POWERED BY GRADUATED MONEY
CAPRII
THE CONTENT ENGINE
Private Strategy Document
BUILT
TO SCALE.
The full content operating system for Caprii. 100 hook scripts, 18 brand story treatments, a 10-format per-product ad library, a 16-piece drop launch sequence, 7 lead gen campaigns, a 30-day rolling calendar, and a ready-to-launch ad copy swipe file.
100
Hooks
18
Stories
10X
Ad Formats
7
Lead Funnels
Part 01 / Brand + Opportunity
THE THESIS.
Caprii is a Las Vegas streetwear label built on exclusive, limited-run drops. Vintage denim. Bold graphics. Premium utilitarian cargos. Caprice directs every drop. His mother runs customer support. It's family-run. Community-close. Catalog ranges from $60 tees to $249 leather jackets.
The Strategic Thesis
Caprii wins by running narrative ads into cold audiences while 90% of the streetwear category is still pushing product-plus-discount. Caprice already has the biggest unfair advantage in DTC streetwear right now: a teenage founder with a pre-built, teen-millionaire, luxury-purchase, "how I built a $2M+ brand" narrative that is provably viral on third-party fan pages pulling 160K+ likes per clip. We scale by putting that narrative in paid.
The Catalog
| Product | Category | Price | Note |
|---|---|---|---|
| PRJCT A04 Thermal Zip | Outerwear | $150 | Red, Blue |
| PRJCT A01 Double Layer | Outerwear | $150 | Black, Silver |
| PRJCT A02 Wax Denim | Bottom | $150 | Waxed finish |
| PRJCT A03 U Were The One | Top | $88 | Graphic piece |
| Caprì Leather Jeans | Bottom | $200 | Blue, Beige |
| Capri Leather Jacket | Outerwear | $249.99 | Flagship |
| Capri Leather Pants | Bottom | $189.99 | Premium |
| Canvas Jorts | Shorts | $111 | Summer piece |
| Capri White Long Sleeve | Top | $88 | Staple |
| Denim Flared Sweats | Bottom | $155 | Was $200 |
| Capri Denim Jacket | Outerwear | $85 | Raw Blue, Black, Grey |
| Denim Jeans | Bottom | $60 | Blue, Black, Grey |
| Washed Black Studded Hoodie | Hoodie | $98 | Only 100 made |
| Black Studded Hoodie | Hoodie | $98 | Only 100 made |
| Running Man Jersey | Top | $120 | Was $200 |
| Running Man Track Pants | Bottom | $120 | Baggy fit |
| Capri Alien Tee | Tee | $60 | Heavy fabric |
| Capri Jorts | Shorts | $100 | Denim shorts |
| Zombie Sweats / Zip | Set | $110-$260 | Reworked graphics |
The Three Pillars of Scale
- Story-first creative. Every cold ad leads with Caprice on camera, founder POV, numbers, receipts. Product is the payoff, not the opener.
- Lead capture before the cart. Waitlist, quiz, and VIP list layer that captures demand weeks before drops.
- Compounding content IP. Every piece filmed goes into this reusable library so the team ships 3-5x more content per week.
Part 02 / 100 Hook Starters
100 HOOKS.
FILM READY.
Twenty openers per angle. Each is the first 1-3 seconds of a shortform video. Read it, film it, post it. Tap any hook to copy.
01
I started Caprii at 16 with $2,000 and a dumb idea.
02
Three years ago this brand was just sketches on my phone.
03
They told me no factory was gonna make this. Here's what we made.
04
My mom still packs every Caprii order.
05
The first piece I ever made sold 11 units. Now we do this in a day.
06
I dropped out of normal teen life to build this.
07
I made this hoodie because I couldn't afford the one I actually wanted.
08
This is the jacket that started the whole brand.
09
People think Caprii just appeared. I been building for 3 years straight.
10
I was 16 when I got my first real manufacturer. I cried in the car.
11
The day I hit my first $10K day I was still in high school.
12
This piece was almost scrapped. Now it's our number one seller.
13
Nobody co-signed this brand. I built it from my bedroom.
14
I sold my first piece out the trunk of my car.
15
Every Caprii drop starts with me and a notebook at 2AM.
16
This is why I stopped chasing collabs.
17
The real reason I moved factories.
18
I rejected a $100K offer to sell out. Here's why.
19
This brand almost died in year one.
20
I wrote the name Caprii on a napkin. Now it's on Complex Shop.
21
Spotted another Caprii in the wild.
22
This DM just made my whole week.
23
Caprii sold out in 4 minutes again.
24
Every single person in this room is wearing Caprii.
25
Someone flew in from London just to cop the drop.
26
Read the review she left on the Running Man Jersey.
27
The kids in my DMs said pull up at 12, so we did.
28
Bro really just bought 4 of the same hoodie.
29
This customer has every Caprii piece ever made.
30
They said it can't be that good. Now watch.
31
Showed up to a show and three strangers had on the denim jacket.
32
I pulled up to the mall and this happened.
33
Look what just came through the mail room.
34
This is what 400 orders in one hour looks like.
35
Caprii just got spotted on an NBA player.
36
Reading my own reviews out loud because y'all are insane.
37
This fan drove 6 hours for a hoodie.
38
Someone just tatted the logo.
39
Half a mil in sales in a year and y'all still sleeping.
40
The group chat went crazy when the drop hit.
41
Do not buy Caprii if you want to blend in.
42
I almost shut the whole brand down last month.
43
The Studded Hoodie is ugly. That's the point.
44
Everybody copying Caprii rn and I'm not even mad.
45
Stop buying Sp5der. Watch this first.
46
Why our leather jacket costs $249 and H&M's costs $49.
47
I fired my whole design team at 18.
48
The real reason your clothing brand isn't growing.
49
Caprii is not for everybody. Here's who it's actually for.
50
I made a mistake that cost me $47,000.
51
Bet you didn't know this about our denim.
52
This video might get me in trouble.
53
I'm about to tell you something my manufacturer doesn't want me to say.
54
Most streetwear brands are lying to you.
55
Why I'll never run a Black Friday sale.
56
Pick up your phone. Look at the last brand you bought. Here's why it's mid.
57
I got denied a $3M house, then bought a $4M one.
58
The hoodie that almost never made it out the sample stage.
59
If you're under 18 and broke, listen to me.
60
This is the ugliest piece we ever made and it sold out first.
61
POV: unboxing the new Thermal Zip.
62
Let me show you what 14oz denim actually feels like.
63
Hood up, hood down, full fit check.
64
Why the Studded Hoodie has inside-out stitching.
65
The metal studs on this hood are real metal, not plastic.
66
Look at the weight of this Running Man Jersey.
67
Size S, M, L, XL. Here's how each one actually fits.
68
Pulling apart the seams so you can see the construction.
69
The leather on these pants is the same grade luxury brands use.
70
I washed this hoodie 30 times. Watch what happens.
71
This is what $150 denim should feel like.
72
Three ways to style the Capri Denim Jacket.
73
I sampled this piece 7 times before I approved it.
74
Here's exactly why our jorts hit different.
75
Fit check: 5'6 vs 5'10 vs 6'2 in the same Caprii hoodie.
76
The inside tag on every Caprii piece looks like this.
77
Why the waistband on our sweats never stretches out.
78
Compare our leather jacket to one that costs $800.
79
The wax coating on the A02 denim took 6 months to get right.
80
Y'all asked how the Alien Tee fits. Here.
81
New drop Saturday. Only 180 made.
82
If you're not on the list, you're not getting this.
83
Drop Friday 7PM EST. Set your alarm.
84
This is the last Caprii drop of the year.
85
Restock going live in 48 hours. Don't sleep.
86
Waitlist only. Link in bio.
87
Caprii dropped at noon. Sold out by 12:04.
88
Pants drop October 7th. That's it, that's the video.
89
Only 100 Studded Hoodies made. When they gone, they gone.
90
Early access is open for 24 hours.
91
Sold out in 4 minutes last time. Doing it bigger.
92
The denim jacket is back. For one week only.
93
SMS list drops in an hour before the site.
94
You got till Sunday to cop the leather pants.
95
We're not restocking this one. Ever.
96
VIPs got it first. Now it's your turn.
97
If this sells out, I'm not making it again.
98
Link in bio is live. Go go go.
99
Caprii 004 drops at 8PM. Don't miss it.
100
Last 12 units. Don't email me crying Monday.
Part 03 / Brand Story Engine
THE STORIES.
18 fully-treated brand story videos. Every one is ready to film. Phone, selfie mode, 30-60 seconds. Hook first, arc in the middle, CTA at the end. Tap any card to open the full treatment.
Part 04 / Per-Product Ad Engine
10 FORMATS
PER PRODUCT.
Every new piece gets 8-12 ad variations from these 10 formats. 30 ready-to-film examples using actual Caprii SKUs.
FORMAT 01
The Wear Test
Template: "I wore [PRODUCT] for [TIMEFRAME] and here's what happened." Cut to 3 scenarios. End on the price tag.
Capri Denim Jacket
Wore this denim jacket every day for 30 days. Rain, gym bag, concert pit. Raw Blue, $85. Look at it. No wear. That's the point.
Running Man Jersey
Stress tested the Running Man Jersey. Slept in it. Worked out in it. Spilled lean on it. Washed. Came back harder. $120.
Capri Leather Pants
Wore real leather pants for a week straight. 90 degrees. 30 degrees. Concert. Flight. Still look brand new. $189.
FORMAT 02
Styling / How to Wear
Template: "3 ways to style [PRODUCT]" or "if you only own one Caprii piece, it should be this."
Capri Denim Jacket
Three ways to style the Capri Denim Jacket. Look 1: raw blue with the Running Man Track Pants. Look 2: open over the Alien Tee. Look 3: layered with the Studded Hoodie hood out. Pick one, pull up.
Canvas Jorts
Canvas Jorts. Streetwear rule: jorts don't work if the top is fitted. Oversized long sleeve, mid-top sneaker, baggy fit. $111. Easy.
PRJCT A04 Thermal Zip
A04 styled 3 ways. Zipped, under a leather jacket, or half-open over the white long sleeve. Red and blue colorways, $150.
FORMAT 03
"Why I Made This" Founder POV
Template: Caprice holds the piece, looks at camera, 30 seconds, why it exists.
Studded Hoodie
Y'all asked why this hoodie got studs. I wanted one piece that felt like armor. Real metal. Inside-out stitching. Only 100 made. $98. Not for everybody. For my people.
Wax Denim A02
The wax denim took me 6 months. Most brands buy pre-made denim and print a logo. I waxed every panel. Look at the shine. That's why it's $150.
Caprì Leather Jeans
Leather jeans at $200 sounds crazy. But I wear these three times a week. Blue and beige. Cost me 4 factories to find one that could do them right.
FORMAT 04
Manufacturing / Quality Reveal
Template: Cut open, zoom in, show seams, stitching, weight. Compare to a cheap version.
Hoodie Construction
Cut open a Caprii hoodie vs a $40 hoodie. Caprii: 480 GSM fleece, French seam, reinforced hood. Other one: 220 GSM, serged seam. That's the difference.
Jersey Weight
Weighing the Running Man Jersey against a regular jersey. Ours: 14 oz. Regular: 6 oz. You feel the difference the second you pick it up.
Studded Hoodie
Inside the Studded Hoodie. Every stud is bolted through, not glued. That's why the hood holds shape. That's why it's $98 not $39.
FORMAT 05
Customer Reaction / UGC Compilation
Template: Stack 4-6 real customer clips. Caprice shows up in the last 3 seconds.
General UGC
Real Caprii unboxings. No influencers. No paid reviews. Heavy fabric. Fits perfect. Best brand out right now. That's why I do this.
Studded Hoodie Reactions
4 customers opened the Studded Hoodie on camera. Watch their reactions. $98. 100 made. That's why.
Top 6 Fits
Tagged us in your fits this week. Here's the top 6. Keep tagging. We repost. We send free pieces. We see you.
FORMAT 06
Packaging / Unboxing
Template: Slow, ASMR, no voiceover. Just the box, tissue, card, tag, piece.
Silent Unbox
Unboxing a Caprii order. Silent. Logo tape. Tissue. Thank-you card. Dust bag. Hoodie. That's a Caprii package.
Mom's Card
Every Caprii order comes with a handwritten thank-you. My mom signs most of them. That's not marketing. That's the brand.
$150 Unbox
What $150 gets you with Caprii. Shipping box, dust bag, printed card, the piece, a sticker. Compare that to what you got last time you spent $150 online.
FORMAT 07
"In the Wild" Street Spotting
Template: Walk through a city. Spot someone in Caprii. React.
SoHo Spot
Spotted Caprii in SoHo. Dude didn't know it was me. Asked him why he bought it. He said the Running Man. We good.
3 Cities
3 Caprii spottings this week. Vegas, LA, New York. Y'all really wearing this everywhere.
Show Spot
Walked into a show. Three strangers had on the denim jacket. I didn't plan it. That's what organic looks like.
FORMAT 08
Before/After Production
Template: Sample 1 vs sample 5 vs final. Explain what changed at each step.
A04 Evolution
5 samples of the A04 Thermal Zip. V1: zipper wrong. V2: color off. V3: length too short. V4: close. V5: this is the one you're buying. $150.
Wax Denim
Before and after on the Wax Denim. Before: raw. After: 3 coats of wax, UV cured, then washed. That's what you're paying for.
Studded Hoodie Samples
The Studded Hoodie took 6 rounds. Round 1, studs were plastic. Round 6, real steel. That's why the drop was late. Worth it.
FORMAT 09
"This Is For" Persona Hook
Template: Direct to camera. Call out the exact person who should buy it.
Amiri Alternative
This is for the kid who hates mall brands but can't drop $1,200 on Amiri. Caprì Leather Jeans, $200. Same look. Real leather.
Young Founder
This is for the 17-year-old reading this at 2AM thinking about starting their own brand. Running Man Jersey. You are the running man.
Not Sp5der
This is for the girl who wants streetwear but not Sp5der. Canvas Jorts plus Alien Tee. That's the fit. $170 total.
FORMAT 10
"Sold Out in X Minutes"
Template: Screen record the site selling out in real time.
Studded Hoodie Sellout
Studded Hoodie went live at 7. Sold out at 7:04. Look at the screen. That's why the next drop, you need to be on the list.
$40K Receipt
Last drop. $40K in 4 minutes. I watched it happen. Here's the receipt. Next drop bigger.
Restock Sellout
Restock went live. 60 seconds later, 80% gone. If you missed it, SMS list in bio. Always first.
Part 05 / Drop Launch Sequence
16 PIECES
PER DROP.
T-21 through T+14. Every drop runs this exact sequence.
Pre-Drop
T-21
Mood Teaser
"Something's coming. No date. No name. Just this." 3-second blurry clip.
Caption: "Caprii 005 loading."
T-18
Inspiration
"The reference for this drop." Mood board, old photo, a street in Vegas, a song lyric.
Hook: "This drop started with this one photo."
T-14
BTS Production
"Factory floor today. This is what 005 actually looks like in real life."
Hook: "Sneak peek before anyone."
T-11
Sample Reveal
Hold the sample. Blur it in the edit. "Can't show it yet but..."
Hook: "Guess the colorway."
T-7
Name + Waitlist
"Caprii 005 is called [NAME]. Drops [DATE]. Waitlist is live."
Hook: "Waitlist only. Don't sleep."
T-5
Why I Made This
30-second founder to-camera using the brand story template.
Hook: "Y'all asked why we made this. Real answer."
T-3
Size + Fit Check
3 body types in the same piece. Same-size comparison.
Hook: "Before you cop, watch this."
T-2
Early Access
"VIP list gets it 24 hours early. Everyone else Sunday night."
Hook: "VIP drop in 24 hours."
T-1
Last Call
"Tomorrow. 7PM EST. Only 180 made."
Hook: "24 hours."
Drop Day
T-0
Morning Reveal
"It's Friday. 7PM. Caprii 005. Full fit on." Wear the piece, walk, spin.
Hook: "7PM. You know where to be."
T-0
Live Drop
Face to camera. "It's live. Go. Go. Go."
Hook: "LIVE."
Post-Drop
T+1
First Shipments
"Packed 400 orders today with my mom. Thank you."
Hook: "Orders shipping out."
T+2
Reaction Comp
Stack 4-6 unboxing clips.
Hook: "Real reactions. No paid."
T+4
Styling Video
3 ways to style the new piece.
Hook: "Three ways to fit 005."
T+7
Restock or Sold Out
If sold out: "Get on the list for 006." If restocking: "Y'all said restock. Monday 7PM."
Hook: "Last chance."
T+14
Next Waitlist
"005 sold out. 006 is already in production."
Hook: "Next one bigger."
Part 06 / Lead Gen Playbook
CRUSH
THE CPL.
Seven campaigns engineered to drop cost per lead from $6-$10 down to $1.50-$3.
01
Quiz Funnel
What's Your Caprii Aesthetic?
Mechanic
6-question style quiz. 5 archetypes (Running Man, Alien, Wax, Studded, Leather). Each result page shows 3-product recommendation + email capture for 10% code and early drop access.
Ad Hook
"Take this 60-second quiz and I'll build you a Caprii fit under $150."
Landing Page
Quiz → Result with 3 products → Email + phone capture → 4-email Klaviyo nurture.
Why CPL Drops
Quiz is entertainment, not a discount grab. Meta reads high engagement time and serves cheaper impressions. 3-5x a standard email popup.
02
SMS-First Waitlist
Early Access / VIP List
Mechanic
Capture email, phone, size. VIP gets drops 24 hours before public, locked on /vip page.
Ad Hook
"If you want Caprii before it sells out, this is the only way."
Landing Page
One-field SMS capture (Attentive or Postscript), then secondary email and size capture.
Why CPL Drops
SMS-first capture converts at 35-50% on mobile vs 5-8% for multi-field forms.
03
Giveaway Engine
Monthly Full-Fit Giveaway
Mechanic
One full Caprii fit ($400 value) given away monthly. Entry = email + follow + SMS. Refer a friend = 5 extra entries.
Ad Hook
"I'm giving away a full Caprii fit. $400. Link below."
Landing Page
Single-field entry, social refer-a-friend widget, live countdown.
Why CPL Drops
Giveaways routinely run $0.80-$2.00 CPL on Meta. Referral loop compounds list growth 1.4-1.8x organically.
04
Personal Brand
First $1K Blueprint
Mechanic
Free PDF / 10-min video: "How I Made My First $1,000 With a Clothing Brand at 16." Gated by email. Segmented into Skool (aspiring owners) and Caprii drop list (streetwear buyers).
Ad Hook
"I'm giving away the exact playbook I used to make my first $1,000 at 16."
Landing Page
Photo of Caprice, 3 bullets, email field. Thank-you offers 15% off first Caprii order.
Why CPL Drops
Taps the 628K-view "how to start a clothing brand" audience. $0.50-$1.50 CPL.
05
SKU Waitlist
Sign Up For Next Drop
Mechanic
Product pages for unreleased pieces with inventory at 0 and "Notify Me" button. SKU-level demand capture.
Ad Hook
"Caprii 006 is 3 weeks out. Only people on this list are getting it."
Landing Page
Blurred product visual → single waitlist field → confirmation.
Why CPL Drops
High intent, zero friction. 5,000 waitlisted = 500-750 drop-day orders. $3 CPL lead = $300-$450 in drop revenue over 12 months.
06
Referral Loop
Put 3 Friends On
Mechanic
Existing customers get a referral link. 3 friends = $25 Caprii credit. Friend buys = 15% off next drop.
Ad Hook
"Put 3 friends on. Get $25 toward the next drop."
Landing Page
Referral dashboard. Progress bar. Share buttons for SMS, iMessage, Snap, IG DM.
Why CPL Drops
Referred traffic converts at 2-4x cold. Zero paid media cost. Becomes 15-25% of monthly list adds by month 3.
07
Size Finder
Caprii Fit Finder Quiz
Mechanic
4-question quiz. Height, build, preferred fit, piece type. Output: "You're a [SIZE]. Here are 3 pieces."
Ad Hook
"Caprii runs baggy. This 30-second quiz tells you exactly what size to cop."
Landing Page
Minimal 4-step quiz. Result = size + 3 product links + email capture.
Why CPL Drops
Solves the #1 pre-purchase question. Reduces returns as a secondary benefit.
Part 07 / 30-Day Content Calendar
30 DAYS.
NO GUESSING.
Rolling content template. One primary post per day. Green = drop day.
01
Brand Story
Why I Started Caprii
02
Product
Running Man wear test
03
Social Proof
UGC compilation
04
Pattern
Don't buy Caprii if...
05
Drop Tease
Something coming
06
Founder
Why only 100 units
07
Lead Gen
Style quiz push
08
Product
Cut open Studded
09
Community
Spotted in the wild
10
Story
The $47K mistake
11
Product
3 ways denim jacket
12
Drop Tease
Mood board
13
Social Proof
DM read aloud
14
Lead Gen
Giveaway launch
15
Founder
Day in the life at 19
16
Product
Leather pants factory
17
Pattern
Brands are lying
18
Drop Tease
Sample reveal
19
Lead Gen
VIP list push
20
Story
Drop that almost broke me
21
Product
Jersey fit check 3 sizes
22
Community
Fan fits repost
23
Drop Tease
Name + waitlist
24
Founder
Mom runs support
25
Product
Wax Denim close-up
26
Drop Tease
Size guide
27
Lead Gen
Quiz + refer-a-friend
28
DROP DAY
Live drop + full fit on
29
Social Proof
Sold out screen
30
Next Cycle
Next drop waitlist
Part 08 / Ad Copy Swipe File
READY
TO LAUNCH.
20 primary templates. 10 headlines. 10 CTAs. All in Caprice's voice.
Primary Ad Copy (Meta + TikTok)
01
I started Caprii at 16 with $2,000. Now we do $40K in 4 minutes. Here's the piece that got us there.
02
Only 100 Studded Hoodies made. When they're gone, they're gone.
03
The leather jacket that looks like $800 but costs $249.
04
My mom signs every thank-you card. That's the brand.
05
Real metal studs. Inside-out stitching. Hood that holds shape. $98.
06
3 years ago this was sketches on my phone. Today it's on Complex. Shop the same drop they carry.
07
If you want to blend in, skip this. Caprii is not for everybody.
08
Drop Friday 7PM EST. 180 units. Waitlist in bio.
09
I wore the Capri Denim Jacket every day for 30 days. Still looks brand new. $85.
10
Take this 60-second quiz and I'll build you a Caprii fit under $150.
11
I'm giving away a full Caprii fit. $400. Enter free.
12
Pick up your phone. Look at the last brand you bought. Now look at this.
13
Caprì Leather Jeans. Real leather. $200. Blue and beige. Gone when gone.
14
Next drop only goes to the SMS list first. Text CAPRII to [NUMBER].
15
Running Man Jersey. 14oz fabric. "AMAZING PRODUCT." $120 down from $200.
16
I rejected a $100K offer to sell out the brand. Here's why.
17
Caprii dropped at noon. Sold out by 12:04. Don't miss the next one.
18
Real customer quote: "Best clothing out right now." Shop the piece they're talking about.
19
I'm 19. I run a 7-figure clothing brand. My mom still packs the orders.
20
The hoodie I almost never dropped. Now it's our #1 piece. $98.
Headlines
01
Only 100 Made.
02
Sold Out in 4 Minutes.
03
The Hoodie I Almost Didn't Drop.
04
Real Leather. $189.
05
19. 7-Figure Brand. Mom Packs It.
06
You're On The List Or You're Not.
07
Caprii 005. Waitlist Only.
08
Not For Everybody. For My People.
09
Heavy Fabric. Real Studs. 480 GSM.
10
Drop Friday 7PM. Set the Alarm.
CTAs
01
Link in bio before it's gone.
02
Tap the link. Pick your size. Done.
03
SMS list first. Don't sleep.
04
Get on the list. Get the drop.
05
180 units. Go go go.
06
Cop now, not Monday.
07
Shop before it sells out.
08
Take the quiz.
09
Join the VIP list.
10
Your size is waiting.