40oz Van has become synonymous with designing snapbacks that sell-out within a moment of dropping on the Internet. The designer's success has signified a changing tide—or regeneration—of the streetwear industry. Upcoming brands can catch a buzz and instantly sell to their fanbase to make a crazy amount of cash at the same time.
The NY Post profiled Van, who heads snapback brand 40oz NYC, and asked him about his caps that are influenced by the world of high fashion. To Van, it's all about the kids who wear his stuff imitating and getting a piece of the fame that their favorite rappers or celebrities have.
“I think [customers] want a little piece of the lifestyle,” he says. “They can’t catch these flights, but they can purchase a $40 hat," Van told the publication.
And it has been working—ridiculously well. "Fuller (Van's real last name) has moved his operations to Brooklyn, has an office and ten employees, and says he produces about 60,000 to 70,000 of each design. He sells about 80 percent of those online in that 12-hour window," The paper reports.
Along with catching co-signs from the likes of Victor Cruz and collaborating with brands across the globe, Van shows no signs of letting up in the near future. The kids are here to stay.
[via NY Post]
