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Business is Boring: Asuwere with Sam and Noah Hickey

By The Spinoff

Dollar Shave Club, My Food Bag, Xero….. subscription businesses pop up in many areas of life, because they make for great business.If you work out your average revenue per customer, and your churn rate, the rate at which customers leave, and then work out what a customer costs you to acquire, and you can make those numbers right, you can project future income in the kind of way that has turned Xero and Push Pay into massively valuable companies before they even turned a profit. We’re used to them in software, but one place that they are pretty innovative is clothing. And that’s where today’s guests have brought their innovation. Asuwere is a clothing subscription for men that provides elevated wardrobe essentials for men, providing the kind of wardrobe anchors that are needed in the month they come, so tees and linen shirts and shorts in summer and jackets and cashmere cotton sweaters in colder months.  The idea has attracted big name supporters -with Dan Carter choosing to buy their wares, and it comes from brothers with the credentials. Sam and Noah Hickey hail from fashion and subscription business backgrounds. Sam was a stellar designer for Huffer straight out of uni, and Noah, an All White and business leader, who played a key role in the huge growth of Push Pay. To talk the insight, the journey and getting men to trust them, Noah and Sam join us now.  For information regarding your data privacy, visit

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