Gustin
Gustin is an American menswear brand best known for selvedge jeans sold through crowdfunded pre-orders. It was founded by Josh Gustin and Stephen Powell and sells directly to customers online.
| Founded | 2005 |
|---|---|
| Founders | Josh Gustin, Stephen Powell |
| Model | Crowdfunded pre-orders |
| Core product | Selvedge jeans |
| Website | weargustin.com |
What is Gustin?
Gustin is a US denim and menswear brand founded by Josh Gustin and Stephen Powell. It began in 2005 as a boutique denim label and is now known for a direct to consumer model built on crowdfunding.
History
In 2013 the brand moved to selling directly to customers with its first Kickstarter campaign. That approach became the basis of its own platform, where each new fabric or style is offered as a campaign.
Products and positioning
The core product is selvedge denim, offered in different weights and several fits such as Vintage Straight, Slim, Straight and Skinny. Releases are often defined by the fabric, for example Japanese and American mill denims, heavy slub weaves or naturally dyed indigo. The range has also extended to shirts and other menswear.
Business model
- Customers back a campaign and are charged only when production starts
- Campaigns that do not reach enough support are not produced and nobody is charged
- A smaller selection of popular items is held in stock for immediate purchase at a slightly higher price
Why it matters
Gustin is an early example of demand led production in fashion. By producing only what customers have already ordered, the brand reduces inventory risk and can offer premium fabrics at lower prices than conventional retail.
Frequently asked questions
Who founded Gustin?
Gustin was founded by Josh Gustin and Stephen Powell. The brand began as a boutique denim label in 2005.
How does Gustin sell its jeans?
Gustin sells mainly through crowdfunded campaigns on its own website, charging backers only once production begins.