The creator economy ruled in 2022. Now more than 50 million people worldwide consider themselves “creators” in an industry estimated to be worth more than $100 billion. $1.2 trillion by 2025.
This mastery of buying and selling habits was not always the case. In the past, luxury homes were more influential in setting trends by taking inspiration from societal subcultures and putting them on the catwalk before seeping into the high street to influence broader trends. But that cycle is beginning to change.
When it comes to style inspiration for an always-online generation, young fashion enthusiasts are more likely than ever to go straight to their phones to inquire about their next fit. Between mood boards, memes and paid posts, studying style and finding products worn by influential creators and curators on apps like Instagram and TikTok has become commonplace, with trends accelerating faster than ever as a result.
Step forward Moetic: A platform dedicated to streamlining the process between community creators and buyers. Founded by lifelong skateboarder and street style enthusiast Craig Smith, the platform arrives with the tagline “Shop people. Not algorithms.” and promises to be the next step in the rapidly rising Creator Economy by tapping into communities through carefully curated storefronts.
After 20 years at Skype, Apple and Burberry, Smith contributed to the companies’ transition to direct-to-consumer sales as global VP of product at each company. To start Moetic, Smith teamed up with Matthew Murphy, a kindred spirit he worked with at skate and streetwear retailer Parade World; Murphy now works as head of business development at Moetic.
With Smith and Murphy’s rich experience in the fashion and tech spaces, different patterns and trends of buying and selling began to emerge – leading to the creation of Moetic. “We had noticed spikes in sales around a particular product and didn’t know where the traffic was coming from, but after further investigation, we found out it was from creators,” Smith tells Hypebeast. “We realized that the climate was changing and that consumers were less loyal to brands. We need to be innovative and create a platform that directly connected the creators to curated product selections. That is where Moetic comes into play.”
Moetic enables makers to launch an instant storefront, choosing from a collection of 75,000 pre-checked products, while larger makers can submit their own brand deals. Lucien Clarke and Savannah Stacey Keenan of Palace Skateboards will offer curated luxury, skate and streetwear from their own online stores, while TikTok style menswear leader Mark Boutillier will manage his own store.
Then there’s the New York-based cult podcast Throwing Fits, which will also have a store on the platform. Co-hosts Lawrence Schlossman and James Harris have stocked their shop with “Jawnz World Cup” edits featuring their favorite fashion brands from around the world. Expertly curated Instagram moodboard platforms like Hiking Patrol have also signed on, offering items featured on their modern lifestyle and outdoor exploration page in one place. “It’s a digital version of an independent store,” explains Murphy. “You’re buying from a sales system that’s really passionate when you talk about it, and in turn gets you excited about its products.”
Murphy explains that Moetic is here to help these kinds of makers leverage their influence by creating a “sleek storefront” that distributes co-signed clothing: “We want to keep every maker and community involved in their world, through the control of a revenue channel .”
Those storefronts are powered by Moetic’s marketplace platform, which provides creators with an endless aisle business model, like Amazon and Farfetch, through a network of relationships with stores and brands in the US, Canada, and Europe. Creators earn a standard commission rate for every sale, with the bigger earners able to command bigger sales deals orchestrated by the Moetic business development team. Murphy describes Moetic as “platform agnostic”: one profile link on TikTok Instagram, Facebook or YouTube places a brand with creators and their channels. “It couldn’t be easier,” he says.
But the platform isn’t just for trendy tastemakers – Moetic is open to everyone. “Obviously it will be just these major makers at first,” says Murphy, “but in three or four years I want my 18-year-old daughter to open a shop and just sell stuff to her friends.” New creators can sign up with a username, build their products and share their unique profile link with their community, while Moetic manages the back-of-house and provides the platform, brand onboarding, customer service, payment and shipping.
Smith reaffirms that having a permanent online location – or “creator-specific store” – will add value for consumers, brands and makers: “Having products in a maker’s Moetic store means you have a lasting presence – so when a brand comes along and wants to do a sponsored post and put products in that maker’s store, you still get some love from that because you’ve been on their store before.
Moetic will also try to empower makers and at the same time give brands pure attribution knowledge. Identifying who bought a specific product from which maker and when the item was listed in their Moetic store is easy: “When a maker talks about an item or brand, it’s much easier to keep track of spending. If we could put the products and the buy button with the creator, they wouldn’t send brands one customer,” says Smith, “they send them many more and it will be easily traced back to the creator talking about it on their socials.”
New methods of buying and selling are a major reason behind establishing the platform for Murphy, with social media evolving from a pure social follower chart to an engagement-focused chart. “Most of the viewers are now on TikTok and it’s really at the forefront of reality-based e-commerce. Consumers are much more engaged because of recognizable creators and their content.” Murph explains, “Young creators don’t take themselves too seriously and care less about follower numbers.”
Even from a collaborative perspective, creators are increasingly valued above the traditional “brand x brand” collaboration route as we move into 2023. Outfits like New Balance and Jordan continue to evolve their collaborations to include individuals and communities – just look at Crenshaw Skate Club x Jordan, Joe Freshgoods x New Balance, Basement Approved x New Balance as recent examples of this trend. “When creators open the door for certain brands with their own tone of voice, we see an immediate response and a spike in traffic,” explains Smith. “Of course this translates into sales because there is already trust between the community and the creator”
With all this in mind, you can expect more and more creators to start using the platform next year. “We’ve also built our business on trust and legitimacy,” explains Smith. ‘I knew Lucien [Clarke] for more than 20 years. He’s a friend and he trusts what we do – but he’s also a businessman and an entrepreneur; he’s not going to work with us just because we’re friends,” Murphy adds.
That confidence is also shown by high level investors including LocalGlobe VC, Jose Neves – founder of Farfetch.com, Alex Chung – founder of Giphy, Maurice Helfgott – Amery Capital, BEAMS Japan and Ian Rogers of LVMH and Ledger – the cryptocurrency. hardware wallet. From micro-level uptake to fully established support already secured, it is clear that the foundations have been laid for Moetic, as a platform, to shake up the creator economy like never before.
Visit https://www.paradeworld.com/uk/moetic/ for more information.