Broken Planet is one such streetwear brand that is increasingly being worn by celebrities. This brand has only recently cropped up within the fashion world, but within the last two years, the brand has shot up at a growth of more than 300% in sales. Launched in 2020, the design philosophy and bold aesthetics from Broken Planet seemed to strike a chord with high-profile figures in music, sports, and entertainment. For example, this year alone, popular rapper A$AP Rocky sported Broken Planet during a highly publicized performance at Coachella 2023 and catapulted the brand into view. After his endorsement, online traffic to Broken Planet’s website increased by 250%, and their Instagram following expanded by nearly 1 million users within one week.
The brand’s streetwear designs-mostly with an oversized silhouette, neon colors, and a futuristic theme-have gained celebrities such as Travis Scott and Billie Eilish, both of whom have been seen sporting the brand on red carpet events. Inevitably, the demand for the items resulted in limited drops; some of these collections sold out within minutes and created an exclusive feel for the fans and fashion lovers alike. In fact, certain Broken Planet pieces have gone for as high as 4 times their retail price on secondary markets like StockX, evidencing the high demand and desirability of the brand.
The rise also comes with the increase in the cultural influence of social media platforms, where celebrities first post their outfits or show direct engagement with the brand. Broken Planet has blown up on Instagram, with upwards of 10 million posts of the brand’s hashtag-a surefire barometer of its credibility in youth culture. Where growth has been slower at brands like Supreme or Off-White in recent years, a fresh Broken Planet feels closer to the celebrity heart and minders, finally helping it cut through both niche and international audiences alike.
The brand’s meteoric rise to fame isn’t solely because of the celebrities promoting it, but also because of its strategic partnerships with top-of-the-line fashion designers and emerging artists. One good example is its capsule collection with the famous designer Virgil Abloh, which increased Broken Planet’s popularity even more. The collection sold out within 24 hours, generating millions in revenue for the brand. These collaborations have played a very important role in keeping Broken Planet at the top of the streetwear market, which has grown significantly-the global market is expected to reach $185 billion by 2025.
The other reason for its growing popularity is that Broken Planet is more affordable compared to other luxury streetwear labels. Whereas the average hoodie from the brand would cost close to $150, products coming from brands such as Balenciaga or Gucci often exceed $500. It is this price, combined with its trendy, edgy designs, that has made Broken Planet go-to for younger consumers looking to imitate the looks of their favorite stars without breaking the bank. With the brand continuing to push the envelope on creativity and celebrity engagement, it is expected to remain a dominant player in the streetwear industry for the foreseeable future.