I was thinking earlier about brands like The Hundreds, Crooks and Castles, 10 Deep, etc… brands that have “made it” recently.

In the beginning, these companies came out with a unique point of view, some original flavor, style and clean, interesting graphics.  As these companies continue to be successful and grow into full brands, it seems that all they really have to do to continue is to not fuck up.  Not do anything too stupid.  I mean as long as they maintain an image that their fans are familiar with and grow with the trends, they continue to hold their place in the marketplace.

These successful companies are at the point now where people will buy their clothes because it has a certain name on it.  Many purchases are made strictly because of the name of the line (or the assumed cred that goes along with wearing that line) regardless of whether or not it’s actually a cool piece of clothing.

What seems to happen when companies get big is it becomes more about maintaining recognition of your name, rather than expanding, growing and communicating your ideas.  In fact, in order to stay big and successful, it seems almost necessary to cater to what’s popular and stick with what is known to work, rather than to lead the pack as an originator.  The fresh ideas come from the small companies, those with little to lose who want to get their vision out there.  When a trend catches on in the streets, the major labels pick it up and basically put their logo on it.  Once a line is established, they really can’t stray from what they know to be successful or they risk losing their fanbase. that’s just the way it is.

This really isn’t a diss on any of the brands out there, just a statement of my observation.  It’s really not just newer brands.  I would say the same goes for Stussy, Prada, even Calvin Klein, and I hope to join those ranks soon.

I mean that’ll be great.  I’ll be able to relax and stop worrying about being original.  It’s all been done before anyway.        

Tags: fashion streetwear the hundreds crooks and castles