Daily Paper’s story isn’t a runway fairytale, but a journey born on the streets of Amsterdam in 2008.
Three friends – Jefferson Osei (Ghanian), Hussein Suleiman (Somalian) & Abderrahmane Trabsini (Moroccan). – fueled by a shared passion for fashion, music, and their African heritage, started a blog.
Jefferson Osei, Abderrahmane Trabsini, and Hussein Suleiman (clockwise). Image: Daily Paper.
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This platform became a space to explore their cultural influences and style, and it quickly gained traction, blossoming into something much bigger. Their initial foray into the fashion world was a simple yet impactful move: five branded T-shirts.
Fast forward to today, Daily Paper is a force to be reckoned with, boasting a reported €30 million valuation and a devoted global following. Their unique approach – merging contemporary streetwear with bold African prints and patterns – has set them apart in the fashion industry.
Their collections, released through a “drop-based” model to maintain excitement, are a testament to their commitment to both innovation and their cultural roots.
A Reflection of Heritage and a Booming Market
This emphasis on their African heritage, a reflection of Trabsini’s Moroccan background, Osei’s Ghanaian roots, and Suleiman’s Somali family history, is a core part of their brand identity. It resonates deeply not only with their own community but also taps into a much larger trend.
The global streetwear market, estimated to be worth a staggering USD 187.6 billion in 2022, is experiencing significant growth, with a projected CAGR of 3.52% until 2032. Daily Paper’s success can be seen as part of this larger movement, where consumers are increasingly seeking unique and culturally-inspired clothing.
Growth and Impact Under Strong Leadership
The brand’s loyal community attracted serial investor Rodney Lam, who joined Daily Paper as CEO five years ago. Recognizing the potential, Lam implemented key strategies to propel the brand forward. He expanded their reach through wholesale stockists in high-end stores like Selfridges and Galeries Lafayette, while simultaneously strengthening their direct-to-consumer e-commerce platform and opening three flagship stores.
These strategic moves, coupled with an expanded product offering, saw Daily Paper’s revenue soar from €500,000 to a staggering €30 million in just five years (according to a 2021 report).
Looking Forward: A Bright Future
From their Amsterdam base, Daily Paper’s influence continues to expand across the globe. With a growing presence in stores worldwide and a thriving online platform, the brand is poised to keep pushing boundaries in the fashion world.
They do this all while staying true to their cultural roots, inspiring a new generation through their unique style, social responsibility initiatives, and a commitment to staying at the forefront of a rapidly growing fashion movement.
by Tony O. Lawson
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The post From Amsterdam Blog to €30 Million Fashion Brand: The Rise of Daily Paper appeared first on SHOPPE BLACK.
