kule.com
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KULE: The 20-Year Bet on Stripes
How a CFDA designer turned a simple tee into an $8.8M lifestyle brand
In a fashion landscape obsessed with the next big trend, KULE is betting on something timeless: the perfect stripe. This isn't just another DTC brand; it's a 20-year evolution from childrenswear to a cult-favorite women's collection, proving that niche focus can build a sustainable empire.
"KULE doesn't chase trends—it owns a single, recognizable visual identity that customers immediately recognize and seek out."
The 20-Year Pivot
Launched in 2001 by CFDA member Nikki Kule as a childrenswear brand, the company didn't find its true stride until 2015. That year, they relaunched with a laser focus: the perfect stripe tee. This wasn't a pivot; it was a distillation of 14 years of experience into a single, iconic product. Now, the brand encompasses a full women's collection, but the stripe remains the unifying thread.
The Cult of the Stripe
KULE's audience isn't browsing—they're searching. With 62% of traffic being direct, this is a brand with a loyal, returning customer base. The top search terms are revealing: 'kule,' 'kule hello new york sweatshirt,' 'kule white sweater.' Customers aren't searching for 'striped tee'; they're searching for *KULE* specifically. This is the hallmark of a true brand, not just a retailer.
The tech stack reveals a brand built for performance, not just aesthetics. Using Splide and Flickity for visual carousels, Tailwind CSS and Bootstrap for styling, and a rigorous focus on lazy loading and priority hints, KULE's site is optimized for speed and conversion. With Google Analytics and Tag Manager in place, every click is tracked, allowing them to refine the user journey from discovery to checkout.
- Strong brand recall: 62% direct traffic indicates customers type 'kule.com' directly.
- Niche dominance: Ranks for hyper-specific terms like 'terrycloth coverup women vintage style'.
- Efficient operations: 48 employees generating $8.8M revenue (~$183k/employee).
- Strategic tech: A modern, performant stack that prioritizes user experience and speed.
KULE is a masterclass in brand discipline.
They don't try to be everything to everyone. They own a single visual identity and build a loyal community around it, proving that in fashion, specificity is the ultimate scale strategy.
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KULE - Home of the Perfect Stripe Shirt
KULE is a fashion brand making classic clothes with a happy wink ;) Designed by CFDA member Nikki Kule, the brand launched as a childrenswear brand in 2001, and later relaunched as a collection of perfect stripe tees in 2015. Now encompassing multiple categories for women.
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About kule.com
KULE is a fashion brand making classic clothes with a happy wink ;) Designed by CFDA member Nikki Kule, the brand launched as a childrenswear brand in 2001, and later relaunched as a collection of perfect stripe tees in 2015. Now encompassing multiple categories for women.
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Technology Stack
kule.com uses 24 technologies across their website including Adobe Fonts, Google Fonts, hCaptcha, HSTS, unpkg, and more.
Fonts
Adobe Fonts, Google Fonts
Security
hCaptcha, HSTS, reCAPTCHA
CDN
unpkg
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Cloudflare
Email Marketing
Klaviyo
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DoubleClick Floodlight, Google Ads, Facebook Pixel
Traffic & Audience
kule.com receives approximately 71.0K monthly visitors and ranks #437,751 globally. The website has a bounce rate of 62% with visitors viewing an average of 2.8 pages per visit. Users spend an average of 0:46 on the site.
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