The Los Angeles-based mission-driven streetwear brand counts inclusivity and optimism as two of its core corporate values
In 2017, LVMH established LVMH Luxury Ventures, an arm of the luxury conglomerate dedicated to investing between €2 million and €10 million at a time in upstart luxury fashion and beauty companies—since its inception, it has taken minority stakes in brands such as Gabriela Hearst and Parisian beauty company l'Officine Universelle Buly. This week, LVMH Luxury Ventures announced it has invested in Madhappy, a Los Angeles-based mission-driven streetwear label founded two years ago by brothers Peiman and Noah Raf.
Here's a four-point primer on the Millennial and Gen Z-targeted apparel company.
Madhappy is a mission-driven label powered by optimism
Brothers Peiman and Noah Raf launched Madhappy in 2017 with the mission statement: "At Madhappy, we are an inclusive community of local optimists. We create exceptional products with our own flair. Host impactful experiences around the world. And strive to give a platform to mental health conversation."
The brand name is derived from "two words coming together to create a life-like existence. It's about the ups and downs and everything in between. It is recognising that everything isn't perfect because it shouldn't be. It is realising that the lows make the highs that much more pronounced."
The brand's core demographic is 18- to 30-year-olds.