Kreemo Clothing Line: A Brand that Begs to Differ
Luxury sportswear brand has skyrocketed into mainstream.
One clothing line is etching its own brand presence and quickly capturing the interest of the entertainment business and consumers alike. Kreemo, a luxury sportswear company, in just three and half years has catapulted to mass appeal.
Some of the company’s signature apparel has become a branding triumph, having already been worn by the likes of Hip-Hop stars Wiz Khalifa and Lil’ Wayne. From the teddy bear that was originally used on the cover of Kanye West’s College Dropout album, to their more signature logo, a white ghost with its tongue stuck out, Kreemo’s designs can be described as nothing short of expressive.
What is probably most intriguing about this rising brand is that the masterminds behind it all are three 21-year-old college students; Brian Wright and Desmond Attmore, two students at Morehouse College and LaVan Wright, who attends New York Fashion Institute of Technology. The three entrepreneurs from New York City developed the concept of Kreemo as an out-of-the-box brand intended for “the individual who stands out in society.”
As teenagers roaming the trendy streets of SoHo, cousins Brian and LaVan fell in love with its culture and style, so much so that they dreamed of starting their own clothing line like the ones they often wore, exclusively housed in New York shops. In high school, Brian and LaVan worked on prototypes for the line’s logo and designs. Brian came up with the name Kreemo, which was inspired by the Creedmoor Psychiatric Center in queens. His grandmother would often reference the center when she would jokingly threaten to send him there because he was “acting crazy.”
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The reference to the psychiatric home goes hand in hand with Kreemo’s ghost logo, which symbolizes the company’s unorthodox, and maybe even crazed vision of being culturally ubiquitous -- so unorthodox that others may, indeed, characterize it as ‘crazy’.
“When you tell someone you’ve seen a ghost they doubt you because they don’t see it,” Brian said.
“It symbolizes innovation in its youth.”
The business partners stand on the platform of representing those who consider themselves to be a nuisance or outcasts of society. In high school, LaVan and Brian printed shirts of the early workings of Kreemo, generating quite an appeal among teenagers. But it wasn’t until Brian went to college in Atlanta, where he met Desmond, that the last piece to the puzzle made the full picture clear.
“I was surprised how organized and well developed the concept was,” said Desmond, who was working on his own clothing line, though he admits he made no major strides to implementing it.
Desmond, who has an expertise in marketing, joined the team and began targeting local campuses to build brand recognition among college students. From the campus of Morehouse to Emory University and Spelman College, students gravitated toward the brand’s young and fresh apparel.
"A lot of people don’t understand it when they first see it but it’s something that is catchy, not only the logo but the name itself,” Desmond said. “It’s like Apple. If you hear it you’ll remember it.”
With sweaters, hoodies, snapbacks and buttons, Kreemo says it offers a range of styles for the consumer who “begs to differ,” which is their slogan. Many of their designs have a knack for taking recognizable brands, such as the Chicago Bulls and the Atlanta Hawks, and adding a Kreemo-twist to it.
With the use of blogs and social media, Kreemo has reached a throng of avid consumers intrigued by the line’s latest fashions.
In fact, Twitter, where the company has over 20,000 followers, is where Wiz Khalifa reached out to the trio with interest in getting ahold of their apparel. This would later turn into a blissful working relationship, as Kreemo did the artwork for the promotional materials for the rapper’s debut album, Rolling Papers. They also produced designs for Lupe Fiasco and Vinnie’s Style clothing store located in Brooklyn. The clothing line’s popularity took a pivotal turn when it began distributing products in Japan. Kreemo has launched a global marketing campaign in support of their expansion.
While Kreemo sells its products via their website, the young entrepreneurs said their next step is to set up shop in stores in New York City, Los Angeles, Chicago and overseas. The company recently unveiled its new line of apparel and hopes to launch their women’s line called Kreemo Kisses. As for the future, Kreemo is vying to be a cultural takeover in all mediums including clothing, television and music. “I see Kreemo everywhere, incorporated on everything as a household name,” LaVan said, “We’re a lifestyle brand.”