Feb 08, 2022
British streetwear label Corteiz has cultivated a die-hard fanbase, emerging as a hot brand in a crowded sector. Its creation of a community with authentic values resonates with its young customers.
Corteiz has risen to cult status based on two key levers: a die-hard fanbase & community values. “Buying from Corteiz allows people to feel like they’re part of a community”. There are Discord and Reddit forums where people share information on how to get access to the latest releases.
So What?
Corteiz pieces tend to sell out within minutes. The brand produces a limited run of each product, sold via a private e-commerce site (only those selected are granted access via a password) or at a surprise drop in the physical world.
Streetwear has been assimilated into the mainstream, and Corteiz offers a brand where young consumers, who are still exploring their personal style, can connect to a community that feels like an authentic representation of their values - true to its roots.
“It’s not about whether you’re wealthy and can afford it, but rather it’s about being part of the community and therefore being in the know.”