Our Legacy is a unique label in the fashion world, known for high-quality menswear with intricate designs (asymmetrical stitching, interesting hardware, etc.). Its hero items include the much-talked-about leather camion boots and minimalist outerwear and knitwear, all sold at contemporary price points (from 150 euros to 1,500 euros). The brand eschews trend cycles and traditional fashion shows, instead favoring community events such as a pop-up market (SS24) with retailer Slam Jam. This approach has allowed the brand to maintain a strong fan base and high growth over the past five years without falling victim to the hype cycles and short-lived successes of other modern menswear players.
In recent years, the brand has gained recognition through its own line, Our Legacy Workshop, and through high-profile collaborations with labels from Stüssy to Emporio Armani. But the bulk of its revenue comes from its core business, which has about 200 stockists and seven company-owned stores.
“Our Legacy is a sound investment, and not just because of the numbers,” says James Harris, one half of the menswear podcast duo Throwing Fit, a big fan of Our Legacy. The US is now the brand’s largest market in terms of revenue). “This is not an overnight success story. This is not an overnight rise based on celebrity endorsements. They can’t just get by on stunt marketing, virality, or fleeting moments. ” he says. “Growing at the pace they wanted to set for 20 years. LVMH is not trying to bottle lightning here.”
“I remain adamant in its ability to push the boundaries of men’s and women’s fashion beyond its fan community while staying true to its roots and identity,” said Barcoby.
LVMH is not alone in investing in promising mid-sized companies. According to Bloomberg, Chanel’s Wertheimer family acquired a minority stake in The Row last month through their investment vehicle, Moose Partners, and L’Oréal’s Bettencourt Meyers, through the family’s vehicle Thetis Invest.
“There are only a limited number of brands that can reach the top of the luxury pyramid,” Harris says. “Groups like LVMH now understand that there is another layer of brands, menswear, with a strong customer base. With Our Legacy, we realized there was a space (and a customer) for this level of contemporary menswear.”
This story has been updated with comment from James Harris.
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