Dad Braids builds the ultimate toolkit for meaningful momentsWe're Your
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Overview

It started with a dad who wanted to do his daughter's hair. When Strider Patton set out to learn, he quickly discovered that many online tutorials assumed you already knew the basics. So he started learning himself, sharing the process along the way and creating simple tutorials designed specifically for dads. Then something bigger happened.

What started at the kitchen table grew into Dad Braids, a global community built around a simple idea: hair time can be connection time. Dad Braids now helps fathers learn the practical skills to care for and style their daughters' hair while creating something even more valuable in the process: everyday moments together.

When the brand was ready to bring that mission beyond the screen, Dad Braids partnered with Boundless Brand Consultant Brandon Moss to create something dads could put into practice every morning. And the Dad Braids Toolbox was born.

Strategy & goals

Dad Braids didn't need merch for merch's sake. It needed a product that could become part of the experience.

Together, Dad Braids and Boundless set out to create an all-in-one haircare kit designed specifically for dads: approachable enough for a beginner, useful enough for everyday routines, and memorable enough to feel unmistakably Dad Braids.

The goals went beyond brand awareness:

• Equip dads with the right tools to confidently care for their daughters' hair.
• Remove barriers for beginners by putting everything they need in one place.
• Create connection by making haircare an easier, more enjoyable shared ritual.
• Extend the brand from digital content into dads' homes and everyday lives.

In other words: don't just put the Dad Braids logo on something. Create something that helps Dad Braids fulfill its mission.

The toolbox became more than a collection of haircare essentials. It became a practical entry point into the Dad Braids community, giving dads the tools to move from I don't know how to do this to I've got this.

And the Dad Braids story has continued to grow.

Today, the brand describes itself as a global community centered around helping dads build confidence and connection through haircare. Its first year alone reached more than 50 million people, according to Dad Braids, and its community continues to grow across social platforms.

The original toolbox has also evolved into a larger learning ecosystem. Dad Braids now offers a five-level Scrunchie Course, where dads progress from fundamentals to advanced styling and earn different colored scrunchies along the way. The brand currently positions the toolbox and course together as a complete experience: tools, skills, milestones, and connection.

Conclusion

What started as one dad learning to braid his daughter's hair has become a movement helping families turn an everyday routine into meaningful time together. The Dad Braids global community now has the literal tools needed to grow, learn, and share more success.

And that's exactly what thoughtful merchandise can do: move beyond promoting a brand to actively helping people experience it.