Silent Genius (Article

BY ELLA SARAX

Silent Genius

The Marketing of Corteiz & Their Impact on London’s Fashion Scene

Founded by owner, Clint, in 2017, Corteiz is a London based streetwear brand bulldozing its way to the forefront of the UK’s fashion scene. Its notorious Alcatraz Island logo has adorned Stormzy, Slowthai, Jorja Smith, and even the late Off-White founder and Louis Vuitton creative, Virgil Abloh. The exponential demand for streetwear over the last 10 years has resulted in one of the most competitive markets in fashion. This makes Corteiz’s rise from a bedroom in West London even more impressive. From their refreshing authenticity to their ground-breaking marketing, the label manages to offer a precisely curated experience that cannot be acquired elsewhere.

Due to streetwear’s rapidly ascending market value in the 2010s, many fashion houses were investing in the scene. With no prior acknowledgement of the history behind the clothes, millions were being poured into unlimited runs of monogram athleisure and simultaneously, the market began to feel diluted. Luxury brands were offering exclusivity for huge amounts of money, whereas genuine streetwear offers it in exchange for time, dedication, and support. The small-supply-huge-demand model streetwear utilises is key in keeping buyers engaged. Every Corteiz item is released in limited runs, and for followers of the brand, virtually racing thousands of other hopeful buyers for a piece is all part of the fun. It only takes a quick browse of the Corteiz Twitter page prior to a scheduled ‘drop’ to see the engagement, anticipation, and excitement, which can only be likened to the queues outside the Supreme stores in the label’s prime.

Unlike the vast majority of their contemporaries, Corteiz have never paid for social media advertisements, funded influencer endorsements, or sent out PR packages. Their Instagram (which has amassed over 230,000 followers) is private, and their website, which is the only retailer of their merchandise, is password protected. It’s this exclusivity that has helped build one of the strongest streetwear communities in years. Celebrities who are showered with free clothes are paying to wear Corteiz to the Louis Vuitton Fashion Show and the Met Gala. Young people are wearing the same £30 t-shirts as their idols. riety of his creations hasn’t altered his morals.

Corteiz @crtz.rtw 2021

Corteiz @crtz.rtw 2021

Corteiz has managed to capture the spirit of London in a way that completely defies status. At the centre of this revolution is the founder, known simply as Clint. From loudly discouraging reselling, to declining messages from Urban Outfitters, the notoriety of his creations hasn’t altered his morals.

This lack of traditional promotion carved space for their unique marketing strategies to blossom. Most notably, “Da Great Bolo Exchange” which took place in January and saw hundreds of supporters running to a given location for the chance to swap a luxury puffer jacket for one of 50 brand new unreleased Corteiz “Bolo Jackets”. Among the jackets handed in was a Nike NOCTA – currently valued at over £700 on StockX. Clint went on to donate all the traded jackets (value totalling £16,000) to homeless people in and around London. Prior to this, the brand has pulled other stunts, once releasing coordinates and handing out free t-shirts to anyone who could present a valid tube or train ticket. Not only did these events provide a great opportunity for fans of the brand to meet the team, talk to like-minded people, and get their hands on free stock, they also sent out a bold message to competitors. By posting a location on their private Instagram account, Corteiz flooded the streets of the capital with hundreds of young people running to get in on the action. This proves the hold Corteiz has on the London fashion scene, an undeniable threat to any other brand. Overall, Corteiz’s influence on streetwear over the past year has been colossal, and it’s been established through dedication and friendship. Their marketing strategy has been designed flawlessly to engage their supporters whilst keeping a certain nonchalance. In the current epidemic of influencer endorsements and paid promotion, their competitive in-person events are a breath of fresh air and carry an exhilaration that most areas of fashion are currently lacking. With the roots of the scene running deep in Black, hip-hop, and skate culture, it’s unsurprising that a brand favoured for its authenticity is Black-owned and started from a bedroom. The history of streetwear cannot be bought by a corporation or sold for thousands by a fashion house specialising in couture, and it is that which Corteiz continues to prove.