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Madhappy Gets Savvy After $1.5M Seed With Basics, New Web Site and App

LOS ANGELES — Madhappy’s going basic — but in the best kind of way.
The young direct-to-consumer brand, started in 2017, continues to move quickly to nab share and refine its voice in a competitive market. It entered the fray with its branded product tops and hoodies bearing the company’s signature stitch detailing. Now, it’s curated a more wearable offering for multiple occasions with a basics line named Classics by Madhappy launching Thursday. The 11 styles max out at 40 stockkeeping units in men’s, women’s and unisex sizing.
“We think that this will allow our consumers that want [the product] to be able to buy [it] more often,” said cofounder Peiman Raf. “We expect to keep these in stock and not be on a limited basis. We’ll add colorways a few times a year and then alongside that, we’ll continue to do our capsules and collaborations.”
The range includes French terry hoodies ($130), sweats ($100), women’s crewneck ($100) and T-shirts ($60). There are also combed cotton heavyweight sweats for $150 and crewneck retailing for $120.
It’s also a natural response to the increase in inquiries from shoppers who have asked about unbranded product.
“We’ve always been very obsessed about creating the best products possible and

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Via:: https://wwd.com/fashion-news/street-style/madhappy-closes-1-5m-seed-with-basics-new-website-and-app-1203083937/