Created by two internet-savvy besties, the brand counts Emma Chamberlain, Addison Rae and Devon Lee Carlson among its customers.
As with most things, you can attribute some of OGBFF's success to timing and luck, but its co-founders also deserve credit for their clever tag-lines and designs, internet savvy and the work it takes to build a brand and keep up with demand as two people working out of a bedroom. And while they didn't invent the concept of, Schiller and Ruis bring a distinctive female perspective and energy that sets OGBFF apart. They also don't rely on logo flips or other bootleg-esque tactics.
"Every time someone orders something, the rate of people that will take a picture post it and tag us is really high," says Schiller. Going viral early on can create challenges for brands — risks include being unable to meet demand, oversaturation, knockoffs and losing momentum when subsequent drops alienate early supporters or fail to live up to initial hype. As they grow, Schiller and Ruis already seem mindful of those pitfalls.
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