From Amazon to the Big Apple – Coofandy and Ekouaer’s Inspiring Journey to New York Fashion Week
The story of Coofandy and Ekouaer’s rise from digital storefronts to fashion capitals.
Coofandy and Ekouaer, initially Amazon startups, are debuting at New York Fashion Week. Their data-driven strategies and global expansion plans highlight their journey from e-commerce to fashion industry leaders.
In the ever-evolving world of fashion, where trends come and go with the seasons, two brands have emerged as beacons of innovation and success. Coofandy, a leading international menswear brand, and Ekouaer, a renowned women’s sleepwear label, are set to make their much-anticipated debut at New York Fashion Week (NYFW) this September. Their runway presentation at the iconic Cipriani at 25 Broadway marks not just a milestone in their journey but a testament to their visionary approach to fashion and business.
A Humble Beginning with a Bold Vision
The story of Coofandy and Ekouaer began in 2015, not in the bustling streets of a fashion capital, but on the digital storefronts of Amazon. Coofandy started as a startup with a simple yet ambitious goal: to offer accessible style for menswear aficionados. Their initial collection of business shirts and suits quickly expanded to include casual knitwear, tuxedos, and even beachwear. This rapid diversification, coupled with a keen understanding of market demands, saw Coofandy’s revenues skyrocket from $6 million in its first year to an astounding $200 million by 2023.
Ekouaer, launched the same year, followed a similar trajectory. Initially focusing on stylish sleepwear, the brand soon ventured beyond Amazon, launching its official website in 2021. By 2023, Ekouaer boasted annual revenues of $265.8 million and a loyal following of over one million across social platforms.
The Secret to Success: Innovation and Agility
What sets Coofandy and Ekouaer apart in the competitive fashion industry is their commitment to innovation and agility. “Our rapid growth is attributed to our data-driven product development and sales strategies,” says Silvia Zhang, Coofandy’s Brand Manager. With an in-house product team of 15 specialists, Coofandy leverages big data to turn designs into products in just one to two weeks, giving them a significant market advantage.
Ekouaer, too, has embraced a forward-thinking approach. “The 2025 Spring-Summer collection is designed for the fashion-forward, free-spirited woman, who values comfort just as much as style,” says Roger Luo, Ekouaer’s brand director. This philosophy is evident in their upcoming NYFW collection, which promises to showcase the versatility of their stylish sleepwear.
A Global Stage for a Global Vision
The NYFW debut is more than just a runway show for Coofandy and Ekouaer; it’s a launchpad for their global expansion plans. Both brands have already established a formidable international presence, active in over 30 countries. Their participation in NYFW heralds a significant milestone in their journey toward broader global acclaim.
In preparation for this momentous event, Coofandy and Ekouaer have enlisted the talents of Italian graphic designer Isabella Cortese. Known for her work with Moncler and now based in Barcelona, Cortese has crafted 28 looks—18 for Coofandy and 10 for Ekouaer—that emphasize a blend of minimalism and the serene beauty of nature.
Looking Ahead: A New Chapter in Fashion
As Coofandy and Ekouaer take to the NYFW stage, they are not just showcasing their latest collections but also signaling a new chapter in their brand story. “Amazon provides an excellent platform for brands like Coofandy and Ekouaer to connect with and serve a global audience. However, establishing strong brand identity and fostering loyalty presents ongoing challenges. Coming to New York Fashion Week jumpstarts our branding growth efforts and heralds a new chapter for both brands,” says Oliver Chen, Founder of Coofandy and Ekouaer.
Looking forward, the two brands are exploring avenues beyond conventional e-commerce, including direct-to-consumer sales and brick-and-mortar establishments. This strategic diversification promises to redefine their market trajectory and solidify their positions as leaders in the fashion industry.
As the lights dim and the first model steps onto the runway at Cipriani, Coofandy and Ekouaer’s journey from Amazon startups to NYFW headliners will serve as an inspiring testament to the power of innovation, agility, and vision in the world of fashion.
Source: China Fashion Collective
