Broken Planet Hoodies And Why They Are So Popular
With mass appeal from fans around the world, one might assume that a brand like Broken Planet has been around for generations. From luxury celebrities to everyday streetwear consumers, you can spot someone who shares your style, donning one of their designs, fostering a sense of community, belonging, and more. For Indre Narbutaite and Lukas Avikas, this brand was their brainchild, emerging from TikTok into a whirlwind of fashion frenzy, demonstrating that taking a risk and marketing it effectively can create a sustainable, accessible, and popular brand, even in an oversaturated garment market.
Broken Planet has a lot to discuss, and its name reflects that. In this article, we will delve into its brief history and how it reached its current stature. Within this space, we'll shed light on how uniqueness can be found in simplicity and how sustainable clothing doesn't always necessitate direct consumer activism.
Recognized as one of the most impactful and fastest-growing streetwear brands based in London, Broken Planet embarked on its journey with a TikTok launch in September 2020, offering just ten garments. Founded by the couple Lukas Zvikas and Indre Narbutaite, originally from Lithuania but now based in London, they leveraged their expertise in international tourist management (Narbutaite) and software engineering (Avikas) to optimize their brand for fully sustainable production. Even though their publicity really started in 2020, Broken Planet has been around since July 2020.
Their brand truly gained momentum post-TikTok, thanks to their meticulous attention to their fanbase and their target demographic's lifestyle. Centered around youth and streetwear, Narbutaite created videos featuring trending sounds from TikTok, showcasing the day-to-day lives of their desired clientele. Their unique design, emphasizing the interplay between bold handwritten text and earthy tones, resonated with the masses, rapidly gaining traction and doubling their production output. In a remarkably short time, they established a solid foundation and, with over 520,000 followers to date, have established a regular rhythm of launch drops occurring multiple times each month, featuring fresh designs, all within the realm of complete sustainable practices. The reason why Broken Planet is so popular is because of their constant refreshing designs that cater to street-wear and youth while still contributing to the fight against the climate crisis. Who doesn’t want to wear cool collectible designs while still being sustainable?
"We don't prioritize sustainability solely for driving sales; it guides our internal decision-making," Lukas shared in an interview with Hypebeast. "We don't feel the need to aggressively promote sustainability."
Indeed, they don't, because few are aware of the foundation they established as part of their community-building initiative, aptly named the 'Broken Planet Foundation.' This charity focuses on aiding disenfranchised communities affected by climate change. Through funds generated from specific drops within their production line, they collaborate with climate activists to contribute towards making the world a better place. By the end of 2022, they had raised over $70,000 for the foundation. This year, they've already surpassed $222,000 (updated as of August 25th).
Many ponder whether some brands are merely fast money-grabbers, but Broken Planet showcases the opposite. Discussions on whether or not Broken Planet is fast-fashion conclude that Broken Planet is not. Garments are priced at £100 and above for their best selling hoodies, which showcases the brands push for quality over quantity - with a completely sustainable production line, limited drop launches and complete transparency on how they produce their highest quality products, Broken Planet proves that fast-fashion is not within their agenda. "Anyone can produce hoodies," Lukas remarks, and we concur. What sets Broken Planet apart is its commitment to honesty, especially for its clientele. Running a transparent business aligns more with the Gen-Z approach than the traditional business model, often attempted with limited success. Youth are increasingly recognizing the 'hidden' nature of many business models, especially regarding production lines aimed at maximizing profits. With the fashion industry under scrutiny for its detrimental impact on our 'broken planet,' including issues with fur, leather, and denim production's unsustainable water consumption, Broken Planet serves as an exemplary model of a fashion brand worthy of trust and support.
If you want to buy Broken Planet or look at their drops, you can find their designs on the website here, or through their instagram page. If you want to see more insight on how the brand works, find their youtube page here.