The Rise and Fall of Mossimo's Presence in Fashion

Once regarded as cool as Stussy, you’ll now find Mossimo at your local Target.

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Fashion
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Once upon a time, Mossimo‘s name was ubiquitous and highly regarded as a hip brand. Founded around 1987 by Mossimo Giannulli, the budding apparel label was known for its cool beachwear with a reputation akin to the like of Stussy‘s. In 2015, Stussy is still largely regarded as a perennially cool streetwear label, while you’ll find Mossimo’s apparel in the rack at your local retailer, such as Target. How did two brands that started off on the same wavelength end up in polar opposites of the fashion market?

Back in its heyday, the Mossimo logo was an instant hit and was inexplicably tied to the emerging activewear trend of the time. But in the fabled tales of companies that grew too quickly, Mossimo’s rapid rise in ranks was also consequential to its demise. In 1992, the company had 52 employees and $32 million USD in sales despite a recession; come 1996, the brand had over 300 employees and went public with an IPO. At its peak, Mossimo’s shares hit a price of $50 USD but fell to $4.75 USD in 1998.

In 2006, Mossimo was acquired by Iconix Brand Group for $135 million USD — so its tenure didn’t end too badly, but its credibility in the streetwear realm definitely diminished. Head over to The Hundreds to read the entire retrospect of Mossimo’s trajectory.

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The Hundreds

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