Y2K fashion brands are everywhere, but repeating the same graphics will bore people fast. Mischief stands out because it has a clear story behind it. Brands that survive aren't the ones chasing trends, they're the ones that explain why they exist.
So now I'm seeing a lot of Y2K and basics brands popping up. Do you think that's gonna last? I think it's possible that those brands do last, but they're gonna need to find a story that really defines them. Because if they continuously make these kinds of designs, eventually people will get bored and they're gonna stop buying them. They need to start thinking about a story and a narrative that's speaking to something larger than Y2K prints on a t-shirt. They need to find their brand story. Why does their brand exist? Because right now, if I go on Instagram, I can find a million brands like them. However, if I go on Instagram and I try to find a brand like Mischief, I'm gonna have a lot of trouble trying to find somebody who has defined as strong of a story and really has as good of a narrative as they do. And so that's what it's about. It's about building a narrative over time and building a story, and that'll determine who lasts and who dies off.
