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Unisex brand Entire Studios is one of the trendiest labels right now — seen on Kylie Jenner, Dua Lipa and Hailey Bieber — but co-founders Dylan Richards Diaz and Sebastian Hunt say they aren’t designing with trends in mind. Instead, they follow their own intuition, paired with good-quality fabrics, a distinctive silhouette and accessible pricing. Entirely logoless, it’s a label that’s identifiable by its aesthetic alone.
Now in its third year, with a Selfridges capsule and a collaboration with Kylie Jenner’s Khy under its belt, Entire Studios is gearing up for growth by diversifying its category beyond outerwear and basics, forecasting revenues of $30 million-plus in 2024, up 240 per cent on 2023. Its success is reflective of a consumer desire for good-quality clothing that’s not marked up to luxury price points, as well as a move away from loud branding towards subtler, yet distinctive, visual signifiers.
They now run a team of eight employees, and with five collections and a sixth iminent, Entire Studios has racked up 75 stockists worldwide — Selfridges, MyTheresa and Ssense included. The latter was the first to tap them up in 2020, which was beneficial for onboarding, back when all they had to show the buyer was “little DIY social videos”.
New Zealand born-and-raised creatives Richards Diaz and Hunt founded Entire Studios in 2020, but their relationship stems back to the day they met, aged 17. Bonded by a shared mindset and an uncompromised creative vision, they spent their late teens and early twenties tirelessly concepting and styling DIY shoots on zero budget, developing their portfolios via Instagram (“We were treating it like a fucking LinkedIn,” Richards Diaz says). Their hard-line vision was so striking that, in 2015, Ye (Kanye West) plucked the duo from obscurity and flew them to Arizona to ghoststyle a Yeezy shoot.
They then spent five years at Yeezy, referring to the experience as a “design bootcamp”. “It really helped us focus on things like colour theory, silhouette, shape and design details,” explains Richards Diaz. “The way [Ye] worked was so meticulous — we learned a lot, not only about design and image, but also how a business works. That was our first-ever full-time job in the industry.”
Richards Diaz and Hunt bring complementary skills to the brand: the former works around the clock, creative juices flowing at speed, while the latter holds him accountable for his ideas, shaping the business strategy. This synergy is why they launched Entire Studios in 2020, a self-funded label inspired by their distinctive personal styles and the challenges, lessons and hacks learnt throughout their styling careers.
Starting small, perfecting product
Entire Studios’s founding principle is in the name. To create an entire wardrobe centred around three pillars: quality, affordability and functionality. However, launching an entire product offering right off the bat comes with many obstacles — from pricing, to production and logistics. Instead of going to market with a full line sheet, they launched with the PFD Puffer in 2020, an oversized, cropped style in three colourways: blue, orange and gunmetal grey. Boosted by a strategy that focused 50/50 on social media marketing and gifting LA’s coolest kids — including Kylie Jenner, Kim Kardashian, Scott Disick, Veneda Carter and Parris Goebel — all 200 units of the PFD sold out within 10 minutes, with one colourway snapped up in just 60 seconds.
Richards Diaz and Hunt knew they were onto a winner. “It was crazy,” says Hunt. “Me, Dylan and our web developers had the Shopify app and it would ‘ding’ every time something sold. We felt like we’d get that response, but the reassurance that it was a reality gave us the confidence that our own brand was potentially going to work.” A Kylie Jenner co-sign came next, prompting a new wave of followers, followed by a direct-to-consumer activation in Soho Warehouse, LA. The brand’s second drop saw it expand into spandex, and, anecdotally, the demand for a full wardrobe increased tenfold. Entire Studios’s team of two started to grow, initially with a production manager, followed by menswear and womenswear designers.
Richards Diaz and Hunt cite the label’s fourth collection, released in August this year, as the turning point that saw their formative vision of a complete wardrobe come into play. They expanded into workwear jackets and trousers, draped dresses and bodysuits and a plethora of new outerwear fabrics, all with the same goal: to offer people access to luxury products without the financial limitations. And with prices for bomber jackets and puffers ranging from $300-$500 and jersey sweatshirts and pants priced between $180-$200, it’s a reality that allows a diverse customer base to be part of the buzz – from celebrities, to high school students, to the founders’ own mothers, they say.
“I feel like our profit margins could be a lot higher,” Richards Diaz says. “But we have good fabrics, it’s cool, and it’s well priced, so we’ll sell a lot more this way than if we’re like, ‘Oh this hoodie’s good fabric, but it’s $500’. You know?”
Scaling wholesale
A physical store isn’t off the table, but for now the pair are developing the brand with wholesale partners (wholesale represents around 70 per cent of the business). At the end of last year they released an exclusive collection with Selfridges, described as a “full circle moment” years after “pretending we were rich people” on Yeezy buying trips to London charged to the company card.
The brand more recently launched a Selfridges pop-up, which opened on 11 December located in the menswear department, in a brutalist, stainless-steel fit-out designed alongside fellow New Zealander and furniture designer Leon Mckay. The capsule features signature puffer pieces and body-skimming base layers in khaki and dusty pink. For Bosse Myhr, Selfridges’s director of menswear and womenswear, it is Entire Studios’s distinctive aesthetic that makes the brand so desirable: “The way the pieces are structured and cut makes for a unique look that Entire Studios have made their own. The way volumes are put together and casual pieces are mixed with items that are more high fashion is what’s truly exciting.”
Working with wholesalers has pushed the brand towards some industry norms they initially sidestepped. Their sixth drop will be known as its Spring collection, as the brand is transitioning to a more traditional production calendar with four collections per year. This was a choice made to formalise relationships with wholesale partners who buy on specific schedules.
Dropping on 15 January, the upcoming collection features Japanese denim (“Which I’m super excited about — it’s sold tremendously well in wholesale so we’re developing new styles and colours,” says Hunt), cashmere coats and shaggy jackets (“it’s starting to get more fun,” adds Richards Diaz). There’s also an Entire Studios accessories line in the works with a yet-to-be-disclosed wholesale partner.
The brand’s first physical showroom will be unveiled in Paris this month. “It’s going to be nice to meet wholesale clients face to face to show them these elevated fabrics and compositions,” says Richards Diaz. The number of stockists who’ve bought into the brand from afar only goes to show the belief in what’s shaping up to be a big year, the duo agrees, with a view to scale wholesale in 2024.
For the founders, though, it’s all about staying true to themselves: “I’m glad we’ve always stuck to our gut,” says Richards Diaz. “We didn’t try to follow anyone or any trends,” Hunt agrees, “We’ve always gone with our intuition and when it comes down to it, it’s worked every time.”
Key takeaway: After cutting their teeth at Yeezy, the duo behind rising label Entire Studios is carving out their own name. Dylan Richards Diaz and Sebastian Hunt have created a distinct aesthetic, with unisex styles and no logo in sight. After launching three years ago, the brand counts a collaboration with Kylie Jenner’s Khy, a Selfridges capsule and pop-up, plus a total of 75 stockists worldwide. They say wholesale is their focus as they grow their brand, and believe their quality fabrics and accessible price points are resonating with customers all over.
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