Cookies Clothing

What Cookies Clothing does

Cookies Clothing is a San Francisco-based streetwear brand founded in 2011 by Gilbert Milam (Berner) and operated as a private company with 51–100 employees. The company designs, produces, and sells branded apparel and accessories — including tees, hoodies, crewnecks, jackets, jerseys, bottoms, shorts, hats, bags, and lifestyle items such as rolling trays, ashtrays, jars, and socks — primarily through a Shopify-powered direct-to-consumer e-commerce storefront that ships to 100+ countries, supplemented by a physical flagship store in San Francisco and wholesale distribution. Pricing is unit-based, ranging from roughly $5 accessories to $350 premium varsity jackets, with Afterpay buy-now-pay-later available across the catalog.

The business model centers on a high-velocity seasonal drop cadence (roughly 20+ collections per year spanning Spring, Summer, Fall, and Holiday) layered with an extensive limited-edition collaboration portfolio spanning music (Rolling Stones, Shoreline Mafia, Ruff Ryders, Glo Gang, Peter Tosh), sports heritage (Mitchell & Ness, New Era), and lifestyle brands (True Religion, PSD, Santa Cruz Shredder, Turino, Your Highness). The core customer is male streetwear consumers, with dedicated lines for women and the Crumbs by Cookies kids sub-brand, alongside a separate Cookies Glass sub-brand for smoking accessories. There is no public revenue or funding disclosed beyond a single 2018 Mesh Ventures round, no disclosed AI/ML capabilities, and no API or technology platform beyond Shopify and POS.

Name

Cookies Clothing

Legal name

Cookies Clothing

Website

https://cookiessf.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

Cookies Clothing is a San Francisco-based streetwear brand selling branded apparel and accessories through global DTC e-commerce (Shopify), a flagship store, and limited-edition collaborations with music, sports, and lifestyle partners serving streetwear, women's, and kids segments.

Ownership category

akta.pro rank

Product category

Streetwear Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)

Keywords

• Streetwear apparel
• Casual clothing
• Fashion accessories
• Headwear and bags
• Collaborative fashion

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Apparel and Accessories Sales: Direct consumer sales of branded streetwear including T-shirts, hoodies, outerwear, bottoms, hats, bags, and accessories. One-time purchase model with seasonal collection drops. Also offers accessories such as storage jars, trays, ashtrays, socks, and lifestyle merchandise.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Cookies Clothing designs, sells, and ships branded streetwear apparel and lifestyle accessories directly to consumers. The core catalog spans tees, hoodies, crewnecks, jackets, jerseys, knits, button-ups, bottoms, shorts, hats, bags, and accessories, released through seasonal Spring, Summer, Fall, and Holiday collections and augmented by limited-edition collaborations with brands such as Rolling Stones, Mitchell & Ness, Ruff Ryders, True Religion, and New Era.

Product overview

Cookies Clothing is a streetwear fashion brand offering a comprehensive apparel and accessories portfolio. The core offering includes tees, hoodies, crewnecks, jackets, jerseys, knits, button-ups, bottoms, shorts, hats, bags, and accessories. The brand operates multiple sub-brands including Crumbs by Cookies (kids clothing) and Cookies Glass (glassware and smoking accessories). A significant portion of the product strategy centers on limited-edition collaboration collections with music artists, sports brands, and lifestyle labels including Turino, Shoreline Mafia, Ruff Ryders, Mitchell & Ness, True Religion, Rolling Stones, Glo Gang, New Era, Santa Cruz Shredder, and others. Products are sold through seasonal collections spanning Spring, Summer, Fall, and Holiday releases. The brand utilizes Shopify as its e-commerce platform and offers Afterpay as a payment option.

Differentiator

Problem solved

Functional benefit

Brands

• Crumbs by Cookies: Kids clothing line
• Cookies Glass

Products and services

• Tees

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered minor and core.

• TurinominorStrategic or Co-development PartnerTurino collection featuring embroidered knits, fleece shorts, windbreaker jackets, pullover hoodies, and sweatpants for the 2026 season.
• Shoreline MafiaminorStrategic or Co-development PartnerCollaboration with Los Angeles hip-hop group Shoreline Mafia featuring tees, hoodies, jerseys, sweatpants, and accessories with 15 products.
• Ruff RydersminorStrategic or Co-development PartnerStreetwear collaboration featuring chrome, flame, and pitbull themed apparel including tees, hoodies, jerseys, sweatpants, and accessories.
• Mitchell & NesscoreStrategic or Co-development PartnerPremium collaboration with historic sportswear brand featuring varsity jackets ($350), football jerseys ($140), hockey jerseys, and mesh shorts. Flagship collaboration showcasing premium streetwear meets sports heritage.
• True ReligionminorStrategic or Co-development PartnerDenim and streetwear collaboration featuring trucker hats, skull beanies, and relaxed sweatpants.
• Glo GangminorStrategic or Co-development PartnerCollaboration with Chief Keef's Glo Gang brand (collection currently shows no active products).
• Rolling StonescoreStrategic or Co-development PartnerExtensive collaboration featuring Rolling Stones iconic tongue logo across 36+ products including arch sweatpants, tees, crewnecks, mesh shorts, pocket tees, and snapbacks. Multi-season partnership.
• New EraminorGTM or Marketing PartnerCookies x New Era collaboration featuring 59FIFTY fitted hats and other headwear styles.
• Santa Cruz ShredderminorStrategic or Co-development PartnerCollaboration with premium grinder brand featuring specialty products.
• PSD (Premium Snacks Distribution)minorStrategic or Co-development PartnerApparel collaboration with PSD brand.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Supreme: Iconic streetwear brand built on limited drops, cultural cachet, and hype-driven demand. Closely comparable to Cookies in terms of drop model, scarcity, and lifestyle branding, though Supreme operates at significantly larger scale.
• The Hundreds: LA-based streetwear brand with strong California identity, limited collaborations, and omnichannel retail. Closely comparable mid-scale streetwear peer serving overlapping customer segments and price points.
• Stüssy: Heritage streetwear label originating from Southern California surf/skate culture with global DTC and wholesale distribution. Comparable to Cookies as a multi-channel streetwear brand with seasonal collections and broad product range.
• HUF Worldwide: San Francisco-originated streetwear brand rooted in skate culture with broad apparel range and global distribution. Comparable as a streetwear brand with California roots, similar product breadth, and DTC-plus-wholesale model.
• Diamond Supply Co. San Francisco-based streetwear/skate brand with similar cultural positioning and California heritage. Comparable in target demographic, price points, and product mix including apparel, headwear, and accessories.
• BAPE (A Bathing Ape): Japanese streetwear brand known for collaborations, limited drops, and cultural cachet. Comparable to Cookies in collaboration-heavy product strategy and global DTC reach, though at larger scale and broader brand recognition.
• Obey Clothing: Shepard Fairey's streetwear label offering graphic apparel and accessories globally. Comparable as an artist/designer-driven streetwear brand with similar product breadth and international DTC distribution.

Broad incumbents

• Carhartt WIP: Workwear-rooted brand with strong streetwear positioning, global DTC, and seasonal collections. Comparable as a multi-channel apparel brand with workwear/heritage aesthetic and similar product breadth including jackets, pants, and accessories.
• Champion: Heritage athletic apparel brand now heavily positioned in streetwear with hoodies, crewnecks, and joggers. Comparable in core product categories (hoodies, sweatshirts, tees) and overlapping streetwear customer base.

Emerging players

• Riot Society: Streetwear brand targeting a similar demographic with graphic tees and hoodies. Comparable in product mix (apparel-led with accessories) and price positioning, though smaller scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/cookiessf
• Facebookfacebook.com/CookiesClothingSF
• Instagraminstagram.com/cookiessf
• TikToktiktok.com/@berner_415?lang=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors1 record

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 Cookies Clothing