In A World of Graphic Sweatshirts, How Did Madhappy Become Successful?
There is certainly no lack of graphic sweats to buy, and I, like many others, am a sucker for them all. With such a highly saturated market, companies often have one design to be popular rather than their whole brand. This is not the case for LA-based clothing label Madhappy.
Madhappy’s designs have been centered around optimism from its start in 2017. The goal has always been to make products and experiences that uplift people’s mental health. They have consistently made sweats, tees, accessories, and more. Younger and socially conscious consumers have taken a liking to Madhappy.
In addition to their clothing, Madhappy has built a news website called The Local Optimist that covers everything mental health-related. The website has podcasts, articles, and interviews. Most recently, Madhappy had TikTok-turned-Barstool Sports star Josh Richards on their podcast to talk about how social media affects mental health. I recommend listening to the episode, as Richards had a unique perspective on the issue. In addition to Richards, The Local Optimist has very intelligently conducted interviews with influencers who match the topic. For example, they spoke with realistic-haul TikToker Remi Bader about body image, “We Met At Acme” podcast host Lindsey Metsalaar on dating and sobriety, and more. Not only do these interviews give readers a new viewpoint on the subject, but they also create a more intimate relationship between the listeners and influencers.
Additionally, the articles are often fascinating. I especially liked the articles “How to Recognize And Deal With Burnout” and ‘The Dangers of Toxic Positivity.” Madhappy is shedding light on common feelings that do not get spoken about enough. Also, The Local Optimist site itself is very well done and fits the brand’s aesthetic.
This brings me to my next reason why Madhappy is so popular: branding. They have stayed consistent throughout their designs. Generally, Madhappy uses a lot of colors and fun fonts on both their website and clothing items. These designs prompt positive emotions. More specifically, Madhappy sweatshirts are immediately recognizable by their loop stitching on the hood. This branding is essential for it makes the line easily detectable without becoming too much of a flashy label. It also creates a sense of a community of people who support mental health awareness. Even if Madhappy’s message does not resonate with prospective buyers, they will want to join this cool LA-style club of people with funky stitching on their sweats.
Similarly, Madhappy’s exclusivity keeps people coming back for more. Instead of having distinct seasonal clothing lines, Madhappy does sporadic drops online. These drops often sell out fast, so buyers must pay regular attention to the brand’s social media accounts to see what is coming up. This way, Madhappy stays on people’s minds. The lack of stock also makes buyers want to buy items more, and they do not have time to sit on it and decide if a $180 sweatshirt is worth it, so they just hit click.
Madhappy’s pop-up stores have been wildly intriguing for consumers. This is because Madhappy does not sell to any retailers, and the only way to get its clothes are off the website. So, these pop-up stores are a great opportunity to see all the options in person and try them on for fit. Madhappy has also made exclusive sweats for all their pop-up locations, provoking customers to travel in person. Having one of these sweatshirts is the VIP of the VIP.
Lastly, Madhappy knows how to do a collab. They have done many collaborations with cool-but-not-over-done brands and companies. Some of my favorite Madhappy collaborations are Curb Your Enthusiasm, Jon and Vinny’s, Apple Pan, Vans, and Prince Street Pizza. As you can tell, they keep these partnerships mostly LA-centered. I would love to see a Madhappy x In-N-Out or Erewhon in the future. One can only dream.
