My favourite fashion brand- Corteiz
‘Cade on the map’ was launched through the friendship of university students Clint and Ade however dissolved in 2017. Clint was not finished, going solo, my favourite fashion brand Corteiz (cor-tayz) was born.
Building momentum through demand and limited stock, products are dropped on the password-protected website, selling out within minutes at sporadic times creating exclusivity. People want what they cannot have.
Creating hype as consumers demand more from the brand. Corteiz promotes an exclusive community through private Instagram accounts and Clints ability to connect personally with his consumers through his youthful relatable personality. Making jokes with regular engagement on social media, bridging the gap between him and his consumers to develop a loyal bond. Vitality and authenticity are restored to the streetwear world.
The brand tagline RTW, RulesTheWorld, allows audiences to spread the message across social media in a less directly promotional manner. The power of word of mouth.
A key interest I take into this brand is Clints strong discouragement of resale culture. He believes those who are true to the brand should be able buy items at the retail price. He is shown to cancel orders if he notices resale on sites such as Depop. Ensuring that it is not a company revolving around profit. “There is only one place to buy corteiz”– as resale destroys the community aspect and raises barriers to enter.
Corteiz embarks on unique marketing experiences such as ‘Da Great Bolo Exchange,’ reaching customers in the real world. Offering the chance for consumers to trade premium branded puffer jackets in return for a Corteiz puffer – establishing themselves up at the top of streetwear due to the huge outcome. The traded in jackets were worth a sum of £16,000 donated to the homeless. Corteiz is therefore a brand to make change. The Alcatraz logo supports this through the meaning of ‘rebellion against convention. Escaping from the norm’
Corteiz is unique to other streetwear brands. It continues to operate under Clints individual small team. The niche illusive concepts are setting consumers aside from the rest, promoting individuality. Ruling your own world.
On contrary, are people going off Corteiz? It is not as limited as it was before as more people are discovering it, it has been gentrified. Has it just evolved to a state with more recognition? Innovation, hype, longevity, and quality will determine.
The sheer unpredictability creates excitement within the brand. Clint swiftly addresses negative feedback online: “Everybody’s a genius in hindsight.”