The Long Road to Success in Menswear
Becoming a successful menswear brand takes time, with many of today's top labels having been around for at least 10 years
Menswear's hottest brands may seem like overnight successes, but the reality is that most have been grinding for a decade or more. This undermines the notion of anyone becoming a true overnight sensation in the industry. It takes time to develop a brand's craft, and for the word to get out to a wider audience.
The Importance of Time and Effort
Many of today's top menswear labels were founded over 10 years ago, and have been slowly building their reputation and customer base over time. Labels like AURALEE, Soshiotsuki, and ssstein, which are now being hailed as the modern face of Japanese fashion, were all founded in 2015 or 2016. Similarly, Danish label mfpen has been around for at least half a decade, and has only recently started to gain widespread recognition.
Breaking Through to the Mainstream
Some brands do manage to break through to the mainstream more quickly than others. A.Presse, for example, has already gained a significant following despite only being founded five years ago. Rier, which launched in 2019, has also quickly become a staple of good-taste stores around the world. However, these cases are the exception rather than the rule, and most brands take much longer to gain widespread recognition.
The Role of Fashion Weeks and Partnerships
Fashion weeks and partnerships with other brands can play a significant role in helping menswear labels to break through to the mainstream. mfpen's participation in Copenhagen Fashion Week, for example, has helped to establish the brand as a major player in the industry. Similarly, partnerships between brands, such as Our Legacy's collaboration with Stüssy, can help to introduce a brand to a wider audience. The following table shows some examples of menswear brands and their founding years:
| Brand | Founding Year |
|---|---|
| AURALEE | 2015 |
| Soshiotsuki | 2015 |
| ssstein | 2016 |
| mfpen | unknown |
| A.Presse | unknown |
| Rier | 2019 |
| Our Legacy | unknown |
| Camiel Fortgens | unknown |
It's clear that becoming a successful menswear brand takes time, effort, and perseverance. While some brands may break through to the mainstream more quickly than others, the reality is that most take at least 10 years to build a significant following. As consumers, we can play a role in helping to support new and emerging brands by taking a chance on the unknown and uncovering the great talent of tomorrow, today.
