PHOTOS: What the Buscemi 100MM Taught Us About Branding in 2015

In the latter half of 2013, former Gourmet and GREATS Director Jon Buscemi launched his own collection of luxury goods. The line included decadent, artisan-crafted versions of everyday items – dog leashes, coffee cup holders, key chains and a leather-wrapped skate deck – alongside a very peculiar-looking sneaker. Dubbed the 100MM, the leather mid-top sported a gold padlock, oversized pull tab-cum-handle and luggage tag, all of which were inspired by Hermes’ legendary Birkin handbag.

To say that 100MM caused a stir when it hit the web would be an understatement. The sneaker made headlines everywhere it went, thanks to its outlandish design and even more outlandish price point. “The reactions from our peers once the product was finished were unprecedented,” Buscemi told us. “We placed the 100MM into five of the world’s best stores in September 2013…it was sold out at most of them before it even released.” And this was all without traditional marketing. “There wasn’t any advertising campaign attached to the 100MM. Everything about the project has been unorthodox,” Jon explained.

Photo by KITH.

Despite being an extremely niche product, it wasn’t hard for the 100MM to find fans. “We put the design, product and quality first and people gravitated towards it,” Jon told us. This was a product so unusual that it was impossible to not pay attention; all it took was for the brand to drop the 100MM and let the blogs and social media buzz do the talking.
Two years on and Buscemi’s namesake label is stocked in the world’s biggest luxury retailers, employs a staff of 20 people and routinely sells out of its flagship 100MM sneaker – which starts at $890 but can reach up to $1,355, while other models in the brand’s footwear line retail for over $2,000. What’s the secret to its success?

Photo by KITH.

The 100MM is aimed at a very particular customer. One that is wealthy, of course, but also one that wants to be amazed by new things – who doesn’t? The internet has allowed brands to communicate all over the globe; so if your product only appeals to a handful of people worldwide, there’s nothing to stop you reaching them. It’s safe to say that the market for an $890 sneaker covered in gold locks is rather niche, but thanks to the internet, the 100MM was able to woo people from LA to South Africa.
“We are in a world of fast fashion and 24-hour news cycles; staying power and attention spans are low,” as Jon put it himself. When we’re surrounded by more products and advertising than ever, a sure fire way to grab peoples’ attention – whether it’s to sell $890 sneakers or $20 T-shirts – is by showing them something they’ve never seen before. It’s not easy for independent brands these days. Regardless of price point, new labels are in for a tough time if they want to get their voices heard. In an age of social media noise and internet clutter, brands who deliver new, specialized and innovative ideas will be the ones who cut through the noise.

Shop BUSCEMI’s sneakers at the brand’s webshop, and for further reading check out What Been Trill Taught Us About Internet Hype.

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