I want to start by acknowledging how grateful I am to be in the position I am today. It’s been two months since we moved into our new office in downtown New York City, and I still feel so lucky to be living the reality we manifested. I’m surrounded by an incredibly talented team, creating products that continue to evolve and mature in ways I always dreamed of. Pursuing the goal of building a brand in a city like New York feels like a dream come true, especially knowing I have the support of an amazing family and close friends.
As I said in my last letter, I apologize in advance for the lack of perfect grammar and any run-on sentences. These letters are more like my morning journal entries—thoughts I jot down quickly in my notes app, just as they come to me. But while this letter is centered around one key theme, it’s also an update, offering a glimpse into what has happened since our last note, before the launch of our Summer 2024 collection.
Since then, we’ve shown our Spring 2025 collection in both Paris and New York. We’re thrilled to share that a number of incredible new retail partners will launch the brand this coming Fall and into 2025. As our wholesale business grows, we’ve partnered with a new warehouse on the West Coast, which has successfully received our Fall & Winter 2024 products. (And if you remember from the last letter, our Fall 2023 collection was stolen). In addition, we’ve finished designing our Fall 2025 collection, built a new website that launches next week, and we’re now ready to release the campaign that’s been in the works alongside everything else.
And now, we’re also excited to introduce an updated logo for KROST. As we continue our journey toward becoming a more contemporary menswear brand, this felt like the right moment to refine our logo to reflect that evolution. This brings me to the heart of this letter—my best friend, Nate Brown.
I could try to sum up Nate’s resume, but I’m certain I wouldn’t do it justice. He’s worked with names like Jay-Z & Beyonce, Virgil Abloh, John Elliott, Kith, Dior, and many more. He’s the founder of multiple businesses and has always been the most talented creative I know. Even though he’s been just a phone call away since I launched the brand, for some reason, I always hesitated to ask for his help, even though his opinion mattered most to me. But as another friend once taught me, “closed mouths don’t get fed,” so I finally asked. With the product reflecting a turning point for the brand, it felt like the right time. “Support your friends” has never felt more central to KROST’s identity.
Nate not only helped update the logo, but over the last few months, he’s played a crucial role in leading the creative direction behind our new website, our upcoming campaign, and the overall identity of the brand moving forward.
Nate created a logo that’s bolder, more sophisticated, and most importantly—more condensed, symbolizing a tight-knit group of friends. It ties back to why KROST exists in the first place. The logo represents the gift of friendship, old and new. It’s about the beauty that comes from strong connections with the people who enrich your life and lift you up.
Our goal remains to create products your friends and family will want to borrow—pieces made to last and be cherished for years to come.
So, thank you, Nate Brown! And to everyone reading - we hope to have you with us during this next chapter of KROST.
Love,
Samuel Krost