Corteiz’s popularity was fueled by limited-edition releases, strategic celebrity endorsements, and a deep connection to urban street culture. Since its launch in 2020, the brand saw its revenue surge by 250% in 2023, driven by a unique product line-up that resonated with younger, fashion-forward audiences. This brand has adopted a strategy of releasing exclusive drops, such as the “CTZ” hoodie in 2023, which creates an intense sense of scarcity. The hoodie, made up of only 500 units in total, sold out in less than 12 hours and sent the brand visibility of Corteiz into orbit. The social media noise from these drops put 500,000 new followers onto their Instagram account in just days.
Corteiz’s ability to leverage celebrity endorsements played a major role in its success. When rapper Skepta wore the brand during high-profile events like the Wireless Festival in 2023, it cemented Corteiz’s status in the fashion world. This not only raised the credibility of the brand but also increased online searches for Corteiz by 300% in the months following the event. And further in their lives, there were celebrities and influencers helping to make this brand even more trendsetting and highly exclusive.
The focus on urban streetwear, more importantly from the UK where Corteiz hails from, also was a contributing force to this rise. Using very provocative slogans appealing to the demographic young, rebellious, and graphic designs to boot, the brand has tapped into an ever-improving phenomenon of high-end streetwear. In 2023, the brand expanded its product line to introduce more diverse designs, such as oversized jackets and track pants, which cater to different tastes within the streetwear community. These designs are often released in very limited batches, a factor that enhances Corteiz’s “drop culture,” a marketing strategy that has been particularly effective in building demand and generating hype.
By focusing on high-quality materials, limited availability, and urban-inspired designs, Corteiz has attracted a loyal fanbase, contributing to its rapid growth and solidifying its place as one of the trendiest brands today.