How Gelato helped a music fan build a nostalgic brand for the next generation of emos
“The products that come from Gelato - oftentimes I see them printed like the same day. Sometimes I go into Shopify and I can see the order from today is archived because it’s already been printed, dropped at the shipper, and there’s a tracking number.”
Mike A, Founder, Elder Emo
From Instagram ad to emo apparel entrepreneur
Mike didn’t set out to build a brand. In fact, he had no background in design or eCommerce at all. But a well-timed message from his wife - a screenshot of a Gelato Instagram ad - changed everything.
“She sent it to me and I tried it out. I installed a Shopify account that night, looked for a print on demand provider - and Gelato was probably the best out of all of them from what I could tell, being a novice.”
That same night, Mike launched what would become Elder Emo - a niche apparel brand dedicated to the pop punk and emo music scene of the early 2000s. From Blink-182 to Green Day, the culture Mike grew up with is now the heart of a fast-growing shop that serves a dedicated community of nostalgic music lovers.
Finding a niche that felt like home
Early on, Mike experimented with t-shirt ideas he thought were funny - but quickly realized that humor alone wouldn’t cut it.
“I realized pretty quickly that I’m not that funny, and no one thought they were funny either,” he laughs.
So he turned inward, listening to advice from podcasts about “finding your niche.” What made the most sense was something deeply personal: the music that shaped him. He started an Instagram account to share memes about emo bands and instantly found an audience that connected with the same era and emotion.
“We’re listening to albums from 25 years ago on a regular basis and we’re all just super passionate about it. Elder Emo just resonated with me - because that is who I am.”
The name came from his TikTok handle created back in 2021 where he documents old music videos and performances from nostalgic bands. - and with that, Elder Emo was born. It wasn’t just a clever label. It was an identity. The brand now serves a growing group of parents, former band kids, and Warped Tour veterans who want to share their musical roots with the next generation - often through their own kids.
Viral moments and authentic community
The defining moment in Elder Emo’s early growth came when Mike created a simple parody design: a faux presidential campaign t-shirt for Tom DeLonge and Mark Hoppus of Blink-182.
“I spent the least amount of time on the design. It was literally Arial font on a shirt. But people just started buying it like crazy.”
Then something wild happened: Tom DeLonge himself shared it on Instagram and Facebook.
“You could probably pinpoint the exact moment in the sales data when he posted. It was just a huge spike. As a true fan, it was unreal to see someone I idolized repost my work.”
From that point forward, the Elder Emo community kept growing. Parents started buying not just for themselves, but for their kids. Mike expanded the catalog from a handful of children’s shirts to over 60 SKUs, all inspired by emo culture - but built with family in mind.
“The way my kids help is, I ask: ‘Would I think it’s cool for my daughter to wear this?’ And they model the shirts for our ads and posts too. It’s real.”
Seamless operations, faster shipping, and freedom to create
As the brand scaled, Gelato made it possible to maintain quality, speed, and a positive customer experience - even while Mike juggled a full-time job and parenthood.
“If you’re running a brand like me and you want to stand out, Gelato actually helps you stand out - because you’re going to get your product faster.”
Speed isn’t just a bonus. It’s a differentiator.
“Sometimes I go into Shopify and I see the order from today is already archived - it’s printed, dropped at the shipper, and there’s a tracking number. That just doesn’t happen with other platforms.”
Mike also uses the Gelato app daily to monitor orders, costs, and performance - even while on the go.
“I check it first thing in the morning, sometimes while I’m at the playground or out with my kids”
The smooth fulfillment experience has freed Mike up to return to what he loves most: connecting with his community and creating new designs.
Advice for fellow creators
Mike is quick to point out that starting with passion made all the difference. His advice to other creators?
“Find a niche that you’re actually passionate about. If it’s not authentic, people won’t connect with it.”
“You just gotta start. Launch it. People will give you feedback, and you just fix it from there.”
For Mike, the journey from a casual Instagram ad to a fully operational brand has been rooted in authenticity, creative joy, and the support of the community he’s always been part of.
With Gelato handling production, fulfillment, and logistics - Elder Emo is free to keep growing while staying true to its roots.
