Company Research Report: DRO®

Company Overview

• Name: DRO

• Mission of the Company: No explicit mission statement is available, but DRO describes its focus as designing bespoke garments for drug smugglers, rap artists, and dimes.

• Founded: 2012

• Founded By: The specific founders are not mentioned.

• Key People: Specific individuals are not listed in the provided data.

• Headquarters: Initially started in Los Angeles, California.

• Number of Employees: No information is available.

• Revenue: No financial information is available.

• Known For: DRO is known for its streetwear apparel, collaborations with musicians and influencers, and its unique customer targeting, including drug smugglers and rap artists.

Products

Categories of Products Offered:

1. Graphic Tees

• A range of graphic tees with various prints and themes related to street culture.

2. Long Sleeves

• Contains long sleeve tees such as the "DRO Extendo" and "DRO Formula" variants, showcasing bold graphics and slogans.

3. Hoodies

• Includes pullover and windbreaker styles, available in different colors and featuring the brand’s signature graphics and embroidery.

4. Headwear

• Offers trucker hats and beanies with the brand’s distinct style and patches.

5. Accessories

• Features items like golf towels and assorted color sticker packs, expressing the brand’s edgy aesthetic.

6. Mystery Packs

• Elements of surprise with packages containing a selection of DRO products.

7. On Demand Goods

• Customized and unique products produced on customer demand.

Key Features:

• Design: Products focus on street-inspired aesthetics with vibrant graphics, some incorporating TRAP technology and collaborations.

• Targeted Themes: Many products are themed around urban culture, rap, and lifestyle, sometimes in collaboration with notable figures like Waka Flocka Flame.

Recent Developments

• New Products:

• Launch of several collections including a range of collaborations (e.g., DRO X Riot Society, DRO X Waka Flocka SS20).

• Innovations:

• Introduction of TRAP™ Augmented-Reality video game in January 2022, aiming to blend gaming with lifestyle branding.

• Partnerships:

• Retail partnerships with Zumiez (since December 2020) and DTLR for distributing exclusive collections.

• Notable collaborations include working with lifestyle influencers and music artists like Waka Flocka Flame, highlighting the cross-influence between music and fashion.

• Special Projects:

• DRO made appearances in media outlets like Forbes, shedding light on their brand strategy and reach.

• Cultural Touchpoints:

• Integration of multicultural inspirations into product designs, including influences from anime and Japanese culture.

Conclusion

This report summarizes DRO’s operations as a distinct lifestyle brand, rooted deeply in urban and street culture, with a focus on expressing unique lifestyles through fashion and collaborations. Despite limited financial and personnel data, DRO’s strategic alliances and product innovations mark significant milestones in its brand evolution.