office sat down with Cherman to talk about how Market plans to adapt to this change, his latest collaboration with Les Benjamins, and his crazy collection of 350 succulents.Ĭould you give me an overview of how you got into fashion and how you broke into the industry? After this name change, coupled with the decline of logo-mania and hypebeast culture, I spoke to Cherman about what this means for a brand that once thrived on limited release drops.Īs a fashion brand, you have to be adaptable to changes in pop culture and consumer taste to stay afloat. In 2021, after receiving necessary pushback from the Asian American community, the brand changed their name from Chinatown Market to simply Market. ![]() The brand has always valued accessibility over exclusivity, and has been widely available at retailers like Urban Outfitters and Zumiez since day one. From then on, Market grew enormously by selling hoodies, T-shirts, sweatpants, and graphic prints like its signature yellow smiley-face. Nevertheless, the idea for Market was born. The next day, Ocean’s legal team reached out with a cease and desist letter, and the party was over. ![]() ![]() After being terminated, Cherman debuted the Frank Ocean Swoosh shirt at ComplexCon – making $50,000 in sales in 24 hours. From the start, Cherman was getting into trouble in highschool selling t-shirts on campus, even earning the name “Mikey Merchandise.” After getting his start at a small jewelry shop called Goodwood in New York, Cherman quickly navigated his way through the fashion industry, meeting the right people at the right time, and eventually opening his own brand of reflective outerwear, ICNY.
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