Two London-based university students, Clint and Aday, struck up a friendship and decided to launch their own clothing brand, Cade, primarily printing on t-shirts. The brand gained some momentum after its first release in 2016, but it was ultimately disbanded in late 2017, with the majority of its social media and websites taken down or abandoned soon after.
In 2017, the same year Corteiz was born, but this time Clint went solo from his bedroom. The logo features an Alcatraz island, meant to represent non-conformity. While researching Corteiz, I wondered what Corteiz actually means. The meaning is actually unknown, but with a little help and digging, I got an idea of what might inspire Corteiz. Don't quote me on this, but I think it has to do with a conqueror named Hernan Cortez, who conquered the Aztec Empire with his army and also became governor of New Spain. Put two and two together, it makes sense because it explains the motto "dominate the world" and the Alcatraz Island logo, because Cortez was one of the founders of California where the island is located.
Clint is heavily inspired by sports, specifically football players, past and present. He often shares images of these sporty styles on his Instagram Story. Corteiz has become the hottest streetwear brand of 2022, worn by celebrities such as Dave, Stormzy, Georgia Smith and Central C, to name a few. Clint used social media and guerrilla marketing during a pandemic to grow the brand before its 25th birthday. To achieve this status, Corteiz had to get ahead of the competition, including major structured houses like Supreme, Stussy and Palace.
The appeal of Corteiz lies in its exclusivity. The majority of consumers cannot afford a new jacket for three thousand. This generates exclusivity for those who can. Corteiz revolutionized this idea. To buy Corteiz, you need to find a password for its website and pay within minutes of release. Prices are affordable, exclusivity is generated by word of mouth and innovative marketing. It's not the price that stops consumers from buying, it's the aspect of not being easily accessible.
What will consumer demand for brands be when price is no longer an issue preventing them from purchasing? The answer is more. It really is a way for the industry to be pushed to innovate and break down the well-established financial hierarchies that have long held the majority of what is considered desirable. People no longer want a 300 pound LV t-shirt, they want a 30 pound Corteiz t-shirt.
Clint's approach to social media is his secret weapon. Her ability to show a youthful and nonchalant personality is seen in her social media presence. Their authentic brand voice bridges the gap between them and their customers, creating an almost cult-like bond. Corteiz's official Instagram page is private, creating a "members only" community aspect to the brand. The captions of her posts are short and to the point. His posts are product reveals, passwords, locations, and a collection of cinema-inspired photographs capturing the moves of Clint and his team. The clothes don't appear to be modeled, they are worn. This captures the lifestyle that is only for those who know how to wear it. The community aspect is enhanced by Clint's regular engagement with his audience, often responding to DMs in a nonchalant but amusing manner. Their slogan "rule the world" has only strengthened the community and is used often, obviously by Clinton himself, but especially by his audience and clients.
Corteiz's nature of sharing customers' clothes with their slogan helps them in return, as part of their marketing is done for them by their audience. This is the power of word of mouth. Clint's personality can also be seen through his presence on Twitter. He often jokes with followers about the reasons for release delays, about the password and shares memes. All of this helps generate buzz around the brand and the releases. This is all in contrast to what we expect to see from a brand on social media. Their entire ethos is to stand out, and that's what they achieve.
What's interesting about Corteiz as a streetwear brand is that they actively discourage resale. Clint posts videos of himself canceling orders that are resold on Depop on his Instagram and recently said there is only one place to buy Corteiz. Corteiz doesn't want consumers to pay more than retail price to be part of their community. Resale destroys the community aspect because it increases the financial barriers to entry. While other brands, notably Nike, do little or nothing against the resale market for their products, this puts them at an advantage. This helps them create hype, which in turn ensures that each release is sold out, thus maximizing sales for Nike. Nike doesn't care because they get paid no matter what, even if it isolates consumers. They don’t care because at the end of the day, reselling keeps their brand relevant and profitable. The community element of Corteiz is reinforced when you look at Arjob’s work on behalf of the Fruitful Resource Center in Nairobi. He was able to donate school supplies, educational resources and clothing from Corteiz. If you're not looking at the screen right now, the caption reads: "Unfortunately, despite all the good the Fruitful Resource Center has done for the Kibera community, they still find it difficult to raise funds to renovate the parts of the orphanage that need to be repaired, pay school fees and feed all their children. Their only income stream comes from selling pieces of art that the children make in the market. I was able to donate pencils , pens, paper, reading books and over 60 t-shirts and sweatpants, all thanks to Corteiz. This wouldn't have been possible without all the crazy Corteiz guys, so I will always be grateful. A small, up-and-coming London fashion brand is doing more to help the less privileged than the million-dollar powerhouses.”
Not only did this show Corteiz's efforts to give back and help others, especially on a global scale to fit their "dominate the world" mantra, but it also generated a lot of shares for them. One can only hope that as Corteiz grows, good deeds like this will continue to grow with them.
Elsewhere, in addition to their social media presence, Corteiz is able to reach customers in the real world. Their latest and most high-profile real-life drop, the Great Boiler Exchange, propelled the brand into mainstream media. Corteiz offered consumers the opportunity to trade in their down jackets from major brands like North Face, Nike, Napapijri and Moncler in exchange for a Corteiz down jacket, establishing itself as on par with these brands that are at the pinnacle of streetwear.
In 2017, the same year Corteiz was born, but this time Clint went solo from his bedroom. The logo features an Alcatraz island, meant to represent non-conformity. While researching Corteiz, I wondered what Corteiz actually means. The meaning is actually unknown, but with a little help and digging, I got an idea of what might inspire Corteiz. Don't quote me on this, but I think it has to do with a conqueror named Hernan Cortez, who conquered the Aztec Empire with his army and also became governor of New Spain. Put two and two together, it makes sense because it explains the motto "dominate the world" and the Alcatraz Island logo, because Cortez was one of the founders of California where the island is located.
Clint is heavily inspired by sports, specifically football players, past and present. He often shares images of these sporty styles on his Instagram Story. Corteiz has become the hottest streetwear brand of 2022, worn by celebrities such as Dave, Stormzy, Georgia Smith and Central C, to name a few. Clint used social media and guerrilla marketing during a pandemic to grow the brand before its 25th birthday. To achieve this status, Corteiz had to get ahead of the competition, including major structured houses like Supreme, Stussy and Palace.
The appeal of Corteiz lies in its exclusivity. The majority of consumers cannot afford a new jacket for three thousand. This generates exclusivity for those who can. Corteiz revolutionized this idea. To buy Corteiz, you need to find a password for its website and pay within minutes of release. Prices are affordable, exclusivity is generated by word of mouth and innovative marketing. It's not the price that stops consumers from buying, it's the aspect of not being easily accessible.
What will consumer demand for brands be when price is no longer an issue preventing them from purchasing? The answer is more. It really is a way for the industry to be pushed to innovate and break down the well-established financial hierarchies that have long held the majority of what is considered desirable. People no longer want a 300 pound LV t-shirt, they want a 30 pound Corteiz t-shirt.
Clint's approach to social media is his secret weapon. Her ability to show a youthful and nonchalant personality is seen in her social media presence. Their authentic brand voice bridges the gap between them and their customers, creating an almost cult-like bond. Corteiz's official Instagram page is private, creating a "members only" community aspect to the brand. The captions of her posts are short and to the point. His posts are product reveals, passwords, locations, and a collection of cinema-inspired photographs capturing the moves of Clint and his team. The clothes don't appear to be modeled, they are worn. This captures the lifestyle that is only for those who know how to wear it. The community aspect is enhanced by Clint's regular engagement with his audience, often responding to DMs in a nonchalant but amusing manner. Their slogan "rule the world" has only strengthened the community and is used often, obviously by Clinton himself, but especially by his audience and clients.
Corteiz's nature of sharing customers' clothes with their slogan helps them in return, as part of their marketing is done for them by their audience. This is the power of word of mouth. Clint's personality can also be seen through his presence on Twitter. He often jokes with followers about the reasons for release delays, about the password and shares memes. All of this helps generate buzz around the brand and the releases. This is all in contrast to what we expect to see from a brand on social media. Their entire ethos is to stand out, and that's what they achieve.
What's interesting about Corteiz as a streetwear brand is that they actively discourage resale. Clint posts videos of himself canceling orders that are resold on Depop on his Instagram and recently said there is only one place to buy Corteiz. Corteiz doesn't want consumers to pay more than retail price to be part of their community. Resale destroys the community aspect because it increases the financial barriers to entry. While other brands, notably Nike, do little or nothing against the resale market for their products, this puts them at an advantage. This helps them create hype, which in turn ensures that each release is sold out, thus maximizing sales for Nike. Nike doesn't care because they get paid no matter what, even if it isolates consumers. They don’t care because at the end of the day, reselling keeps their brand relevant and profitable. The community element of Corteiz is reinforced when you look at Arjob’s work on behalf of the Fruitful Resource Center in Nairobi. He was able to donate school supplies, educational resources and clothing from Corteiz. If you're not looking at the screen right now, the caption reads: "Unfortunately, despite all the good the Fruitful Resource Center has done for the Kibera community, they still find it difficult to raise funds to renovate the parts of the orphanage that need to be repaired, pay school fees and feed all their children. Their only income stream comes from selling pieces of art that the children make in the market. I was able to donate pencils , pens, paper, reading books and over 60 t-shirts and sweatpants, all thanks to Corteiz. This wouldn't have been possible without all the crazy Corteiz guys, so I will always be grateful. A small, up-and-coming London fashion brand is doing more to help the less privileged than the million-dollar powerhouses.”
Not only did this show Corteiz's efforts to give back and help others, especially on a global scale to fit their "dominate the world" mantra, but it also generated a lot of shares for them. One can only hope that as Corteiz grows, good deeds like this will continue to grow with them.
Elsewhere, in addition to their social media presence, Corteiz is able to reach customers in the real world. Their latest and most high-profile real-life drop, the Great Boiler Exchange, propelled the brand into mainstream media. Corteiz offered consumers the opportunity to trade in their down jackets from major brands like North Face, Nike, Napapijri and Moncler in exchange for a Corteiz down jacket, establishing itself as on par with these brands that are at the pinnacle of streetwear.
