The story of Philipp Plein – a designer with serious business guts!
Just a few years ago, no one had heard of him. Today, the is a striking example of how to achieve spectacular success in the fashion industry. By breaking the mold and defying the boundaries set by other designers, Plein has opened the eyes of creative minds around the world.
Today, the skull logo is a hot brand recognized worldwide. Perhaps many of you can’t stand its creations, or are even allergic to them. One thing is certain: it deserves great respect for the way it approaches its business.
The story of Philipp Plein – it all began in Germany
When you’re born in Munich into an intellectual family, your path is carefully mapped out by your father, a doctor. The young Plein was sent to the prestigious Schloss Salem Alma school. While studying law, he decided to start designing luxury dog beds and tables.
He inherited from his grandfather and in 1998 started a furniture manufacturing company, thus putting the family fortune to use.
He used high-quality crocodile leather in his designs. Often, after upholstering a tabletop, he was left with a considerable amount of material. That’s when he came up with the idea to create extravagant bags that amazed many people.
He probably already knew back then where he belonged and what he wanted to do. I believe there are no coincidences in life, and Philipp Plein’s story is a perfect example of that. The most important thing is to start doing something that truly excites you and that you love. Designing furniture was a natural path leading him into the world of high fashion with a capital F.
A defining moment for the designer – the story of Philipp Plein
Each of us has our moment and should make the most of it. Such an opportunity arose for Plein in 2003 at the Fashion and Design Fair – Premiery in Düsseldorf. This is one of the largest events in Germany and determines what we will be wearing next season.
At that time, he was selling furniture, dog products, and leather bags.
Philipp in Düsseldorf sold his products for in just one day! You have to admit, that’s an amazing result for someone who’s just starting out in this business. A golden child of fashion? Hmmmm, I don’t know about that, but one thing’s for sure—Plein’s got guts…
The following year, he “rolled in” to the same fair with a significantly expanded, holistic range. He offered products for children, women, and men. However, the real sensation were the military jackets adorned with a Swarovski crystal skull. Philipp set a sky-high price of several hundred euros per jacket. And what happened? Nothing—they sold like hotcakes.
They became so popular that within a few months they brought in <span style=”color: #ff0000;”><strong>a million euros!</strong></span>
This is exactly how the climb up a very tall ladder begins. In the following years, things only get better, and everything suggests that Philipp Plein’s story is the dream of most young designers.
How does Philipp Plein’s background influence his innovative approach to the fashion world?
This 39-year-old German quickly realized the immense power of social media. As well as the impact of unconventional ideas and celebrities, who now call all the shots. It’s no fairy tale that Plein once held one of his shows in a brothel. And whether people spoke of it positively or negatively—one thing is certain—it made headlines. believes that everything is essentially the same.
That’s why his approach to promoting his brand is a bold break from convention.
In 2006, Marcus Schenkenberg and Naomi Campbell were the faces of his campaign. The money spent on global celebrities quickly paid off. Plein realized that a big name makes all the difference.
The following years brought collaborations with Chris Brown, Lindsay Lohan, Ed Westwick, Terry Richardson, Grace Jones, Iggy Azalea, Snoop Dogg, and many other celebrities. If you want 50 Cent to show up at your boutique opening, you need to spend a hefty sum. Philipp understands this perfectly and never regrets a single euro spent.
Philipp Plein’s story demonstrates just how crucial promotion and global brand exposure are today. Designing a leather jacket that costs 2,000 euros is only part of the equation—you also need a strategy for how to sell it. It’s not enough to simply tweak something, give it a silly name, and wait for success.
The designer understands this perfectly, skillfully navigating the maze of luxury marketing. His fashion shows are a world apart—one that others now find hard to catch up with.
I’m curious which of today’s designers invest between 1.5 and 3 million euros in their show?
I guess that’s how it works now – no money, no fame. In an age of overwhelming abundance, you have to stand out. Even if you have something truly unique, eccentric marketing comes at a price!
Philipp puts on a real show. He transforms vast spaces into a truly unique and one-of-a-kind spectacle. The biggest and most thrilling events he’s staged include
It’s rare to witness such grand ventures in the fashion world. But it works! For several years now, the Philipp Plein brand has been gaining value like a fine Italian wine.
How to sell a jacket for $80,000?
And this is where the penguin dance begins. Plein’s products are quite expensive, though maybe that’s also a kind of uniqueness he represents—who knows…
T-shirts start at several hundred zlotys, usually ranging from 800–1000 up to two thousand zlotys. Jackets are priced from 2,300 to an average of 8,900 zlotys.
Shoes usually cost around 2,300. For most people, these prices are prohibitive, but not for everyone. I know many fans of this brand, and the amount spent on Philipp Plein clothing is just a number that doesn’t matter to them.
One of the most expensive items is a jacket priced at $80,000. It may sound unreal, but this model is already selling—simple as that, right?
Plein openly admits he invested in online sales earlier than Gucci or Hermes. Online stores and the entire e-commerce segment generate up to $14 million a year for the company.
Their policy includes a ban on online sales. I find this completely baffling, and it seems to me that no one can avoid it nowadays. Claiming you should only sell in physical stores is shooting yourself in the foot—quick and simple!
A brief history of Philipp Plein and his boutiques around the worldAccording to various sources, the brand has around 30 of its own boutiques, with the rest operating as franchises. Philipp spares no expense when it comes to his store designs, investing millions to create a luxurious atmosphere. Signature features include top-quality materials such as marble, crystals, and a large crystal skull.
Customers love the crystal, often taking photos with it. It’s a very Plein thing—a permanent selfie spot in his boutiques.
Every brand retail location is situated in a prime spot. In London, Philipp Plein is located on New Bond Street. His showroom spans three floors and 350 square meters. The invested will surely pay off handsomely.
What determines Plein’s success?
His clothing is worn by some of the biggest names in show business, including Victoria and David Beckham, Jennifer Lopez, Dima Bilan, Timati, and many other famous faces. Today, it’s a global brand—one that has recently become highly sought after among fashion enthusiasts.
Philipp Plein’s products have achieved great success. What’s the secret? Definitely uniqueness rooted in broadly understood pop culture. References to iconic characters like Superman, Batman, and other fairy-tale figures.
After all, each of us identifies with certain fictional superheroes… But that’s probably not the main driving force behind this famous brand. Philipp Plein has mastered today’s rules of the game, where standing out is essential.
His style is about breaking certain boundaries in an exceptionally warm and highly individual way. Many of the products he has designed are eccentric, yet perfectly wearable for everyday use.
For me, the story of Philipp Plein is a perfect example of how to build a successful business today. In the 21st century, it’s no easy feat to create such a well-known fashion brand so quickly, as he has done. And if you’re spending 500 euros on a T-shirt, it means you’ve bought into the story of this remarkable designer.
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