From Variety · Marc Malkin · · 1m 20s
The day Ryan Gosling hit checkout at Todd Snyder
Fifteen years in, the menswear designer still remembers watching a movie star's order land in a five-person shop.
In brief
Fifteen years in, the menswear designer still remembers watching a movie star's order land in a five-person shop. Being small enough to see every order come in is its own kind of luxury, and the moment it ends is the moment you know the brand landed. Originally reported by Variety.
Fifteen years of Todd Snyder
Todd Snyder's eponymous menswear label hits its 15th anniversary, built after career-making runs at Ralph Lauren, Gap Inc. and J. Crew.
A five-person company
Two years after launch, in 2013, the whole operation still fit in one room. Everyone sat together and watched the business happen in real time.
“We were all sitting there together because it was maybe only five of us in the company. We were still very small.”
Gosling just ordered
The e-commerce lead looked up from the order feed and announced that Ryan Gosling had bought something. It was the first sign a celebrity had noticed.
“Oh my God, Ryan Gosling just ordered from us!”
Small enough to notice
The reason that moment registered at all was scale. At five people, a single order was visible, not a line in a dashboard.
“We were small enough that we could see orders when they came in.”
Gosling, then Bomer
Ryan Gosling and Matt Bomer were the brand's first celebrity customers, arriving on their own rather than through a stylist deal or a gifting push.
Next up, Lagavulin
Snyder's capsule collection with Lagavulin Whisky gets a new ad campaign starring Ben Ahlers of 'The Gilded Age', revealed first by Variety.
The short version
Being small enough to see every order come in is its own kind of luxury, and the moment it ends is the moment you know the brand landed.
