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.

Fashion
14,878 Hypes 0 Comments

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.

Read Full Article

What to Read Next

Netflix's Upcoming Documentary Covers 'The Rise and Fall of AND1'
Entertainment

Netflix's Upcoming Documentary Covers 'The Rise and Fall of AND1'

Part of its ‘Untold’ sports documentary series.

The Rise, Fall, and Resurrection of Memphis Milano
Design 

The Rise, Fall, and Resurrection of Memphis Milano

Ahead of a new retrospective in Milan, we speak to curator Christoph Radl about why the Memphis design movement continues to make waves decades after its inception.

Matt Johnson's Film About Rise and Fall of BlackBerry Announces Cast
Entertainment

Matt Johnson's Film About Rise and Fall of BlackBerry Announces Cast

The upcoming movie is based on the 2015 bestseller ‘Losing the Signal.’


Cinemas Ban Groups Watching 'Minions: The Rise of Gru' in Formal Attire
Entertainment

Cinemas Ban Groups Watching 'Minions: The Rise of Gru' in Formal Attire

Bobspeed you gentleminions.

This Interactive Instagram Map Shows the Popularity of Foods Around the World
Food & Beverage

This Interactive Instagram Map Shows the Popularity of Foods Around the World

Food truly brings the world together.

Streetsnaps: Josh Johnson at Agenda New York
Events

Streetsnaps: Josh Johnson at Agenda New York

The dressier side of Agenda’s community.

Nike Air Presto OG "Unholy Cumulus"
Footwear

Nike Air Presto OG "Unholy Cumulus"

Another OG colorway for the style’s hyped return.

Stone Island 2015 Fall/Winter Video Lookbook
Fashion

Stone Island 2015 Fall/Winter Video Lookbook

The latest from Italy’s outerwear generalissimo.

Common Projects 2015 Fall/Winter Collection
Footwear

Common Projects 2015 Fall/Winter Collection

The luxury sneaker brand introduces a few new silhouettes.


Grooveshark Co-Founder Found Dead in Florida Home
Tech

Grooveshark Co-Founder Found Dead in Florida Home

“There was no evidence of foul play or suicide,” report local police.

#OnFeet at Agenda New York 2015 Summer
Events

#OnFeet at Agenda New York 2015 Summer

Surveying the hottest kicks at Agenda’s summer session in New York.

Mick Jenkins - Get Up Get Down (Produced by Stefan Ponce & ThemPeople)
Music 

Mick Jenkins - Get Up Get Down (Produced by Stefan Ponce & ThemPeople)

In recent months, Mick Jenkins has been promoting and building anticipation for his next major

A$AP Rocky Believes He Can Be the New James Bond
Music 

A$AP Rocky Believes He Can Be the New James Bond

A$AP Rocky thinks he can take on the role of James Bond. Speaking to Esquire for a recent piece,

Drake Previews New Music During Wedding
Music 

Drake Previews New Music During Wedding

Some new music from Drake was debuted during his barber’s wedding over the weekend. Thanks to some

More ▾
 
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Looks like you’re using an ad-blocker

We charge advertisers instead of our readers. Support us by whitelisting our site.

Whitelist Us

How to Whitelist Us

screenshot
  1. Click the AdBlock icon in the browser extension area in the upper right-hand corner.
  2. Under “Pause on this site” click “Always”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlock Plus icon in the browser extension area in the upper right-hand corner.
  2. Block ads on – This website” switch off the toggle to turn it from blue to gray.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlocker Ultimate icon in the browser extension area in the upper right-hand corner.
  2. Switch off the toggle to turn it from “Enabled on this site” to “Disabled on this site”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the Ghostery icon in the browser extension area in the upper right-hand corner.
  2. Click on the “Ad-Blocking” button at the bottom. It will turn gray and the text above will go from “ON” to “OFF”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the UBlock Origin icon in the browser extension area in the upper right-hand corner.
  2. Click on the large blue power icon at the top.
  3. When it turns gray, click the refresh icon that has appeared next to it or click the button below to continue.
screenshot
  1. Click the icon of the ad-blocker extension installed on your browser.You’ll usually find this icon in the upper right-hand corner of your screen. You may have more than one ad-blocker installed.
  2. Follow the instructions for disabling the ad blocker on the site you’re viewing.You may have to select a menu option or click a button.
  3. Refresh the page or click the button below to continue.