Who is SikSilk?
Founded in 2012 by childhood friends —Barry Gill, David Thompson, and Sam Kay— in Scarborough, North Yorkshire, SikSilk emerged from a shared desire to blend streetwear swagger with athletic styling.
What began as a small-scale venture making caps and baseball jerseys quickly evolved into a full-fledged online fashion brand, recognised for bold prints, logomania and a distinct mix of urban and sport influences.
Over the years the brand has grown beyond the UK, building international reach while maintaining its roots in bold, lifestyle-driven design and direct-to-consumer commerce
As the Threads Unravel
Like many Paper Run customers, SikSilk discovered that a big chunk of their churned customer base had quietly slipped through the cracks, completely unreachable through the usual digital channels like email, SMS, or retargeting ads. Despite their best efforts with Klaviyo flows and paid campaigns, a large percentage of customers just weren’t seeing the brand’s messages anymore.
This was both a challenge and a huge opportunity. SikSilk realized they couldn’t rely on digital alone. They needed a way to get something directly into the hands of those lapsed customers. That’s when they turned to Paper Run: a physical touchpoint that skipped the crowded inbox and delivered something real, surprising, and refreshingly un-digital.
Tailoring the Winback
To reconnect with lost customers, SikSilk teamed up with Paper Run to launch automated Direct Mail flows aimed at people who had gone dark on digital. Using Paper Run’s Klaviyo integration, they identified churned customers who weren’t engaging—then triggered beautifully branded postcards to show up right in their mailboxes.
The campaigns ran entirely on autopilot, targeting lapsed subscribers and one-time buyers who hadn’t reordered and couldn’t be reached through digital channels. The messaging was tailored to reignite interest in SikSilk's cool, functional, and aesthetic apparel, giving these customers a tangible reason to come back.
Back in Style: Results that Fit
6.09
4.38%
SikSilk has seen incredible results since adding Paper Run to their marketing stack:
Achieved a 6.09x ROAS, meaning every £1 spent generated £6.09 in revenue.
Drove a 4.38% conversion rate within the re-activated lapsed-buyer cohort.
With this focused win-back strategy, SikSilk not only recovered lost demand but turned it into a profitable driver of customer retention and growth. It’s quickly become one of their best-performing marketing channels.
Director and Owner, SikSilk
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