Nude Project

How Two Friends Bootstrapped Nude Project to $30 Million in Revenue

February 28th, 2025

Founded By

Bruno Casanovas

Monthly Revenue

$2.5M

Starting Costs

$600

Founders

Employees

130 (est.)

Profitable

Yes

Year Started

2019

Customer

B2B & B2C

Founded By
Bruno Casanovas: Monthly Revenue
$2.5M: Starting Costs
$600

Founders
2: Employees
130 (est.): Profitable
Yes

Year Started
2019: Customer
B2B & B2C

Who is Bruno Casanovas?

Bruno Casanovas and Alex Benlloch, both hailing from Madrid and born in 2000, started Nude Project from their dorm rooms in Barcelona at the age of 19 with just 600 euros, sharing a passion for social media and entrepreneurship.

What problem does Nude Project solve?

Nude Project solves the problem of self-expression for Gen Z, offering unique streetwear that resonates with their artistic, cultural, and individualistic values without breaking the bank.

How did Bruno come up with the idea for Nude Project?

Bruno Casanovas and Alex Benlloch, the founders of Nude Project, stumbled upon their business idea by examining a gap in the Spanish market for streetwear that resonated with cultural and artistic influences. Initially contemplating a bikini brand, they quickly realized it wasn't a viable option as it didn't resonate with their personal identities. Instead, they turned their attention to streetwear, inspired by American culture, hip-hop, and individuals like Tyler, the Creator, that celebrated individuality and self-expression, which they felt was missing locally.

Their mutual passion for entrepreneurship and creative expression led them to create something that connects authentically with their generation. They began with a small budget and a desire to celebrate uniqueness, resulting in a clothing brand known for its vibrant storytelling and individuality through fashion. Throughout the process, they adapted their ideas based on their own experiences and insights, embracing a learning mindset to navigate the uncertainties and challenges in their journey from concept to reality. Bruno and Alex also learned the importance of maintaining focus and authenticity, which has been pivotal in their continued success.

How did Bruno Casanovas build the initial version of Nude Project?

Bruno Casanovas and Alex Benlloch started Nude Project in 2019 with just 300 euros each, crafting their first prototype: 20 basic t-shirts. Initially selling these to their university friends, they focused on reinvesting any profits back into the business. Working from Bruno's grandmother's living room, they faced challenges such as stock issues and logistical headaches that forced them to personally intervene at production facilities, like adjusting 10,000 pieces of faulty inventory. Despite these challenges, they used their creativity and initial social media skills to bootstrap Nude Project without external investment. The journey was arduous, involving long hours and often stressful problem-solving, but their passion-driven persistence has played a crucial role in their success.

What were the initial startup costs for Nude Project?

Initial Investment: The founders, Alex and Bruno, each contributed 300 euros, totaling 600 euros to start the Nude Project.

What was the growth strategy for Nude Project and how did they scale?

Nude Project effectively used platforms like Instagram and TikTok to showcase their brand and lifestyle. They crafted content that resonated with Generation Z by highlighting fashion trends, streetwear styles, and collaborations with influencers and celebrities. Their visuals and storytelling portrayed an aspirational lifestyle that attracted a young audience.

Why it worked: The visual nature of social media allowed Nude Project to connect with their target demographic efficiently. By displaying the brand's unique style and creative vision, they engaged a community eager to embrace the brand's identity.

Podcast

The brand launched a podcast to engage their community and extend their influence beyond clothing. Through interviews with artists, entrepreneurs, and various personalities, they shared stories that aligned with their lifestyle message of pursuing passions and dreams.

Why it worked: The podcast provided a platform to discuss themes relevant to their audience, thereby deepening their connection with the community. It allowed listeners to engage with Nude Project on a more personal and philosophical level, fostering a sense of belonging and loyalty.

Strategic Collaborations

Nude Project collaborated with well-known brands and artists, such as their notable collaboration with Playboy. These partnerships elevated their brand visibility and status within the fashion industry and among consumers.

Why it worked: Collaborations gave them credibility and access to wider audiences. By partnering with established names, Nude Project not only enhanced their brand but also attracted customers who admired those partners, thus expanding their market reach.

Community Engagement

The founders placed a strong emphasis on nurturing their community through events, exclusive collections, and engagement activities. By involving their customers in the brand's journey, they fostered a loyal customer base.

Why it worked: This approach made customers feel valued and part of something larger, encouraging brand loyalty and repeat purchases. The sense of community created through direct interactions and unique experiences helped cement Nude Project's position as a lifestyle brand.

What's the pricing strategy for Nude Project?

Nude Project sets its pricing within a mid-range accessible to its core Gen Z audience, often offering limited edition collections to create a sense of exclusivity, without having free offerings.

What were the biggest lessons learned from building Nude Project?

Adapt Quickly: Nude Project overcame supply chain interruptions by pivoting to a fully online approach, allowing them to maintain production and quality during the pandemic.
Embrace Vulnerability: Sharing personal struggles, like anxiety and production hiccups, made their brand relatable and strengthened community ties.
Leverage Storytelling: Using compelling narratives, such as their founders' journey and community-focused content, helped build brand identity beyond just clothing.
Build with Passion: By turning their passion into action, the founders inspired others to pursue their dreams, creating an aspirational brand ethos.
Bootstrap Smartly: Starting with minimal investment and focusing on profitability from day one taught them resourcefulness and financial discipline.

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