Broken Planet was a disruptor of the streetwear scene that managed to combine a post-apocalyptic aesthetic with environmentally conscious values, and along the way, caught a whole new generation of buyers. Founded in 2020, the brand moved almost immediately into creating niche collections that sold out within hours. In 2022 alone, sales grew by 120%, fueled partly by its unique designs, and partly by strong penetration of social media platforms including Instagram and TikTok. Broken Planet showed up everywhere, on everyone – from A$AP Rocky to YouTuber KSI – which catapulted the brand into visibility, reinforcing its cultural relevance as a result.
One major way Broken Planet disrupted streetwear was by questioning all the traditional design tropes. While most streetwear brands adopt bold logos and simple graphics, Broken Planet focuses on distressed, oversized pieces to fit into the “dystopian” trend, with designs that often feel like they belong in some post-apocalyptic world. This was especially evident within their sweatshirts and hoodies, which often boasted heavy graphic prints, abstract patterns, and asymmetrical cuts. These elements break the mold of traditional streetwear, which is characterized by clean lines and logos, and give Broken Planet a more rebellious, experimental edge.
In addition to its innovative designs, Broken Planet capitalized on the growing trend of sustainability within fashion. By using eco-friendly materials and promoting the idea of conscious consumption, the brand appealed to environmentally aware Gen Z and millennial consumers. The move toward incorporating recycled fabrics and placing a focus on reducing waste helped to more closely align the brand with the increased demand for ethical fashion. Many of its pieces, ranging in price from $100 to $250, incorporate style with environmental responsibility, making them particularly appealing to buyers who want to make a statement not only through their clothing but also their values.
Scarcity also contributed to the high demand for Broken Planet’s collections. The brand uses a scarcity model in which drops are sometimes announced with very short notice and sell out in minutes after release. This tactic not only creates a sense of exclusivity but fuels FOMO among buyers, encouraging quick purchases and driving up resale prices. Where Broken Planet items were originally sold for about $150, some have been resold for up to $400-a testament to the brand’s increasingly influential position in the market.
By mixing radical design with sustainability and creating an aura of exclusivity, Broken Planet has disrupted the streetwear scene, making its mark as one of the most innovative brands to emerge in recent years.