One brand has been making bigger waves than most in the streetwear industry in recent years. MNML, the LA-based denim and streetwear brand for men, has become a rising star for its fashion-forward designs and budget-friendly prices.
Hypebeast, the leading online platform for streetwear news, has called the brand “the premiere destination of high quality, yet affordable streetwear.”
LA-based streetwear label MNML offers high-quality jeans at budget-friendly prices (Credit: @mnml.la / Instagram)
But how exactly did MNML achieve such rapid success? Below, we’ll share the details behind the brand’s rise to fame.
Simple Designs, Major Success
MNML was launched in 2016 with a straightforward mission: to create high-quality wardrobe staples at an accessible price point. The brand, whose name derives from the word minimal, has become famous for its clean streetwear styles, emphasizing contemporary simplicity.
The brand goes beyond basics. Embracing true streetwear fashion, MNML’s designs often feature camo and graphic prints, with a large selection of denim showcasing light distressing. However, MNML’s muted color palettes ensure that even the most distressed styles are subtle enough for everyday wear.
MNML is known for its contemporary streetwear styles, often incorporating camo, graphics, and light-distressing
MNML prides itself on its premium denim. Founder and CEO Matt Fields claims he has searched long and hard to find the best factories for denim washes.
The design team constantly experiments with new silhouettes and fabrics to give the brand a competitive edge. The combination of progressive styles and fair prices has kept MNML at the forefront of the streetwear world for over five years.
Streetwear for Everyone
One of MNML’s core business principles is its affordable pricing. The brand operates in an online-only model to reduce overhead and avoid the large markups associated with brick-and-mortar retail.
Designs are produced in limited quantities to avoid markdowns and overstocking so prices remain fair. MNML’s reasonable price points contribute to its enduring success. While high-end streetwear brands release denim for over $400, MNML can keep their pieces for under $100.
Although the pieces cost slightly more than fast fashion chains, they are still very much attainable for the average consumer.
MNML only sells their products online to avoid huge markups associated with traditional retail (Credit: mnml.la)
Many MNML shoppers agree that the quality surpasses that of fast-fashion goods. Matt Fields has dubbed himself ‘the Robin Hood of streetwear’ for reinterpreting designer streetwear looks for those who can’t afford to spend thousands on their wardrobe.
Fields’ proclamation has stirred controversy within the industry. Over the years, MNML has received its fair share of criticism for creating designs that are too similar to its designer inspirations. Their social media-heavy marketing strategies and price points have led them to be called an “Instagram fast fashion” retailer.
MNML’s pieces are produced in Indian and Chinese factories, which helps keep costs down, but Fields swears he only works with the best manufacturers.
His brand produces significantly fewer styles than traditional fast-fashion retailers, though he has admitted that it follows a similar business model to H&M, Zara, and Topman.
He does his due diligence in sourcing higher-quality fabrics that outlast the average fast-fashion piece. MNML has positioned itself in a new league of contemporary brands.
MNML B439 Star Flare Denim Camo, $78; MNML D198 War Denim, $76; MNML Beach Sweatpants, $56; MNML D243 Blue Straight Denim, $78
The Future of MNML
MNML has experienced rapid expansion since its launch in 2016. A.k.a. Brands, a fashion holding company, acquired the formerly privately owned label in October 2021. Known for scaling “next-generation fashion brands,” A.k.a. Brands was thrilled to include MNML in its roster.
The fashion group works with brands that primarily have a Gen Z and Millennial fanbase and have found success via their large and loyal social media followings.
Their portfolio includes fellow streetwear brand Culture Kings and up-and-coming trendy womenswear brands Princess Polly, Petal + Pup, and Rebdolls.
Where to Buy MNML
MNML remains an online-only shopping destination. You can buy their pieces on the official MNML website or find pre-loved pieces on reselling sites like Grailed, Vestiaire Collective, or Poshmark.
Similar affordable streetwear pieces can be found from brands like Represent, Hyper Denim, Destructive, and Ksubi. For those looking to splurge, MNML draws inspiration from high-end streetwear labels such as Fear of God and Chrome Hearts.