RAVE READY: Millennial streetwear line Konus Brand will dabble in bricks-and-mortar with a pop-up opening today during the Electric Daisy Carnival in Las Vegas, marking the unisex label’s first time participating in the annual festival.
The brand’s marketing efforts have had it explore hip-hop concert sponsorships Stateside and in Korea with an aggressive gifting strategy to Diplo, TroyBoi and other musicians and DJs. The marketing strategy moving forward will continue to include music and entertainment, with a specific focus on the EDM community, chief executive officer and co-owner Billy Kang said.
“We have been involved with the EDM culture, which has been popular around the world, while competing brands have been focusing on the hip-hop and skateboarding culture,” Kang said.
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The brand is selling eight limited-edition T-shirts designed for the event and on sale inside the Linq Hotel’s Social A Room. The temporary selling space, which remains open through Saturday, represents the first time the brand has its own store presence Stateside, although it’s been dabbling with bricks-and-mortar in South Korea. It’s currently scouting for store locations in the L.A. area and is targeting the opening of its first U.S. Konus-branded door closer to the end of the year.
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Konus is owned by Vernon, Calif.-based Catwalk to Sidewalk Inc., which operates a portfolio of six brands that also include Pleione, Ro & De, Ro & De Noir, Bellatrix and Robin K. Its parent is projecting $1 billion in 2019 sales volume, with much of that growth expected to come from the expansion of Konus and Ro & De Noir.
The EDC pop-up is one of the more important projects the company’s been working on this year, Kang said. It follows the May launch of backpacks and a men’s and women’s line of footwear done in collaboration with Los Angeles brand Unnown. The four-item offering includes leather high-tops, chukka boots and oxford styles priced from $200 to $230.