As the driving forces of Destructive, Alfie and I, Ben, understand the entrepreneurial journey you're embarking on. Our experience in building Destructive from the ground up has taught us invaluable lessons in perseverance, innovation, and dedication. Since its inception in December 2016, Destructive has grown significantly, achieving over £7,000,000 in revenue.

The creation of this course stemmed from our desire to share our knowledge more effectively. We receive countless requests for advice through DMs everyday, but found that delivering meaningful guidance in this way was limited. The Lookbook is our response: a comprehensive resource packed with everything we wished we knew at the start. It's our way of giving you the in-depth support and insights that brief interactions simply can't cover.

  • "The manufacturer list was a game changer, it helped lower the minimum order quantities far below what I had found on my own. Alfie was also able to give me additional advice on getting the prices down of each unit, so I didn’t have to compromise on my first collection.”

    Reiss Haycock

  • "I was a little hesitant at first as I was on a tight budget, but having the lookbook and Alfie and Ben's help gave me the confidence and assurance I needed. I'm almost ready to launch my brand now and managed to stay well within my budget!"

    Oliver Nicholson

  • “I’ve had my brand for around a year now, the first 6 months was a bit slow but having read the lookbook it became so clear what I was doing wrong. I’ve doubled my sales in 4 months now and have a new collection coming soon which I never thought I’d have the budget to do.”

    Sean Duffle

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Creating a successful business in the fashion industry requires insight and strategy, not just passion. The Lookbook offers clarity in a lucrative yet complex market, guiding you through the essentials of launching and nurturing a transformative clothing brand. This book is a treasury of our hard-earned lessons, equipping you with knowledge to sidestep costly mistakes and forge a path to success.

At your fingertips, The Lookbook serves as a silent mentor. From defining your brand's essence to selecting the right manufacturer, or finding new and profitable customers - it's an indispensable resource, ensuring you're well-prepared to make your mark in the dynamic world of fashion e-commerce.

If you are truly serious about establishing a life-changing fashion brand, The Lookbook is the resource you need. It's not just about guidance; but about shaping a vision into a tangible, impactful reality. With this ebook, you have a powerful tool to guide your entrepreneurial journey, leading you towards building a brand that not only inspires but also thrives and endures.


How many modules does the course include?

The course comprises 10 comprehensive modules, each crafted to guide you through the diverse facets of the Fashion eCommerce landscape. Here's a breakdown of the modules:

  1. Introduction to fashion eCommerce
  2. Planning and Brand Identity
  3. Building Your Online Store
  4. Product Sourcing
  5. Inventory Management
  6. Marketing and Brand Promotion
  7. Customer Service and Fulfillment
  8. Graphics Design and Branding
  9. Customer Retention Strategies
  10. Conclusion

Each module serves as a building block, providing valuable insights strategies to empower you on your journey to eCommerce success. Whether you're just starting or looking to enhance your existing eCommerce venture, these modules cover everything from foundational principles to advanced strategies for sustained growth.

Can I pay in installments?

Yes, you can use Klarna at the checkout and Clearpay will be coming soon.

Do I need prior experience in eCommerce or fashion?

No prior experience is required. The course is structured to cater to beginners and those with existing knowledge in eCommerce or fashion.

Is the course suitable for both startups and established businesses?

Absolutely. Whether you're launching a new venture or seeking to enhance an existing business, the course provides insights applicable to various stages of your eCommerce journey.

What support is available if I have questions during the course?

We provide ongoing support through our personal Instagram. For more in-depth queries, we offer 1-hour Zoom calls. Contact us, and we'll be happy to assist.

Alfie's Instagram: @akjt11
Ben's Instagram: @benfrankiin

Can I access the course on mobile devices?

Yes, the course is designed to be mobile-friendly for convenient access from various devices.

Do you offer refunds?

While we don't offer refunds, our commitment is to provide unparalleled support throughout your learning journey. We are dedicated to ensuring you receive maximum value from our course, and we are here to assist you with any challenges or questions you might encounter. Feel free to reach out to us via Instagram for personalised assistance. We're invested in your success and are ready to guide you every step of the way.

Alfie's Instagram: @akjt11
Ben's Instagram: @benfrankiin

When I buy The Lookbook, how will I receive it?

Upon purchase, you will receive an email containing a secure download link. Press this link and open in your preferred internet browser. Once the download is complete, for IPhone users, we suggest opening the file in 'iBooks' for a seamless reading experience. Android users can open the file in 'Google Play Books' or simply save it directly to your device as a PDF. If you encounter any issues, we are here to assist you, please contact us and we will be happy to help. We want your learning experience to be smooth and enjoyable.

How is the Manufacturer Guide different from the Lookbook course?

The Manufacturer Guide is a focused resource that specifically details manufacturers suitable for fashion startups and early-stage brands, featuring those with low MOQs.

While The Lookbook offers comprehensive knowledge on building and growing a fashion brand. Everything in The Manufacturer Guide is included in The Lookbook.

How often are they updated?

Both The Lookbook and The Manufacturer Guide are designed to be dynamic resources, receiving updates as new information, strategies, and manufacturers are identified. These updates are made periodically to ensure that the content remains relevant and valuable, especially in the fast-changing world of fashion e-commerce.

If you buy either book, you can expect to receive these updates via email at no additional cost.

Do these resources cater to a global audience or are they region-specific?

Yes, both The Lookbook and The Manufacturer Guide are designed to cater to a global audience. They are not limited to any specific region, making them valuable resources for aspiring fashion entrepreneurs and established brands worldwide. The content and strategies provided are applicable across various markets, accommodating a diverse range of fashion business models and geographical locations.

If your focus is primarily on sourcing the right manufacturers for your brand, The Manufacturer Guide is tailored for you. This guide zeroes in on the manufacturers we use, have used or know of well and recommend, most of whom have very low minimum order quantities (MOQs), making them particularly suitable for startups or early-stage brands.

It's a streamlined resource for those looking to connect with reliable, quality manufacturers without the need for a larger commitment.