Daniel Kramer - Streetstyle

A different perspective: Analyzing the IG accounts of my current favorite Street Style brands

Aug 30, 2020

By now, you have already learned that I am not the typical fashion guy. I never studied fashion at university, worked at a fashion label or have hands-on experience at all in tailoring, sewing or stitching. What I, according to my friends, do have, is an eye for the next hype, trend or upcoming must-wear brands. I already loved the brand RHUDE, when people told me that “there is a spelling mistake on your shirt” or Aimé Leon Dore, when a borderline funny colleague asked me if this is the new “Georg, Gina and Lucy”. Well, I don’t blame them, I am rather happy that some of these Street Style brands are still a hidden treasure (at least in Germany) and not every late adopter is already wearing them.  

For me, seeing a new brand in a blog, on Instagram or getting it recommended in one of the Facebook Street Style groups I am following, feels like Christmas and birthday on the same day. Eager to learn more about the products, the story of the brand and the designer behind it, I am often spending a couple of hours researching about it. One example where exactly this happened was with LA based brand RHUDE. The first time I actually got in touch with the brand of designer Rhuigi Villaseñor was in July 2018, when I saw a video of Basketball superstar LeBron James on Instagram. LeBron left RHUDEs first ever pop-up store in LA, fully dressed in Rhuigis items. When I visited USA later in September 2018, I was ordering my first RHUDE items (a shirt, and the obligatory socks) and since them I am totally hooked with it. It is not only the designs, the fabrics used and the fit of the pieces, it is much more. I am fascinated by the story of Rhuigi and how he made his dream come true. If you want to learn more about his story, I can recommend this article published in Forbes magazine in early 2019.  

As you might have already spotted, RHUDE is one of my current favorite Street Style brands out there. But there are more. In this article, the goal is to have a different perspective on those brands by analyzing their Instagram profiles.  

What does this mean? Let’s have a look at their:   

1. Follower Growth in the second half of 2019 

2. Posting Frequency per day 

3. Most Hyped / Engaging Content (compared to No. of followers) 

Okay, before we can start the analysis, actually the most important part is still missing: what brands am I actually talking about? Already sneak-peaking RHUDE as one of them, the other five brands in this article are: Heron Preston, Aimé Leon Dore, Drôle de Monsieur, Palm Angels and last but not least, Off-White. Assuming all labels are pretty familiar to you, I don’t want to go too much into detail, but let´s honor every of these five fantastic brands with some words. 


Heron Preston  

“STYLE”, that’s what it says in Cyrillic stitched to all Heron Preston pieces I possess (and its quite a few). Founded by designer Heron Preston in NYC in 2016, I came across this label for the first time in August 2018. Back then, they had this, absolutely outstanding, collabo with Off-White and it became quite clear to me, that all of us will be hearing (and likely wearing) much more about Heron Preston in the future. Admitting that I only bought my first item in early 2019, I guess the most money on clothing I have spent in the last 12 months was shopping Heron Preston stuff. 



Aimé Leon Dore 

Another story that inspired me to a huge deal. Founded by Teddy Santis in NYC in 2014, Aimé Leon Dore is (at least still in Germany) one of the most hidden treasures in Street Style. It is very likely that I am going to write another article, not leaving out any detail about Teddys story, why I love this brand and why I am sure that it has the potential to influence many people in the future. My dear friend Aaron was wearing Aimé Leon Dore and introduced it to me as “the coolest brand ever” in early 2018, when it had 90k followers on IG – almost 200k less than today. 

Drôle de Monsieur 

“Not from Paris Madame”. Originally from Dijon, France, the two creative minds behind Drôle de Monsieur, Dany and Maxime, use this catchy signature slogan, since they started their label in 2014. Actually, it was back in 2015 when I first saw Dany and Maxime wearing their brand at Paris Fashion week. It took me until the end of last year to finally purchase my first item from their store. Well, today I am getting at least 15 pings/DMs after each Social Media story I am posting, from people who wanted to know where they can find the pieces. Not a real surprise, I believe they will massively grow in 2020.  

Palm Angels 

Francesco Ragazzi, the designer behind Palm Angels was once artistic director at Moncler before founding Palm Angels. The story about Francesco and Palm Angels is worth an article itself. I have to admit, I am a huge fan of him and what he and his team achieved since starting the brand in 2015. Without any doubt, the Palm Angels hoody in the picture below, is one of my most loved pieces in my closet. Furthermore, I am huge fan of the Palm Angels website, which I found is one of the best fashion brand websites in the www. 


Last but not least, a brand that doesn’t need an introduction anymore. One of my fashion, design and “hype role model” Virgil Abloh´s babies, Off-White. Figurehead of the street style hype, Off-White has pushed many boundaries and established a new normal in modern fashion.  

Having introduced you to my Top 6 current Street Style brands right now, let’s focus on their IG accounts now, to analyze their performance of the second half in 2019.  


Again, what are we analyzing?  

1. Follower Growth in the second half of 2019 

2. Posting count in H2 2019 

3. Most Hyped / Engaging Content (compared to No. of followers) 


In order to conduct a reliable analysis of the 6 brands and their IG accounts, I am using several social media monitoring tools (i.e. Tubular, Social Blade, InfluencerDB, etc.). Those tools allow me to monitor and benchmark several accounts.  


1. Follower Growth in the second half of 2019 


Looking at the Instagram follower growth in percent, you can identify a clear winner in the second half of 2019. Rhude has a 46,33% growth in their followers, whereas Heron Preston and Drole de Monsieur “only” grew by 13%. However, looking not at a percentage growth per account but at an absolute follower growth, the picture looks much different. What is your guess, which brand had the most, new followers in H2 2019? 

Yes, right, the question was rather easy. As being the most well-known brand of these 6 globally, Off-White gained +1.856.098 new followers in the last six months of 2019 to 9.35m followers on IG. How about the others?  



Well, compared to Off-White the growth in absolute numbers is much smaller, nevertheless, all brands are growing at large percentage scale, which is a strong indicator that they are doing things right and winning popularity.  


2. Posting count in H2 2019 

In order to grow your IG profile, a key aspect you have to do is….posting content, daily. One thing that has quite surprised me but is 100% in line with the account growth is the fact that Off-White seems to be the only brand with a daily posting routine. Brands should at least post 2-3 times per day on their IG feed, sounds like a lot of work? Well it is, but it is paying off. I am super confident, that my favorite labels (besides Off-White who are doing a great job already) could have grown even more with more content posted (ideally video) on their IG feed daily. 


Off-White posted 1.4k content pieces on their IG Feed in the last six months of 2019. Remember, this is just IG Feed, not IG Stories. Posting on Feed (ideally videos) is for growing your audience, posting daily Stories is for building a relationship with your community, with people that already follow you. Taking Off-White (avg. 6.5 posts per day) out, the other brands on average only post 0.3 times a day, way too few content.   


3. Most Hyped / Engaging Content (compared to No. of followers) 

As a third analysis, lets now have a look at the top three, the most hyped, content pieces of these six brands. This is measured by the engagement rate, the rate of likes and comments of a post divided by the total amount of followers. Spoiling first the interaction rates (in %) of these three posts. 1. 22,01%, 2. 13.23% and 3. 7.66%.  Do you want to guess again? In all honesty, it’s not very easy to have this right, but I am sure you agree with me, that all three posts have something in common. They are different than “regular” posts.  

Let’s go…  

22.01%, Aimé Leon Dore, Oct 28, 2019 

13.23%, Palm Angels, Dec 25, 2019 

7.66%, Heron Preston, Oct 24, 2019 

An announcement of reselling authorized fakes, a burning Christmas tree or a grandmother in a very fashionable outfit, great content ideas can make you stand out and create a hype.  

Before ending this article, the people who are more interested in the business behind those brands will have noticed. Besides some others, Heron Preston, Palm Angels and Off-White, so three of my top six, belong to the same parent company, New Guards Group (NGG). Maybe you have read it in the news, but NGG got acquired in mid 2019 by no other company than the luxury online shopping platform Farfetch for $675mio. If you want to learn more about this deal, read this GQ article with one of my favorite headlines in 2019: “Why Farfetch just became the Netflix of Fashion”. 

I hope you liked this article, if you have questions or want to see more of these more analytical articles, follow me and send me a DM on Instagram @daniel.germany.  

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