Est. 2026 • Global Average

PEAK MID ENERGY.

Premium apparel for those who have transcended the need to be interesting. Exquisitely adequate quality.

MID
HEAVYWEIGHT COTTON

The "Adequate" Hoodie

Color: Void Black

$140.00
OK
BOX FIT TEE

The "Just Okay" Tee

Color: Static White

$65.00

"Excellence is exhausting. We sourced the finest 400gsm cotton just to print the word 'AVERAGE' on it. This is the new luxury."

Internal Research: Project "Very Mid"

This dashboard analyzes the viability of an ironic high-end streetwear brand. The data below validates the "Irony Economy" hypothesis: that high-net-worth Gen Z consumers are shifting spend from heritage luxury to "post-authentic" narrative-driven apparel. We explore market size, competitive positioning, and the lucrative unit economics of "meme-premium" goods.

Streetwear Market Valuation

Global Streetwear Market Size (Billions USD). The trajectory shows steady growth, driven largely by the "hype" model which Very Mid satirizes.

Insight: The market is projected to hit $230B by 2028. Growth is fueled by "drop culture"—creating artificial scarcity.

The Irony-Luxury Matrix

Mapping competitors based on Price Point vs. Brand Seriousness. "Very Mid" occupies the "High Price / High Irony" quadrant (The Blue Ocean).

Strategy: While Supreme is hype-serious and Gucci is luxury-serious, Very Mid competes with MSCHF and Vetements in the high-irony sector.

Audience Psychographics

Breakdown of the "Ironic Spender" or "HENRY" (High Earner, Not Rich Yet). They value signaling cultural awareness over traditional status symbols.

*Data aggregated from Luxury Institute & Hypebeast surveys

Unit Economics: The "Mid" Hoodie

Cost breakdown of a single unit. High margins are achieved by utilizing premium blanks but minimizing design complexity (text-based graphics).

Financials: With an 80% Gross Margin, the Break-even point is exceptionally low (~200 units/mo).

Go-To-Market Roadmap

PHASE 1 (Now)

The "Mid" List

Build email list via "anti-marketing." No products shown, just a waiting list to be "average."

PHASE 2 (Q3)

Influencer Seeding

Send packages to mid-tier influencers (10k-50k followers). Theme: "Congrats on being just okay."

PHASE 3 (Q4)

First Drop

24-hour sale window. 500 units of "The Adequate Hoodie." Immediate site closure after sellout.