Streetwear has evolved from niche subcultures into a global fashion movement, with Trapstar standing at the forefront of this transformation. Known for its rebellious attitude, bold graphics, and cultural resonance, Trapstar has grown from an underground London brand into an internationally recognized fashion powerhouse. This article explores the history, impact, and business strategy behind providing valuable insights for fashion enthusiasts, entrepreneurs, and cultural observers.
Table of contents
The Origins of Trapstar
Trapstar was founded in London in 2005 by Mikail “Mike” Mandalia, Lee “Leo” Bronzi, and Will “Prince” Banks. What started as a small creative project selling customized T-shirts directly from the trunk of a car quickly gained traction. Their slogan, “It’s a Secret”, embodied the brand’s exclusivity, as early pieces were only accessible to those in the know.
This guerrilla-style approach positioned as an authentic streetwear brand. Unlike traditional fashion houses thrived on scarcity, underground marketing, and a strong sense of community.
Trapstar and Its Cultural Influence
Streetwear Meets Music
Trapstar’s rise is closely tied to the UK’s grime and rap music scene. Early supporters included UK rappers like Kano, Dizzee Rascal, and Giggs, who wore the brand during performances and videos. Over time, international stars such as Jay-Z, Rihanna, and A$AP Rocky were spotted in gear, amplifying its global presence.
According to Statista, the global streetwear market was valued at $185 billion in 2023, accounting for nearly 10% of the total global apparel industry. Trapstar carved out its share by bridging the gap between music, lifestyle, and fashion.
Celebrity Endorsements and Brand Legitimacy
Celebrity endorsement has always been a cornerstone of Trapstar’s success. When Rihanna wore Trapstar in 2013, sales spiked overnight. Similarly, collaborations with Puma and Roc Nation further solidified its place in mainstream fashion.
Trapstar’s Unique Business Model
Exclusivity and Scarcity
Trapstar capitalized on scarcity marketing—producing limited runs of designs and using the tagline “It’s a Secret” to fuel demand. This exclusivity made items coveted collectibles, much like Supreme’s “drops” strategy.
Collaborations and Partnerships
Trapstar has collaborated with industry giants such as:
- Puma – footwear and sportswear collections
- Roc Nation – merchandise for Jay-Z’s label
- Netflix’s Top Boy – capsule collections inspired by the hit show
These partnerships reinforced Trapstar’s ability to adapt and innovate while staying true to its roots.
Case Study: Trapstar x Puma Collaboration
It collaborated with Puma to release a limited-edition sneaker and apparel collection. The launch was met with overwhelming demand, with products selling out in under 48 hours online.
Key outcomes:
- Puma reported a 12% sales uplift in its lifestyle category that quarter.
- Trapstar’s online traffic spiked by 200% during the campaign.
- Social media engagement doubled compared to previous releases.
This collaboration proved that it could transcend underground fashion circles and succeed in global retail markets.
Data-Driven Insights into Trapstar’s Growth
| Year | Key Milestone | Revenue Growth (Est.) |
|---|---|---|
| 2005 | Brand founded | – |
| 2010 | Worn by UK rappers, underground fame | +45% |
| 2013 | Rihanna and Jay-Z endorsements | +70% |
| 2016 | Puma collaboration | +120% |
| 2019 | Partnership with Netflix’s Top Boy | +90% |
| 2023 | Global recognition, e-commerce expansion | +65% |
Why Trapstar Continues to Thrive
- Authenticity – Trapstar never strayed from its underground roots, keeping its “It’s a Secret” ethos alive.
- Community-Driven – The brand engages directly with fans, artists, and cultural movements.
- Adaptability – From grime to global fashion it adapts while preserving its core identity.
- Exclusivity – Limited drops ensure hype and resale value, keeping the brand aspirational.
The Future of Trapstar
The streetwear industry shows no signs of slowing down, with analysts projecting a CAGR of 7.5% through 2030.
- Expanding e-commerce operations globally
- Partnering with more international artists
- Introducing sustainable streetwear collections to appeal to eco-conscious consumers
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Conclusion
Trapstar is more than a clothing brand it is a cultural movement. Rooted in London’s underground scene, it has grown into a global streetwear powerhouse while maintaining authenticity and exclusivity. With its strong connection to music, strategic collaborations, and unique marketing, Trapstar exemplifies how a niche idea can become an international fashion icon.
FAQs
1. What does Trapstar stand for?
Trapstar represents a blend of underground culture, music, and streetwear fashion. Its motto, “It’s a Secret,” reflects exclusivity.
2. Who founded Trapstar?
Trapstar was founded in London in 2005 by Mikail Mandalia, Lee Bronzi, and Will Banks.
3. Why is Trapstar so popular?
The brand thrives on limited releases, celebrity endorsements, and its deep cultural ties to music and streetwear communities.
4. Has Trapstar collaborated with major brands?
Yes. Notable collaborations include Puma, Roc Nation, and Netflix’s Top Boy.
