Charting the brands with the largest increase in sales across 2019, this chart should help bolster the anecdotal cultural evidence that’s been percolating all year. The brands here are the "fastest growing" in that they are driving the most new dollars being spent per day on the site relative to 2018.
This graph should represent two things: For one it should show how titans of the marketplace either regained or asserted dominance across the market. Secondly, it should convey how smaller, niche brands were able to grow significantly (thanks to one reason or another) in the last year; in other words, which brands got bigger, and which brands finally scored their big break. Some key things to note:
-As outlined in our top 30 brands comparison chart, Nike had a blockbuster 2019. While we outlined all the tentpole collaborations, drops and partnerships that helped make Nike more visible (and, colloquially speaking, “culturally relevant”) than adidas, this chart displays the monetary growth of the Swoosh on Grailed. Sister sneaker label, Jordan Brand, also benefited from this bump, largely through the same method. A quick look through the top 15 shows that many of the fastest growing brands are also labels who have churned out Nike collaborations in the past 12 months.
-Speaking of Nike and Jordan Brand, two of its biggest collaborators—Travis Scott and Virgil Abloh—saw major bumps in 2019. While Virgil Abloh’s growth on Grailed has been steadily increasing thanks to his work with Nike’s “The Ten” and his role at Louis Vuitton, it’s Travis Scot who truly took the top cultural spot on Grailed this year. Aside from releasing multiple sneaker collections, Scott’s presence in 2019—which includes a Netflix documentary release—spans merch and music combined. Like Abloh, Scott’s clear visual aesthetic and style—shaped by August 2018’s
Astroworld album, has allowed fans to quickly identify (and more importantly, assimilate) Scott’s branded gear.
Rick Owens is far from an unfamiliar face— especially to those who are part of Grailed’s longtime usebase, his appearance on this chart can hardly be ignored. With such a longstanding cult label, it can be hard to explain exactly why Owens received such traction in 2019. The bump could be thanks to a large celebrity fanbase, or a standby of classic signatures from both his eponymous runway label or offshoot DRKSHDW brand. It’s likely both—on top of a flurry of “if you know you know” fashion memes centered around his Chuck Taylor inspired Ramones, or the social media driven hype around Owens’ Geobasket sneaker—more colloquially known as “Rick Dunks.”.
-Smaller brands flourished in 2019 as well. While DIY-meets-streetwear label Cactus Plant flourished thanks to its ongoing, aforementioned Nike collab, it also was bolstered thanks to stead celebrity cosigns, as well as merch designs for Kanye West and Kid Cudi.
-Japanese cult brand
Kapital (and its sister brand Kapital Kountry), grounded in denim but with a far more expansive and diverse seasonal collection, benefitted from exposure on both celebrities and on social media, making its “Smiley Face” motif and bandana printed jackets and shirts a must have fashion staple (and a regular sight in our “#Grailfits” content franchise)
Chrome Hearts, the long-running, Los Angeles-based jewelry brand also saw major movement in 2019. While the brand’s wares are always in-demand (and pricey), its customs work—both on modified Rick Owens sneakers and Levi’s jeans, have become cult items all on their own. While we don’t want to gas ourselves up too much, we’d be remiss if we didn’t point out that Chrome Hearts is a regular fixture on our “Most Expensive” series—proving that, week-over-week, demand for Chrome Hearts is high (no matter how high the prices are).