THE BRAND
STORY OF THE BRAND®
4 MIN READ
Unless you know me personally or you’re an eagle-eyed member of our community, chances are you probably don’t know who I am or who is really behind the brand. So, here's our story…
Starting from, well… today, I’m going to be focusing a lot more on connecting with our audience on a more personal level, so anyone who follows us, buys our garments or is part of what we do in any way can be better connected to who runs twentyfourseven. I believe that for a brand to become great, it needs to have its own unique DNA, and that comes from the people behind it and the connection with their audience.
So with that being said, allow me to introduce myself...
My name is TODD LINDSAY, at the time of writing this I’m currently 21 years old, I’m the Founder & Creative Director of TWENTYFOURSEVENCLO.
Before I go into when and why I started the brand, the first thing I’d say about myself, which is contrary to probably every other brand owner you are aware of, is up until about 3 years ago I was never in to Art and Fashion. In fact, I hated it.
When I was younger the very last thing I could see myself doing was being some sort of artist, but back then my only real perception of it was painting with some brush onto a canvas. It wasn’t until I was probably 16/17 years old when I started to discover my passion for creativity.
I always knew I wanted to have my own brand/business one day but I wasn’t sure what industry it would be in. Long story short, after a few years of learning ecom and studying fashion/streetwear, in early 2020 I started a clothing brand, which lasted for about a year… It was never a proper brand, and I wasn’t creating what I wanted to.
So, with some experience in failure and some knowledge of what works in branding and a ‘fire in the belly’ to go and create a brand the market needs, I started planning what would eventually become TWENTYFOURSEVENCLO.
I wanted to create a brand which would be recognised for its aesthetic, the silhouette of their garments, their iconic designs and most importantly its ethos. An ethos which is all about being truly great regardless of what day it is, which is passed down into our designs. Garments that don’t age with time and that can be worn anywhere, anytime, no matter the occasion. Twenty-Four-Seven. Three-Six-Five. It’s more than just a brand, it’s a lifestyle.
I officially launched TWENTYFOURSEVENCLO in February 2022, launching our first staple collection ‘BOLDS’ in May that year.
It may not appear like we’ve been around for too long yet, which we haven’t. But some of the in-roads and noise we’ve made so far within the industry makes it feel like we’ve been in this game for years. With some of biggest names in the fashion & social media scene repping the brand. In a little over 18 months we’ve experienced some amazing highs and some very stressful lows (which I’ll save for the future), but that is what building a great brand is all about I guess.
Have we got a lot to learn? Yes. But I love the (hate this word) journey and growing our community along the way, day by day, brick by brick.
Lastly from me, if you’re reading this, thank you. You are a very valued member of the core community I’m trying to build, and I appreciate you being a part of it.
My plans with the brand for the remainder of 2023 and then 2024 consist of:
- An official TWENTYFOURSEVENCLO HQ
- A significant collaboration with another company (not necessarily another fashion brand as such)
- Grow the brand and our community
- Hire/partner with a talented individual(s) to help grow the business
- Create and shoot some f*cking amazing collections & campaigns.
Again, thanks for reading through all of this, I’m very appreciative! Believe it or not I have spent hours and hours trying to perfect this. I hope you have all learned a bit more about me on a personal level and in doing so, more about the brand. This is just the start of something very special, strap in.
Wonder how many times i said ‘brand’ in this.
TODD.
For behind the scenes of building the brand & my life in general, follow my personal insta @toddlindsay_, for content around our community and your twentyfoursevenclo fits follow @twentyfoursevenfits, and of course follow @twentyfoursevenclo.