Emerging labels can catch the eyes of inundated buyers through savvy pitching, leveraging relationships with celebrity fans and compelling social-media profiles.

When even Glossier and Allbirds are signing deals with multi-brand retailers, it’s clear the go-it-alone era is over. Here’s how some new brands are building wholesale into their business plan from the get-go.

It’s easier than ever for consumers to buy fakes online. But the spike in counterfeit sales may also have something to do with how brands themselves are pricing and marketing their products.

Landing a big retail partner can be transformative for an emerging brand, but managing the pressures of the wholesale system can be particularly challenging for labels that want to operate responsibly.

A panel of experts discuss how On has transformed its unconventional performance-running shoes into one of the world’s most recognisable footwear brands.

At Coterie in New York on September 18, leaders from showcasing brands Silk Laundry, HNST and Magnlens joined BoF on stage to share their insights on the evolution of the wholesale market and their focus areas to find growth in today’s market.

On hasn’t taken long to turn its unconventional performance-running shoes into one of the world’s most recognisable footwear brands. The Swiss company, launched in 2010, has won credibility with the running elite while cultivating a loyal fashion fanbase, with support from tennis star Roger Federer.

With the Dunk past its prime, Nike is looking for its next hype sneaker. It’s banking on the AJ2, the forgotten child of the Jordan family.