# Thread Wallets

Turning a distinctive carry brand into a national licensing program.

- Category: Fashion · Carry
- Year: 2025

## About

Thread is a premium carry brand founded in 2015 by Colby and McKenzie Bauer, known for the world's thinnest, most functional wallet. The company has evolved into a lifestyle brand focused on minimalist everyday carry essentials with a devoted following and major editorial features.

## Challenge

- In-house licensing management became unsustainable as the portfolio grew.
- Administrative burden consumed core team resources.
- Complex compliance and reporting requirements across multiple IP managers.
- Lengthy approval processes were blocking new product launches.
- Expansion opportunities at major universities were being missed.

## Approach

- Took over existing license management and streamlined compliance.
- Identified and secured high-value opportunities at flagship universities.
- Expanded across SEC, Big Ten, ACC, Big 12, and Pac-12 through CLC, Affinity, and Fanatics.
- Managed product approvals for new designs end-to-end.
- Opened retail distribution beyond direct-to-consumer channels.
- Handled all royalty calculations and reporting.

## Results

- 75+ — University Licenses
- 5 — Power Conferences
- Weeks — New Product Approvals (vs. months)
- 100% — Admin Burden Removed

## Conferences

SEC, Big Ten, ACC, Big 12, Pac-12

## IP partners

CLC, Affinity, Fanatics

## Quote

> Onbase took licensing off our plate completely, and now we can focus on what we're great at.
>
> — The Game Caps

Canonical: https://www.withonbase.com/case-studies/thread-wallets
Markdown: https://www.withonbase.com/case-studies/thread-wallets.md