Founder and designer TJ Cowgill does not advertise his Actual Pain collections, but rather spreads the word about his mod sweaters and t-shirts via word of mouth.
TJ Cowgill's toned down approach to marketing stands in stark contrast to the majority of labels that rely on viral and print-based campaigns. He has instead opted to focus on his contacts as a successful musician, one who is perhaps best known for his roles in the Book of Black Earth and King Dude bands. As he is also the mastermind behind every Actual Pain piece, it may be said that the brand is solely his own, allowing buyers to get a sense for his vision and personality via the apparel.
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