The Polish fashion industry is characterised by unconventional marketing activity. A brand’s history is created not only by the company itself, but also by its clients, ambassadors and well-wishers. Here are six Polish clothing brands you need to know!
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Local Heroes – from celebrities to the streets
The founders of Local Heroes are two girls from Poland who started their careers as bloggers presenting their outfits. They gained success thanks to pure coincidence, and a bit of luck. Theirs was not a well-thought-out campaign, but rather a spontaneous action. Areta and Karolina found the address of Justin Bieber in Google Maps. In the package that they sent to him were a T-shirt and a sweatshirt with a note: “Doing Real Stuff Sucks”. He liked their comfy clothes, so the whole world got to know about the Warsaw brand!
This strategy, which appeared to be effective in the case of the idol of teenagers, the girls used also in the case of other pop culture icons and influencers that helped the brand with promotion. Suddenly, Local Heroes became very fashionable, and clothes offered by the brand could be seen everywhere. However, the founders appreciate the niche nature of their brand. They still pay attention to being the brand that is attractive to a specific group of customers, and they do not want it to be similar to a typical chain. This selective distribution strategy pays off as Local Heroes’ T-shirts are worn by such stars as Rihanna or supermodel Cara Delevingne.
In recent years, Local Heroes has achieved absolute success in social media. Their Instagram profile is followed by over 280,000 people from all over the world. They also have a large fan base on TikTok. They regularly collaborate with Polish influencers who fit into their rebel philosophy, as well as with USG creators, which shows that they are also open to smaller creators with huge creativity.
In addition to clothing, they also design shoes, accessories, swimwear, bags, and jewelry. Every element has the same punk, colorful, and bold style as in the beginning. Their designs show that the brand follows global trends, aiming its products at young customers, mainly teenagers, who like fashion but do not want to choose popular chain stores. They can also get a lot of inspiration from the nostalgia of the 00s – not only in their designs, but also in the visual content of their advertising campaigns.
Bikers and disco inspirations from MISBHV
It started as a local brand from Poland, created by Polish fashion designers – Natalia Maczek and Thomas Wirski. Today, MISBHV is a global streetwear brand that sells clothes all over the world. In 2014, MISBHV debuted at Berlin Fashion Week, and a year later, it took part in Paris Fashion Week. In the following years, the brand presented its collections at prestigious events and runways in New York, Tokyo, Seoul, and Sydney.
MISBHV blurs the boundaries between women’s and men’s fashion in its designs. Bold overprints, underwear, oversized sweatshirts, fur coats, and leather jackets are inspired by the raw style of bikers and the disco trend of the 90s. The brand’s designers often reach for various inspirations, such as street art or graffiti, to create a unique design. It is loved by global celebrities and influencers. Almost 500,000 people follow the brand’s Instagram profile.
In recent years, MISBHV has become a luxury brand, available not only online but also in stationery stores. It is also famous for introducing many innovations, such using an artificial intelligence in the design process. AI algorithms that create patterns and cut of clothes based on the analysis of fashion trends and customer preferences.
RISK made in Warsaw – a feminine side of Polish style
Found in 2011, RISK made in Warsaw has consistently created a story of success from the beginning. This is a story of a brand with a unique history and a concept of clothes that are “elegant and feminine, but also comfortable”. The unique and aesthetic elements include paper tags sewn in garments by hand, dresses with such names as “Roman holiday”, a jacket called “The Boss” and the owners themselves. They were the first to promote their collections as both photographers and models, inspiring more brands to follow this trend.
When the founders of RISK opened one of their boutiques, they also opened a café in which one could drink coffee or champagne and work with a laptop in the garden. They are cooperating with galleries, organising concerts, and even exhibitions. The brand communication addresses clients’ needs very well. The RISK’s Instagram page is followed by more than 50,000 enthusiasts of high quality clothing.
They also often communicate sustainable fashion, using natural materials, and caring for the planet on social media. As we can read on their website:
In production, we maximize care for the environment. We connect with partners who – like us – believe in sustainable development, use renewable energy, minimize water consumption and CO2 emissions, and care about proper working conditions in their companies.
What sets their communication apart is the constant presence of the company’s owners in their marketing messages. They are the face of the brand, often appearing on social media, e.g., announcing the newest seasonal collections in the store. The brand is also keen to show the process of clothing production “from the inside”. Thanks to this, RISK is very close to consumers, creating the archetype of a best friend.
The brand successfully develops the real people concept, showing clients wearing clothes with the RISK logo and engaging them in thinking of product names. The stories of the clothes’ owners are published on social media and the clients’ photos are also published on the website. The clothes designed by RISK may be found in Berlin, Stuttgart, Zurich, London, Milan and other cities.
ENNBOW – business fashion inspired by sports
While clothes designed by Risk address the needs of women who want to wear comfortable pieces but still look elegant, another Pole, Kasia Piasecki, decided to focus on a totally different sector. The modern businesswoman – who takes part in business marathons each day. The basis of ENNBOW clothes are modern microfibres, typically used in sports clothes. They ensure proper ventilation and optimal regulation of the body temperature.
Kasia Piasecki used her experience as an ideal client of her brand, as she, as a financial specialist, regularly spends 12-16 hours in an office, assisting mergers and transactions, and she wanted to find clothes that would be smart and very comfortable at the same time. All-day freshness is also ensured, thanks to unique antibacterial technology. The material is durable and will not be destroyed during washing or by an unexpected rainfall on the way home.
ENNBOW, apart from its “sports technology”, is also well-known for its innovation in sales and marketing. All their clothes are sold directly in offices, using mobile pop-up shops, which save the most valuable resource of each businesswoman – time. The models we see in their advertising campaigns and on their Instagram page are elegant women of all ages, sizes and silhouettes. This makes the brand not only luxurious but also inclusive, perfect for many business occasions.
The brand is also engaged in a number of initiatives for women, such as Women in STEM, and showing the practicality of its clothes in extreme conditions. It also collaborates with ambassadors who perfectly fit into the ENNBOW philosophy. Among them are Polish journalists and TV presenters Małgorzata Kukuła, Marta Klos, and Joanna Kryńska.
Naree – a brand with a huge community
Naree is a Polish fashion brand specializing in designing and crafting women’s clothing, focusing on dresses. It was founded by Kamil and Arek Piwowarscy. The first dress produced by Naree hit the market in December 2019. Since then, the brand has continuously refined its approach to manufacturing timeless and functional garments. What sets Naree apart is its understanding of the diverse needs of the customers. The clothes are designed to complement and highlight the feminine silhouette.
Naree has a massive community of women from around the world – Naree Girls – who share a unique sense of style and a passion for fashion in social media. The brand mirrors this distinctiveness in its marketing efforts as well. On social media (with over 130,000 followers on Instagram), Naree shares inspirations and its philosophy. As its founders point out, in Gujarati (one of the languages spoken in India), NAREE literally translates to WOMAN.
The brand also participates in various initiatives, including charitable ones. One such example is “Psialendarz,” a project promoting the adoption of shelter dogs. It also shares important tips, such as how to care for clothes so that they last as long as possible.
Elementy – sustainable fashion made in Poland
If you ask fans of Polish fashion which brand they associate with slow fashion, many would undoubtedly point to Elementy. As the brand’s founder and owner, Marta Garbińska-Włodarczyk, acknowledges, Elementy was born out of a desire to create a transparent brand offering high-quality clothing. Over a decade ago, few brands in Poland provided top-notch everyday wear, and Elementy was created to fill that gap.
The brand remains true to this philosophy to this day. Its message is consistently reflected in all marketing communications – on its website, press materials, catalogues, and social media. The founders strongly emphasise reminding customers that, in their view, good clothing means high quality at an affordable price.
Since the beginning, the brand’s headquarters have been located in one of Warsaw’s districts. This is where you’ll find their office, design studio, pattern-making workshop, sample room, and a small sewing room where prototypes and limited batches of clothing are made. As the brand proudly states, around ten people work on each piece. This philosophy is reflected in the aesthetic of their Instagram feed and the selection of influencers they collaborate with. The brand is also on TikTok, reaching Generation Z.
Fashion brands from Poland are successful not only because they follow the latest trends. The difference is that they also follow the latest marketing trends! The vehicle of success, also in the fashion industry, is an interesting story. All 4 Comms may help you to create it! Contact us now and let’s talk!