For Ashley Green, a single photograph changed her life. After losing her mother at 21 and being left with just one picture of them together, Ashley realized the power of capturing family moments. That deeply personal lesson became the heart of Kaans Designs, the clothing brand she co-founded with her husband, Kenny Green, in 2014.
Launched from their garage in Fort Wayne, Indiana, Kaans Designs sells matching family apparel designed to create “perfect photo ops.” The goal? Ensure every family documents memories together—one shirt at a time.
As seen in Millionaire MNL, their story is a testament to how mission-driven brands can grow from humble beginnings into profitable, community-centered businesses.
From garage hustle to national recognition
With just $200 in seed money from Ashley’s father, the Greens started Kaans Designs as a side hustle. Ashley was a high school teacher, Kenny a social worker. Slowly, through grassroots marketing and a focus on family-centric designs, their brand gained traction.
By 2017, Ashley went full-time with the business. Today, Kaans Designs boasts two part-time employees and scales up to four seasonal workers as needed. Their product lineup ranges from $2 iron-on patches to $58 sweatshirt sets, with a signature focus on family matching outfits.
The brand’s mission resonated with consumers—and caught the eye of Oprah Winfrey’s “Favorite Things” list, where Kaans Designs was featured twice. Despite its small scale, the company posted $44,000 in profit last year and is on track to hit $300,000 in 2024 sales, Ashley revealed on ABC’s “Shark Tank.”
Seeking guidance, not just capital
On “Shark Tank,” the Greens pitched for $75,000 in exchange for 15% equity. But as investors listened, many felt they didn’t need outside capital to succeed.
Kevin O’Leary and Daymond John praised their potential, with John predicting a $5 million to $10 million valuation in the future. Still, neither offered a deal. Mark Cuban passed for similar reasons, while Lori Greiner cited her lack of fashion industry expertise.
The breakthrough came from guest Shark Todd Graves, founder of Raising Cane’s. He offered a $75,000 loan for 10% equity, positioning himself as a financial backer without diluting the Greens’ ownership too heavily. Graves also enlisted Daymond John as a mentor—gratis.
“You’re working hard. You’re making this happen. This is your story,” Graves told the Greens. “I would bet on yourself.”
Betting on themselves—and winning
Ashley preferred a traditional investment, but Graves’ terms made sense. After the show, the couple accepted the deal with a 10-year loan repayment term. Their focus now is on expanding product categories to keep customers engaged beyond the initial matching sets.
For Ashley, the experience reinforced her belief that entrepreneurship doesn’t require massive resources—it demands grit, vision, and persistence. “You can do things outside of your home. You can do them in your garage. You can reach the world,” she said.
As seen in Millionaire MNL, the Kaans Designs journey is more than a retail success story. It’s a lesson in scaling a business with heart, while staying true to your personal mission.
Source: cnbc
