Price too low and the brand feels cheap. Too high and nothing moves. Here\u2019s the simple framework denim founders actually use.
The three numbers
- Landed cost. What the pair costs you, delivered \u2014 production plus shipping.
- Your price. Streetwear denim commonly retails anywhere from $60 to $200+ depending on positioning \u2014 your content and brand story decide where you sit.
- Margin. Price minus landed cost. This funds your content, your next order, and your profit \u2014 protect it.
ONE PAIR MINIMUM • YOUR BRAND ON THE PATCH • 26 PROVEN STYLES • SHIPS IN ABOUT A WEEK • ONE PAIR MINIMUM • YOUR BRAND ON THE PATCH • 26 PROVEN STYLES • SHIPS IN ABOUT A WEEK •
Rules that keep you honest
Anchor to comparablesPrice near brands your audience already buys \u2014 slightly under the established names, never near fast fashion.
Let volume raise marginAs orders grow, tiered production pricing drops your cost \u2014 keep your retail price steady and the margin widens.
Never discount the brandRun drops and bundles, not markdowns \u2014 discounts train fans to wait.
Free shipping is a leverBake a threshold (\u2018free over $X\u2019) into your own store \u2014 it raises average order size.
Common questions
What margin should a new denim brand target?
Healthy apparel brands typically keep a wide gap between landed cost and retail \u2014 enough to fund content and reorders; exact targets depend on your positioning.
Should I price low to get first sales?
No \u2014 low prices read as low quality in fashion. Win with story and product, not discounts.
How does volume pricing help?
Your production cost per pair drops in tiers as quantities grow, so the same retail price earns more as you scale.
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