LVMH's Choice: Our Legacy, 6x Growth in 3 Years

When Stubbornness Met Capital

Past the €46 million mark. A vertical climb of 6x in three years — yet Our Legacy co-founder Jockum Hallin puts it plainly:

"Our consistency simply
merged with the zeitgeist."

Twenty years of refusing to chase trends until the market came looking on its own — that arrogant stubbornness ultimately opened the wallet of LVMH, the world's largest luxury empire.

Our Legacy is now passing through the greatest turning point in its history.

LVMH Knocks

In November 2024, LVMH Luxury Ventures acquired a minority stake in Our Legacy. What's interesting is LVMH's posture: they didn't try to acquire the brand — they chose partnership, as they did with Aimé Leon Dore and Gabriela Hearst.

What LVMH saw in this brand is 'stable subversiveness.' Bestsellers released five or six years ago still selling today; a fandom sustained by the texture of materials alone, without a single logo. To avoid damaging that essence, LVMH handed over the check on one condition: "change nothing." With the top of the luxury pyramid reaching saturation, investors have begun targeting a new tier — 'mid-size brands' with solid fan bases. A symbolic event.

From Milan to Paris: The 'Just Clothes' Declaration

After twenty years of keeping its distance from the runway, Our Legacy's posture has turned sharply aggressive within the past year.

FW25 "AULA" (Milan)
A study in colliding personas — a tobacco shop owner who transforms into an avant-garde character by night. Proof, in clothing, of the layered selves humans shift between depending on their environment.

SS26 "B-Sides" (20th Anniversary)
It was the brand's twentieth anniversary, but they refused 'nostalgia.' Not a greatest-hits compilation but 'B-Sides' — like a record flipped over, the lookbook carried the brand's private humor and sensibility.

FW26 "Just Clothes" (Paris Debut)
And finally, this past January, Our Legacy entered the official Paris Fashion Week menswear calendar. The title, paradoxically: 'Just Clothes.' Focusing on the archetypes of clothing — the mechanic's jacket, the 1940s coat — over fleeting trends, they announced to the world that they had now entered 'the real luxury league.'

Global Expansion: Korea Is Already 'Conquered'

LVMH's capital is translating into immediate territorial expansion. The first concession store opened at Printemps in Paris in October 2025, and a 'two flagships per year' rollout plan is now in motion — New York, LA, Tokyo, Shanghai.

What deserves attention is Korea's standing. Even before the LVMH deal, Korea was a strategic stronghold, vying with the UK for first and second place in Our Legacy's DTC revenue. With three shop-in-shops already operating, the Korean market is effectively the 'success model' — proven before Our Legacy's global stretch even began.

Our Legacy's growth is both an opportunity and a crisis for select shop buyers.

The Beginning of Scarcity Management
The Paris runway debut and LVMH's investment have transformed the brand's standing. Wholesale channels will now be managed ever more selectively — and beyond simple product supply, only partners who understand the brand's 'Work Shop' spirit will survive. Work Shop is Our Legacy's smartest secret weapon for sustaining hype.

A Shift in Price Positioning
Injected capital demands profitability. As with Aimé Leon Dore, there's a strong likelihood Our Legacy will attempt a weight-class change from contemporary to luxury through gradual price increases.