How Corteiz dominates the world in 2024

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 initial launch in 2016, but it was eventually dissolved in late 2017, with the majority of its social media and websites being deleted or abandoned shortly after.

In 2017, the same year Corteiz was born, but this time Clint went solo from his bedroom. The logo features an Alcatraz Island, which is supposed to represent nonconformity. 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 "rule the world" and the Alcatraz Island logo, as Cortez was one of the founders of California where the island is located.

Clint draws heavily from sports, specifically footballers, 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 beat out the competition, including major structured houses like Supreme, Stussy, and Palace.

The appeal of Corteiz lies in its exclusivity. Most consumers cannot afford a new jacket for three thousand. This generates exclusivity for those who can. Corteiz has revolutionized this idea. To buy Corteiz, you have to find a password for its website and pay within minutes of release. The prices are affordable, exclusivity is generated by word of mouth and innovative marketing. It is not the price that prevents consumers from buying, it is the aspect of not being easily accessible.

What will consumer demand be for brands when price is no longer an issue stopping them from buying? The answer is more. It’s really a way for the industry to be pushed to innovate and break down entrenched financial hierarchies that have long held the majority of what is considered desirable. People don’t want a £300 LV t-shirt anymore, they want a £30 Corteiz t-shirt.

Clint’s approach to social media is his secret weapon. His ability to show a youthful and nonchalant personality is evident in his 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 for his posts are short and to the point. His posts are product reveals, passwords, locations, and a collection of cinema-inspired photographs capturing the movements of Clint and his team. The clothes don’t appear to be modeled, they are worn. This captures the lifestyle that only applies to those who know how to wear it. The community aspect is reinforced by Clint’s regular engagement with his audience, often responding to DMs in a nonchalant yet amusing manner. Their slogan “rule the world” has only strengthened the community and is often used, obviously by Clinton himself, but more importantly by his audience and customers.

Corteiz’s nature of sharing customers’ clothing with their slogan helps them in return, as part of their marketing is done for them by their audience. That’s the power of word of mouth. Clint’s personality can also be seen through his Twitter presence. He often jokes with followers about why releases are delayed, what the password is, and shares memes. All of this helps generate buzz around the brand and the releases. All of this is 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 reselling. Clint posts videos of himself cancelling orders that are being resold on Depop on his Instagram and recently stated that there is only one place to buy Corteiz. Corteiz doesn’t want consumers to pay more than retail price to be a part of their community. Reselling destroys the community aspect because it increases the financial barriers to entry. While other brands, notably Nike, do little to nothing to combat the reselling market for their products, it works to their advantage. It helps them create hype, which in turn ensures that every release sells out, 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 ultimately, 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 has been able to donate school supplies, educational resources and clothing from Corteiz. If you're not watching the screen right now, the caption reads: "Unfortunately, despite all the good that 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 repair, pay school fees, and feed all their children. Their only source of income is selling art pieces that the children make at 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 guys at Corteiz, so I will always be grateful. A small, up-and-coming London fashion brand is doing more to help the less fortunate than the million dollar powers."

Not only does 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 has 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 chance to trade in their down jackets from major brands like the North Face, Nike, Napapijri, and Moncler in exchange for a Corteiz down jacket, establishing themselves as being on par with these brands at the pinnacle of streetwear.