Big fashion's niche future 🙌

A niche brand is beloved but lesser known. These brands serve the needs of a small group, meeting a problem with a solution that inspires loyalty, passion, and motivation. Companies like Tesla, Barstool Sports, Rimowa, Daily Harvest, Lululemon, and Rapha are niche brands. The business models could not be more different.

An invigorating mass of small and independent brands, which aren’t constrained by public ownership, are rejecting corporate operations in favour of slower, localised, and intentional fashion production. They’re reconfiguring what is meant by the word “success” as they go. There’s so much creative potential when the pressure to exponentially expand ... See more