Vanity: Bold Designs, Sustainable Choices

Today’s streetwear market forces young consumers to choose between three flawed options: fast fashion’s cheap "distressed" knockoffs (which fall apart after a few wears), overpriced luxury designer pieces (€400+ for artificially damaged clothes that lack authenticity), and inconsistent vintage finds (with no quality guarantees or brand identity). What’s missing? Accessible, ethically made streetwear that actually improves with age—garments crafted with intentional distressing techniques (like monkey washes and raw-cut seams) at fair price points. Vanity bridges this gap by offering limited-run pieces where every imperfection is deliberate, every fabric choice is sustainable, and every design rebels against both disposable fashion and elitist hype. For UT collaboration: Young audiences crave fashion that reflects their identity, but most brands fail to merge self-expression with meaningful memorabilia. For universities, this disconnect is glaring: their merchandise feels outdated and impersonal, leading students to reject it as "uncool" instead of wearing it proudly. Vanity addresses this gap by creating bold, youth-driven designs that empower self-expression while solving institutions’ struggle to connect with their communities through merch.

VALUE PROPOSITION For Gen Z/Millennial streetwear lovers Who crave authenticity but hate fast fashion’s cookie-cutter "distressed" looks, Our brand, Vanity, Is a limited-run streetwear label That delivers intentionally imperfect designs—each piece hand-finished with rare washes and ethical craftsmanship, so you wear rebellion, not trends. CUSTOMER PROBLEM STATEMENT We believe that Gen Z/Millennial streetwear enthusiasts Have trouble with finding truly unique distressed clothing When they shop for statement pieces To express individuality without supporting fast fashion Based on Reddit threads, competitor reviews, and IG polls showing 72% frustration with "fake distressing" They currently solve this by: Overpaying for designer "deconstructed" looks (€400+) Settling for mass-market knockoffs that age poorly The disadvantage of this is: Luxury brands feel elitist and stale Cheap alternatives fall apart after 3 washes The disadvantage of this is: Buying luxury designer distressed pieces (e.g., Balenciaga, JadeLondon, GalleryDEPT) The disadvantage of this is: Paying €400+ for intentionally damaged clothes. Purchasing fast fashion knockoffs (e.g., H&M "edgy" collections) The disadvantage of this is: Garments lose shape after 3 washes, making them landfill fodder. Thrifting vintage; The disadvantage of this is: Time-consuming hunt with no size consistency or brand identity. My ideal customers are stuck choosing between €400+ designer tears and Shein’s plastic ‘grunge’ deserve clothes that actually earn their scars. CUSTOMER SEGMENT What is the beachhead market?Who specifically are you targeting? 18-27yo streetwear enthusiasts in Europe who: Prioritize unique textures (distressing, rare washes) over logos “clout” Seek "underground" brands before they trend Spend €30-200/quarter on statement pieces Who are your early angelists? Local creatives;upper-class teenagers (DJs, tattoo artists, skaters, trap-rap fans, rebellious) Fashion bloggers who hate fast fashion Niche collectors of distressed/archive pieces to wear What percentage of market share are you expected to take in the first year?How many are there?What percentage of the potential can you realistically expect to concur? Total addressable market: ~2M in EU/UK (based on competitor audiences) Realistic capture: 0.05% = 1,000 customers (For sample drop) Why? Organic growth constraints + “intentional” scarcity //How it was calculated 42M Gen Z/Millennials in the EU/UK buy fashion online monthly. ~15% prioritize "niche/independent brands" → 6.3M potential audience. Narrowing to distressed/avant-garde streetwear: ~30% of that niche → ~2M. Source: Statista – EU Fashion E-Commerce Conversion Potential? (FOR SAMPLE DROP) Aim: Convert 0.25% - 0.5% of engaged social audience (e.g., 50K views → 125 - 250 sales) Limiter: Production capacity (keeps exclusivity high), growing at making better ads COMPETITION 1. Luxury Competitors (€500+) Balenciaga: Distressed hoodies/tees, but seen as "overpriced and artificial" by Gen Z. Vetements: Deconstructed designs, but lost edge after selling out. Rick Owens: Avant-garde draping, not focused on distressing. 2. Mid-Tier Competitors (€150-€400) Jaded London: Trendy streetwear with occasional distressing (a sector sometimes), but mass-produced. Marine Serre: Sustainable angle, but more futuristic than raw/grunge. Craig Green: Artistic construction, minimal distressing. 3. Fast Fashion (€20-€100) Zara "Edited": Cheap distressing (laser-cut holes), falls apart quickly. ASOS Design: Generic "grunge" with no authenticity. Shein: Ultra-fast fashion, ethical nightmare. 4. Niche Distressed Brands (Real Competition) Daily Paper: Ethical sourcing but safe designs. Palm Angels (Expensive): Skate-inspired, but leaning commercial. Rhude: Luxury-priced "lived-in" looks, lacks Gen Z appeal. 5. Indirect Competitors Vintage/Thrift Stores: Authentic aging but inconsistent supply. DIY Customizers: Small Instagram brands with no scalability. Possible collaboration Launch Vanity as a streetwear brand that bridges youth culture and institutional pride, with the University of Twente merch redesign as its launch project. Proof of Concept: Use this collaboration to demonstrate how Vanity can reinvent “traditional” merch into trendy, collectible streetwear that students want to wear.

Vanity creates bold, sustainable streetwear that lets Gen Z express themselves confidently, turning everyday tees and hoodies into statements of individuality and community.