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For a few years now, 25-year-old IC Koff has been setting the style world on fire with his YouTube channel. of Unknown vlogsHe stops random people on the streets to find out what to wear in London, Milan, Paris, NYC and more, and the price is ‘appropriate’.
Born in East London, Kofi McLellan, the content creator-turned-entrepreneur, burst onto the scene in 2016 through YouTube. Unknown BlasianOn his first trip to Paris Fashion Week. “It was my first time to go,” he told me on Zoom early one Friday morning. I was around famous people like Virgil Abloh and Heron Preston and everyone was taking pictures and uploading them to Instagram. Instead of doing that, I go to them and put a record on my iPhone and say, ‘Hey, what’s up! What are you wearing?’ Instead of taking a selfie. That’s how it started.”
It didn’t take long for the video series to take off, and with the numbers rolling in, Coffey honed his skills and dropped his law degree at Westminster. Armed with nothing but a camera on his iPhone, Coffey soon amassed a following of hundreds of thousands of fashion fans around the world (literally), thanks to his infectious personality, unprecedented pioneering of new trends, and innovative editing skills. In stark contrast to his humble beginnings, where he made his pennies for train tickets and vlogs to the Supreme department store, Coffey has since had a killer list of actors in fashion, music and film: Anna Wintour, Tyler, the Creator, Willem Dafoe, you name it, all with one simple question: – “How much is your dress?”
The popularity of the IC cuff coincides with the rise of streetwear culture and the term “hypebeast” itself. Unknown vlogs The channel details our love for all things style and culture: from the latest high-end drops and tours of high-end designer stores, to behind-the-scenes special events like fashion’s front row. At the top of the year, Coffey launched his own label, Bon Nuit, which he is currently focusing all his energies on. We caught up with him to discuss his goals for the brand, how he built an empire directly from his iPhone, working with Drake through a DM he initially thought was fake, and more.
“My content is now at a level where it’s making a huge impact on people around the world. News outlets like the BBC and media organizations in New Zealand are asking ‘What’s your dress?’ I saw them running around. It’s crazy to see.”
Complex: You are a person of many talents, but most people know you as a person behind your back Unknown vlogsYour YouTube channel where people stop on the street and talk about their sense of style. What was the motivation behind starting the platform?
IC Coeff. It was first launched in Paris Fashion Week in 2016. It was my first time going and I was around all these cool celebrities like Virgil Abloh and Heron Preston and everyone was taking pictures of themselves and uploading it to Instagram. But I didn’t just want a photo. I had a very small YouTube presence from the top drops I was registering online, and then I just went to them and said, “Hey, what’s up! What are you wearing?” Instead of taking selfies. Yeah, that’s how it started and it really came from my interest in fashion. I had a Tumblr page once and then a YouTube channel but for different things like gaming.
How has your content changed compared to when you first started?
In terms of my personal preferences and interests, my content has definitely grown a lot since 2016. But the content I produced back then was still five or ten years ago. It was a time when having an interest in fashion and streetwear was still considered a big deal, and although it was picking up, it still wasn’t seen as “mainstream” as it is today. My content is now at a level where it is having a huge impact on people around the world. News outlets such as the BBC and media organizations in New Zealand have asked, “What’s your dress?” I saw them running around. It’s crazy to see. Now, my needs have changed because compliments have changed. I have a better understanding of how social media and promotion work, and I’m able to reach an audience and keep them interested for a long time.
The whole idea came from asking how much people’s clothes were worth and capturing what attracted them to value and money. I mean, I’m from YouTube, which requires clickable titles to advance through the algorithm. So from the very beginning, I understood that it was all about the header formats and then I would add price tags in the header and then go to “What are people wearing?” Mainly as a request to viewers to click on the video. I understand how to change formats in a way that keeps things consistent.
When did you realize that this was something you could use and take to the next level?
It didn’t come from money, so when I was making money from YouTube, I was paying back my ex who loaned me money to make videos at the time. So when cash came in, it was never from a “Oh, money’s coming in” perspective, more a “What’s next?” It was. Even then, fashion was moving fast and there were events all over the world, people were supporting parties in New York and LA, and I realized that I had to be there, I left London and I realized that I had to be one of the first kids to document these events. . So when I got money, I was spending on tickets and hotels to get to the next thing and have content. I started marking serious money during the lockdown, and that’s when I got more into the business side.
Do you remember the first video you made?
My first video was traveling to Saint Laurent and all these shows, and talking about my life goals while showing London. I don’t understand anything about fashion or street clothes, but I come from a small village, so I was eager to get away from this lifestyle and see something different. I immersed myself as much as I could in the whole castle and its general culture and then started making friends and jobs. The second video is based on a high drop and it just exploded! It got 80,000 views in a month and I think the most viewed streetwear video at the time had about 1.2k views. I was first from the very beginning.
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