Over the past 18 months, we have seen projects come and go; some rugged us, some failed, and some struggled to break through. So why have we seen only a few top projects survive? Because they created a brand, they dedicated themselves beyond a project and looked at creating a brand and company that reaches far beyond the space we exist in.

The best to do it were BAYC, they started by making themselves relevant in culture, yes maybe they had some help from Guy Oseary and those payers of the moon, but they still got the right people on board to make their brand culturally relevant; they’ve also been brilliant in focusing on hip-hop as the artists are culture makers. 

Now let’s talk about the brand you came here to read about, the Gutter Cat Gang. For me, they have been one of the most or if not the most, tune brands in the space regarding cultural relevance. Why does this matter? Because when you are building a brand, there is nothing more important than understanding culture; it’s the only thing I discuss in great detail with my clients. Sure, you need to know about competitors and your customers (members) and have a clear vision for yourself but building a brand is about understanding culture. 

Two things that GCG has focused on more than others: sports, the lifeblood of America, and streetwear, the tastemakers in America. Within sports, the focus has been on NBA players who lead the charge in what culture is and are often ahead of the curve on fashion, music, and more. And Streetwear, making sure the best partnerships are in place to understand what the next big wave will be, goes beyond big brands like LVMH and so on; it focuses on local fashion brands, the ones that are talking to the everyday people on the street, the ones you walk past and think “shit, I wish I looked that cool.”

It’s been a year; two projects have become brands; one is leading the charge in culture (GCG) one has transformed to more of a premium product (BAYC). Both will win. I do, however, have one thing that has been keeping me up at night. I think GCG works better than the full words Gutter Cat Gang. It’s clean, inviting, looks dope on merch, and it’s easier to get into the vernacular. Gang Gang is already there; I feel GCG being the referral name and maybe even branding logo is next. 

Brands that live and breathe culture will win in this space. Watch closely for brands that follow this lead.

Gang Gang.

By @grantpat