Threadless Founder + CEO Jake Nickell on an early business trip to license Minecraft and a Swedish tradition that wasn't a tradition at all
In 2012, Threadless CEO Jake Nickell was on a business trip in Sweden with his head of partnerships Wilson Fong. At a meeting at the H&M headquarters, H&M's VP of eCommerce told Jake and Wilson about a Swedish tradition that would make any introvert nervous. The newfound knowledge would turn out to be pivotal in the next day's meeting with the makers of Minecraft. But was it even a tradition at all?
