Interview x Two Ton Murphy – Peter Crowley

Your Irish Streetwear Select

1. What is the start-up story behind Two Ton Murphy Clothing?

It’s simple really. Being a proud Irishman I was sick to the back teeth of the way my country and culture was being represented from a clothing and apparel perspective.

If it wasn’t shamrock riddled crimes against fashion it was some ol’ fella in a tweed jacket being held up by his walking stick.

These things are all well and good but they don’t tell the full story. Not by a long shot. I wanted to create a brand that was contemporary, fashionable and authentic.

The 70+ million global Irish diaspora are screaming for a different option and that’s what TwoTon is. Something different.

2. Two Ton Murphy, What are three words that best define it?

Genuine Irish Streetwear

3. What are you working on lately?

We’ve recently partnered with a new manufacturing facility so we’re looking at expanding the product offering.

Watch out for more zipups, hats, a far more extensive offering for women and eventually TwoTon Kids.

4. What are some recent achievements you guys would like to share?

We’re always amazed by some of the countries our customers pop up in. We’ve shipped to Iceland, Kazakhstan and even South Korea.

The Irish diaspora is massive and spans the globe so it’s very heartening to see our little brand being embraced so expansively.

5. What’s something that’s always running on your minds?

In short, marketing. We love the challenge of coming up with new content and concepts to try and spread brand awareness. It’s massively exciting when we think about where we’d like to bring this brand and the type of content we want to create.

6. How do you spend your downtime?

What’s that? ☺ Honestly, because it’s early doors for the brand there’s very little downtime. When you love your “work” as much as we do you never really seek out downtime.

That being said I do have a partner and two little girls to take care of so any spare time is generally spent with them and maybe a cheeky pint or two with the lads!

7. What would you guys spend a million dollars on?

This is very hard to say. I value creative wealth much more that fiscal abundance to be honest.

It’s great being cashed up to the nines but if your offering is not capturing peoples attention then all the money in the world isn’t going to change that.

Some of the best and most impactful marketing campaigns were done with little or no financial backing. Take the Ice Bucket Challenge of a few years back for example.

A simple idea perfectly executed and boom…shit gets real very quickly. That being said, a million smackers in the back pocket for advertising ones genius marketing creative is a nice position to be in also.

8. What three pieces of advice would you all give to others when it comes to life and business?

There’s only one which encapsulates everything as far as I’m concerned. Above all else, Know Thyself.

If one can truly understand the full implication of this statement then happiness, peace of mind and fulfillment are yours in abundance. So work on yourself first and foremost. It’s you vs you.

9.What’s one thing you struggle most when building your own brand?

Simple, content creation. The amount of effort involved in keeping the content ticking over is incredible. It’s a massive challenge. That and of course, the whole work/life balance thingy.

10. What have been some of your failures, and what have you learned from them?

At the beginning we took too long to go live.

Everything needed to be perfect which was a mistake.

Now we’re a lot more decisive in terms of getting ideas and products out there. Go with your most intuitive gut feeling and let the stats give you the accurate feedback.

This is how you learn and grow fast. Failure is your friend if you learn from it and move on. Fail, fail again, fail better.


11. What’s one of the highlighting moment in your career? Why is it so?

This is easy, my first sale. I’ll never forget that rush. I remember exactly where I was too. I just finished watching my team getting thrashed in a fairly important game of hurling.

Normally I’d be devastated but around two minutes after the final whistle I got that magical email “You’ve just received payment from…”.

I just stood there smiling from ear to ear. My friends were looking at me like I’d lost the plot but I just took myself off to the corner of the pub and had a quiet little moment to myself.

I knew then if I can sell one than it’s possible to sell more.

12. What stops you from throwing in the towel and giving up during those frustrating days of being in this industry?

Like I say, it’s you vs you. If you throw in the towel you have to accept it’s entirely your fault.

You can’t stop bad things happening but you are always in complete control of your reaction to them. There’s always a way forward.

There’s always something positive that can be done.

Napoleon Hill used to say “every failure has the seed of an equivalent or greater benefit” So just hang in there.

Stay in the game and give yourself a shot. Eventually the universe will throw itself on your side if you refuse to accept defeat as an option.

13. Biggest risk ever taken?

Getting a regular job and settling for the conventional/safe life.

This is the biggest risk of all as far as I can see. When you can be truly at peace with whatever the world throws at you then risks seem to lose their venom.

It’s just life unfolding in front of you always giving you exactly what you need in order to progress. So to hell with these so called risks.

What do we really have to lose anyway? Nobody is getting out of here alive! ☺

14. Who has influenced you most and been your greatest inspiration?

This is going to sound a bit cheesy but it’s my kids. Just seeing them follow their joy regardless of the circumstances is truly inspirational. I learn so much from them.

15. How do you go about marketing your business or yourself?
What has been your most successful form of marketing?

Influencer marketing is obviously very popular right now. It always has been I guess but the amount of people who can influence has grown massively with social media.

So the vast majority of our brand awareness is conducted through the various social media channels.

Not exactly an enlightening insight I know but the key differentiator for us is the creative within the content. We just love to produce beautiful/edgy content.

16.How do you plan to grow your brand/business further?

We just need to focus on doing the basics right. Getting the quality right, getting the content right and always making sure the customer feels well looked after.

From there it’s a case of monitoring the stats and seeing what’s working. If we do this growth will take care of itself.

17. Excluding yours, what company or business do you admire the most?

In the apparel industry I would have to say someone like Johnny Cupcakes. I just love the loyalty of their fans. They are always doing something fresh and creative.

Outside of the apparel industry…hmmmm…anything Elon Musk is involved with commands my admiration. The guy is just a machine! He’s out there on the very edge pushing the boundaries of humanity. He’s a true pioneer in my opinion.

18. How do you achieve balance in your life?

I never set out to achieve balance to be honest. I set out to achieve happiness and understanding. Seek these things first and balance will follow.

19. What is the definition of success for you all, and how much of it do you think you guys have achieved?

To realize our full potential as individuals and as a company. How much of this have we achieved?

We’ve come a long way but there’s no limit to where this brand can go. We just want to keep going, keep growing and see where it takes us.

20. Where do you see yourself in 5 years? 10 years?

Still involved with TwoTon hopefully but to be honest I was never one for 5 or 10 year plans.

If you honor each moment as it arises there is a natural unfolding and rhythm to life. Of course I have goals and targets but surrendering to what is always leads me to exactly where I need to be.

21. What’s the first thing you guys would say to the world if all attention was on you now?

Hey everybody, we’re truly flattered but please, turn the attention inward and realise your true potential. It is the only game in town.

Oh and don’t forget to shop TwoTon Murphy!

Written by allurre

Founder of StreetwearTalk and RECQUIXIT, Videographer, Producer, Serial Entrepreneur.

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