Unknwn Looks to Private Label to Grow Brand

Unknwn is looking to boost its private label offering in a big push this year to grow its own brand. The Miami retailer — known for its assortment of clothing and sneakers for the streetwear customer — has always had its own branded apparel, although it was largely T-shirts and sweatshirts. It’s now looking at more cut-and-sew and a tiered approach via its Unknwn Sport line of casual pieces, Unknwn Hotel for luxury travel basics and the more trendy Unknwn Collection. “The value of private label for a retailer has changed and grown as far as how important it is for a retailer to build its brand and establish its brand,” said Unknwn chief executive officer and cofounder Jaron Kanfer. “Back when we first opened, we always had T-shirts, hoodies in the store, and merch and logo-driven product has been very successful over the past years. Now, for us, with the expansion of the Unknwn brand, we see a good opportunity to take it a little more seriously and start to develop more cut-and-sew for who the Unknwn customer really is.” That shopper, generally speaking, is between the ages of 15 and 45 and well-traveled, Kanfer described. It’s also a diverse clientele who

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