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.
I typed out something very similar but you phrased this better than I could put in to my own words. The brand recognition of Minted is so valuable at this stage that re-branding either line would be detrimental in the long run.
On the contrary, if you were to change the name of the running side, my first thought was “Motion”, which I don’t doubt was among brainstormed ideas. Would also mean keeping that glorious M logo 🤩
I love the Minted name for both clothing vibes. But in the event of a name change, I think the running side would be less impacted by a name update, given the history and establishment of the lifestyle clothing side.
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.
Totally agree with this. I think option 4 makes the most sense with the “mother brand” as an umbrella for other parts underneath. I think the audience and following you have developed has been based on the ideas, principles and quality of minted New York and can back any future changes.
Interested in whatever direction you guys take and will continue to support 🔥
Definitely a tale of two audiences. In the beginning of the brand most of the followers were flown through your personal social media and saw the release of jewelry, hoodies, and singlets at the beginning. You made products that you were passionate about and other people wanted. Now that the brand is larger and products have really improved you are attracting a whole new audience that is not familiar with the story between fitness and menswear. Personally I don’t see it as an obstacle, almost a benefit for people that are in a search of a brand that cares about both performance and menswear. More recently I have seen brands live in the “gray” area: Roa, klattermusen, GR10-K, our legacy even. It depends what you are looking for and what story you want your garments to tell. Personally I like the new running “m” logo for the athletics / avant garde pieces and minted New York typography logo for menswear. Summary you can’t go wrong either way, good products are good products. But may be easier to label “minted performance” for gels, hydration, and athletics. And then minted New York for traditional menswear pieces.
If you follow the socials (Instagram, YouTube) the messaging is clear and straightforward not confusing at all. If you come across a new brand part of connecting with it is by learning what it’s about and you guys do a great job of that. No confusion if you take the time to understand the brand
Hi Marcus, I found you through running tiktok videos you made years ago and have been following since. I have many of the Minted running apparel ( which are my favorite ), as well as some jewelry. I think your brand message is actually pretty clear if you look into the brand and your guys’ history. The brand philosophy has always been clear to me in executing fashion that doesn’t sacrifice quality while being innovative. I would love for the brand name to remain the same, I love how it looks on the performance line.
If you do want to create more separation I’d like something simple like Minted Performance and Minted Fashion? Both under Minted New York on the website or something similar, I think people like me who appreciate both your menswear and performance lines like the cohesion. Either way thanks for sharing your thoughts, cheers!
I understand the peoples perspective from where does ‘Minted New York’ stands for because there are different products which have been sold. But in my opinion: I know Minted New York and Marcus through TikTok/youtube and I have been following the brand for while. I know Minted New York as a running, apparel, supplements and jewellery brand. You sell what you want to sell but you also want to satisfy the customers of course. And tbh, I like that. Why do you have to choose a strategy or rebranding? I like where the brand is going: the brand reflects the creativity of you (Marcus), Shawn and Clay. The story of the brand is also a reason that makes me a ‘customer’. Minted New York should stay in my opinion but just put more content out with the reasoning behind products so people understands it more I guess. You already do this via youtube, substack etc. But it can be more!
I understand the confusion some might feel, but I think the message is clear and resonates with many people (clearly): Minted New York blends the performance aspect of running with an interest in trending fashion. As someone passionate about both, I love how you’ve united these interests under a brand I respect and trust; what sets you apart. It also allows the opportunity for many people interested in high end fashion to develop an interest in running as well, thus increasing sales on both sides.
For addressing the brand architecture challenge, I’d suggest looking at how Ronnie Fieg and Kith have maintained their vision while expanding into diverse areas of pop culture. Kith has successfully built a cohesive identity where people instantly understand what the brand stands for, whether it’s streetwear, collaborations, or lifestyle products, while keeping their social media and product lines distinct yet unified. A similar approach, perhaps through a “master brand” with clearer sub-lines as you mentioned, could help Minted New York retain its position.
Awesome to see y'all care about these details, but I would love if it was kept as Minted NY and that's it; the name and vision speak for themselves.
I found you through Timm Chiusano's socials, him mentioning your pre-workout was my first exposure to the brand, and was also a bit confused about the jewelry aspect of the line. However, my interest in Supreme, Kith, and other similar brands made easy to associate Minted menswear and lifestyle apparel with the running gear.
All of that to say, I like idea 4 and would also want to see Minted remain a core component of the running gear's brand identity. Keep Minted as the "parent" company, and give interest-related names to the "subsidiaries". I don't feel the name would become too long, and on the social side you could create another handle so that the sub sets of the brand have their own voices (see Complex, Kith, Hypebeast/HBX socials as examples).
Minted is Minted. It doesnt need to be boxed-in to be understood. A name does not make a thing. What is "the thing"? "The thing" for me is how I feel when I rock the gear.....whether its running, chillin, or at work. If the customer doesn't get it then maybe "the thing" is not for them.....so the question is..... Who is Minted? If everyone is Minted, then no one is. Stay true to what you are....If boxing in categories is needed to advance revenue, then create an off brand by Minted that covers all the boxes. I like where you're at....If people need to be educated then I suggest Collabs. Yo; Ronnie aint changing his name....he adds nouns to his name (kids, treats, women; ect).....In the words of Marlo Stanfield: "My name is My name". Keep it Minted bros.
Don’t let people put you in a box. Minted is Minted. When a friend asks, “Where’d you get?” the answer is Minted — and it can be both things. It’s cool and unique that you can have such a contrast on your Instagram. Sameness isn’t cool. In terms of site nav, people will find what they want to find. Performance and Lifestyle are two categories that come to mind, but people can filter and search for what they want. More confusing than contrasting styles in a brand are two distinct brands with similar names but one history.
The brand is y’all and what you create. As someone who’s worked in marketing, loves running, and lives with his brother in nyc, your story resonates a lot. Continue to focus on the great products, customer experience, and content that you already deliver, and don’t focus on catering to the lowest common denominator!
I'd use "Minted New York" as the main Brand and if you all love menswear the most than use it for that, and then do "Minted Nutrition or Minted Supplements", "Minted Running / Performance" and you could extend that to a whole range of other products/markets I think. I never led a company and have 0 clue but I wouldn't mind having multiple minted for multiple markets etc.
I think the connecting word would be "Minted" so whenever that appears in a brand name I would think it's you, doesn't matter if it's "minted running" "minted new York/menswear", "minted nutrition" as long as minted is in there customers would probably get it and recognise it and connect it with your already successful storytelling of minted new York.
I would keep the "Minted" for every market/product category as it's the word that people connect with your brand. Using a new name is probably a lot of pain.
So I think the last category would be the one I would probably go for and would appreciate the most as a customer.
Anyway, big fan of your stuff and the YouTube. Keep it going! Greets from Germany :-)
For me Minted New York is a brand that is a bridge between running and casual wear! You can run 5-10k in it and go for coffee with friends. This was the key for me to watch the brand develop!
I liked idea 4. Endorsed-Brand System
Why this works:
•Preserves the Minted brand equity-no need to lose recognition, loyalty, logo, or emotional associations.
•Reflects internal architecture-two lines, two directions, one philosophy.
•Allows scalability: Minted Running can coexist with Saucony, Strava, Tracksmith. Minted New York can sit alongside Aimé Leon Dore, Noah, Bode.
•Keeps the personal essence of the brand- “I started with jewelry, but fell in love with running”-and that’s incredibly lively.
I would like to go to a site where there are two entrances: "I'm here for running" vs. "I'm here for style."
"I couldn't decide between speed and style"
Minted is a brand for those who run in sneakers and in life, who respect the shape of the body and the suit. You create clothes for movement, whether it's a 10K run or running through the streets of New York.
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.
I typed out something very similar but you phrased this better than I could put in to my own words. The brand recognition of Minted is so valuable at this stage that re-branding either line would be detrimental in the long run.
I don’t have a ton of input other than I’d love to see the running side keep the “Minted” brand identity if possible.
We have been tossing around Minted Running in the office for a little bit - would let us keep the new "M" logo too
On the contrary, if you were to change the name of the running side, my first thought was “Motion”, which I don’t doubt was among brainstormed ideas. Would also mean keeping that glorious M logo 🤩
I love the Minted name for both clothing vibes. But in the event of a name change, I think the running side would be less impacted by a name update, given the history and establishment of the lifestyle clothing side.
love this and these thoughts. would make a hell of a vlog.
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.
Totally agree with this. I think option 4 makes the most sense with the “mother brand” as an umbrella for other parts underneath. I think the audience and following you have developed has been based on the ideas, principles and quality of minted New York and can back any future changes.
Interested in whatever direction you guys take and will continue to support 🔥
Minted Running by Minted New York; logo situation similar to "Jordan Brand by Nike." Seems to make the most sense to me 🤷🏻♂️
Definitely a tale of two audiences. In the beginning of the brand most of the followers were flown through your personal social media and saw the release of jewelry, hoodies, and singlets at the beginning. You made products that you were passionate about and other people wanted. Now that the brand is larger and products have really improved you are attracting a whole new audience that is not familiar with the story between fitness and menswear. Personally I don’t see it as an obstacle, almost a benefit for people that are in a search of a brand that cares about both performance and menswear. More recently I have seen brands live in the “gray” area: Roa, klattermusen, GR10-K, our legacy even. It depends what you are looking for and what story you want your garments to tell. Personally I like the new running “m” logo for the athletics / avant garde pieces and minted New York typography logo for menswear. Summary you can’t go wrong either way, good products are good products. But may be easier to label “minted performance” for gels, hydration, and athletics. And then minted New York for traditional menswear pieces.
If you follow the socials (Instagram, YouTube) the messaging is clear and straightforward not confusing at all. If you come across a new brand part of connecting with it is by learning what it’s about and you guys do a great job of that. No confusion if you take the time to understand the brand
Hi Marcus, I found you through running tiktok videos you made years ago and have been following since. I have many of the Minted running apparel ( which are my favorite ), as well as some jewelry. I think your brand message is actually pretty clear if you look into the brand and your guys’ history. The brand philosophy has always been clear to me in executing fashion that doesn’t sacrifice quality while being innovative. I would love for the brand name to remain the same, I love how it looks on the performance line.
If you do want to create more separation I’d like something simple like Minted Performance and Minted Fashion? Both under Minted New York on the website or something similar, I think people like me who appreciate both your menswear and performance lines like the cohesion. Either way thanks for sharing your thoughts, cheers!
I understand the peoples perspective from where does ‘Minted New York’ stands for because there are different products which have been sold. But in my opinion: I know Minted New York and Marcus through TikTok/youtube and I have been following the brand for while. I know Minted New York as a running, apparel, supplements and jewellery brand. You sell what you want to sell but you also want to satisfy the customers of course. And tbh, I like that. Why do you have to choose a strategy or rebranding? I like where the brand is going: the brand reflects the creativity of you (Marcus), Shawn and Clay. The story of the brand is also a reason that makes me a ‘customer’. Minted New York should stay in my opinion but just put more content out with the reasoning behind products so people understands it more I guess. You already do this via youtube, substack etc. But it can be more!
I understand the confusion some might feel, but I think the message is clear and resonates with many people (clearly): Minted New York blends the performance aspect of running with an interest in trending fashion. As someone passionate about both, I love how you’ve united these interests under a brand I respect and trust; what sets you apart. It also allows the opportunity for many people interested in high end fashion to develop an interest in running as well, thus increasing sales on both sides.
For addressing the brand architecture challenge, I’d suggest looking at how Ronnie Fieg and Kith have maintained their vision while expanding into diverse areas of pop culture. Kith has successfully built a cohesive identity where people instantly understand what the brand stands for, whether it’s streetwear, collaborations, or lifestyle products, while keeping their social media and product lines distinct yet unified. A similar approach, perhaps through a “master brand” with clearer sub-lines as you mentioned, could help Minted New York retain its position.
Awesome to see y'all care about these details, but I would love if it was kept as Minted NY and that's it; the name and vision speak for themselves.
I found you through Timm Chiusano's socials, him mentioning your pre-workout was my first exposure to the brand, and was also a bit confused about the jewelry aspect of the line. However, my interest in Supreme, Kith, and other similar brands made easy to associate Minted menswear and lifestyle apparel with the running gear.
All of that to say, I like idea 4 and would also want to see Minted remain a core component of the running gear's brand identity. Keep Minted as the "parent" company, and give interest-related names to the "subsidiaries". I don't feel the name would become too long, and on the social side you could create another handle so that the sub sets of the brand have their own voices (see Complex, Kith, Hypebeast/HBX socials as examples).
This^
Minted is Minted. It doesnt need to be boxed-in to be understood. A name does not make a thing. What is "the thing"? "The thing" for me is how I feel when I rock the gear.....whether its running, chillin, or at work. If the customer doesn't get it then maybe "the thing" is not for them.....so the question is..... Who is Minted? If everyone is Minted, then no one is. Stay true to what you are....If boxing in categories is needed to advance revenue, then create an off brand by Minted that covers all the boxes. I like where you're at....If people need to be educated then I suggest Collabs. Yo; Ronnie aint changing his name....he adds nouns to his name (kids, treats, women; ect).....In the words of Marlo Stanfield: "My name is My name". Keep it Minted bros.
Pedro
pedroleanza@hotmail.com
Don’t over think it. Just keep it simple. Minted for running. Minted New York for menswear.
Don’t let people put you in a box. Minted is Minted. When a friend asks, “Where’d you get?” the answer is Minted — and it can be both things. It’s cool and unique that you can have such a contrast on your Instagram. Sameness isn’t cool. In terms of site nav, people will find what they want to find. Performance and Lifestyle are two categories that come to mind, but people can filter and search for what they want. More confusing than contrasting styles in a brand are two distinct brands with similar names but one history.
The brand is y’all and what you create. As someone who’s worked in marketing, loves running, and lives with his brother in nyc, your story resonates a lot. Continue to focus on the great products, customer experience, and content that you already deliver, and don’t focus on catering to the lowest common denominator!
I'd use "Minted New York" as the main Brand and if you all love menswear the most than use it for that, and then do "Minted Nutrition or Minted Supplements", "Minted Running / Performance" and you could extend that to a whole range of other products/markets I think. I never led a company and have 0 clue but I wouldn't mind having multiple minted for multiple markets etc.
I think the connecting word would be "Minted" so whenever that appears in a brand name I would think it's you, doesn't matter if it's "minted running" "minted new York/menswear", "minted nutrition" as long as minted is in there customers would probably get it and recognise it and connect it with your already successful storytelling of minted new York.
I would keep the "Minted" for every market/product category as it's the word that people connect with your brand. Using a new name is probably a lot of pain.
So I think the last category would be the one I would probably go for and would appreciate the most as a customer.
Anyway, big fan of your stuff and the YouTube. Keep it going! Greets from Germany :-)
Hi!
Thank you for such a lively letter!
For me Minted New York is a brand that is a bridge between running and casual wear! You can run 5-10k in it and go for coffee with friends. This was the key for me to watch the brand develop!
I liked idea 4. Endorsed-Brand System
Why this works:
•Preserves the Minted brand equity-no need to lose recognition, loyalty, logo, or emotional associations.
•Reflects internal architecture-two lines, two directions, one philosophy.
•Allows scalability: Minted Running can coexist with Saucony, Strava, Tracksmith. Minted New York can sit alongside Aimé Leon Dore, Noah, Bode.
•Keeps the personal essence of the brand- “I started with jewelry, but fell in love with running”-and that’s incredibly lively.
I would like to go to a site where there are two entrances: "I'm here for running" vs. "I'm here for style."
"I couldn't decide between speed and style"
Minted is a brand for those who run in sneakers and in life, who respect the shape of the body and the suit. You create clothes for movement, whether it's a 10K run or running through the streets of New York.