From Selling T-Shirts to Their Friends To Generate More Than $26 Million In A Year
What were the chances that a brand created by teenagers would become one of the biggest phenomena in the fashion industry nowadays? Today we delve into Nude Project's world, one of the biggest streetwear brands of the moment.
Nude Project is a is a Spanish clothing brand created in 2018 by Bruno Casanovas and Alex Benlloch, two 19 years-old students who met through social media.
In case you didn't know anything about the brand, here's a quick resume to bring you up to date:
- The brand has already opened 7 stores so far.
- In 2023 they expanded from 45 to 130 employees
- They generated more than $26 million in 2023
- You're not a cool kid these days if you don't wear Nude Project.
Nude Project is a proof of the influence and impact that a strong brand culture can generate.
Let's not kid ourselves.
There are many streetwear brands.
A lot of them.
I would dare to say too many.
But there are very few that have been able to create such a strong sense of identity around their audience as NP has.
They have managed to use all the resources at their disposal to spread their message and culture: from a podcast to a tour that took their brand to pop-ups in different European cities, and even creating their own brand of beer.
Casanovas mentioned plans for further growth without the need to "hire to expand." The brand, that already operates seven stores in various locations around Europe, plans for a new store in Ibiza before the summer and aims to solidify its international presence, particularly in Italy.
Nude Project's global activity spans over a hundred countries, with Spain accounting for 60% of total sales. Online sales constituted 62% of the business in 2023, while retail contributed a "healthy" 38%, according to Benlloch. The brand will launch a sports shoe line in February 2024, expanding its product categories to over 500 references.
What a great way to start 2024, isn't it?