Max Siegelman never set out for Siegelman Stable to become a cult-favorite. What began as a personal project soon transformed into a global fashion brand worn by celebrities and icons.
After graduating from SUNY Oneonta in 2012, Siegelman began his journey in the corporate world while maintaining his creativity through side projects. Fast forward eight years to the COVID-19 pandemic which left Siegelman with a surplus of free time, the perfect opportunity for him to exercise his creativity further. After stumbling across two logos his mother had drawn on a napkin in the 80s for his family’s Long Island-based racehorse stable, Siegelman transformed the inspiration into hats and sweatshirts for his family and friends.
What began as a casual endeavor soon gained momentum through word of mouth and social media attention. Siegelman, initially planning to invest minimal personal funds into the venture, witnessed an unexpected surge in interest. The turning point came when he started exploring creative avenues to place his products in the hands of celebrities and athletes.
Siegelman’s unorthodox approach involved infiltrating the NBA Bubble, a closed campus safe zone created at Walt Disney World Resort during the pandemic. Armed with the address, he strategically sent his products to select players, leveraging the confined environment to gain visibility. The success was tangible, with several high-profile individuals showcasing his merchandise, catapulting Siegelman Stable into the limelight.
One of the key insights into Siegelman’s success lies in his unconventional marketing strategy. Eschewing traditional methods, he adopted a strategic product-seeding approach, sending free products to carefully chosen influencers and celebrities. This organic growth strategy, coupled with selective e-commerce drops and a scarcity marketing model, has allowed Siegelman Stable to maintain an air of exclusivity. Celebs like Post Malone, Hailey Bieber, and MLB superstar Aaron Judge often adorn his product, reaching a global audience at no cost to Siegelman.
Looking forward, Siegelman envisions runway shows and continuous improvement in quality and production. The brand’s recent Winter 2023 drop, featuring a range of items, hints at the diversity and innovation that propels Siegelman Stable forward.
Photo: Unsplash
