Transforming Denim: The Resilient Journey of Still Here, A Modern Vintage Brand

Table of Contents

1. Key Highlights:
2. Introduction
3. Recognizing a Market Gap Others Overlooked
4. Building with Resourcefulness Instead of Capital
5. Turning Setbacks into Strategic Pivots
6. Keeping Growth Tied to Financial Discipline
7. The Future of Still Here

Key Highlights:

• Origin of the Brand: Still Here, founded by Sonia and Maurice Mosseri, was born from a personal connection to vintage denim, specifically a pair of Levi's that Sonia's father wore.
• Strategic Growth: The brand's rapid success is attributed to resourceful operations funded by wedding gifts and a focus on direct consumer engagement, especially during the pandemic.
• Adapting to Challenges: The Mosseris turned various setbacks, including retail bankruptcies and a global pandemic, into opportunities for growth and innovation.

Introduction

In an age where fast fashion dominates, the success story of Still Here—an innovative denim brand based in New York—stands out as a beacon of creativity and resilience. Founded in 2017 by Sonia and Maurice Mosseri, Still Here embodies a unique combination of nostalgia and modernity, channeling the aesthetics of vintage denim while catering to contemporary consumer needs. The couple's venture began with a modest $20,000 gift from their wedding, yet they transformed it into an eight-figure enterprise without external funding. As they navigated tumultuous retail landscapes, pervasive industry challenges, and their own steep learning curve in garment production, the Mosseris cultivated a brand ethos that emphasizes high-quality craftsmanship, strategic marketing, and a deep emotional connection with customers. Their journey is a testament to identifying market gaps, fostering creativity over capital, and maintaining growth through financial discipline.

Recognizing a Market Gap Others Overlooked

Sonia Mosseri’s inspiration for Still Here was sparked by a cherished pair of Levi's owned by her father. This heirloom, full of character and patched by her grandmother, symbolized the enduring charm of durability and vintage style. Reflecting on this piece of family history, Sonia recognized a glaring absence in the denim industry: a demand for classic, vintage-feel denim trousers.

In the years leading up to the brand's launch, the retail landscape was dominated by stretch materials and high-priced authentically vintage pieces, often exceeding $300. Sonia saw women and men alike yearning for something reminiscent of the classic blue jeans, which offered both comfort and style without the hefty price tag. Taking matters into her own hands, she began creating her own line of painted vintage jeans, sharing her creations on Instagram. The buzz quickly gained traction, attracting attention from influential editors, retailers, and consumers who resonated with her vision of 100% cotton denim that offered a vintage feel combined with a modern fit.

This endeavor was more than just an artistic pursuit; it signaled Sonia’s sharp instincts regarding consumer trends. By linking a cherished family memory to a product that met an overlooked demand, Sonia effectively laid the groundwork for a brand that champions both heritage and innovation.

Building with Resourcefulness Instead of Capital

The foundation of Still Here is inseparably tied to the resourcefulness of its founders. Initially funded by their wedding gifts, Sonia and Maurice Mosseri both continued to work full-time jobs while they launched the brand. Maurice’s background in consumer electronics provided him with a fundamental understanding of wholesale operations, which proved vital as Still Here began to take shape.

Sonia’s hands-on approach involved traveling to Los Angeles to source fabric, test quality, and collaborate with pattern makers. Their unorthodox debut at their first trade show is iconic: rather than adhering to typical procedures, they showcased their denim by bringing a rack of samples without renting a booth, painting denim right on-site. This bold initiative yielded explosive results—by the end of the show, they had garnered interest from around 250 retailers, including recognition from prestigious names like Barneys New York.

The Mosseris’ ability to leverage creativity and initiative in the face of limited capital epitomizes the entrepreneurial spirit. While they lacked the financial resources often required to make a significant impact, they compensated with innovative strategies and a willingness to bend convention when necessary.

Turning Setbacks into Strategic Pivots

The buzz surrounding Still Here’s launch and their strong performance at the trade show quickly translated into real-world success. Their first collection sold out within a week and a half, breaking denim sell-through records and setting the stage for monumental growth. Yet, just as it seemed the stars were aligning, disaster struck: Barneys declared bankruptcy, abruptly impacting their business plans after receiving a substantial order.

Instead of viewing this development as a setback, Sonia and Maurice reframed it as an opportunity. “It never really marked a bad moment. … It actually catapulted us to the exposure we needed,” Sonia reflected. The visibility gained through Barneys’ bankruptcy allowed them to forge partnerships with other high-profile retailers, including Net-a-Porter, Browns, and Selfridges.

The onset of the COVID-19 pandemic in 2020 presented yet another challenge. With wholesale orders suspended and inventory trapped in California, the Mosseris pivoted to a direct-to-consumer model. They repurposed their Brooklyn apartment into a makeshift fulfillment center and launched a new Shopify site with the assistance of Human NYC, a digital agency. Their approach included handwritten notes with each order, a personal touch that reaffirmed emotional connections with customers at a time when many felt isolated.

Harnessing creativity during crises defined the evolution of Still Here. Where others saw insurmountable obstacles, Sonia and Maurice found pathways to growth, ensuring their business not only survived but thrived amid adversity.

Keeping Growth Tied to Financial Discipline

From the genesis of Still Here, the Mosseris' approach has been underscored by a commitment to financial stewardship. Maurice emphasized a rigorous return-on-investment mindset: “Everything we did initially had to have a return on investment, or else we wouldn’t be around in six months.” This level of scrutiny drove their decisions at every turn.

Funding for growth came from deposits on wholesale orders, meticulous negotiations for favorable rental agreements, and a careful selection of store locations designed to mitigate risk. Transitioning into physical retail spaces provided an effective solution to common ecommerce challenges, such as fitting difficulties with 100% cotton denim. This shift not only improved customer experience but also cultivated what Maurice refers to as “sticky sales”—buyers demonstrating strong loyalty and low return rates.

Moreover, their wholesale strategy was refined to engage only with the most suitable partners, ensuring all sales channels operated with independent profitability. This discipline was paramount in crafting a sustainable growth model. Currently, Still Here boasts two locations in New York City, plans for a store in Brooklyn, and international market aspirations on the horizon.

By prioritizing fiscal responsibility while expanding their brand footprint, the Mosseris created a resilient platform capable of withstanding market fluctuations. Their journey illustrates that financial prudence can be as pivotal to success as bold creative endeavors.

The Future of Still Here

Still Here stands at a crucial juncture, armed with a strong foundation of principles of authenticity, resilience, and consumer connection. The Mosseris have crafted a brand that does more than just sell denim; it tells a story rooted in family history, nostalgia, and a commitment to quality.

As they explore new territories, both geographically and in terms of product offerings, the Mosseris remain committed to their core values. The ongoing dialogue with their customers informs every decision, ensuring their products resonate with buyers who appreciate craftsmanship, sustainability, and the embodiment of the vintage spirit.

FAQ

What inspired the Mosseri couple to start Still Here?
Sonia was inspired by her father's vintage Levi's, which reflected a need for authentic, classic denim that was lacking in the market.

How did the founders manage to launch without outside funding?
The launch was primarily funded with $20,000 from wedding gifts, combined with income from their full-time jobs during the initial stages.

What challenges did Still Here face in its early years?
The brand faced retail bankruptcies, a global pandemic, and the complexities of building a clothing line from scratch, but the Mosseris turned these challenges into opportunities.

How does Still Here maintain its growth?
By adhering to financial discipline, focusing on ROI, and establishing strong direct-to-consumer relationships while selectively partnering with key wholesale retailers.

What is Still Here’s long-term vision?
To further expand both their brick-and-mortar presence and international reach while focusing on maintaining the quality and authenticity that define their brand.

The journey of Still Here serves as a powerful narrative of ingenuity and determination, illustrating that entrepreneurship can lead to success even against challenging odds. The Mosseris have proven that passion for a product and an unwavering commitment to quality can create not just a brand, but a legacy that resonates with consumers. Through their remarkable journey, Still Here continues to stand as a testament to the enduring allure of vintage denim and the creative vision molded by its founders.