Broken Planet. The brand from space on a mission to help the planet and create a more sustainable streetwear world. The brand boasts a whopping 450,000 followers across their social media pages and over 50,000 global customers. Their loud designs come in an earthy and neutral colour palette on a range of oversized silhouettes. The pieces are heavily loaded with graphics and text that have a hand drawn aesthetic and a mix of puff print printing on all sides of their clothes. With their aggressive growth in the past months, it's unlikely you haven't come across this brand on your for you page.
The Brand and the Power Couple Behind It
The sustainability oriented brand launched by Lukas Žvikas and his girlfriend Indre Narbutaite, the couple were born in Lithuania but now run one of the most impactful and fastest growing streetwear brands based in London. The couple grew up there and were in a long distance relationship both studying abroad. Lukas studied software engineering in New York and Indre studied International Tourist Management in the UK. They would see each other every couple of months and go on trips that inspired their brand. These include Bali and New York Fashion week.
Their inspiration runs large with the couple mentioning that Travis Scott, Kanye, New York and space are all inspirations for their designs. A lot of the designs are also influenced by sustainability and the current state of the world, hence the name Broken Planet.
It's also influenced them to use high quality recycled material for their garments as well as sustainable shipping bags and options to do their part in helping the planet. This all aligns with their goal of changing the perspective of what it takes to run a sustainable brand.
Broken Planet Marketing
A pillar of Broken Planets marketing strategy is transparency. Their brand oozes with it. A look at their feed shows a very laid back and realistic way of presenting the clothes. Contrary to the more common way of using models and product shots. Their feed is loud and attention grabbing, similar to their designs and inspirations. Their use of YouTube, BeReal and a dedicated page to their dog supports the casual vibes I'm referring to.
The brand has built up an incredible and loyal audience that eagerly waits for the brand's next move, with 217k instagram followers and 262K followers on Tiktok. Overall, Broken Planet Market has a remarkable social media presence which furthermore allows the brand to use streetwear influencers such as Luke Akoto to model their clothes towards their impressively large social media following. It was in fact Tiktok that helped the brand skyrocket and really kick off within the streetwear scene in the midst of the pandemic.
One thing I noticed was the heavy use of influencers. But not just any influencers. Those were very young and small influencers just starting out. Broken Planet has positioned themselves to show their target market within their marketing and that's one of the reasons it's connected with a customer base so well. They also stated, their use of young influencers and a young demographic is to be able to educate them on sustainability and how they can help the world. Their brand is definitely more so targeted at Gen Z.
Broken Planet jumped on the Tiktok wave early when it started gaining more notoriety. When they ordered 5 samples at the start, they went out in the streets and recorded their Tiktoks. Then use their young pool of influencers in a range of trendy Tiktoks with trendy sounds. that go viral and appear right in their target market faces in just a couple of swipes. They're not jumping on Tiktok trends, the video would just contain lifestyle pics and videos of their influencers doing everyday tasks such as walking around, posing and overall having a good time.
Community Involvement
On the 30th July of 2022 Broken Planet Market had their very first pop up store. The pop up store took place in London, Shoreditch to be exact, The pop up had different rooms that all had different themes. The themes within the pop up were moon room, planet of ice room, desert planet room, planet of life room and the spaceship room. Broken Planet paid close attention to detail with each room by adjusting the temperature, smells and lighting in each of the rooms to coincide with their environment which all in all reinforces how the brand consistently takes great care in customer satisfaction. One of the brands main values is making sure to be sustainable and ethical so during the pop up event there were food and drink sponsors that shared the same values as the brand.
Broken Planet also has their own charity to give back to the planet. Broken Planet Foundation aims to raise money for environmental missions chosen by their audience. They stated they will solve these various issues by physically partaking themselves and including local communities. They intend to raise the money from their one off “Friends & Family'' raffles as well as earnings for their Broken Friday drops where they sell imperfect stock. So far they have raised over £70,000.