aim is to resonate with fans and foster a sense of belonging and community.
• Retail Partnerships: The impact of physical retail has been significant, with partnerships formed with prominent retailers such as Zumiez and Hot Topic. In 2023, a successful trial led to a national presence, cementing their place in the apparel industry and significantly boosting sales figures.

The growth trajectory of XPLR has been remarkable, accounting for substantial revenues across both online and physical sales channels.

The Financial Landscape of Their Empire

In 2024, Sam and Colby's business acumen became reflected in their impressive revenue figures:

• XPLR Online Sales: $7.7 million
• XPLR Retail Sales: $5.3 million
• YouTube Ad Revenue: $3.9 million
• Theatrical Films: $1.4 million
• Brand Sponsorships: $900,000
• XPLR Club Subscription Service: $640,000

This diversified financial landscape highlights their ability to not just thrive as a digital entity but also branch successfully into physical retail and entertainment.

The Shift to Experiential Ventures

In addition to the clothing line, Sam and Colby have capitalized on the growing trend of experiential business ventures. This included purchasing a haunted elementary school in Iowa for exploratory filming, where fans can also participate in tours. Such strategies allowed the duo to combine content creation with interactive engagement, strengthening their community bond.

The most notable instance of their innovation can be seen in their work on feature-length films. As digital creators, they have navigated challenges of shifting audience preferences successfully. Their venture into cinematic projects signals a robust vision for their brand, including collaborations with theaters nationwide and discussing future projects with major production companies.

Engaging the Community: The Power of Fandom

Central to Sam and Colby’s success is their devoted fanbase. The duo actively engages with their followers through social media and live events, fostering a sense of community that extends into XPLR. An illustrative example is the meet-and-greet at the Mall of America that attracted nearly 10,000 attendees—signifying an emotional connection beyond transactional exchanges.

“Community is everything to our business,” Golbach states, emphasizing how trust and emotional resonance have become cornerstones for their brand. To facilitate further engagement, the team has expanded efforts by introducing multilingual support in video content, catering to their growing international audience base.

Challenges and Opportunities Ahead

Despite their impressive growth, Sam and Colby acknowledge the complexities of modern entrepreneurship. They have doubled their workforce in recent years, supporting their multifaceted endeavors, yet they express the challenge of adapting from creators to business leaders. Their willingness to learn and evolve in management and company culture signifies resilience and adaptability.

As the landscape of content creation continues to shift, they foresee a future where creators increasingly merge with traditional Hollywood. Drawing parallels with other successful creators like MrBeast and Emma Chamberlain, Golbach has expressed optimism for numerous collaborations and shifts towards cinematic experiences that could solidify their groundwork further.

Potential Developments:

• Continued expansion of the XPLR brand, with new categories and products.
• Future film projects capitalizing on their YouTube model.
• Broader engagement strategies to maintain and grow their loyal audience.
• Strengthening their presence in retail partnerships to broaden reach.

Conclusion

Sam Golbach and Colby Brock's journey resonates as both a cautionary tale and an inspiring story of friendship, creativity, and entrepreneurship. Their venture into apparel through XPLR personifies their belief that business can be built on community and experiences rather than mere commercial transactions. With their passion for shared adventures and a keen sense for innovation and business, they’ve created a promising blueprint not just for themselves but also for others who dare to explore beyond conventional pathways.

FAQ

What inspired Sam and Colby's clothing brand, XPLR?

Sam and Colby created XPLR to reflect their shared experiences of exploration and adventure, steering clear from simply branding their names on merchandise.

How much revenue did their businesses generate in 2024?

In 2024, Sam and Colby reported approximately $20 million in total revenue, with apparel sales through XPLR being the largest contributor.

What new projects are they planning?

Currently, they are planning new product categories for XPLR and exploring future film projects, aligning with the growing trend of creators crossing into traditional media.

How have they engaged with their fanbase?

The duo actively engages with their followers through social media, meet-and-greets, and by introducing multilingual content in their videos to cater to a global audience.

What challenges do Sam and Colby face in their entrepreneurship?

They acknowledge the learning curve associated with transitioning from creators to business leaders and are focused on improving their management skills to support their growing enterprise effectively.