MRTN
An independent clothing brand built from scratch to reflect personal expression and design
Role: Branding, Marketing, Graphic Design
Context
Founded in 2022, MRTN emerged as a personal venture designed to embody my identity both as an individual and a creative. Rooted in self-expression, the brand serves as a reflection of my vision and aesthetic values. My role spans across graphic design, brand development, strategic marketing, and direct collaboration with manufacturers—ensuring that every detail, from concept to production, aligns with the essence of the brand.
Latest Release: Knee Pad Trousers
In March 2025, I decided to launch the “Knee Pad Trousers,” a piece centered around a unique take on double knee carpenter jeans. Despite high-quality production and a clear creative vision, the initial launch met unexpected friction.
Internal Operations: I handled 100% of the creative direction, photography, and ad management.
Initial Performance: The launch began with a “slow start.” While the product was strong, the self-contained marketing loop wasn’t reaching beyond the existing audience.
The Strategy: From Solo to Collaborative
Recognizing that the DIY approach reached its ceiling, I pivoted to a more collaborative approach in the marketing strategy mid-campaign.
Phase 1: The DIY Foundation
- Visuals: I produced a series of high-fidelity photoshoots focusing on the unique silhouette and look of the knee pads.
- Direct Ads: Launched targeted social media ads focusing on niche interest groups (workwear, archival fashion, streetwear).
Phase 2: The Influencer Pivot
Two weeks into the launch, I shifted the remaining budget and focus toward Influencer Marketing. I identified creators whose personal style aligned with the “mrtn mind”—people who didn’t just wear clothes, but understood the silhouette.
The goal wasn’t just visibility; it was validation. I needed the trousers to be seen in the context of a lifestyle, not just a product page.
The Results: Data-Driven Success
The shift in strategy created an immediate feedback loop that translated directly into gross revenue.
| Metric | Outcome |
|---|---|
| Gross Sales | 148% increase ($) |
| Growth Rate | 133% increase within 14 days of the pivot |
| Marketing Reach | Transitioned from 100% owned media to 60/40 earned/owned media |
Key Takeaways
- Agility Over Ego: While I take pride in handling the creative and photography, recognizing when the brand needs external “voices” (influencers) was an necessary step for growth.
- Silhouette as a Selling Point: The “Knee Pad” design became a talking point, proving that unique structural details drive more engagement than standard basics.
- The 2-Week Window: In the world of independent labels, the ability to pivot within a 14-day window is the difference between a stale inventory and a successful drop.