Our Legacy is a unique label in the fashion landscape, known for high-quality menswear with intricate design signatures (an asymmetrical stitch here, an interesting bit of hardware there). Its hero items include its viral leather camion boots, plus minimalist outerwear and knitwear, all retailing at contemporary price points (€150-€1,500). The brand eschews the trend cycle and traditional fashion shows, instead preferring community events such as its pop-up market with retailer Slam Jam (SS24). This approach has allowed the label to maintain a die-hard fanbase and high growth over the last five years without falling victim to the hype cycle, flash-in-the-pan success of other contemporary menswear players.
In recent years, it’s boosted brand awareness via buzzy collaborations with labels from Stüssy to Emporio Armani via its line Our Legacy Workshop. However, the bulk of revenues come from its main line, with roughly 200 stockists and seven of its own stores.
“Our Legacy is a sound investment, and it’s not just because of the numbers,” says James Harris, one half of menswear podcasting duo Throwing Fits, which has been a huge proponent of Our Legacy (the brand credits the podcast with driving business in the US, now the brand’s biggest market in terms of revenue). “This isn’t an overnight success story. It’s not an overnight rise based on celebrity endorsements. They’re not getting by on stunt marketing, virality or flash-in-the-pan moments,” he says. “It’s grown at a pace they wanted to set for two decades. LVMH isn’t trying to capture lightning in a bottle here.”
“I am resolutely convinced by its ability to push the boundaries of men’s and women’s fashion beyond its community of fans while remaining true to its roots and identity,” Bercovy said.
LVMH is not the only one investing in promising medium players. Chanel’s Wertheimer family, via their investment vehicle, Mousse Partners, and L’Oréal’s Bettencourt Meyers, through the family vehicle, Tethys Invest, acquired a minority stake in The Row last month, per Bloomberg.
“There’s only so many brands that can exist at the tippity top of the luxury pyramid,” Harris says. “These groups like LVMH are now understanding that there’s another strata of brands, of menswear, that have a strong customer base. LVMH [Luxury Ventures] understood this with Aimé Leon Doré and now with Our Legacy, that there’s space for (and a customer for) this level of contemporary menswear.”
This story was updated to include comments from James Harris.
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