Bolt Threads: Mylo Launch
Fashion’s first mycelium-leather consortium—adidas, Kering (Gucci), lululemon, and Stella McCartney—launched with The New York Times Style exclusive, driving consumer, industry, and investor demand.
Objectives
Awareness and credibility: Establish Mylo as a luxury-grade, low-impact leather alternative.
Adoption: Drive partner commitment and product pipelines via the Mylo Consortium (adidas, Kering/Gucci, lululemon, Stella McCartney).
Investment and demand: Spark investor interest and consumer demand to fuel scale.
Strategy
Position Mylo at the intersection of deep science and high design. Launch a first-of-its-kind brand consortium with adidas, Kering (Gucci), lululemon and Stella McCartney, anchored by a New York Times Style exclusive to accelerate adoption with consumers, the fashion industry and investors.
Execution
Announced the Mylo Consortium with adidas, Kering/Gucci, lululemon and Stella McCartney; aligned joint statements, creative assets and partner timelines.
Opened with The New York Times Style exclusive, then rolled to fashion, business and tech verticals; prepped spokespeople and visuals.
Kept momentum with a launch calendar: designer previews and prototypes, investor touchpoints and social/influencer amplification.
Results
Industry validation: Consortium secured with adidas, Kering (including Gucci), lululemon and Stella McCartney.
Global coverage: New York Times Style exclusive followed by features in Vogue Business, WSJ, WWD, Architectural Digest, Hypebeast and Forbes.
Momentum: Demand created across consumers, the fashion industry and investors; partners advanced product roadmaps and prototypes.
