By Melanie Gropler

Those who are around 30 probably used to wear Homeboy on their own skin. The brand was established in 1988 by Jürgen Wolf and made a turnover of 35 million euros in the late 90s, according to its founder. Homeboy indeed was one of the few German brands to become a success story in streetwear. Until 2000. At that time, together with the stock market crash, the descent of Homeboy began, and even comeback attempts couldn’t really change that.

Homeboy: 1997 calender with German music trio Tic Tac Toe
Homeboy: 1997 calender with German music trio Tic Tac Toe
Now, Jürgen Wolf and his brand Homeboy – meanwhile he again holds the rights – are back. With ambitious plans and a brand new concept in store: Club Homeboy is supposed to take the brand back to former glory. The idea: multi brand retailers join forces in a privileged partnership with the brand Homeboy and operate an exclusive buying group. The members meet six times a year and together discuss the demands for the collection, which is then supposed to be sold in the particular stores.

Jürgen Wolf wants to take a chance on verticality: “While the industry takes 18 months on average from the idea to the store, Club Homeboy can implement this in a fraction of the time, by which we can match our velocity to the ones of Zara and co.” And still sell a brand: “The basic T-shirt costs 29,95 euros in retail price. Therefore, it’s clear what the price structure looks like. We sell a brand!”

new Homeboy Logo
new Homeboy Logo
The club is only intended for a small amount of members, for distributors with several branches, which are strategically on the same wavelength and which cross their sales areas as little as possible. Currently, the club consist of Wöhrl with the format U-eins, Yeanshalle, Reischmann, Kastner & Öhler and Ramelow.

The members buy the pieces of the collection at manufacturer prices, which are based on the quantity. Since there is no storage space and employees and there are no distribution expenses, much higher margins are supposed to be realized for the members. Wolf takes 10 percent of the prescribed gross selling price as a club charge. The first collection will be launched on the Homepage at the end of November. We are excited about the Homeboy Look 2015!