Hollow Co.: A custom solution

Kat Scarrow launched The Hollow Co., an apparel printing business in Dundas, when she was consistently disappointed by the spirit wear offered at her kids’ school.

When Kat Scarrow wasn’t happy with the options for spirit wear at her kids’ school, she didn’t complain. She did something about it. 

She started her own custom apparel business. 

And now she's designing and printing custom merch for schools, local businesses, and community organizations throughout Dundas.

This side hustle is no small feat for a mom of four, who is currently on maternity leave and about to return to a senior role at The Globe and Mail’s brand content studio.

The business idea came to her while she was on the parent council, managing the school spirit wear program. She became frustrated with poor communication, slow turnaround times, high costs, and limited design options offered by vendors. 

“My philosophy as a parent is that everyone at the school should be able to afford spirit wear,” says Scarrow. “Kids shouldn't be left out because their parents can't pay for it. I knew there must be a better way.” 

Already managing most of the production process herself, Scarrow realized the only missing piece was the printing.

And when direct-to-film (DTF) printing came on the scene, it made small-batch apparel production easier and more accessible. Unlike traditional screen printing, DTF doesn't require minimum order quantities or high setup costs, making it practical for custom pieces.

Scarrow’s husband bought her a heat press, the device used to transfer DTF prints onto fabric, and encouraged her to do the work herself. She started designing and printing the school's spirit wear from home. 

According to Scarrow, once she brought production in-house, turnaround time for spirit wear dropped from months to weeks. By keeping her margins low, she estimates she was able to double the fundraising donation back to the school, from the industry standard of 10 per cent up to 20 per cent.

The success of her school spirit wear project was the proof of concept she needed to officially launch her business, The Hollow Co., in 2025. 

And her new venture wasn’t just about production. For Scarrow, the creative side was equally important. 

"I've always been passionate about design, and I think I have a good sense of what people like,” she says. “I love a design challenge, especially when clients have a look they're trying to achieve. If the client isn't happy, then I've failed. I don't have an ego in it. I just do my best to bring their vision to life."

Scarrow’s eye-catching designs do the selling for her. When her husband was having a drink at Barrel Heart Brewing in Dundas, the owner spotted his The Hollow Co.-branded bag, covered in fun, retro stickers. They started talking, which led to the Michelin Bib Gourmand brewery becoming one of Scarrow’s clients. 

The Hollow Co. has grown entirely through word of mouth, with almost no advertising. As a marketing professional, Scarrow understands the value of this kind of third-party endorsement. 

"This business has connected me with so many new people, and that's been so rewarding. It's made my world bigger," says Scarrow. "I'm pleasantly surprised at how quickly I was able to work with so many different organizations without advertising. I guess it speaks to the fact that I'm filling a gap."

Today, The Hollow Co.’s list of clients includes Dundas BIA, Dundas Farmers' Market, McMaster University, Dundas Little Theatre, and Dundas Minor Hockey Association. And Scarrow handles every order herself, from start to finish.

"It doesn't feel like work. I truly enjoy it,” she says. “And there's a real physical component to it: measuring, cutting, taping. My day job is primarily digital. But there's something rewarding about packaging a product by hand, delivering it, and seeing people genuinely pumped to wear it."

For Scarrow, the learning curve of starting her own business was real: ruined blanks, heat-setting blunders, building a website, setting up Shopify, and registering with the CRA. But she was undeterred.

“As you get older, it's important to shift your mindset and look at new things and challenges as a positive,” says Scarrow. “People think that entrepreneurs have everything figured out, but ultimately, you figure it out as you go. The best way to learn is to learn by doing. You just have to try it. You might be surprised.” 

As for the name, according to the business’s website: “A hollow is a valley — not empty, but full. Full of history, stories and people who stick around. That’s Dundas Valley. That’s us. We’re rooted here and we’re building something that reflects this place: grounded and full of pride.

We’re not just making merch. We’re making belonging.”

The goal for Scarrow is to grow The Hollow Co. thoughtfully, eventually designing original apparel inspired by Dundas, but keeping the pace manageable as she balances everything else in her life.

“I want to protect that personal side of the business and do it at my own pace,” says Scarrow. “I don't need to scale it to a point where it becomes my sole focus. That's never been the point.” 

And while building a bigger business isn't a huge motivator for Scarrow, showing her kids how to create something of their own definitely is.

“My kids are quite interested in what I'm doing, especially my 10-year-old, who's keen to earn some money,” says Scarrow. “I’m getting him involved in folding, packaging, helping out, and teaching him what it is to be an entrepreneur, and finding something that you like that doesn't feel like work.”