How Mnml Jeans Became Popular: The Robin Hoods of Streetwear?

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There’s one brand that has been making bigger waves than most in the streetwear industry in recent years.

mnml, the LA-based denim and streetwear brand for men, has become a rising star on the scene for its fashion-forward designs and budget-friendly prices.

Hypebeast, the leading online platform for streetwear news, has called the brand “the premiere destination of high quality, yet affordable streetwear.”

LA-based streetwear label, mnml, offers high-quality jeans at budget-friendly pricesLA-based streetwear label, mnml, offers high-quality jeans at budget-friendly prices (Credit: @mnml.la / Instagram)

But how exactly did mnml find such rapid success? Below we’ll be sharing the details behind the brand’s rise to fame.

Minimal Designs, Maximal Success

mnml was launched in 2016 with one simple mission: to create high-quality wardrobe staples at an accessible price point.

The brand, whose name is derived from the word minimal, has become famous for its clean streetwear styles with an emphasis on contemporary simplicity.

The brand doesn’t just do basics. In true streetwear fashion, their designs often feature camo and graphic prints, while a large selection of their denim comes with light distressing.

However, mnml’s use of muted color palettes makes even the most distressed styles feel toned down enough for everyday wear.

mnml is known for its contemporary streetwear styles, often incorporating camo, graphics, and light distressingmnml is known for its contemporary streetwear styles, often incorporating camo, graphics, and light distressing

mnml pride themselves on their premium denim. Founder and CEO Matt Fields claims he has searched long and hard to find the best factories for denim washes.

The design team constantly experiments with new silhouettes and fabrics to give the brand a competitive edge. The combination of progressive styles and fair prices has kept mnml at the forefront of the streetwear world for over five years now.

Streetwear For The Masses

One of mnml’s core business principles is its affordable pricing. The brand operates in an online-only model to reduce overhead and avoid the large markups associated with brick-and-mortar retail.

Designs are produced in limited quantities to avoid markdowns and overstocking so that prices can always remain fair.

mnml’s reasonable price points contribute to their enduring success. While high-end streetwear brands release denim for upwards of $400, mnml can keep their pieces just under $100.

The pieces come with a slightly higher price tag than fast fashion chains but are still very much attainable for the average consumer.

mnml only sells their products online to avoid huge markups associated with traditional retailmnml only sells their products online to avoid huge markups associated with traditional retail (Credit: mnml.la)

Many mnml shoppers agree that the quality is also of a higher caliber than fast fashion goods. Matt Fields has called himself ‘the Robin Hood of streetwear’, as he reinterprets designer streetwear looks for those who can’t afford to spend thousands on their wardrobe.

Fields’ proclamation has stirred controversy within the industry. mnml has received its fair share of criticism over the years for creating designs that are a bit too similar to their designer inspirations.

Their social media-heavy marketing strategies and even their price points have led them to be called an “Instagram fast fashion” retailer.

 

 
 
 
 
 
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mnml’s pieces are produced in Indian and Chinese factories, as this helps keep costs down, but Fields swears he only works with the best manufacturers.

His brand does produce significantly fewer styles than traditional fast fashion retailers, though he has admitted that he follows a similar business model to H&M, Zara, and Topman.

He just does his due diligence on sourcing higher-quality fabrics that outlast your average fast fashion piece. It seems that mnml has positioned itself in a new league of contemporary brands.

mnml B439 Star Flare Denim Camo; mnml D198 War Denim; mnml Beach Sweatpants; mnml D243 Blue Straight Denimmnml B439 Star Flare Denim Camo, $78; mnml D198 War Denim, $76; mnml Beach Sweatpants, $56; mnml D243 Blue Straight Denim, $78

The Future Of mnml

mnml has experienced rapid expansion since its 2016 launch. The formerly private-owned label was acquired by fashion holding company A.k.a in October 2021. Known for scaling “next generation fashion brands,” A.k.a was thrilled to include mnml in its roster.

The fashion group works with brands that primarily have a Gen Z and Millennial fanbase and have found success via their large and loyal social media followings.

Their portfolio includes fellow streetwear brand Culture Kings, as well as up-and-coming trendy womenswear brands Princess Polly, Petal + Pup, and Rebdolls.

Where To Buy mnml

mnml remains an online-only shopping destination. You can buy their pieces on the official mnml website, or find pre-loved pieces on reselling sites like Grailed, Vestiaire Collective, or Poshmark.

You can find similar affordable streetwear pieces from brands like Represent, Hyper Denim, Destructive, and Ksubi.

If you’re looking to splurge, mnml draws its inspiration from high-end streetwear brands like Fear Of God and Chrome Hearts.

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