In the same episode, he discussed why he initially envisioned his law firm as a side hustle. However, he said that plan quickly shifted, with the firm evolving into a far more demanding and consuming venture than he had originally anticipated.

When it comes to marketing strategies for law firms, many typically focus on establishing a strong social media presence by implementing digital marketing campaigns. However, d’Apice has opted to differentiate and stand out by creating and distributing Gravamen Law-themed football jerseys.

While the idea might initially seem unusual, d’Apice explained that the decision to adopt this marketing strategy is grounded in a “very cold, calculated commercial reason”.

“The jerseys are sent off the people who I hope sort of take some pleasure from them, and there’s some value in them [as] what they communicate is that Gravamen is the firm who is going to give out promotional merch that’s going to hopefully last [up to] 12 years,” he said.

D’Apice highlighted that the jersey serves a purpose beyond merely acting as promotional giveaways that may remain unused; it embodies both endurance and a lasting commitment to the legal community.

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“There’s a message there that I want to say, that is fairly transparent: Hey, we’re Gravamen. You don’t have to contact us this year, next year, [or] the year after that. We’re going to be around for a long time. Just like this jersey is going to be in your drawer for you to mow the lawn in 12 years,” he stated.

There is more to the strategy than mere commercial calculations, as d’Apice indicated that he finds enjoyment and excitement from the firm’s unique marketing decisions, particularly given the high demands and stress of being a firm owner.

“The other side of that cold commercial calculus is [that it’s] fun for me. If this is a firm that stretches deep into the night and involves me leaning on caffeine more heavily than I even had done in a previous phase of my life, and one that’s going to cause me to answer text messages when I should be listening to my children … then I’m going to want to see a return and that is not merely financial. There needs to be an element of frankly fun in it for me,” he noted.

D’Apice explained how he finds a sense of “lightheartedness” and “pleasure” in knowing that “tens of thousands of dollars of Gravamen’s money is directed towards marketing endeavours that bring me a small smile in my heart”.

While he recognised the commercial strategy behind making “people wear a billboard” of Gravamen, he added that he hopes the enjoyment he finds in these jerseys also “brings joy to others”.

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