In May, Austrian streetwear brand Rare Humans released a video of three gangsters storming a high-end boutique, throwing away all the luxury items on the shelves, then hanging up their new 2070 jerseys before heading away.
This crude marketing method quickly made the local news, TikTok likes exceeded one million, and a large number of trendy media followed up and forwarded, what is the origin of Rare Humans, known as "Austrian Supreme"?
Supreme Austria
A large number of bloggers have popular jerseys
Rare Humans 越野车游街
The break-ins were just the beginning, as Rare Humans rented two off-road armored vehicles and paraded around Vienna in May, with the team swaggering around the city in their new 2070 jerseys.
Rare Humans 球衣广告片
And Rare Humans invited Austrian motorcyclist Tone to shoot a 2070 jersey campaign in the desert and put it on billboards across Vienna.
@lazarnedkov / @valentinoxdior
@frenk_landry / @hallie.amc
@netoszn / @rhsuncut
Rare Humans' 2070 mesh jersey is instantly recognizable in black and white and camouflage, with a "RHS" gothic initials print and a "00" back number.
The popular combination of camouflage + mesh + cropped pants + rhubarb boots, coupled with a cost-effective pricing of 79 euros, has been brushed by a large number of European wear bloggers in just over a month.
The founder is a post-00s localized marketing quickly out of the circle
Tobias Plankensteiner / Julian Fesenmeier
Rare Humans was founded in 2021 by Julian Fesenmeier and Tobias Plankensteiner, two Austrian post-00s, who are only 23 years old this year.
Growing up in a small town of 4,000 people in Austria, the two were classmates who took some business classes at the age of 16, taught themselves to draw designs, and stayed in their hometown to start Rare Humans.
Rare Humans 早期产品型录
Rare Humans' early products took a lot of time to clear out of stock due to their mediocre design and poor quality. After much deliberation, Rare Humans switched to an established supplier in Portugal and moved its office to Vienna, Austria, in 2022 to solve the problem of shipping products in Europe, and the brand was officially on the right track.
my mom says I’m special so fuck you
fuck fashionRare Humans 各种脏话标语T恤
2022 年 5 月，Rare Humans 推出的 Young and Wild 系列成为了品牌转折点，「fuck fashion」（草踏吗的时尚）、「my mom says I’m special so fuck you」（我妈妈说我很特别，草拟吗的）等脏话标语T恤引发了大量奥地利年轻人关注，官网上架后迅速售罄。
Rare Humans 免费发售活动引发骚乱
Rare Humans then struck while the iron was hot and announced a batch of 200 free products from the Young and Wild collection, hidden in a mysterious location in Vienna.
The address of Rare Humans was announced at 1 p.m. on the day of the release, and a few minutes later, thousands of Viennese youths ran through the streets and rushed to the warehouse where the release was released, triggering a police dispatch to maintain order, and the incident ushered in a wave of Rare Humans fans.
The offline marketing method of Rare Humans is very similar to the offline treasure hunt of Corteiz, a cutting-edge British street brand: combining the local community, through novel preferential policies, and with the promotion of Instagram, TikTok and other platforms, it attracts a large number of fans to participate in offline interaction and violently increases brand awareness.
Although the design is relatively flat and slightly immature, it closely follows the fashion trend, fits the cognitive threshold of the new generation of gamers, and coupled with community-based marketing, to a certain extent, it has impacted the industry status of traditional street brands such as Supreme and PALACE.
@frenk_landry
@nadiaidder / @icviero
Julian Fesenmeier, the founder of Rare Humans, revealed that they have amassed a lot of followers offline when they shoot creative videos on Instagram, TikTok and other cities in Austria, Los Angeles and other cities.
Pavel Dler, director of Culted, said: "Rare Humans offers a sense of belonging for young consumers, similar to the Supreme period of the past, more local, looking younger, it's not like big business, it's more raw and authentic. ”
Rare Humans 2024 新品型录
According to an interview with Vogue Business, Rare Humans plans to launch its first haute couture collection in the fall/winter of 2025 and is already in talks with potential Italian distributors.
Rare Humans has an ambitious vision, following the example of high street brands like Rhude and Fear of God, entering the luxury realm with runways and high-end collections, entering the fashion week calendar, and planning to open physical stores in international cities such as Milan, Paris, New York, London and Los Angeles within the next 10 years.
Founder Julian Fesenmeier said: "Our goal is not to build a brand that is short-lived, but to build a legend that surpasses itself. ”