I mentioned that I like independents as well as brands with cult followings. Johnny Cupcakes is the epitome of both. He built his apparel brand from the ground up and without the help of wholesale distribution; his products are only available through him. This level of control allows him (and his team) to carefully create their customer experience. The amount of detail that goes into the packaging, let alone the clothing, testifies to the fact that Johnny has build something special. Read his story here.