Here's your Forbes Daily Briefing for Monday, August 11th.

Today on Forbes, how young LA pumped up its activeware startup to $176 million in sales.

In his sample room in Los Angeles, California, young L.A. co-founder, Gremere Chopra

rolls a synthetic t-shirt between his fingers for a moment

before letting it fall back into place on a wall of racks containing other unlaunched items

from his 11-year-old activewear brand that brings in $176 million in revenue.

Chopra, wearing a Rolex date just and camo short sleeve from his brand, says, quote,

I spend half of my day in here. Whatever we launch, I've tried every single piece on.

Striking a balance between streetwear and athleisure, Young L.A. also shares elements with

larger companies, Supreme and Jim Shark. Founded in 2014 by Chopra,

who is 33 years old, and his older brother Dashmeet, who is 37, the direct-to-consumer brand started

off selling men's gymware before expanding more broadly into lifestyle clothing. Like New York

City-based Supreme, Young LA.A. generates hype and urgency

using a limited drop model for bi-weekly clothing releases. Supreme typically releases new

collections once a week. The most prominent models on Young L.A.'s website look like bodybuilders,

many are fitness influencers who earn a commission promoting affiliate links,

a hallmark of Jim Shark's UK-based business.

While both brands out-earned Young L.A., Jim Shark and Supreme respectively brought in $780 million

and $538 million in revenue in 2024, the Chopra brothers, who each own 50% of the company, have found

steady success turning their activeware business into a lifestyle brand. Half of Young LA's annual

revenue is now from sales of street clothing such as jeans and hats. The company's growth has

propelled it to finally cross into brick-and-mortar locations,

...