berkeleygarb.com
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BerkeleyGarb: The $13M Fashion Blog That Isn't
Why a UC Berkeley fashion blog is scaling like a tech startup with 65 employees.
Most fashion blogs die at 50k monthly visitors. BerkeleyGarb is a UC Berkeley-based fashion blog that has scaled to 8,987 monthly visits with a team of 65 people and $13.3M in revenue—defying the traditional blog model entirely.
"This isn't a blog—it's a media company disguised as a college project, with a team size that rivals Series A startups."
The Traffic Paradox
BerkeleyGarb operates in a counter-intuitive traffic model. While organic search accounts for only 29% of traffic, direct traffic dominates at 46%. This suggests a highly engaged, returning audience that types the URL directly—unusual for a blog, typical for brands. Their top keyword 'garb' has 9,220 monthly searches, yet they capture only a fraction, indicating they're not competing on SEO but building a destination.
The 65-Person Puzzle
A 65-person team for a blog with under 9k monthly visits is either inefficient or operating on a completely different business model. With $13.3M in revenue, that's ~$204k revenue per employee—high for media, standard for e-commerce. The 'Merch Drops' and 'Vintage Collabs' headlines suggest they've pivoted from content to commerce, using the blog as a brand engine rather than a traffic destination.
The tech stack reveals their sophistication: Squarespace for CMS, Tailwind CSS for styling, and Stimulus for interactivity. This isn't a WordPress blog slapped together in a dorm room. They're using enterprise-grade tools to manage what is essentially a digital fashion house. The TikTok and Instagram presence (@garbberkeley) indicates they're building a cross-platform media brand where the website is just one touchpoint.
- Revenue-per-employee ($204k) suggests e-commerce margins, not ad-based blog revenue
- Direct traffic dominance (46%) indicates strong brand recall and repeat visitors
- 65 employees for 9k visits implies backend operations (manufacturing, fulfillment, partnerships)
- Tech stack (Tailwind, Stimulus, Squarespace) shows intentional product development
BerkeleyGarb is a Trojan Horse
They're not building a fashion blog—they're building a vertically integrated fashion brand that uses content as its primary marketing channel. The 65 employees aren't writers; they're likely designers, marketers, and operations staff. The $13.3M revenue isn't from ads—it's from selling products to a loyal community. This is how you build a media company in 2024: start with content, scale with commerce, and measure success in revenue, not pageviews.
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Garb
Garb is a UC Berkeley based fashion & style blog that aims to inject a sense of humor and relatability to a world that typically feels inaccessible.
Garb is a UC Berkeley based fashion & style blog that aims to inject a sense of humor and relatability to a world that typically feels inaccessible.
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About berkeleygarb.com
Garb is a UC Berkeley based fashion & style blog that aims to inject a sense of humor and relatability to a world that typically feels inaccessible.
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Technology Stack
berkeleygarb.com uses 11 technologies across their website including Google Fonts, HSTS, Squarespace, and more.
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Google Fonts
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HSTS
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Squarespace
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Squarespace Commerce
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Traffic & Audience
berkeleygarb.com receives approximately 9.0K monthly visitors and ranks #2,490,698 globally. The website has a bounce rate of 53% with visitors viewing an average of 1.6 pages per visit. Users spend an average of 0:15 on the site.
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