Founded in 2017 by entrepreneurs Julian O’hayon, 28, and Thomas Johnston, 20, Blvck Paris is a luxury streetwear brand that has earned a cult online following. This following of just under 500,000 on Instagram has earned the company $1 million in annual revenue, and the company has already turned a profit. With no employees other than the owners, Blvck is an intriguing example of a nonemployer firm finding ground in an ultra-competitive industry thanks to the power of social media.
Like almost all of Blvck’s following, we discovered the company through their Instagram, @Black. Their posts are incredibly popular on the platform, so they regularly appear on the Instagram Explore page for hundreds of thousands of users. This online success has translated to the traditional fashion world as well; Blvck collaborated with Hugo Boss on a premium office accessories line in 2018, allowing them to expand their following outside of active social media users.
Blvck’s audience is primarily made up of young adult men. Blvck clearly caters to this demographic through its product offerings as well as its social content. The vast majority of their Instagram content features men as the subject, whether that’s full-body images or images of a man’s hand holding Blvck’s product. When there are images of women, it’s often models framed in such a way that increases men’s desire for the product rather than women’s. Many of their images feature sports cars, jungle cats, modern home design, and other themes that are typically featured in men’s marketing. While the account certainly appeals to neutral-lovers of any gender, it is clear that Blvck knows what men like.
With 500,000 Instagram followers and $1 million in annual revenue, Blvck Paris has earned a reputation as an in-demand luxury brand in less than two years. Capitalizing on the extreme consumerism and increased luxury shopping habits that have resulted from increased social media use, Blvck Paris has seen remarkable growth in a notoriously exclusive industry. Here are some tips to help you take a page from Blvck’s book.
Blvck Paris has achieved the perfect formula for contemporary social media success: trendy streetwear, minimalist aesthetic, and luxury lifestyle. By combining these elements, they have been able to amass an enviable following and convert it into an overnight financial success. With just two employees and one Instagram account, Blvck has grown into a luxury brand that regularly sells out each collection it drops. By keeping their costs low, profit margins high, and social media game strong, Blvck Paris has become a social media success story unlike any other.
Stay tuned for another social shoutout next month! If there’s another brand with a killer social media game, don’t hesitate to let us know. We’d love to check them out!