From Concept to Crowdfunding: Tips & Lessons from Vessel Athletics Founder Jasmine Sanchez
At AJG, we’re constantly inspired by the founders we work with, especially those who push the limits with product innovation. Jasmine Sanchez, founder of Vessel Athletics and creator of the HydroShirt (a performance running shirt with built-in hydration system), is an inspirational female founder we had the pleasure of working with.
In our recent Fashion Founder Collective interview, Jasmine shared her founder journey. She started sketching ideas in college, and after a few years of development, launched her product on Kickstarter. She faced challenges working through complex technical development, with our team at her side to problem solve & support her vision.
Below are some key takeaways, tips, and lessons shared by Jasmine for other founders navigating the product development journey.
1. Solve a Real Problem
“I didn’t set out to create a fashion brand, I set out to solve my own pain point.”
Jasmine’s idea started during college, when she realized there wasn’t a comfortable, streamlined way to hydrate while running. Tired of carrying water bottles or struggling with bulky backpacks, she was determined to find a solution. Every great product starts with a problem - before designing your product, ask:
What specific problem am I solving?
Who else experiences this issue?
Can I validate the need before I build?
2. Prototype, Test, Repeat
“We went through dozens of iterations.” “I ran in them, washed them, stretched them... I beat them up on purpose.”
Jasmine stress-tested every version of the HydroShirt herself and with different-sized runners. From insulation to bounce control, she refined her product feature by feature.
Pro Tip from AJG: Don’t treat your first prototype like the final version. Use it to learn. Put your garment through the ringer and wear test it just like your customers would! Don't forget wash testing as well.
3. Be Resourceful
Not every founder can afford to hire a full team. Jasmine’s early wins came from being relentlessly resourceful - a trait we see in all successful founders.
If you’re not a designer, team up with someone who is. Use platforms like Upwork, reach out to local design schools, or work with a consulting partner like AJG to fill in the gaps.
4. Get Feedback From Strangers
Jasmine validated her idea by interviewing runners at local races, surveying Reddit threads, and asking real users about hydration struggles. Early feedback helped her shape a product that truly met customer needs.
AJG Tip: Create a short survey and share it in Facebook groups, Subreddits, or at live events. Aim for honest, constructive responses.
5. Don’t Skip the Tech Pack
Tech packs are your factory’s instruction manual. For a complex product like the HydroShirt, the tech pack was essential to communicate specs clearly and avoid costly sampling errors.
Need help with yours? Our team at AJG has created hundreds of industry-ready tech packs for founders at every stage.
6. Plan for Margins—Early
While Kickstarter gave her a launchpad, Jasmine emphasized the importance of understanding your cost structure especially when factoring in marketing, tariffs, and fulfillment. Planning from the beginning if you ant to structure pricing for wholesale will save you challenges long term.
Do the Math: Work backward from your retail price. Be realistic about your target margins and revise your design or sourcing strategy accordingly.
7. Consider Crowdfunding (When You’re Ready)
“We launched our Kickstarter campaign once the product was nearly finished and it made all the difference.”
Jasmine chose Kickstarter for its supportive community and hype-building momentum, but delayed her launch until the HydroShirt was production-ready. This allowed her to fulfill orders quickly, earning backer trust and positive feedback.
Crowdfunding Rule of Thumb: Don’t rush. Build your audience and finalize your product before you launch.
8. Instructional Content Matters
“People need to know how to use your product especially if it’s technical.”
After launch, some customers needed clearer setup instructions for the HydroShirt. Jasmine quickly created QR code-accessible videos to improve the unboxing experience.
Founder Tip: Include setup cards, QR codes, or tutorial videos with every order. It reduces returns and builds trust.
The Big Picture
Jasmine’s journey reminds us that successful product development isn’t just about design it’s about resourcefulness, testing, feedback, and vision. At AJG, we’re proud to be a part of that journey and support founders like Jasmine in turning ambitious ideas into launch-ready products.
Let’s Build Your Brand Together
To learn more about AJG Fashion Consulting and how we have helped brands launch and grow, visit www.ajgfashionconsulting.com. Looking for more details on how we can help? Book some time with us for a free 30-minute consultation.