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Nick's avatar

I'm not sure if this falls under the first category. I think a "Minted New York" parent company with a "Minted Performance," and "Minted Lifestyle" (names are examples) as separate subsidiary companies could work, keeping them under the same ecosystem. I think either side of the brand losing the "Minted" trademark and goodwill ultimately diminishes the product.

I have been following along for the better part of three years, and in my head there are two definitive sides to the company, and that's ok. You can look to most clothing or even shoe companies today and see that usually there is something along the lines of a Lifestyle, and a Technical category within the main company.

Ultimately as a consumer, losing the "M" or the "Minted" branding for either sub co would be to lose recognition in the marketplace, which is incredibly important in my opinion. As a very happy customer of Minted, I hope this is somewhat helpful.

Edited to say: After reading a couple times, this would fit into the last category I think. I didn't understand it fully upon the first read through.

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Blake Matrone's avatar

As someone who has been following since the very early days I think the brand story and journey is really cool and unique. It’s what makes minted minted. I am not a runner but do more bodybuilder style training, love fitness and also have a love for fashion, and am a big fan of the supplements. It’s rare to see a brand truly dive into the athletic wear as well as “athleisure” but also do such incredible work with men’s fashion and do supplements well too. Personally I think the niche minted has created is its own. There is a gap for people like myself who want fashion in the gym and on the street where a brand can truly own a category for those that love fitness and fashion. Idk if this helps but that’s my 2 cents. I plan to be a supporter either way the brand goes.

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