Fendi
Fendi is an Italian luxury fashion house, founded in Rome in 1925 as a fur and leather shop.
Branding
Meaning attached to a product, at a price.
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- in fashion
- 9:39
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- 270 min
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All briefs
Undercover
Undercover is a Japanese fashion label founded in 1993 by Jun Takahashi as a high-end streetwear label for men, women and children.
Air Jordan
A shoe that broke league rules to become a retail weapon—and collapsed under its own chemistry.
Boglioli
Tailoring without scaffolding: Boglioli’s jacket dyes its way out of tradition.
Dapper Dan (designer)
Clothing as calibrated social armour—not self-expression, but negotiation.
Kith (brand)
Kith isn’t a clothing brand—it’s a retail operating system disguised as streetwear.
Marc Jacobs
Marc Jacobs doesn’t make clothes—he makes conditions for contradiction.
Nina Ricci (brand)
Romance is not a mood — it’s a cut, a drape, and a refusal to draft flat.
Proenza Schouler
Proenza Schouler is a case study in calendar-driven brand architecture—not a design movement.
Supreme (brand)
James Jebbia · 1994
Supreme is a retail system disguised as a clothing brand. Its power lies in timing, placement, and repetition—not fabric innovation or silhouette evolution. It answers to skate culture’s immediacy, not fashion’s longevity. It belongs in wardrobes that speak in slogans, not stories.
Valentino (fashion house)
Valentino’s 1967 ‘no colour’ collection wasn’t minimalist — it was a tactical silence in a screaming decade.
Wrangler (brand)
Wrangler didn’t invent cowboy jeans—it engineered them to stay on while riding.
A Bathing Ape
A brand named after lazy opulence that built scarcity into its DNA — and made it profitable.
Ellesse
Ellesse didn’t invent sportswear fashion—but it put the logo where everyone could see it, and got the pants into the Pompidou.
Hedi Slimane
Slimane didn’t reinvent menswear—he re-engineered its skeleton.
Lacoste
Lacoste didn’t invent sportswear—it weaponised the logo.
Nautica
Nautica didn’t sell the sea—it sold the idea of the sea as a clean, calm, controllable aesthetic.
Tod's
Tod's didn’t invent the driving loafer — it repackaged a copy as heritage.
Adidas Stan Smith
A tennis shoe that swapped stripes for breathability—and never looked back.
Air Jordan
A shoe built to be fined — then sold as victory.
Fred Perry
A sweatband stretched over the torso—and stamped with Wimbledon’s laurel—became fashion’s first licensed sportswear Trojan horse.
Polo Ralph Lauren vs U.S. Polo Association
Ralph Lauren
A protracted trademark dispute between Polo Ralph Lauren and the U.S. Polo Association, beginning in 1984, tested whether a commercial brand could claim exclusive rights to symbols and terms rooted in sport and history.
Polo shirt
The 'polo shirt' is a tennis garment dressed as a polo one—and that lie built an empire.
Calvin Klein
Calvin Klein
Calvin Klein is a fashion designer who founded his eponymous company in 1968 after apprenticeship and design work in New York City. His early success followed his first major New York Fashion Week showing, where he was hailed as the new Yves Saint Laurent and noted for clean lines. His 1974 tight-fitting signature jeans achieved $200,000 in first-week sales. He was born in the Bronx, New York City, to a Jewish family of immigrants from Galicia and Bukovina, Austria-Hungary.
Converse (brand)
Marquis Mills Converse · 1910
Converse is a manufacturing company that made functional footwear for specific markets—basketball players, the Rens, the US military. Its cultural weight came later, from reuse, not design intent.
New Balance
William J. Riley · 1906
New Balance is a footwear company whose origin lies in biomechanical correction—not sport. Its founding premise was specific, functional, and local. Its later expansion into performance and lifestyle markets introduced contradictions it failed to reconcile—most visibly in its 2012 toning-shoe settlement. It matters now because it shows how medical authority gets repackaged as consumer identity—and how easily that packaging outlives its justification.
Off-White (company)
Virgil Abloh · 2012
Off-White is a case study in how conceptual framing, visual consistency, and asset sequencing can outpace traditional luxury development cycles.
Ralph Lauren
Ralph Lauren
Ralph Lauren is a fashion brand founded in 1967 that built a global multibillion-dollar enterprise around Anglophile heritage aesthetics, beginning with men's ties and expanding through the Polo line, the Polo player emblem (first seen on a women's shirt cuff in 1971), and the first freestanding store for an American designer on Rodeo Drive in 1971.