… like every… single… day. Some of you may be sick of me constantly talking about CDLP, but I can’t help it; especially as I’m on the verge of relaunching my family business hair care line this June and I can learn a lot from them. There are only a handful of brands that do well at capturing a lifestyle that I 100% see myself living, a big part of which has to do with attainability. Do note that there might be a slight bias here considering the fact that I’ve gotten to know the founders very well over the past couple of years, but my job is to tell you about my honest experiences as to eliminate any sort of bias. I first met Andreas in New York at the Scandinavian Man magazine launch party last year; then met up with him and his close entrepreneurial friends in Paris at Hotel Grand Amour early January; I finally met Christian a few months back over dinner in Chinatown; and all the while and in-between, I follow their adventures on the ‘gram, much of which is travel filled that perfectly aligns with their built to take off mantra. Know that CDLP is Andreas and Christian, and Andreas and Christian are CDLP, which brings me to my first point: this brand has a living, breathing heart that very much mimics the jet setting, creative passion of its founders. As a digital marketing consultant having worked with some of the biggest brands in the country, I so often see these brands trying to tackle this very issue of humanization: establishing a strong point-of-view, having likes and dislikes, knowing what they eat, why they breathe, whom they speak to daily, what they read, et cetera. So if a small business or startup doesn’t have that — fails at being human — success will be hard to come by this day in age.
These guys like to have fun — they work crazy hard (proof is in their growth) — but make it a mission to have fun while doing it and I respect that so much. CDLP’s nightlife and “morning after” campaign photography reflects this and that kind of content is different than any other underwear brand I’ve come across. They’re not putting supermodels with hyper-chiseled physiques on their website or packaging, but bodies that look like something that men can get with work, discipline and self-love; all the while reminding us that we should have fun and enjoy every single moment — day and night — along the way. I could totally sport a less expensive brand and sacrifice a bit of the softness, or invest in a more expensive brand to get cutting-edge technology behind underwear; but I don’t. I choose CDLP for more than just product alone (it is incredibly comfortable and form fitting), and as I think about some of the other brands that I wear on the daily, I’m subconsciously putting those brands through the same ringer. Can I relate to this brand?
I’m not sure if this was their strategy from get-go, but it’s working. As a millennial (as much as I hate labels, so be it), it’s the reason why I choose to invest in certain brands; and with the rise of the Gen Z population gaining purchasing power more quickly than any other generation, it’ll be their sole reason, too. Pardon the boring marketing lingo — not to mention a case study of pictures of me in underwear — but I know some of you are interested in starting brands and thought CDLP would be a good, quick case study. But there’s nothing new here, right? It’s a known rule that if you’re truly yourself and you evoke who you truly are in everything you do, success in any medium (friendships, relationships, business, personal well-being) is inevitable. Some businesses get so caught up in trying to appease everyone — something even people can’t do — which is why content becomes stale and business practices lack creativity to propel them forward. Just a hands-on learning experience for me that I thought I’d share. Maybe you can relate, too.