Corteiz: The New Culture of Streetwear
Corteiz, also known as CRTZ is a streetwear brand headquartered in London and has gained unparalleled success and popularity in the international fashion market. One of the latest fashionable design houses to emerge in recent times is known as Corteiz, founded in the year 2017 by the anonymous designer who calls himself Clint419, and which can be loosely defined as a label as well as a cultural wholesomeness of exclusivity, rebelliousness and authenticity. Within a couple of years, the brand has gone out of the underground mode into a global phenomenon which is described as the crme de la crme of extremely niche, aka, by the people and not the masses.
Corteiz is, at its center, a scarcity driven economy. Its brand almost never sells in the traditional retail stores but rather surprises its fans with social media announcements of what can be called unexpected “drops.” These drops are synonymous with mystery where they occur in unique corners like parking lots, by-streets or even world famous landmarks. Customers are often compelled to crack codes of mysterious messages or go by certain procedures in order to download new releases. Such a non orthodox distribution system does more than build hype; it also fosters a feeling of belonging among specially fortunate owners to secure some of the pieces. A purchase of Corteiz can in many respects be understood as a purchase not of clothing, but rather as entry into the world of insiders.
Corteiz has built itself as an up- and comer in an industry that is generally
The designs themselves were not timid, apologetic or inhibited by anything but rather they were deep with street culture. Signatures are cargo pants, workwear inspired outerwear, oversized hoodies, and graphic tees with the brand logo the Alcatraz, a reference to the idea of freedom and rebellion Grading out of anti-system fashion codes. The brand also usually inserts slogans such as Rule the World, No Rules into its collections in accordance with the spirit of empowerment and individuality that Clint preaches. By going against the standard fashion cycle model, Corteiz hoodie has built itself as an up- and comer in an industry that is generally accused of being wasteful and following the trends in fashion.
The success of Corteiz is also provoked by the trend in tapping into the youthfulness. The brand is close to a generation whose values are based on genuineness rather than a mass appeal. At a time when numerous streetwear brands have been swallowed up by luxury holdings, Corteiz has resisted at all cost, maintaining its image and adamantly refusing to cede any control over its identity: This autonomy has earned the brand the credibility not only in London but also in the global marketplace, in Europe, the United States, and Asia, as well as Africa.
Corteiz does not arrange such connections very often. Rather,
Celebrity endorsements have also strengthened the position of Corteiz. The brand has been seen worn by popular musicians such as Drake, Central Cee, and Dave which also increases its popularity. However, in opposition to the recognition of formal collaborations that other fashion houses often use via celebrity endorsements, Corteiz does not arrange such connections very often. Rather, it survives off of organic co-signs and allows the clothes to do the talking. This word-of-mouth tool cements impression that Corteiz is not a corporate marketing driven channel, but a movement created and driven by its community.
Corteiz has been doing more than fashion by Corteiz Jacket showing a dedication to social causes. The brand has arranged charity football games and communitizes actions and raised funds for local and world matters. In the process of giving back, Corteiz increases the range of their influence further than clothing, embedding greater loyalty in those that support the company.
Finally, Corteiz is not only streetwear, but a cultural change of the direction of independence, creativity and authenticity. Corteiz is a brand that produces the antithesis of those things just named and is therefore a unique brand in a market that is dominated by hype, mass production, and conformity. Be it as a brand or as a group, Corteiz has pioneered a concept of what brand to be associated with under the umbrella of streetwear in 21 st century.
