How to Share Behind the Scenes Content for Your Clothing Brand
When Patagonia shows their supply chain, their factories, their materials sourcing, they’re not just being transparent. They’re building trust that turns customers into advocates.
When Gymshark posts the founder packing orders in his garage, struggling with suppliers, making mistakes, they’re showing the real journey. That’s what built loyalty before they became a billion-dollar brand.
When Supreme shares grainy clips from their warehouse, their team working, their process, it reinforces authenticity. The opposite of corporate polish.
Behind the scenes content doesn’t just show your process. It shows you’re real people doing real work. That builds connection faster than any polished campaign.
This guide breaks down why BTS content matters, what to show, how to create it, and how to use it to build your clothing brand.
Why Behind the Scenes Content Works
Most brands hide their process. They only show finished products. Polished campaigns. Perfect imagery.
Behind the scenes does the opposite. It shows the work, the challenges, the real humans behind the brand.
Why this matters:
Builds trust. Transparency shows you have nothing to hide. People trust brands that show their process.
Humanizes your brand. You’re not a faceless corporation. You’re real people doing real work.
Creates appreciation. When people see the effort behind a product, they value it more.
Differentiates you. Most brands don’t show BTS. Doing it sets you apart.
Generates engagement. People comment, ask questions, share. BTS invites interaction.
Creates content effortlessly. You’re already doing the work. Just film it.
Strengthens community. Your audience feels included in your journey. That builds loyalty.
Patagonia shows their entire supply chain. Factory visits. Material sourcing. Environmental impact. Full transparency. That’s why customers are fanatical.
Gymshark showed the founder’s struggle. The garage. The hustle. The growth. People followed the journey, not just the products.
What to Show Behind the Scenes
Design and development:
Sketching ideas. Mood boards. Choosing fabrics. Creating samples. Design decisions. Why you chose specific colors, materials, or cuts.
Sourcing and materials:
Finding suppliers. Choosing fabrics. Quality checks. Sustainability sourcing. Why you chose specific materials.
Production and manufacturing:
How your products are made. Cutting fabric. Sewing. Screen printing. Embroidery. Quality control. Factory visits.
Photoshoots:
Setting up shoots. Choosing locations. Directing models. Styling. The chaos behind beautiful images. Outtakes. Test shots.
Packing and shipping:
Packing orders. Preparing shipments. Packaging products. The daily grind of fulfillment.
Team and workspace:
Your team members. Who they are. What they do. Your workspace. Studio. Office. Where the magic happens.
Challenges and mistakes:
What went wrong. Supplier issues. Production delays. Design mistakes. How you fixed them. Real struggles.
Daily operations:
Your routine. Emails. Meetings. Decision-making. The reality of running a brand.
Prep for launches:
Planning drops. Creating campaigns. Building hype. The work before the announcement.
Show the real work. The unglamorous parts. The challenges. The effort.
How to Create BTS Content
You don’t need production value.
BTS content should feel raw. Authentic. Real. Not polished.
Use your phone. Natural lighting. No editing required. Spontaneous is better than scripted.
Film everything.
Get in the habit of filming your process. Pull out your phone and record:
Design sessions. Fabric selection. Production visits. Packing orders. Team meetings. Photoshoot setup. Sample reviews.
Film 10 to 30 second clips throughout your day. You’ll have hours of content by the end of the week.
Keep it short.
TikTok, Instagram Reels, Stories. 15 to 60 seconds is perfect.
Quick clips are more engaging than long videos. Show one moment. One process. One insight.
Add context.
Use text overlays or voiceovers to explain what’s happening.
“Choosing fabrics for our next drop.”
“This is how we pack every order.”
“Testing samples before production.”
Context turns random clips into stories.
Show faces.
People connect with people. Show yourself. Your team. Who’s behind the brand.
Talking to camera. Explaining decisions. Sharing challenges. Human connection builds trust.
Mix formats.
Time lapses of production. Quick tours of your workspace. Voiceovers explaining your process. Day in the life montages. Process breakdowns.
Variety keeps content fresh.
BTS Content That Works
Design process videos:
“This is how we design our hoodies.” Show sketching, choosing colors, creating samples, making revisions.
Production tours:
Factory visits. How your products are made. Meeting manufacturers. Quality control.
Packing order videos:
Popular format on TikTok. “Packing your orders.” Shows care, builds connection.
Sample unboxings:
“Our samples just arrived.” First look at new products. Excitement. Realness.
Photoshoot BTS:
Setting up. Directing. Styling. The chaos. Outtakes. Makes polished content relatable.
Challenge and solution:
“Here’s what went wrong this week.” Show problems. Show how you solved them. Authenticity.
Day in the life:
“A day running a clothing brand.” Wake up. Design. Meetings. Photoshoots. Packing. Reality.
Team introductions:
“Meet our team.” Who makes your brand possible. Humanizes everything.
Combine BTS With Storytelling
Raw clips are good. Raw clips with story are better.
Don’t just show. Explain.
“We spent 6 months finding the perfect sustainable fabric. Here’s why.”
“This sample failed quality control. Here’s what we learned.”
“Our first photoshoot was a disaster. This is what we changed.”
Share challenges:
Supplier delays. Production mistakes. Design failures. How you overcame them.
People relate to struggle. It makes success feel earned.
Share decisions:
Why you chose specific materials. Why you priced products this way. Why you use certain manufacturers.
Transparency builds trust.
Share excitement:
Sample arrivals. Launch prep. Hitting milestones. Share the wins with your community.
BTS for Different Brand Types
Show your supply chain. Factory conditions. Material sourcing. Environmental impact. Full transparency reinforces your values.
Show the grind. Late nights designing. Screen printing. Building hype. Street culture authenticity.
Show craftsmanship. Attention to detail. Quality control. The artistry behind products.
Show testing. Athletes wearing prototypes. Performance feedback. Development process.
Small brands:
Show the hustle. One person doing everything. Late nights. Mistakes. Growth. Realness.
Your BTS should match your brand identity and lifestyle branding.
Keep It Real and Unpolished
Perfect is boring. Real is engaging.
Shaky camera. Natural lighting. Unscripted moments. Background noise. These make BTS feel authentic.
Gymshark built their brand on unpolished gym selfies. Not professional shoots. Just real people.
Supreme posts grainy warehouse footage. Low production. High authenticity.
Don’t overthink it.
Pull out your phone. Film what you’re doing. Add a caption. Post it.
The more you overthink, the less authentic it feels.
How BTS Builds Community
When you show your process, your audience feels included in your journey.
They see the work. The challenges. The wins. They become invested.
Engagement increases:
“Where do you source your fabrics?”
“How long does production take?”
“Can you show more of your design process?”
Questions. Comments. Conversation. That’s community building.
Loyalty deepens:
When people know the story behind a product, they value it more. They’re more likely to buy. More likely to stay loyal.
Word of mouth grows:
People share interesting BTS content. “Look how this brand makes their products.” Free marketing.
Platforms for BTS Content
Instagram Stories:
Perfect for quick, daily BTS. Casual. Disappears after 24 hours. Low pressure.
Instagram Reels:
15 to 60 second clips. High reach. Great for process videos, day in the life, packing orders.
BTS content performs incredibly well. Authentic, unpolished, real. Algorithm pushes it.
YouTube Shorts:
Similar to Reels and TikTok. Short, engaging, BTS clips.
Your website blog:
Longer form BTS. Detailed stories about production, sourcing, design decisions.
Share exclusive BTS with subscribers. Make them feel like insiders.
Mix platforms. Different formats for different audiences.
Common Mistakes to Avoid
Over-polishing. BTS should feel raw. If it’s too polished, it loses authenticity.
Filming nothing. Get in the habit of filming daily. Even mundane tasks become content.
No context. Random clips without explanation are confusing. Add captions or voiceovers.
Posting inconsistently. BTS works best when it’s regular. Weekly or daily content builds connection.
Being too serious. Show personality. Humor. Mistakes. Don’t take yourself too seriously.
Hiding challenges. People relate to struggle. Show what’s hard, not just what’s easy.
What to Do Next
Start filming today. Pull out your phone and record what you’re working on.
Film everything. Design sessions. Production. Packing. Meetings. Daily work.
Keep clips short. 15 to 60 seconds. One moment. One insight.
Add context. Text overlays explaining what’s happening.
Post regularly. Instagram Stories daily. Reels or TikTok weekly.
Show your face. Introduce your team. Humanize your brand.
Share challenges. What went wrong. What you learned.
Stay authentic. Raw over polished. Real over perfect.
Behind the scenes content builds trust faster than any polished campaign. It humanizes your brand. It creates appreciation. It strengthens community.
Gymshark proved it. Patagonia proved it. Every successful brand shows their process.
Start filming. Start sharing. Start building.
Your process is your story. Show it.
