LVMH to Launch ‘24 Sèvres’, a Multi Brand Online Store
STYLE Published: October 15, 2019 Updated: October 18, 2019  |  WORDS: Staff

Fashion giant LVMH has invested in small indie label Madhappy

LVMH has acquired a stake in Madhappy, a Los Angeles-based fashion label that launched in 2017.

LVMH to Launch ‘24 Sèvres’, a Multi Brand Online Store

Madhappy is known for its basics bearing simple but eye-catching designs that promote mental wellness.

LVMH Moet Hennessy – Louis Vuitton has kept its US$52 billion in revenue going by shrewdly investing in businesses with “high potential, and with clear identities and significant potential for growth”. So it does come as some surprise that the world’s biggest luxury conglomerate would invest in Madhappy, a young, relatively obscure fashion label that operates mostly out of pop-up stores in LA and New York. Here is a quick run-down of Madhappy.

LVMH to Launch ‘24 Sèvres’, a Multi Brand Online Store
Madhappy just opened their new store in New York.

The brand is known for producing “Mental Health” fashion, with colorful and simple designs that center on optimism, and for speaking out and sharing about mental wellness. Their messages generally remain broad and open to interpretation. Explaining the brand name, Madhappy says it represents “the essence of life; two words coming together to create a life-like existence.”

LVMH to Launch ‘24 Sèvres’, a Multi Brand Online Store
Madhappy frequently share blog posts and images that help their audience look after their mental health.

Madhappy also runs a blog called The Local Optimist, which discusses mental health, shares interviews with mental health advocates, highlights local events and so much more. The blog is a powerful platform for their community and audience to engage in conversations about mental health.

LVMH to Launch ‘24 Sèvres’, a Multi Brand Online Store
Madhappy’s apparel is mostly oversized and colorful, reflecting a sense of being the “Local Optimist”.

Browsing their online shop is a cheerful experience, as it is filled with colorful unisex apparel that is simple and could easily be a part of your daily rotation. The clothes are generally oversized, with wider cuts, so anyone can rock the same sweater. Plus they look incredibly comfortable. As the brand puts it, they “create exceptional products with our own flair.” This sums up their play on streetwear designs and cuts that incorporate brighter colors and socially conscious messages.

Their range includes tees, sweaters, sweatpants, crew neck crop tops, shorts, tank tops and accessories like pins. Prices start at US$10 (approx S$13.71) for a pin to US$185 (approx S$253.63) for a hoodie. It might be hard to cop any pieces from their collection, as quite a few designs are already sold out. So you have to keep an eye out for their next drop.

You can view the full Madhappy collection at Madhappy.com and stay on top of upcoming drops on their Instagram, @madhappy.

Do you think the move to invest in Madhappy was a good move by LVMH? Would you cop their merch?

All images: Madhappy

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