KULE
KULE is a New York fashion brand founded by designer Nikki Kule, known for striped t-shirts and sportswear. Its shirts are made in Portugal and the label has extended into cashmere and menswear.
| Founder | Nikki Kule |
|---|---|
| Base | New York |
| Signature product | Striped t-shirt |
| Production | Portugal |
| Website | kule.com |
What is KULE?
KULE is the eponymous label of designer Nikki Kule, built around what she calls the perfect striped shirt. Before founding the brand she spent twelve years designing childrenswear and five years at Brooks Brothers. The brand works from a studio in SoHo, New York.
Products and positioning
KULE focuses on striped sportswear with a deliberately non nautical look. The designer continues to refine the signature tee season after season. The range includes:
- Striped t-shirts in many colourways
- Oversized shirts
- Cashmere knitwear and accessories such as mittens
- Striped shirts for men
Production
The shirts are made at an all female factory in Portugal, which had not previously produced for the US market. The same striped shirt concept has since been extended into a dedicated offer for men.
Why it matters
KULE is an example of a single product brand strategy, building a recognisable label around one perfected basic and then extending carefully into adjacent categories.
Frequently asked questions
Who founded KULE?
KULE was founded by designer Nikki Kule, who previously worked in childrenswear and at Brooks Brothers.
Where are KULE shirts made?
KULE's striped shirts are made at an all female factory in Portugal.