Fashion is much like the tide in that everything is in one moment then out the next. But for some brands, their stock only ever seems to be on the rise. Whether that be because of the cultural significance of the brand, a celebrity endorsement, or simple and effective branding, designers are always thinking of ingenious ways to get their designs seen in the hopes people like us will be convinced to buy their clothes.
Take perpetual high street giants H&M, Forever 21, and Zara. Or in more recent years, the British clothing chain Topshop, and Japanese giants, Uniqlo. These stores are all phenomenal successes and have made high street wear incredibly trendy and desirable. On the other spectrum, you have designer powerhouses such as Calvin Klein, Versace, an Armani who are now warding off competition like never before.
Here, we detail 10 esteemed brands that are improving year on year.
While Vetements may not be synonymous with high street lovers, its rapid growth has made it one of the fasting growing luxury brands this decade. Known for their gothic, louche designs, their shows always attract a full house in the fashion capitals of Milan, Paris, and New York.
Founded by Demna and Gurav Gvasalia, the Georgian brothers are highly coveted, with Demna also making a name for himself at Louis Vuitton from 2013 to 2015 and Balenciaga, where he is currently the head designer.
Gucci is one of the most recognizable high fashion brands in the world, but that hasn't stopped it from diversifying and growing. The distinguished Italian brand is a mega player in the world of fashion, so much so that it is the most profitable company in Italy, with a net worth of roughly $15 billion USD. But rather than rely on skinny white models to sell its unique designs, which are often a mix of bold and brazen patterns, ludic colors and bohemian cuttings, Gucci has gone urban, and are now increasingly synonymous with hip-hop culture as they are high fashion.
This new direction may have seemed risky, but it's certainly paid off. In April 2017, the company's sales had increased by 50%, which just goes to show that the famous saying, "away with the old and in with the new" will never go out of vogue.
Until the mid-2000s, Vans were very much a brand of trainer that belonged to skateboard enthusiasts and beach-loving hippies. They always had a fresh and alternative vibe about them yet despite success in their native America; it wouldn't be until the company joined forces with VF Corporation in 2004 that the brand took off abroad.
As well as now being sported by nearly every celebrity going, Vans are worn by most fashion conscious youngsters, particularly teenage boys, something showcased to comic effect when a video of a teenage boy pointing at his friend's white Vans and saying 'Damn Daniel' went viral.
4. Levi Strauss & Co
While Levi made their name in the jeans department (and continue to do with an older generation), their jackets have become increasingly desirable in recent years, with the indie/boyband/hipster look a favorite among the teen and young 20 somethings.
And that isn't hard to see why. Levi's isn't only an iconic brand; it instantly elevates your profile, making you feel like a rockstar when in reality you're likely a well-dressed student with crippling debts, as Jonathan Cheung, Levi's senior vice president of global design explained, "I can't think of any other piece of clothing that's been worn by so many people from all walks of life, either gender, any nationalities, from miners to rock stars; Steve Jobs to Rihanna."
It's little surprise then that Levi's mass, enduring appeal recently led to the company posting their best sales figures in nearly a decade. Spaking about a recent upturn in their fortunes, the CEO of the famed American brand said, “Our growth and momentum accelerated in the fourth quarter, capping the strongest revenue year the company has had in more than a decade.
“Our strategies are working and the investments that we’ve made to diversify our business over the past few years are paying off, best demonstrated by the strength of the Levi’s brand globally."
5. Off White
When Kanye West interned at Fendi in 2009, he joined his friend and architect graduate Virgil Abloh. Both Chicago natives, the two soon decided to set up their own shop in the form of the urban clothing company, Off White. Virgil Abloh very much masterminds the streetwear luxury brand, despite recently being appointed the head of design at Louis Vuitton.
Abloh's passion for architecture partly influences the brand. In 2017, Business Of Fashion's report released figures that showed Off White Clothing was the number one brand in the world during the third quarter.
Named after the glorious name of its owner, Valentino Clemente Ludovico Garavani, one of fashion's leading names handed over creative control of his company in 2008 following a glowing sendoff at his final haute couture runway show at Paris' famed Musee Rodin.
But his iconic line has lived on, and the company is now worth a cool $1.5 billion.
7. Stone Island
Stone Island was seemingly once the preserve of British hooligans, but like the British fashion giant, Burberry, its radical makeover has seen its fortunes transform. Still considered a high-end Italian luxury brand, Massimo Osti's business was intially called C.P Company until Carlo Rivetti took over. Under his leadership, the brand suffered an identity crisis, but its popularity in the fashion world has rocketed once more after a plethora of musicians such as Drake and Liam Payne began wearing their clothes.
They are also a hit at fashion weeks, with various models used to don their designs down the most prestigious runways in the world.
While it sounds French and is influenced by French designs, Moncler is actually a 66-year-old Italian luxury brand that has recently experienced a surge in popularity. Woven with a mix of French and Italian cuts, it is the Moncler quilted jacket that remains its most sought-after item, with most going for more than $2,000.
9. Raf Simons
Raf Simons's popularity stretches back to 1995 when his self-entitled fashion line made waves with industry insiders. The highly lauded Belgian designer has since been named chief designer at Calvin Klein. Before his appointment, he worked with Jill Sander and Christian Dior.
Moreover, with CFDA award-winning collections, Raf Simmons has seen his company become one of the ten most profitable fashion brands in 2018, with everyone from Rihanna, Frank Ocean to Big Sean donning his attire.
Dating back 100 years, the chic Spanish designer brand has long been a favorite of fashion's most prominent mogul, Christian Dior, who described its founder, Cristobal Balenciaga as "the master of us all."
But Balenciaga hasn't only focused on himself. Along his road to fashion royalty, he has helped Oscar de la Renta and Hubert de Givenchy realize their dreams. In 2017, the fashion powerhouse garnered a strong rapport with young fans after announcing a line emblazoned with Bernie Sanders logos in the runup to a series of hotly contested Democratic primaries.