How Centring Community Kickstarted Kotn's Growth

"Beginning in 2022, working with strategic partner BYNK Media, Kotn shifted its creative and marketing strategy to a more community-focused approach, foregrounding its unique origins, social mission and global appeal. It invested in expanding its brick-and-mortar retail portfolio, positioning stores as creative hubs and community spaces rather than just distribution channels. It reframed its identity from being a " sustainable brand," with one of the highest B Corp certifications,"

"Crucially, the brand dramatically reduced sponsored influencer campaigns and instead turned to spotlighting third-culture figures. This included the likes of African-American Muslim comedian Zainab Johnson, Lebanese-American stand-up comic Emil Wakim and content creators such as New York's Kareem Rahma and London's Nadir Nahdi, who grew up navigating multiple cultural identities and diasporas - naturally embodying the brand's East-meets-West sensibility. The switch has been transformative."

"The brand, which just celebrated its 10th anniversary, has now seen three consecutive years of strong year-on-year growth. Sales rose 60 percent in 2023, 54 percent in 2024 and a projected 56 percent in 2025. During the pandemic, growth had slowed to just 7 percent, by comparison. In May this year, when Kotn opened its new London flagship, the brand's first store outside North America, more than 2,000 people showed up on opening day."

Kotn initially relied on paid social ads, retargeting and branded influencer content to drive quick DTC conversions, producing slow growth. Beginning in 2022, Kotn partnered with BYNK Media and shifted to a community-focused creative and marketing strategy that emphasized its unique origins, social mission and global appeal. Kotn expanded its brick-and-mortar footprint and reimagined stores as creative hubs and community spaces. Kotn reframed its identity from a " sustainable brand," with high B Corp certification, to one centered on cultural storytelling and social impact in cotton-farming communities. The company reduced sponsored influencer campaigns and highlighted third-culture figures, triggering sustained sales gains and a successful London flagship opening.

Read at The Business of Fashion