There is absolutely no good reason the words “yo pierre, you wanna come out here?” should be here pinned on the page for Reddit’s Streetwear Startup subforum. Clicking on the words leads you nowhere, and the phrase—first heard on the Jamie Foxx Show and more recently popularized by hip-hop producer Pierre Bourne—doesn’t have anything to do with the page’s function: convening an unusually friendly online community to help burgeoning streetwear designers launch their brands. But it turns out that “yo pierre” is a perfect symbol for a genre of clothing that thrives on coded imagery—ranging from Coca-Cola to Dragon Ball Z—to signal to other people you’re hip, you’re in the know, and yes, you would like to come out here.

The streetwear startup aims to dissect the very concept of cool. Can the designs and signals that have catapulted brands like Supreme and Kith into the fashion stratosphere be focus group-tested until you’ve found the thing that resonates with customers? After all, if the almost-14,000 users on the page think your piece is a must-cop, it’s also possible that Miami Dolphin Jarvis Landry will too, and will then wear it on ESPN, like he did with streetwear startup success story Rude Vogue. And if this chorus of voices say fire, there’s a decent chance the streetwear press will join in, like Hypebeast did with the brand Deadnight.

Anyone with an Instagram account would be forgiven for thinking that the streetwear market is oversaturated with streetwear brands. But others see the endless stream as a siren call to jump into the fray. But the rush with coming up with a catchy name—seriously, it can be anything; the most popular streetwear brand in the world is called Supreme—can make you forget there are logistics to be dealt with. How do you get your vision on the screen? How do you make other people fuck with that vision? How do you get that art on a T-shirt? And, wait, where do you even get those T-shirts from? And once you have the T-shirts and someone willing to shell out the cash for it… what then?

How do I get these printed?

Streetwear Startup is built to answer those questions. “I want to keep it as open as possible and for it to be for anyone curious about brand startup as a whole,” says Dustin Wilkie, a recent UNC-Asheville grad who moderates the subreddit. The subreddit was formed, in November of 2013, and Wilkie, who was working on a brand of his own at the time, joined almost immediately. Wilkie says the person “who actually made it just doesn't use it, and I don't even have contact with them any more”—a poetic start for a page that’s all about trial and error. Wilkie was put in charge because he was the longest-tenured member.

The subreddit’s main services can be broken down into two parts: beginner questions (What’s the best ecommerce site?) and brand feedback (What logo do you like most?). Wilkie’s goal is to eradicate the first part by compiling a How to Streetwear 101 handbook that will contain everything you need to get from idea to brand. “We have a pretty big problem with people posting the same beginner question over and over,” Wilkie laments. The ”wiki” currently covers four topics but “we're creating a how to beginner's guide that should handle all of those questions,” Wilkie says.

But what’s most helpful about the page is that it’s not a static guide—it’s a living breathing hotline. No question is too small—or irrelevant to a brand’s success—on streetwear startup where ask and you should receive answers about shipping on Alibaba, using a PO Box as a business address, screenprinting the sides of shoes, and even something so basic like “what are the first things I need to do to make my Piece a reality?” The obvious answer left by a commenter: “Get some money g.”