Vihuela is an Argentine company that make incredible handmade leather guitar straps, belts, custom designs and accessories. Their story from a marketing perspective is even more incredible

Luke Nuto, a former Art Director at the globally acclaimed Glue Society, has been designing and selling T-shirts for over 10 years. In particular his current label, Young Lovers, is growing from strength to strength primarily through the online channel.

As my current travel buddy through South America, I thought it was time to convince Luke to put the Campari and Sprite down and share with us what he has learnt about building a clothing label.

When your print ad appears in a fashion magazine you are up against about 50 other advertisements at least, all vying for the readers attention.

So to breakthrough all that clutter, you have to do something different, which is what Pony has done in this Argentinian magazine.