What Broken Promises does

Broken Promises Co. is a privately held, founder-operated lifestyle streetwear brand headquartered in California, founded by Mandee Bence and Jason Blake. The company sells apparel and accessories themed around emotional expression through a direct-to-consumer model with weekly limited-edition drops every Saturday at 8 AM PST, gated by early access on its proprietary iOS/Android mobile app (Friday 8 PM PST). The product portfolio spans unisex graphic tees, hoodies, bottoms, swimwear, loungewear, outerwear, and kids clothing, plus accessories including phone cases (made-to-order), press-on nails, acne patches, jewelry, headwear, bags, stickers, and skate products. The 'Smoken Promises' sub-brand extends into cannabis-themed lifestyle accessories.

The business is built on a Shopify-based e-commerce platform (brokenpromisesco.com) supplemented by TikTok Shop, a wholesale program, and a retail partnership with Zumiez. Payments are processed via Shopify Shop Pay, Apple Pay, Google Pay, PayPal, Amazon Pay, Klarna, and Sezzle, with international multi-currency checkout supported through Shopify Markets (active shipping to the US, UK, Canada, and Australia). The company has cultivated an extensive collaboration portfolio — including Von Dutch, Ed Hardy, PSD, Warheads, MTN Dew, Hot Wheels, Santa Cruz Skateboards, Death Note, Junji Ito, Beetlejuice, It's Happy Bunny, The Offspring, Rob Zombie, Pierce the Veil, The Used, and Sum 41 — alongside a sub-brand licensing structure for band/musician merchandise.

The go-to-market combines owned channels (e-commerce, mobile app, email newsletter, The Zine editorial blog), organic social (Instagram @brokenpromisesco, TikTok), influencer marketing via TikTok Shop affiliates, celebrity endorsements (Lil Nas X, Miley Cyrus, Wiz Khalifa, Post Malone, Machine Gun Kelly, Doja Cat, Avril Lavigne, and others), and community-driven scarcity mechanics (most items never restocked). No AI/ML capabilities, funding rounds, or revenue figures are disclosed, and the company is bootstrapped with no identified institutional investors.

Name

Broken Promises

Legal name

Broken Promises Co.

Website

https://brokenpromisesco.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Broken Promises Co. is a California-based, founder-led streetwear brand that sells limited-edition emotional-expression apparel and accessories via weekly Saturday drops on Shopify, a proprietary mobile app, TikTok Shop, Zumiez, and wholesale, serving Gen Z and millennial consumers.

Ownership category

akta.pro rank

Product category

Streetwear Apparel and Accessories

NAICS

Apparel Accessories and Other Apparel Manufacturing (3159), Jewelry, Luggage, and Leather Goods Retailers (4583), Jewelry Retailers (45831), Health and Personal Care Retailers (456)

SIC

Retail-Apparel & Accessory Stores (5600), Women's, Misses', And Juniors Outerwear (2330), Women's, Misses', Children's & Infants' Undergarments (2340), Jewelry, Silverware & Plated Ware (3910)

akta.pro primary industry

Tech & Utility Accessories (Phone Cases, Watch Bands, Key Holders) (CRAAAJAK)

akta.pro secondary industries

Statement & Trend Jewelry (CRAKABAB), Small Leather Goods (Wallets, Cardholders, Keyholders) (CRAKAEAB)

Keywords

• Streetwear apparel
• Limited edition drops
• Lifestyle clothing
• Unisex graphic tees
• Celebrity collaborations

Headquarters

HQ city

Corona

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct Product Sales: The primary revenue stream is direct-to-consumer sales of streetwear apparel and accessories through the company's e-commerce website and mobile app. Products are sold at one-time purchase prices with no subscription component.
2. Wholesale/Retail Distribution: Revenue generated from selling products in bulk to third-party retailers such as Zumiez and other wholesale partners.
3. Collaborations and Licensing: Revenue from limited-edition collaborative collections with brands (Von Dutch, Ed Hardy, PSD), musicians (The Offspring, Rob Zombie, Sum 41, Pierce the Veil), entertainment IPs (Death Note, Beetlejuice, Hot Wheels), and food brands (Warheads, MTN Dew).

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Broken Promises is a lifestyle streetwear brand that designs, produces, and sells emotion-themed unisex apparel and accessories through weekly limited-edition drops every Saturday at 8 AM PST. The brand also offers a broad portfolio of high-profile collaborations with musicians (The Offspring, Rob Zombie, Sum 41, Pierce the Veil, The Used), entertainment IPs (Death Note, Beetlejuice, Hot Wheels, Junji Ito), and lifestyle brands (Von Dutch, Ed Hardy, PSD, Warheads, MTN Dew, Santa Cruz Skateboards). Products include graphic t-shirts, hoodies, denim, swimwear, loungewear, phone cases, jewelry, accessories, and the cannabis-themed Smoken Promises sub-brand.

Product overview

Broken Promises is a lifestyle streetwear brand created by Mandee Bence and Jason Blake, dedicated to normalizing the expression of emotions. The company operates as a weekly drop-based e-commerce business that releases new limited-edition collections every Saturday at 8 AM PST. Their product portfolio centers on unisex streetwear clothing including graphic t-shirts, hoodies, bottoms, swimwear, loungewear, and outerwear, complemented by extensive collaborations with entertainment properties and artists (Warheads candy, Von Dutch, Ed Hardy, PSD underwear, Ed Hardy, Rob Zombie, The Offspring, Pierce The Veil, Sum 41, The Used, Death Note, Junji Ito, Santa Cruz Skateboards, Hot Wheels, and others), accessories (phone cases, jewelry, bags, headwear, stickers, beauty products), and the cannabis-themed sub-brand Smoken Promises. Most items are sold as limited drops with no restocks, though select items are restocked based on demand. The company sells directly through brokenpromisesco.com and through retailer Zumiez, with an app available on iOS and Android for early access shopping.

Differentiator

Problem solved

Functional benefit

Brands

• Smoken Promises: A sub-brand/product line featuring smoking-themed accessories including lighters, hash kits, and related items.

Products and services

• BP x Warheads Collection Official collaboration with the iconic sour candy brand Warheads, featuring graphic tees, hoodies, jerseys, swimwear, phone cases, skate decks, and collectible candy pieces inspired by the sour candy brand.
• BP x Von Dutch Collection Official collaboration with Von Dutch heritage brand featuring bold graphics, rhinestones, and standout denim across tees, hoodies, denim jeans, shorts, and headwear, inspired by Von Dutch heritage and fueled by emotions.
• BP x Ed Hardy Collection Collaboration with Ed Hardy featuring tattoo-inspired graphics on trucker hats, tees, tanks, and denim shorts with signature tattoo art aesthetics.
• BP x PSD Collection Partnership with PSD (Underwear) featuring premium fabrics, prints, and fits for underwear and loungewear, including sports bras, boy shorts, boxer briefs, and athletic shorts with extended sizing from XXS to 6XL.
• BP x Awful Lot of Broken Promises (ALOCS) Official collaboration with rapper Desto Dubb featuring graphic tees, hoodies, and sweatpants with streetwear aesthetic.
• Smoken Promises Lifestyle sub-brand featuring cannabis-inspired accessories including lighters, hash kits, necklaces, and related lifestyle products.
• T-Shirts & Tees Streetwear tops available in short sleeve, long sleeve, button-up, jersey, and tank styles. Most items are unisex with graphic prints and emotional themes.
• Hoodies Streetwear hoodies and zip-up hoodies with graphic prints, rhinestone embellishments, and emotional themes.
• Bottoms Streetwear bottoms including denim, sweatpants, and shorts for both men and women.
• Swimwear Swimwear including bikinis, one-pieces, and swim shorts with extended sizing from XXS to 6XL, featuring graphic and metallic designs.
• Lounge & Underwear Loungewear and underwear including boxers, briefs, sports bras, triangle bras, and robes designed for comfort.
• Jackets Outerwear and jackets as part of the streetwear collection.
• Jewelry & Accessories Jewelry including necklaces, bracelets, and chains along with accessories such as belts, socks, bags, stickers, skate products, and room décor items.
• Phone Cases Custom phone cases made-to-order for various iPhone models including iPhone 17 series. These are final sale items as they are printed on demand.
• Press-On Nails Beauty accessories including press-on nails in various themes such as Fierce, Wicked, Glistening, Tropical, Tempting, Chrome, Obsessed, Medieval, Majestic, Savage, Celestial, Ravishing, Opulent, Sultry, Cosmic, and Irresistible.
• Acne Patches Skincare accessories including tattoo-style acne patches and holographic acne patches for skin treatment.
• Kids Clothing Children's clothing including youth-sized versions of collaborative and core products.
• Gift Cards Digital gift cards available for purchase as a gifting option.
• Wholesale Program Wholesale program for retailers interested in carrying Broken Promises products in their stores. Contact via [email protected].

Quantifiable outcome

• New items added every Saturday with preview on Instagram each Thursday
• +2 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Partnerships

21 partnerships are on record, tiered flagship, core and minor.

• WarheadsflagshipStrategic or Co-development PartnerOfficial candy brand collaboration featuring graphic tees, hoodies, jerseys, swimwear, accessories, and collectible candy pieces inspired by the iconic sour candy brand. The collaboration includes products like Warheads x Broken Promises Sour Grab Tee, Wally Vintage Washed Hoodie, Mega Sour Tour Mesh Jersey, and Sour Grab Clear iPhone Case.
• Von DutchflagshipStrategic or Co-development PartnerFashion brand collaboration blending Von Dutch heritage with Broken Promises' emotional expression aesthetic. Features bold graphics, rhinestones, and standout denim across tees, hoodies, headwear, and jeans including Night Sky Rhinestone Denim Jeans and Death Grip Hoodie.
• PSD (Pillowglove)flagshipStrategic or Co-development PartnerPremium underwear and loungewear collaboration with professional athlete-endorsed brand. Products feature premium fabrics, fresh prints, and perfect fits made for athletes. Includes Broken News, Lust Scorpion, and Forever collections with sports bras, boxer briefs, and boy shorts.
• Ed HardyflagshipStrategic or Co-development PartnerStreetwear collaboration with iconic tattoo artist brand featuring Love Scars, Wasted Love, and Forever Fades graphics on tees, tank tops, denim shorts, and trucker hats. Multiple collection drops released.
• The OffspringcoreStrategic or Co-development PartnerPunk rock band merchandise collaboration featuring exclusive apparel designs.
• Rob ZombiecoreStrategic or Co-development PartnerMusician collaboration reimagining Rob Zombie's cult classic aesthetics in streetwear form.
• Pierce the VeilcoreStrategic or Co-development PartnerEmo/pop-punk band merchandise collaboration.
• The UsedcoreStrategic or Co-development PartnerAlternative rock band collaboration featuring emotional-themed apparel.
• Sum 41coreStrategic or Co-development PartnerPop-punk band merchandise collaboration.
• MTN DewcoreStrategic or Co-development PartnerFlamin' Hot Mountain Dew collaboration featuring spicy-sweet themed streetwear and accessories.
• Hot WheelscoreStrategic or Co-development PartnerHot Wheels toy brand collaboration bringing automotive-themed designs to streetwear.
• Santa Cruz SkateboardscoreStrategic or Co-development PartnerSkateboard brand collaboration featuring skateboard decks and skate-inspired apparel.
• Death NotecoreStrategic or Co-development PartnerJapanese manga/anime IP collaboration featuring Death Note-themed streetwear designs.
• Junji ItocoreStrategic or Co-development PartnerJapanese horror manga artist collaboration featuring Junji Ito's iconic horror artwork on apparel.
• BeetlejuicecoreStrategic or Co-development PartnerTim Burton film IP collaboration featuring iconic Beetlejuice aesthetics.
• It's Happy BunnycoreStrategic or Co-development PartnerY2K cult brand revival collaboration featuring Happy Bunny's bite-themed designs.
• CasperminorStrategic or Co-development PartnerMattress brand collaboration featuring spooky-sleep themed designs.
• ZumiezcoreChannel Partner/ Reseller/ DistributorSpecialty retailer carrying Broken Promises products in Zumiez stores and on zumiez.com. One of the few authorized third-party retailers alongside the brand's own direct-to-consumer channels.
• SezzleminorOthersBuy-now-pay-later payment option provider enabling customers to pay in installments.
• TikTokcoreGTM or Marketing PartnerTikTok Shop partnership for influencer marketing and social commerce. The brand runs an influencer program through TikTok Shop and maintains an active presence on the platform.
• ALOCS / Desto DubbminorStrategic or Co-development PartnerArtist collaboration featuring Ghetto Bird Tee, Classic Promises collection, and UV-reactive Crying Doves designs.

Scale indicators4 records

Recent moves1 record

Expansion highlights7 records

Broad incumbents

• Hot Topic: Hot Topic is a broader music/emo/subculture-focused apparel retailer that overlaps with Broken Promises on band merchandise (Offspring, Pierce the Veil, Sum 41) and alt-streetwear graphics.
• REVOLVE: REVOLVE is a broader incumbent in influencer-driven, social-commerce-led apparel for a similar young, fashion-forward female customer, with comparable celebrity seeding and drop mechanics.
• Zumiez: Zumiez is both a wholesale customer and a broader incumbent in the action-sports/streetwear specialty retail channel, carrying brands with similar end-consumers to Broken Promises.
• Urban Outfitters: Urban Outfitters is a broader incumbent in trend-driven youth apparel and accessories, with overlapping customer segments (college-age, alternative-leaning shoppers) and a similar appetite for graphic, expressive merch.

Direct peers

• Supreme: Supreme is the archetype of the limited-drop streetwear model with celebrity collabs and collector-driven demand — a structural peer even though its price point and aesthetic are higher-end than Broken Promises'.
• Ed Hardy: Ed Hardy is both a collaboration partner and a direct peer: an established tattoo-art-inspired streetwear brand selling graphic apparel, denim, and accessories with a similar rhinestone-heavy, statement-driven aesthetic.
• Von Dutch: Von Dutch is a flagship collaboration partner and a direct peer: a heritage streetwear brand trucking in bold graphics, denim, and rhinestones that target the same alternative/emo-adjacent streetwear customer.
• PSD (PSD Underwear): PSD is a flagship collaboration partner and a direct peer in the loungewear/underwear category, with athlete-endorsed, graphic, inclusive-sizing basics that overlap with Broken Promises' PSD x BP collection.
• Dolls Kill: Dolls Kill is a direct-to-consumer streetwear and alternative-fashion retailer that targets the same emotionally expressive, emotionally expressive youth customer with weekly drops, wide sizing, and edgy graphic apparel — making it the closest comparable brand to Broken Promises.

Emerging players

• Killstar: Killstar is an alternative/gothic streetwear brand focused on bold graphics and emotional/dark aesthetics — a partial-overlap emerging player with similar customer affinities to Broken Promises' emo/punk collabs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/brokenpromisesco
• TikToktiktok.com/@brokenpromisesco
• Xx.com/brokenpromisesc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Broken Promises