
The Business of Fashion Podcast
How Skims and On Create Cultural Relevance
Dec 6, 2024
Jens Grede, co-founder and CEO of Skims, and David Allemann, co-founder of On, explore how their brands navigate the fusion of fashion and sports. Grede emphasizes that innovative product development is crucial, sharing insights into Skims' standout fabrics. Allemann recounts the humble beginnings of On, starting from a garden hose prototype to groundbreaking footwear. They discuss how sportswear now expresses personal identity, transforming into lifestyle statements, and the importance of authentic collaborations to enhance brand relevance.
25:30
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Quick takeaways
- Both Skims and On emphasize the critical role of product innovation as the foundation for building successful, recognizable brands in fashion.
- The integration of celebrity influence, like Kim Kardashian and Roger Federer, underscores the importance of cultural relevance for fashion brands today.
Deep dives
The Intersection of Sports and Fashion
The fusion of sports and fashion has become increasingly significant as brands recognize the importance of operating across multiple cultural sectors. Fashion is viewed as a superpower for athletes, allowing them to build their personal brands beyond their sports. This trend is exemplified by brands like Skims and ON, which leverage the growing cultural zeitgeist to engage audiences. A key observation is that sports serve as a unifying platform, creating opportunities for brands to connect with a broad demographic, making it essential for fashion brands to explore this intersection.
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