style in progress 1/2023 – JUSTIN FUCHS/PESO

“THE HYPE GOT ME TO WHERE I AM TODAY”

When he posted his first style checks and videos on YouTube at the age of 18, his audience still represented a very small niche within the menswear segment. Today, Justin Fuchs has more than 800,000 followers on various channels. He was one of the first to inject his instinct for the perfect look into his personal brand Peso. That was almost seven years ago. He knows what it takes for a brand launched on social media as personal merchandise to establish itself as a permanent streetwear fixture. Why? The 24-yearold is currently experiencing that transformation himself.

“The limitation created a huge hype for the brand launch and got us to where we are today.” Justin Fuchs has since pivoted to higher volumes in fewer drops per year.

Justin, how did the idea of your own brand come about?

Initially, I had a merch store that offered that option. However, after my first hoodie drop crashed the system and word started to spread, Lorenz Amend of Live Fast Die Young approached me and offered to support me with his expertise. I still cooperate with him to this day. Not creatively, as I refuse to accept any interference in that respect, but in terms of the back office, warehousing, and shipping.

Where do you sell your drops?

Exclusively online via our own website. I have been approached by many prestigious stores, but such partnerships have not been an option for me thus far. That is still up in the air, but definitely something to be considered. I am currently more preoccupied with structural matters. I am beginning to realise that the previous limitation of our products, due to the inherent nature of the drops, is more of a hindrance than an advantage. Our drops are often sold out so quickly that, in some cases, there are only a few basics left in the shop. They obviously do not represent the image of the brand as a whole. That is why we are in the process of modifying our concept, with the aim of cutting back on limitation in order to show more of the collection. I want the collection to be coveted not only because the pieces are rare, but because people actually love the designs.

Your brand is built on your popularity as an influencer. What significance does that still have in your everyday life today, even apart from Peso?

Obviously, with over 800,000 followers, I exert a certain influence on people, which is why brands approach me. Yet I still would not describe myself as a classic influencer. I only collaborate with brands that I am one hundred percent convinced of. An excellent example was the partnership with Breuninger when they were collaborating with Off-White. I recently configured a car for Rolls Royce Cologne and released a matching jersey. Cool for me and cool for Peso, so I can get behind that.

He is considered to be one of the foremost streetwear influencers. Since launching his own brand Peso, Justin has built a young team of eight employees.