Chris Riccobono

Chris Riccobono is the co-founder of UNTUCKit and the How I Built This Advice Line guest in Advice Line with Chris Riccobono of UNTUCKit. The episode presents him as an apparel founder who built from a narrow product insight, then had to manage a more mature brand through COVID debt, high interest rates, tariffs, and a move into wholesale.

His Advice Line recommendations emphasize focus, cash, channel fit, and proof. For AeroShorts, he pushes Adrian Alvarez to sharpen the customer tribe and differentiate beyond price; for Snug Safety, he treats radio, earned media, and trusted intermediaries as better fits than default paid social; for Hockey Ninja, he argues that safety equipment needs visible professional credibility.

Connections

• UNTUCKit and Aaron Sanandres - founding-company context and cofounder reference.
• Greatness Wins - later sportswear brand where Riccobono discusses golf-shop wholesale as discovery.
• AeroShorts, Snug Safety, and Hockey Ninja - caller companies he advises.
• Core Tribe Positioning, Wholesale As Marketing, Trust-Based Distribution, Safety Product Credibility, and Measured Channel Testing - concepts surfaced through his advice.