Bold graphic prints & collegiate varsity trends continue to be staple
Founded in East London by brothers Monty & Sunny Aytan in 1991, Criminal Damage is a pioneering streetwear brand. In an interview with Paulami Chatterjee, the brothers share the milestones achieved by the brand in the last 3 decades, the changes observed in current consumer behaviour compared to the past, and the new trends in streetwear fashion.
Who are the people behind the brand?
Criminal Damage is a family run business which was set up back in 1991. It is controlled and run by brothers Monty and Sunny Aytan.
What is the sales percentage through brick-and-mortar stores vis-à-vis your own website/e-commerce sites if any?
It is around 35 per cent direct e-com vs 65 per cent wholesale.
What are the three things that define Criminal Damage?
Our core values include consistency, quality and considered design and we believe this is reflected in our collections and brand.
Where does Criminal Damage have its footprints other than UK?
Criminal Damage has its roots in East London and has been loved by the UK market since its launch. However, we have a loyal international customer base, selling to Europe, Middle East, the US, Canada, South America, Australia and New Zealand.
Which category (mass/premium/luxury) is Criminal Damage targeted at?
Criminal Damage offers premium quality streetwear at accessible prices. The current offering is directed towards the mass market; however, we always ensure products are of the best quality.
How have consumer preferences changed in current times with respect to when the brand started 30 years ago?
As you can imagine the tastes and trends over the last 3 decades have changed drastically. The biggest change being the way consumers shop. People now want more drops, quicker. There are far less stores than there were with more and more people shopping online, which has quickly become the norm in modern times.
What are the latest trends you see in streetwear in terms of fabric blends, colours, prints, and textures, etc?
In terms of trends, oversized hoodies are huge right now. We’ve also seen more industrial styles creep in, such as utility/technical garments and fabrics. Bold graphic prints and collegiate varsity trends continue to be a staple in the market too.
At present, more fashion brands are tilting towards sustainability, what initiatives is Criminal Damage taking in this direction?
Criminal Damage has always been sustainably motivated but wants to continue to improve on the sustainability aspect moving forward. We aim to make sustainable clothing standard, but also accessible at as fair a price point as possible. We currently have an eco-essentials collection and a denim collection which we continue to add to. The products in this collection are made from organic and recycled materials.
Which country/countries is your customer base mainly from?
The UK, closely followed by Germany and the US.
How do you keep a track of market trends and other related information? What steps are you taking to promote the brand to your customers?
We always have the customer in mind, curating collections around them has always been key to our success. We have a family like approach to the business which allows us to be hands on and immersed in every aspect of the business.
Promotion steps include store and launch events, regular social media campaigns, influencer collaboration in the streetwear and music sphere and a YouTube series.
What next at Criminal Damage? What are your future plans?
We are planning a complete lifestyle element to the brand. This allows us to really connect closer with our audience. We have some really exciting collabs planned – one being our 30th year anniversary collection.
We are also expanding further into international markets. US, Canada, Australia and Germany are our fastest growing markets, so we have plenty of opportunity to explore and create even further.
How has the company gained traction since its launch? What are the milestones achieved?
We have always been deep rooted in the rich surrounding culture of London. Always finding inspiration from what this melting pot has allowed us to put out consistent collections appealing to the youth and culture.
Our milestones include our first collab with Peanuts and further great collaborations with franchises, such as Minions, Back to the Future and the legendary Pokémon. Another huge milestone for us was our first in-person store in Camden.
We have also always worked and supported emerging and established talent, dressing names such as Beyonce, Rihanna and 50 Cent to local homegrown talent such as KSI, Lethal Bizzle and Harry Styles.
Published on: 05/10/2021
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
20230103183907.png)
