The TELFAR Brand: Something Bigger Than Fashion
Designer fashion label TELFAR has garnered global attention from fashionistas and spectators alike with a brand that captivates the masses. But what makes TELFAR’s allure so captivating to various audiences? There are several points to consider, but four, in particular, stand out when it comes to what makes the brand successful.
1. Inclusivity
“Not for you—for everyone.”
TELFAR’s motto rings true for the brand through its continued actions. Though the designer pieces project exclusivity, TELFAR’s prices also aim for inclusivity, offering Bag Security programs and even partnering with Rainbow to sell exclusive styles that tend to sell out fast. TELFAR wants its audience’s business without breaking their banks.
There’s also the choice of making the headlining fashion item a shopping bag rather than a traditional designer bag. This brings home the brand’s intention to keep the wearer in mind regarding top designs and functionality. And, with this, TELFAR has changed the landscape for what it means to own a designer bag, and what designer items look like.
2. Authenticity
TELFAR’s founder Telfar Clemens is clear about who he is. A Liberian-American, queer man who grew up in Queens, NY, Clemens carried his identity and experiences with him into the fashion world when he founded TELFAR in 2005.
This includes creating genderless garments and bags for people of all identities. Not only is this inclusive, but it also stays true to Clemens’ ideals of making room in fashion for all, not just for some. As he states it, “I’m creating something bigger than fashion.”
3. Organic
Though incredible things come from great planning, amazing things are also born organically. TELFAR uses this to its advantage via social media platforms and the word-of-mouth interactions that happen among patrons and onlookers.
Twitter, specifically “Black Twitter”, has been the perfect breeding ground for organic interaction amongst TELFAR customers. With TELFAR and Clemens portraying their true selves and inviting others to do the same, Black Twitter has latched onto the brand in a way that catapulted its popularity almost overnight.
4. Consistency
After over 17 years, TELFAR is just now seeing the tremendous gains the brand has worked so hard to achieve. Clemens started out selling a number of his custom deconstructed and reconstructed pieces in boutiques located in the Lower East side in Soho in New York. With his consistent work in New York, he was able to branch out to creating art installations and designs for music artists like Solange Knowles, and eventually hosting fashion shows with his own work.
Clemens and TELFAR finally started receiving online notoriety in 2019 after showing the Fall Winter collection at Irving Park Plaza in New York at a 1000-guest exclusive event. He continued this momentum by dressing Moonlight star Ashton Sanders for the Met Gala that same year. From there, TELFAR began showing up on everyone’s arms in Hollywood and beyond, gaining its notable celebrity co-sign when Beyoncé Knowles-Carter publicly supported the brand in the summer of 2021. It took over a decade to get to where TELFAR is now, but the consistent work put in has made this worth it for both the brand and patrons alike.
Your Brand
TELFAR is a unique brand, but it’s not alone. There is a lot to be learned from a designer bag company that can be applied across many industries. Successful brands aren’t created by chance: they develop with consistency within an organic environment, when driven by authenticity, and when inclusivity is utilized to the fullest extent. Apply the TELFAR method to your brand to get going; you’re sure to go far.
