EXCLUSIVE Teen who launched his own clothing line at AGE 12 transforms it into booming business all on his own

Daily Mail​

09-05-2025

A teenager who launched his own clothing line at age 12 has revealed how he is now turned it into a booming business all on his own.
Holden Bierman, 17, from a small town in North Carolina, said he became 'hooked on the idea of selling' when he was only five years old after he helped out at his family yard sale.
Then, in 2020 when the COVID-19 pandemic hit and schools shut down, he realized he had a ton of 'extra time' on his hands.
And instead of using it to play video games or watch TV like most 12-year-olds would, he decided he wanted to 'start something' that would make an impact.
That's when he launched Coastal Cool, which makes swimwear from recycled plastic bottles.
Flash forward to five years later and it's now wildly successful... and Holden has done it all by himself.
As the company's only employee, the teen spoke exclusively with DailyMail.com about how he transformed it into a booming business - while balancing school and dealing with negative comments from his peers as well as unfair treatment from adults who didn't take him seriously.
'Whether it was something small or big, I was always looking for a way to get something out there,' Holden explained to DailyMail.com of his childhood.
'I wasn't really interested in video games or typical kid stuff. I was drawn to the adult world, talking to people older than me, and figuring out how things worked.'
In 2020, after spending hours inside due to the pandemic, the idea for Coastal Cool hit him.
He created a 'basic business plan' and pitched it to his parents.
'I didn't have a big fancy plan, but I created a simple Google Slide presentation with my goals, vision, and what I needed to get started,' he explained.
'It was a total mess. [But it came from] pure boredom, and what I believe was my attempt to escape from the chaos that was happening in that time.
'That's how Coastal Cool began - a young kid's dream to make something real during a crazy time.'
Holden's parents were 'supportive,' and gave him $500 and helped him set up the 'basic foundation.'
'My parents helped me get the LLC and set up the legal framework to make the business official, that was it,' he said.
Holden admitted that he had 'no idea what he was really doing' - but he 'had a vision' and was 'determined' to see it come to life.
He said he got to work on learning everything he could about running a business from YouTube videos, TikTok content, podcasts, and web forums.
'You can essentially learn anything online, from people who have actually done it,' he explained.
'Podcasts were a huge piece of my knowledge, listening in on other entrepreneurs and their failures, what they did do, what they didn't do, what they would do differently.
'I've had to learn everything - marketing, website building, managing products, and distribution - all by myself.
'I built the entire Shopify website from scratch, creating the initial designs and figuring out the social media marketing.
'A lot of my experience came from trial and error. It wasn't easy, but I was motivated to turn my vision and passion into something real.'
Holden explained that he didn't want to just 'build something for himself,' but he also wanted to 'create something that would make an impact' on the world.
'I researched everything, I wanted a brand that felt good, and did good… I wanted fabrics that people desired to wear, and sport both on and off the beach,' he continued.
'It's not just a business. It's a mission to promote sustainability, create some pretty cool beachwear and bring the escape of paradise to people everywhere.'
He admitted that it was certainly 'hard to be taken seriously' at first due to his age, and even his peers in middle school 'thought he was crazy.'
'Many adults looked at me the same way - they thought I was too young to be serious about a business,' he shared.
'But even though it was tough, I knew deep down that I had to follow my vision. No matter what anyone said, I kept pushing forward.'
Holden began by making T-shirts and hoodies before he eventually shifted his focus to swimwear.
Over time, he said he started to slowly gain 'more attention and traction.'
In 2023, a local newspaper featured the brand, which he described as his 'first big break.'
After that, local TV networks, and larger magazines and media outlets began to take notice.
Then, in April 2024, he was featured in Forbes, which changed everything for him.
'Today, Coastal Cool has grown way beyond what I initially imagined, and that sense of purpose and impact has been the driving force behind it all,' he gushed.
Balancing school with running his business has been a 'challenge.'
He's currently the only employee at Coastal Cool, which means he has to do everything on his own, all while making sure he shows up for his classes.
'It's a lot of work, but [over time] I've learned how to manage my time better,' he shared.
'I have a flexible schedule, I am in my junior year of high school… I go to school for two classes, then I go home and do two online college courses - this allows me to grow as a high school student, and pursue my future education with a head start.
'It can be stressful at times, but the key is finding that balance and staying organized. If it's truly your passion, you will do anything to make it become a reality.'
Coastal Cool's products are made from 90 percent recycled polyester, crafted from recycled plastic bottles, and 10 percent spandex.
'They are a lightweight, breathable, made to move fabric. With UPF 50+ sun protection, and fast-drying technology - our fabrics transcend time,' he explained.
As for what's next for Holden, he said his focus is 'expanding beyond e-commerce and into in-person retail.'
In the end, he said he hopes that he can prove that 'age doesn't limit what you can accomplish.'
'I started Coastal Cool when I was 12 years old, with $500, a vision, and a goal. Now, at 17, I'm about to leave my junior year of high school, and I've built a thriving business that's making a difference in the world,' he concluded.
'I want other young people to know that they can start their own businesses, follow their passions, and make their dreams come true.