MLTD

Retail Apparel and FashionCalifornia, United States11-50 Employees

MLTD.com is the largest US-based Athletic Apparel & Street Wear Company, focusing primarily on young men aged 18-35.  The company was founded by Ori (MOOSE) Kainen in 2005, after his previous venture - a Record Label named Basement Records - endured financial hardship due to the rise in music downloading and file sharing. 'Anything digital is subject to free downloads'​, he thought at the time, 'but you cannot download a t-shirt'​.  That insight shifted MOOSE's emphasis from music to the apparel worn by musicians.  Thus far, this apparel had been sold almost exclusively at concerts (MERCH).  There was an opportunity for wider distribution through the internet.

In October 2005 he launched MooseShirts.com, a site dedicated to providing the largest selection of Underground Hip-Hop Band Merch.  The site was an immediate success and grew ten-fold within the first year.  By Spring 2007, MOOSE Shirts was procuring product from over 100 sources and was the dominant independent source for music-related apparel.  

As its the product selection grew, MOOSE Shirts increasingly identified collaborative projects that its artists were launching with independent Street Wear brands.  The rappers wore these brands and the fan-base wanted to wear the clothes that their favorite artists were wearing.  MOOSE Shirts thus began to form relationships with these brands, viewing it as a natural extension of the apparel that they were already selling.

In 2009 the US Apparel Industry was in tatters, due to the financial melt-down and the general downturn of the economy.  With the hardship came opportunity for MOOSE Shirts.  The company could now form relationships with brands that had thus-far been unwilling to commit to a fledgling online Street Wear site.  Thus it started carrying brands such as The Hundreds, Undefeated, Stussy, Obey, RVCA, Crooks & Castles, BBC, and 10 Deep.  These brands were leaders in the Street Wear & Skate scene at the time, and they elevated the company's standing within the young men's fashion industry.

As part of the transition, the company changed it's name to a MOOSE Limited (MLTD.com), brought in live models and professional photographers, increased its presence in online media, and streamlined its fulfillment process.  

With growth came new challenges.  MLTD moved into a 20,000 sq ft fulfillment center in Chatsworth, CA. The company introduced automation in the fulfillment process, launched a fully customized web site that catered better to the demands of its growing customer base, and hired a professional in-house customer service team.  

In 2013 MLTD introduced footwear categories as a natural extension of its offering, with brands such as Vans, Timberland, New Balance, Puma, Asics, Supra, and Creative Recreation.  In 2015, with the changing tides of fashion, MLTD pivoted its emphasis yet again, moving into Athletic Apparel brands that were now highly sought after by it's young demographic.  The company focused on brands such as Champion, Adidas, Fila, Kappa, and Umbro.

Today, MLTD is the largest US-based independent Athletic Apparel and Street Wear site.  It has over 14,000 unique visitors daily and is still growing in its reach and influence.  Headquartered in Chatsworth, CA, MLTD remains committed to providing the best online shopping experience to its customers - a large selection of high quality products at competitive prices.  MLTD's customers remain the focus of the company, the key to it's enduring success.

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