When Justin Fuchs announced on Black Friday 2019 that he would be releasing unlimited clothing for the first time, the fans of his men's streetwear brand "Peso" cheered.
24,000 hoodies that should be with the customer by Christmas - that would be enough.
So he promised his viewers on YouTube: "PESO for EVERYONE!" He was amazed when everything was sold out after 50 minutes.
And yet: apart from the delivery time, he kept his promise.
Fuchs is 21 years old - and two years after founding his brand, he made a turnover of 1.6 million euros within 50 minutes.
Why is Fuchs, who is known almost exclusively by his first name on social media, so successful?
He has been a YouTuber since he was 12 years old.
First graphic design content, then gaming videos, with which he reached more than 330,000 subscribers.
At the age of 17, inspired by hip hop and pop culture, he also decided to share his passion for fashion with the public.
He shared his extravagant purchases with his subscribers on the "justin" YouTube channel.
“I started uploading what I bought, why I bought it and why I like it.
And I realized that it fulfilled me a lot more than gaming, even if the gaming channel had more subscribers.” He soon stopped publishing video game content because he wanted to focus on fashion alongside his training as a bank clerk.
"Quality, cut and design" is what Justin Fuchs pays attention to not only with his own clothes, but also with the clothes he designs himself.
It all started in 2016 when he had his peso logo printed on a hoodie by a merchandise manufacturer.
Back then, it sold much better than expected, and when the Düsseldorf fashion label “LFDY” became aware of Justin Fuchs' success, they offered him the opportunity to use their existing infrastructure for their own brand.
"It's a little dream come true for anyone interested in fashion, because you can make the clothes how you like them best." And what Justin likes, obviously a lot of other people like.
20 collections later, the hype surrounding the fashion designer is greater than ever: you see US rappers,
A phenomenon that could be observed earlier with streetwear brands like Supreme.
If you come to the website, where Peso is sold exclusively, 15 minutes after the publication date to order something, you are too late.
Over time, this annoyed many fans.
Some of them have been trying to get hold of something for years without paying the 400 percent increase in resale prices.
Vain.
The unlimited basic line "Peso Raws" was therefore released in February 2021.
Hoodies, t-shirts, trousers and socks – all at most two-tone in the cut of the previous collections.
There are hardly any exact sales figures, the only thing that can be said about the success of the "Raws" is that the response on the net is consistently positive.
On Instagram alone, 434 pesos follow.
Even Tyga wears his clothes
Fuchs himself follows almost a million people on Instagram, where he has already introduced one or two partnerships with luxury labels.
However, he rejects the term “influencer”.
“I am the founder, managing director and, since everything creative is up to me, also creative director of Peso.
The paid advertising on my platforms has taken a back seat in the last year and a half, I have decided to focus on pesos.” He cannot say whether most customers buy the clothes because of him.
Increasing sales figures abroad speak for the opposite.
That's believable when you see internationally renowned American rapper Tyga share his peso down jacket with almost 30 million followers.
Most recently, his first perfume appeared.
"It was exactly the same as with the clothes.
I've been passionate about this subject for a long time and when I have an opportunity to release something I like to take it because then I can do it exactly how I want to.” Orodion is a luxurious, woody-sweet fragrance and Justin isn't the only one who likes it: "The perfume was sold out in less than twelve hours, even though it was supposed to last until February."
Nevertheless, the fans apparently trust their idol blindly – after all, you could get an idea of the fashion before you ordered it.
This is bad for scents.
The second batch of "Orodion" is scheduled to appear in March, and the range will be expanded to include scented candles.
"I don't know if Germany is even ready for something like this, but I would still like to do it because it's close to my heart.
I have a scented candle in every room.”
It remains to be seen how the young entrepreneur's business will develop - but it is certain that the limit of his success is still a long way off.