YoungLA: From Reselling Phone Cases to Dominating the Fitness Streetwear Market

Table of Contents

1. Key Highlights
2. Introduction
3. The Origins: A Family's Journey
4. The Shift to Activewear
5. Building a Brand with Purpose
6. The Impact of COVID-19
7. Financial Milestones and Revenue Growth
8. The Limited Drop Strategy
9. Celebrity Collaborations and Market Influence
10. The Future: A Physical Presence
11. The Brand's Cultural Impact

Key Highlights

• Rapid Growth: YoungLA, founded by Gurmer and Dashmeet Chopra, has transformed from a small resale business into a $176 million revenue-generating lifestyle brand in just under a decade.
• Innovative Marketing: Leveraging influencer partnerships and a limited drop model, YoungLA has successfully created a sense of urgency and exclusivity around their product releases.
• Expansion Plans: The brand is set to open its first physical store in Los Angeles, marking a significant step in its growth strategy and a shift from its digital-only roots.

Introduction

In a world where fashion trends evolve at lightning speed, few brands manage to carve out a niche that resonates with consumers while achieving substantial growth. YoungLA, a streetwear brand co-founded by Gurmer and Dashmeet Chopra, exemplifies this success story. Launched in 2014, the brand has quickly transitioned from selling phone cases and gymwear to establishing itself as a frontrunner in the fitness streetwear market, generating impressive revenues and attracting a loyal customer base. As YoungLA prepares to open its first brick-and-mortar store, it stands as a testament to the power of innovation, marketing savvy, and a keen understanding of consumer demands.

The Origins: A Family's Journey

The Chopra brothers' journey began in India, where they left for the United States at a young age. Their father, driven by a desire for better opportunities, immigrated with the family to New Jersey and later California, where he worked in the gift shop industry. Despite initial struggles, the family’s entrepreneurial spirit was nurtured through the challenges they faced.

In California, Gurmer and Dashmeet began selling iPhone cases online, which paved the way for their future endeavors. The duo learned about e-commerce from the ground up, understanding the intricacies of online sales while honing their business acumen. This foundation would serve them well in the years to come.

The Shift to Activewear

In 2016, after Gurmer decided to leave his auditing job at Ernst & Young, the brothers pivoted from reselling products to creating their own brand, YoungLA. Their initial product—a pair of men’s gym shorts—was a risk, but it was a calculated move that paid off. With a mere $5,000 investment, they launched their first original product on Amazon, leveraging their established online presence.

The early days were characterized by a trial-and-error approach, but as they refined their offerings, their goals grew. Initially aiming for ten orders a day, they saw their sales multiply as they transitioned to direct-to-consumer sales, building an engaging Instagram presence to connect with fitness enthusiasts.

Building a Brand with Purpose

What distinguishes YoungLA from its competitors is its unique blend of streetwear and athleisure. The brand’s aesthetic draws inspiration from larger companies like Supreme and Gymshark but positions itself distinctly through its limited drop model and influencer partnerships. Each biweekly release creates a buzz, encouraging customers to act quickly to secure their desired items, a strategy that has proven highly effective.

The Chopra brothers understood that to thrive in a crowded market, they needed more than just quality products; they needed to create a lifestyle around their brand. By collaborating with fitness influencers and athletes—many of whom have substantial followings on platforms like TikTok—YoungLA has not only increased brand visibility but also established a community of loyal supporters. Promotional codes and affiliate marketing strategies have further incentivized influencers to promote YoungLA, resulting in significant sales growth.

The Impact of COVID-19

The COVID-19 pandemic presented an unexpected boon for the fitness and athleisure sectors. With gyms closing and people seeking alternatives for staying active at home, YoungLA capitalized on this shift. Their revenue skyrocketed from $6 million in 2020 to $35 million in 2021, as consumers sought comfortable, stylish clothing that suited their new lifestyle. The pandemic accelerated the brand's evolution, allowing it to capture an expanding market for athleisure.

Financial Milestones and Revenue Growth

YoungLA's trajectory over the past few years has been remarkable. By 2022, the brand nearly tripled its revenue to $90 million, showcasing the effectiveness of its marketing strategies, product quality, and community engagement. In 2023, they achieved $150 million in revenue, solidifying their status in the industry.

The financial success can be attributed to a well-oiled production process, allowing the Chopras to efficiently design, manufacture, and release new products. Their ability to maintain a balance between supply and demand through limited releases has not only enhanced profit margins but also fostered a sense of exclusivity around the brand.

The Limited Drop Strategy

YoungLA's approach to product releases is a key factor in its success. Borrowing from the scarcity model popularized by streetwear giants, the brand intentionally understocks its collections to create a sense of urgency. This strategy encourages consumers to purchase at full price, knowing that once an item sells out, it may not be restocked for months.

While this model presents risks—such as the potential for disappointing sales if stock levels are miscalculated—it has largely worked in YoungLA's favor. The brand manages to sustain significant interest in its products, driving consistent sales month after month.

Celebrity Collaborations and Market Influence

The allure of YoungLA has been amplified by its collaborations with high-profile celebrities like Arnold Schwarzenegger and Tyson Fury, as well as prominent UFC fighters. These partnerships not only enhance brand visibility but also attract new customers who may not have previously engaged with the brand.

By aligning with well-known figures in the fitness community, YoungLA effectively positions itself as a legitimate player in the streetwear and athleisure markets, appealing to a broader audience while maintaining its core identity.

The Future: A Physical Presence

As YoungLA prepares to open its first retail location in Los Angeles' Westfield Topanga mall, the brand is poised to enter a new chapter. The decision to establish a physical presence marks a significant shift from its digital-only origins and demonstrates the confidence the Chopra brothers have in their brand's growth potential.

This move not only aims to enhance customer experience but also serves as a strategic effort to capture a larger share of the retail market. As the brand continues to expand, it will be crucial for YoungLA to maintain the essence of what has made it successful thus far while adapting to the challenges and opportunities that come with a physical storefront.

The Brand's Cultural Impact

The visibility of YoungLA, particularly among younger consumers, speaks volumes about its cultural relevance. Observations of concerts and events reveal that YoungLA clothing is often seen in crowds, creating a sense of community among wearers. This visibility reinforces the brand’s position as a lifestyle choice, not just a clothing line.

The Chopras have expertly navigated the intersection of fitness, fashion, and social media, creating a brand that resonates deeply with its audience. YoungLA’s success is a testament to their understanding of market dynamics and consumer behavior.

FAQ

What inspired the founders to start YoungLA? Gurmer and Dashmeet Chopra were motivated by their early experiences in selling products online and saw an opportunity to create their own brand in the activewear sector.

How does YoungLA maintain its exclusivity? The brand uses a limited drop model, releasing new collections biweekly and intentionally understocking items to create urgency and scarcity.

What role do influencers play in YoungLA's marketing strategy? Influencers are crucial to YoungLA's marketing efforts, as they promote the brand through social media, driving traffic and sales while earning commissions on sales made through their promotional efforts.

How has the COVID-19 pandemic affected YoungLA? The pandemic significantly boosted YoungLA's growth, with an increased demand for athleisure wear as people shifted to home workouts and casual clothing.

What are the future plans for YoungLA? YoungLA plans to expand its retail presence with brick-and-mortar stores while continuing to grow its online sales and maintain its strong community engagement through influencer partnerships and innovative marketing strategies.