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 think you essentially nailed our thinking as well. This will likely be the way that we move forward - I appreciate you taking the time to type all of this out!
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.
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.
Spot on... early followers get the full story while newer people sometimes only see one side. The brands you mentioned living in that gray area is a good point, there's definitely space for it.
Like the idea of using the logos to differentiate - the running "M" for performance stuff and the typography for menswear makes sense visually.
I like the "good products are good products" - might make that our mission statement.
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
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.
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 appreciate this writeup, and maybe I spend too much time overthinking it lol. What you say makes a lot of sense (and I think there are many people like you who have been here for a while).
I spend a ton of time trying to get into the mind of a new customer and I think that is what drove this exercside
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.
Ronnie's done a great job keeping everything under one umbrella while making it feel cohesive. That master brand approach with clear sub-lines might be the move.
Appreciate you wanting to keep it simple as Minted NY. Sometimes the best answer is not overcomplicating what's already working.
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).
I like this methodology. Feel like it is good to look to the people who have done it in a big way before as an example. I think keeping Minted New York as a parent company is the right move
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.
Having two brands does bring trouble with the marketing within one social media space (instagram, facebook, twitter etc.). You could spin Minted Performance and still keep Minted New York. This in theory would allow you to create a new social media space for the performance side while keeping the notoriety that Minted has created over the years.
Along the same lines, keeping the same website would also be beneficial. Dividing the site to different sides for traffic to decide what they’re there for.
Dividing the website is the part we are struggling with lol... I feel like each side needs to feel uniquely its own. Probably going to have an agency re-do it
From 8 years of agency experience, my recommendation would be to move forward with #1. Although it’s a tough problem to solve today, moving with any other option will cause more problems down the line. It will segment your business too much. You’ll start to lose the halo effect on some of your brand pillars by splitting it up too much. Most brands that separate similar to a manufacturer, end up wanting to create a master brand down the line - and it is hard to keep the customers that have been around.
To tackle #1, I recommend bringing in a strategist to look through the overall business and products and start to find a red thread for one cohesive message. It’ll likely be a shared emotion or mindset based on the customers buying each of the products or the mindset of what you envision this brand to be in 5-10 years. If you’ve got the funds, I recommend tapping an ad agency to help solve this even if it’s just for the strategic thinking and not a full campaign launch. Especially knowing you’re a smaller NY brand, you’ll be surprised how many agencies would be interested in taking it on. - Mayra Y
the halo effect thing is exactly what I'm worried about losing. Never thought about brands wanting to create a master brand later after they split, but that makes total sense.
The strategist idea is interesting. Finding that red thread could solve a lot of this instead of just slapping band-aids on it. Might be worth exploring what agencies would actually want to work on this.
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!
You're right about the two distinct brands with similar names being way more confusing than just owning what we are. The story matters more than trying to make everyone instantly understand everything. Storytellers win in the end
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 think you essentially nailed our thinking as well. This will likely be the way that we move forward - I appreciate you taking the time to type all of this out!
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.
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.
You nailed it - that's exactly what we're building for. People who care about both sides shouldn't have to compromise.
Glad the supplements are hitting for your training style too. Thanks for being with us since the early days.
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 🤷🏻♂️
I am going to agree with this - feels like the way to move
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.
Spot on... early followers get the full story while newer people sometimes only see one side. The brands you mentioned living in that gray area is a good point, there's definitely space for it.
Like the idea of using the logos to differentiate - the running "M" for performance stuff and the typography for menswear makes sense visually.
I like the "good products are good products" - might make that our mission statement.
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
I like this take.. I think that many times I forget about the buy-in part of consumers/community
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.
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!
Good to hear from someone who's been following since the TikTok days - means a lot that the brand philosophy has always made sense to you.
The simple split idea could work well, keeps the cohesion for people like you who get both sides while giving clarity for newcomers.
love this and these thoughts. would make a hell of a vlog.
I think so too - will work on putting something together
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 appreciate this writeup, and maybe I spend too much time overthinking it lol. What you say makes a lot of sense (and I think there are many people like you who have been here for a while).
I spend a ton of time trying to get into the mind of a new customer and I think that is what drove this exercside
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.
Ronnie's done a great job keeping everything under one umbrella while making it feel cohesive. That master brand approach with clear sub-lines might be the move.
Appreciate you wanting to keep it simple as Minted NY. Sometimes the best answer is not overcomplicating what's already working.
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).
I like this methodology. Feel like it is good to look to the people who have done it in a big way before as an example. I think keeping Minted New York as a parent company is the right move
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
I like the way you think, and write. Cheers Pedro - thanks for a fun writeup
Love the read, but a few thoughts…
Having two brands does bring trouble with the marketing within one social media space (instagram, facebook, twitter etc.). You could spin Minted Performance and still keep Minted New York. This in theory would allow you to create a new social media space for the performance side while keeping the notoriety that Minted has created over the years.
Along the same lines, keeping the same website would also be beneficial. Dividing the site to different sides for traffic to decide what they’re there for.
Best of luck and keep up the great work!
Dividing the website is the part we are struggling with lol... I feel like each side needs to feel uniquely its own. Probably going to have an agency re-do it
Thanks for taking the time to reply here
From 8 years of agency experience, my recommendation would be to move forward with #1. Although it’s a tough problem to solve today, moving with any other option will cause more problems down the line. It will segment your business too much. You’ll start to lose the halo effect on some of your brand pillars by splitting it up too much. Most brands that separate similar to a manufacturer, end up wanting to create a master brand down the line - and it is hard to keep the customers that have been around.
To tackle #1, I recommend bringing in a strategist to look through the overall business and products and start to find a red thread for one cohesive message. It’ll likely be a shared emotion or mindset based on the customers buying each of the products or the mindset of what you envision this brand to be in 5-10 years. If you’ve got the funds, I recommend tapping an ad agency to help solve this even if it’s just for the strategic thinking and not a full campaign launch. Especially knowing you’re a smaller NY brand, you’ll be surprised how many agencies would be interested in taking it on. - Mayra Y
the halo effect thing is exactly what I'm worried about losing. Never thought about brands wanting to create a master brand later after they split, but that makes total sense.
The strategist idea is interesting. Finding that red thread could solve a lot of this instead of just slapping band-aids on it. Might be worth exploring what agencies would actually want to work on this.
Thanks Mayra, really helpful perspective.
Don’t over think it. Just keep it simple. Minted for running. Minted New York for menswear.
I like the way you think
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!
You're right about the two distinct brands with similar names being way more confusing than just owning what we are. The story matters more than trying to make everyone instantly understand everything. Storytellers win in the end