California could use an injection of fresh faces.
That’s based on a list culled by artificial intelligence. Vernon Proper once again asked ChatGPT for a list of the most popular California fashion brands. The results were interesting.
No start-ups made an appearance and there were a couple new names in comparison to the first time this publication posed the question to the popular chatbot.
Notably, struggling Vans fell off the list. Coming in at No. 1 from ChatGPT in mid-2023, Vans made no appearance this year. The Costa Mesa skate shoe brand’s business performance speaks to consumer appetite for the label. Also excluded this time around were Patagonia, RVCA, Fear of God, Ugg and Brixton.
Here, a list generated by ChatGPT. The order of the brands is arranged by the chatbot, while the rest of the commentary is from Vernon Proper editorial.
1. Levi Strauss & Co.
The denim label is “iconic” and “timeless,” so said ChatGPT.
The numbers seem to support the brand’s No. 1 position, particularly after the denim label’s sister company Denizen was sold last year. Meanwhile, its other sister business, Dockers, is seeking a sale.
In parent company Levi Strauss & Co.’s fiscal third quarter ended Aug. 25, its namesake label drove the overall business. Levi’s revenue grew 5 percent overall during the quarter marking the most growth the denim brand’s seen in two years.
Levi Strauss & Co., which had companywide revenue of $1.5 billion in the August quarter, is expected to report its latest quarterly results on Wednesday.
2. Reformation
Los Angeles sustainable clothing label Reformation appeared in the No. 2 spot, which is up two from where it appeared previously.
In 2019 the label, started by Yael Aflalo a decade prior, sold a majority stake to New York private equity firm Permira. Aflalo, at the time, was to retain a “significant” share of the business.
The company, which got its start selling dresses from deadstock fabric, was one of the first to sell directly to its customer base online. However, a wholesale business has since helped Reformation rapidly expand. And, under Permira, it’s been on a tear opening its own stores.
Even still, Permira said 85 percent of the business is direct to consumer and it’s churning out styles at a rapid clip: about 15 to 20 a week.
3. Dolls Kill
San Francisco-based Dolls Kill made a name for itself as the counterculture retail misfit. Call it a Hot Topic reboot for the digital age.
DJ Shoddy Lynn and Bobby Farahi started the business in 2011 aiming to sell clothing and accessories fitting for a rave or EDM festival.
Together, they’ve raised more than $60 million, with the most recent round a $40 million Series B in late 2019. Sequoia Capital led the round.
Even still, the business has stirred up its fair share of controversy, including accusations it pilfers the designs of independent designers and last year faced a California lawsuit accusing it of deceptive discounting practices.
4. Stussy
Stussy reappeared on this year’s list, albeit one spot down from where it last sat.
The Irvine-based company was started by Shawn Stussy in 1980 as a surf brand that’s since managed to straddle the worlds of skateboarding and streetwear.
Stussy’s maintained its covetable edge as a privately held business that’s long shied away from press and mass distribution.
David Sinatra, Stussy’s son, helms the business as CEO and in more recent years made an aggressive push for the brand via collaborations with high-profile names such as Dover Street Market, Carhartt WIP and Nike.
5. Brandy Melville
Last year’s documentary “Brandy Hellville” offered one—less than positive—view of fast-fashion retailer Brandy Melville, but it didn’t seem to lose favor among shoppers.
The California-inspired business takes a “one-size-fits-all” approach to sizing, which has garnered criticism from some for being exclusionary. Still, the busines continues to grow. Its most recent additions to the store fleet include doors in Seoul and Burlington, Vermont.
Interestingly, fast-fashion retailer Shein didn’t register with ChatGPT, although it ranked as one of the most popular online retailers among teens in Piper Sandler’s most recent “Taking Stock With Teens Survey” for Fall 2024. Shein came in as the No. 2 top shopping site among teens after Amazon and before Nike.
6. Rothy’s
Sustainable shoe brand Rothy’s isn’t showing signs of slowing.
The San Francisco direct-to-consumer brand carved a niche in the market with shoes made from recycled plastic bottles that can be thrown in the washer. Its materials sourcing has since expanded to also include natural hemp and merino wool. Most recently, the company expanded into heels.
7. Buck Mason
Los Angeles men’s and women’s brand Buck Mason originally started out in the T-shirt business, with the pitch of making the “best-damn-fit-you-ever-tried cotton tee.” The business is now well beyond T-shirts and includes sweaters, denim, outerwear and accessories among other categories.
In 2023, the business made headlines when it bought a shirt factory in Mohnton, Penn., staving off a closure and ensuring its T-shirts are made domestically. It sources cotton for those shirts from California, Texas and Georgia farms.
Locally, the company’s store footprint is in places such as Hancock Park, Studio City and Venice.
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