Corteiz, often stylized as CRTZ, is a London-based streetwear brand that has rapidly ascended to prominence within the UK's fashion landscape since its inception in 2017. Founded by British-Nigerian entrepreneur Clint Ogbenna, Cortiez professionally known as Clint 419, the brand has distinguished itself through its rebellious ethos, innovative marketing strategies, and a tight-knit community of followers.
Founding and Ethos
Established in 2017, Corteiz emerged from London's vibrant underground scene, aiming to redefine streetwear by challenging conventional norms. The brand's logo, inspired by Alcatraz Island, symbolizes a break from societal constraints, encapsulating its mission to empower individuals to pursue their passions without conforming to traditional expectations. This anti-establishment philosophy resonates deeply with a generation seeking authenticity and self-expression.
Innovative Marketing and Community Engagement
Corteiz has garnered attention for its unconventional and guerrilla marketing tactics, which have been pivotal in cultivating a dedicated community. One notable strategy was the "Da Great Bolo Exchange" in 2022, where customers were invited to swap high-end jackets from brands like The North Face, Moncler, Corteiz T-Shirt and Supreme for Corteiz's Bolo jacket. This initiative not only disrupted traditional retail models but also reinforced the brand's community-centric values, as the collected jackets were donated to the homeless.
Corteiz offers a diverse range of apparel, including t-shirts, hoodies, tracksuits, jackets, and accessories. The designs often feature the distinctive Alcatraz logo and the tagline "Rules The World," reinforcing the brand's rebellious identity. The clothing combines elements of street culture with high-end fashion, resulting in pieces that are both stylish and comfortable. Materials are carefully selected to ensure durability and comfort, with premium cotton and polyester blends being common choices.
In 2023, Corteiz achieved a significant milestone by collaborating with Nike to release the Nike Air Max 95 in three exclusive colorways: Gutta Green, Pink Beam, and Aegean Storm. These releases were limited to London, New York, and Paris, respectively, and generated substantial buzz within the sneaker community.
Corteiz's rise reflects a broader trend in the fashion industry, where consumers gravitate towards brands that offer authenticity, community engagement, and a clear ethos. By leveraging guerrilla marketing and fostering a sense of exclusivity, Corteiz has built a brand that resonates deeply with its audience. The nomination for the 2023 Fashion Awards under the New Establishment – Menswear category underscores its impact and potential for future growth.