Purple Brand, co-owner
Luke Cosby
Purple Brand, co-owner

Deep Dive

Purple Brand co-founder and owner Luke Cosby saw a white space in the market for jeans at a contemporary price point that weren’t basic or overdone. Founded on the idea that style and innovation shouldn’t be limited to designer denim, Cosby and Rob Lo launched the brand in 2017 with the goal to combine the aesthetics of luxury fashion with everyday accessibility with Purple Brand. Together, they put together a team that traveled the globe to find production partners that would assist in creating a supply chain for top-quality products. Designer-inspired fits, premium hardware and unique details characterize the brand’s line of denim, which it calls “the anchor of the modern man’s wardrobe.” 

In recent years, the label has amassed a cult following based on its signature denim-meets-streetwear focus. Distressed finishes, bleached washes and patchwork effects enliven the brand’s line of jeans, which have become go-to pieces for hip-hop artists like Jermaine Dupri, Kid Cudi, Gunna, Polo G, and The Kid Laroi.  

Prior to creating Purple Brand, Cosby specialized in brand-building for enterprises across the North American and Asian markets, providing expertise in product development, sales strategy and public relations. He remains at the helm of his branding agency, SHDWBX, which works with emerging designers and independent shops like Hamilton Shirt Company, Red Wing, Mr. Gray, Shwood, and United Stock Dry Goods.