Young women around the world are dipping themselves in Black Milk – the clothing line of nylon leggings, bummers (shorts that “come close to flashing a teensy bit of bum”) and tight-fitting dresses currently stopping traffic on every hemisphere. Black Milk creator James Lillis of Brisbane, Australia has worked his way up from being unemployed (that’s when he made his first pair of leggings) to becoming a brilliant retail entrepreneur who knows how to land licensing deals with mega Hollywood brands like Star Wars, Harry Potter, and more recently HBO’s Game of Thrones.
What’s Lillis’ secret to success? Exclusivity and selfies. Customers can get BlackMilk only at BlackMilkClothing.com, and once the product arrives, customers can’t wait to photograph themselves wearing it and posting on social media networks like Instagram. When @DubaiDeserTwins posted a pic of themselves wearing the popular Galaxy Purple Leggings (a print made from a real photo taken by NASA) it received 2,129 likes, and then Black Milk retweeted it (“love u gals”) and posted it on BMC’s Facebook (619k Likes) and Instagram (843k followers) pages. Two stars have been born.