Contemporary high-end clothing line, IRIDIUM, has managed to stay on top and ahead of the curve for the past 10 years. The line has attracted many people, including popular rapper Gucci Mane and actor Quincy Brown.
Known for their innovative designs, Iridium is a clothing line that combines fashion, science, life, and creativity. The brand features stretch denim, military bomber pants, leather pants, creative joggers, printed t-shirts, and trendy outerwear. Some of its most coveted items are the pants. Fans of the line can’t get enough of Iridium’s various joggers and pants with straps.
Owner/designer Platinum created the brand, deriving its name from the Periodic Table of Elements. Here’s a refresher course for those of us who’ve long forgotten our physical science and chemistry classes. On the periodic table, iridium is a metal that is depicted as #77, while platinum sits right next to it as #78.
The reason being is that iridium is the purest form of platinum. In real life, Iridium is the purest part of designer Platinum. It is his heart and soul, and more importantly a direct reflection of his artistic vision. Especially, since he didn’t become a doctor like he originally planned.
Iridium started off as an online men’s lifestyle brand back in 2008. Over time, it expanded into carrying items for women and accessories like shoes, hats, and jewelry. They even provide exclusive custom pieces, but that’s only for the serious Iridium buyer.
Today, Iridium maintains three physical locations with a fourth on the way. They currently have two stores in Chicago. One is a flagship store that consists of two levels. The upper level is a boutique area that holds not only current collections but also garments from past collections. Similar to an archive, customers are able to see the entire history of the brand. While the lower level is open for events such as art shows, musical performances, and pop-up shops.
The second Chigaco location is a full retail store that carries multiple brands. It also operates as a consignment shop that allows customers to buy and sell gently used items. The Atlanta store is similar to the flagship store in Chicago, in terms of it operating as a boutique with opportunities for other creatives to make use of the space. Iridium is working on erecting a Tokyo store.
The stores are truly the epicenter of the brand because each store draws people in and exists not only to sell clothing, but also uplift creative culture. Every store has its own vibe and ultimately it’s own culture. People in Atlanta wear certain items differently than people in Chicago, and the stores reflect that. In addition, Platinum wants his stores to become part of the community and vice-versa so he allows them to adopt their own culture.
Last year, Iridium presented its Zeus collection at New York Fashion Week. Every piece adorned the Zeus emblem which is also the brand’s logo. There’s even a Zeus inspired charm that’s’ plated in 24K gold.
Knowing how fashion and clothing can affect a person’s entire identity, Platinum has decided that he wants his customers to feel powerful and “godly.” He wants people to truly connect to his brand and gain something from it; especially something positive or life-changing. It will be interesting to see where he decides to take the brand in the future and what new ways he will discover to connect with people.