Calendar reminders for streetwear & sneaker drops
Your buyers see your drop on Instagram a week before launch. On drop day, many have forgotten. release.wtf turns your launch into an unmissable appointment: they add the date to their calendar in 1 tap, their phone reminds them at the exact time, they show up on your site.
The real problems of streetwear drops
⚠️ Problem #1 — Hype timing
You build hype for 2 weeks with teasers, stories, Instagram drops. On
drop day, your audience is scattered. Some scroll their feed at drop
time, others are asleep, others have forgotten. Your collection stays
online longer than planned.
⚠️ Problem #2 — Stories disappear in 24h
Your drop announcement goes out in a story. But it disappears. The fan
who saw it Tuesday completely forgot by Friday. You post another story
Thursday, but the algorithm shows it to a different audience.
⚠️ Problem #3 — Emails go to spam
Your announcement email goes out to your whole list. Some never open it,
some see it after the drop, and the rest land in promotions or spam.
Only a fraction of your list shows up at drop time.
⚠️ Problem #4 — You don't control the algorithm
Instagram can shadowban your account the day before the drop. TikTok
can decide you're not "engaging" that week. You have no way to force
your audience to see the info at the right moment.
How release.wtf solves each problem
✓ The reminder lands at the right moment
When your fan adds the drop to their calendar, their phone reminds them
before launch, like any appointment. Apple Calendar, Google Calendar and
Outlook have handled this natively for more than 10 years.
✓ The reminder doesn't disappear
An Instagram story is gone in 24h. A calendar reminder stays until it
fires. If your fan sees your page Tuesday and adds to calendar, the
reminder will fire Friday without you having to re-promote.
✓ No spam, no algorithm
The calendar notification doesn't go through Gmail / iCloud Mail. It
shows directly on the phone's lock screen. It doesn't depend on any
social platform.
✓ Works offline
The reminder fires locally on the fan's phone. If internet is down at
drop time (saturated network, fan is in the subway…), the reminder
arrives anyway. When the fan gets connectivity back, they have the
notification on their lock screen and can tap through to your site.
Typical workflow for a streetwear brand
- 2 weeks before drop: create your release.wtf page. Short URL, cover image, exact date/time. Paste the URL in your Insta bio.
- 10 days before: first Insta story with link sticker. Early fans add to their calendar.
- 7 days before: DM to VIPs / loyal customers with direct link.
- 3 days before: reminder story, feed post with bio link. Short SMS to your list with the link.
- Day before drop: email blast with CTA, Instagram countdown post. Fans who hadn't added yet can do it now.
- Drop day, exact time: you do nothing. Your fans' phones show the reminder. They follow the link to your store.
Site integration
You can place a release.wtf widget directly on your Shopify:
- Homepage: countdown + calendar buttons in the hero. Your site visitors (= warm traffic) can add the drop without leaving your domain.
- Password-protected page: if you put your site in "drop prep" mode, fans discovering your URL can still add the drop to their calendar before the site opens.
- Teaser product page: for a product visible as teaser but not yet on sale, the widget shows the countdown and calendar buttons on the product page.
Compatible with your current stack
release.wtf doesn't replace your existing tools — it amplifies them:
- Klaviyo / Mailchimp: keep sending your marketing emails. Just add the release.wtf link in the CTA.
- SMS Bump / Postscript: keep your reminder SMS. Add the release.wtf link in the message.
- Shopify: embed widget on homepage. No checkout modification.
- Discord / Telegram: share the direct link in your communities.
Pricing for streetwear brands
Flat pricing:
- 29€ for 1 year — about 2.40€/month. Ideal to test on a few drops.
- 59€ Lifetime — one-time, no renewal ever. The good option if you do 2+ drops per year.
No fan limits, no event limits, no volume fees. Price stays the same whether you get 100 or 50,000 calendar adds on a drop.
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