Rose in Good Faith

Los Angeles streetwear brand Rose in Good Faith said it’s projecting to hit its first $1 million in sales this year, driven by what it hopes will be a ramp up in wholesale and continued growth of direct-to-consumer.

The latter channel is how the brand, started at the beginning of 2017, has so far built a name for itself, selling direct with a focus on specialty pieces and collaborations based around early Aughts nostalgia and niches around the hardcore and metal music subgenres. It’s from those subculture genres that the company’s founders hope to grow their brand.

The result has been collaborations with JNCO and more recently Ed Hardy in a collection that included 50 specialty T-shirts dripping with thousands of Swarovski crystals priced at $3,095. The T-shirts, available only to a select group of clients as a precursor to the release of the rest of the collection, sold out in two days, with Tyga among the celebrities spotted in the piece.

Rose in Good Faith is sold in American Rag’s Los Angeles and Dubai stores, in addition to Tokyo’s Nubian, which is the exclusive retailer for the Ed Hardy product.

“The direct-to-consumer growth has been strong,” said cofounder David Teitelbaum. “It’s been doing really well for us and our big push is going to be going to Paris Fashion Week. We have a lot of meetings set up to speak with larger retailers so getting that extra angle of distribution is going to push us over the edge [with sales].”

This wouldn’t be the first time the brand has gone before buyers. Rose in Good Faith had a presence at Capsule roughly a year ago as part of a booth of up-and-coming brands curated by Highsnobiety. The company’s founders realized the trade show wasn’t the right fit, especially with some buyers transitioning away from such formats, Teitelbaum said.

“What we learned very quickly and had to pivot away from to emphasize the collaboration we did was tripling down on our direct-to-consumer,” said cofounder and creative director Akiva Alpert. “From there, that led to the epiphany to say we need to go and address this via a showroom and really embed ourselves that way.”

Rose in Good Faith expects to end the year with 83 percent of sales coming from direct-to-consumer and the remainder generated through wholesale.

The collaborations will continue for the brand this year with work done for Ghostemane’s “Blackmage” album and another with accessories label B.B. Simon, both of which are expected out by July. The company also has a shoe collaboration in the works, which would push the brand into footwear for the first time, a category it hopes to continue expanding into.

The goal, Alpert said, would be to have Rose in Good Faith-branded footwear, with the collaborations first serving as a litmus into that segment.

Added Teitelbaum: “Footwear’s a very complicated beast.”

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