ueclothing, legally known as “Hayk Kisadur und Tobias Hübenthal GbR”, is a German clothing brand founded by influencer Huebi and his partner Hayk based in Schwabmünchen, Bavaria. Their legal structure is a “Gesellschaft bürgerlichen Rechts” (GbR), which is a partnership under German law where the partnership itself is not represented as a singular legal entity and therefore not susceptible to corporate law.
The team consists of five members, two of which being the aforementioned founders. Hayk, having achieved a Master of Science in Production Management in 2021 is responsible for
administration, strategy, and management whilst Huebi mainly handles marketing.
ueclothing offers all kinds of different clothing-related products, mostly specializing in hoodies, shirts, longsleeves, sweaters etc. More recently, they have begun offering accessories such as mugs, bowls, necklaces, sunglasses, and even cologne.
All products are grouped into collections called “seasons”, which all have a name and a general theme. Products are limited time; once a collection sells out after its initial release the products will no longer be available, which is also part of their USP.
All products share a simple cut, feature mostly black, white and pastel colors and contain either the logo of the brand or a specific logo or theme related to its season.
Their target group consists of two subgroups:
Firstly, ueclothing’s products can be seen as merchandise for Huebi. Huebi actively advertises and wears his own products, passively advertising them too. He represents the brand and as a role model, he induces it as a way to become akin to his own image as a self-confident, prominent and wealthy influencer. This too is part of ueclothing’s USP.
Secondly, due to the limited availability of the products, their medium to high prices and their “high quality” [^1], the products receive a certain exclusivity. It’s a kind of concept like luxury brands, except here wearing ueclothing products can be seen as being in an exclusive club or community. This is why ueclothing’s products may also appeal to fashion-conscious medium to high income people who are not inheritently Huebi viewers or fans or do not seek to purchase merchandise. Due to the nature of its founders however it may mostly appeal to teenagers and young adults like Huebi and Hayk aged 27 and 26 respectively.
ueclothing advertises these products mainly via their and Huebis’ social media accounts. Because of their exclusivity being part of their USP, they want to have loyal recurring customers long-term which means that they most certainly opt for pull advertising over content advertising sooner or later.
— Oskar Manhart
[^1] See the “About ueclothing” section right below the banner on https://ueclothing.de