CHAOS

What CHAOS does

Chaos is a London-based lifestyle brand and creative consultancy founded in 2017 by fashion stylists Charlotte Stockdale and Katie Lyall, operating under the legal entity Chaos Fashion Styling & Consultancy (Companies House number 04098096). The business runs three interconnected lines: a direct-to-consumer publication and merchandise arm anchored by Chaos SixtyNine, a bi-annual poster-book magazine in which every page is designed to be pulled out as a standalone poster (over 100 per issue); a creative consultancy providing art direction, styling, content creation, and product collaboration services to fashion brands and global advertisers; and a portfolio of co-branded product collaborations with luxury and consumer brands including Chanel, RIMOWA, Disney, Fendi, Uniqlo, and Barbie/Mattel.

Revenue is generated through unit-priced e-commerce sales (Chaos SixtyNine issues at £20-£69, apparel at £45-£180, and luxury collaboration items priced up to £630), professional services fees from creative consultancy engagements, and revenue shares or one-off license economics from brand collaboration drops. Distribution is operated primarily through the company's own Shopify-powered storefront (shop.chaos.club) with global shipping to 15+ countries (USA, UK, Canada, Europe, UAE, Kuwait, Qatar, China, Australia, New Zealand, Singapore, Japan, South Korea, Hong Kong, Taiwan), with collaboration products additionally distributed through partner retail channels. The customer base is a hybrid of fashion-forward individual collectors purchasing via DTC and a small set of enterprise clients (Chanel, RIMOWA, Disney, Fendi, Uniqlo, Mattel) commissioning collaboration or creative services.

The underlying technology stack is standard e-commerce infrastructure with no proprietary platform layer or AI/ML components: Shopify for storefront/cart/checkout, Stripe and Worldpay for payments, Klaviyo and Mailchimp for email marketing, Google Analytics for site analytics, and UPS for fulfillment. The registered office is at Charles House, 5-11 Regent Street, St James's, London, and the company remains privately held with no disclosed institutional investors, parent company, or external funding to date (with the exception of a single 2019 transaction with DGNL Ventures for an undisclosed amount). Headcount is reported at 1-10 employees, consistent with a founder-led creative studio.

Name

CHAOS

Legal name

Chaos Fashion Styling & Consultancy

Website

https://shop.chaos.club

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Chaos is a London-based lifestyle brand and creative consultancy founded in 2017, producing the bi-annual Chaos SixtyNine poster-book magazine and co-branded apparel, accessories, and lifestyle collections with luxury and consumer brands including Chanel, RIMOWA, Disney, Fendi, Uniqlo, and Barbie.

Ownership category

akta.pro rank

Product category

Fashion Publishing and Lifestyle Apparel

NAICS

Periodical Publishers (513120), Book Retailers and News Dealers (45921)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Consumer Lifestyle & Fashion Magazines (MPAJAEAA)

akta.pro secondary industry

Mass-Market & Lifestyle Apparel Brands (CRAAAAAA)

Keywords

• Fashion publishing
• Poster magazine
• Creative consultancy
• Luxury collaborations
• Lifestyle apparel

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales (Magazines & Merchandise): Direct sales of Chaos SixtyNine poster books (Issues 1-7), apparel (T-shirts, sweatshirts, sweatpants), accessories (scarves), and collaboration products. Primary revenue stream through e-commerce store.
2. Brand Collaboration Products: Revenue from co-branded products with luxury partners including RIMOWA (luggage, bag charms, luggage tags, stickers), Chanel (poster books, merchandise), Disney (Mickey 90th anniversary editions), Fendi (tech jewellery), and Uniqlo (apparel).
3. Creative Consultancy Services: Styling, creative direction, art direction, marketing campaigns, product design & development, and packaging design services provided to fashion brands and global advertising campaigns.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

CHAOS sells its Chaos SixtyNine bi-annual poster book magazines (each issue containing over 100 pull-out posters), branded apparel and accessories (T-shirts, sweatshirts, scarves), and co-branded collaboration products with luxury partners such as RIMOWA, Chanel, Disney, Fendi, and Uniqlo. The company also provides creative consultancy services spanning styling, art direction, content creation, product collaborations, and editorial projects for fashion brands and global advertising campaigns.

Product overview

CHAOS is a lifestyle brand and creative consultancy founded by Charlotte Stockdale and Katie Lyall in June 2017. The company operates as a multi-faceted fashion and culture business offering styling, creative direction, art direction, marketing campaigns, and product design services. Their product portfolio centers on Chaos SixtyNine, a bi-annual poster book-style magazine where every page can be removed to create wall posters, supplemented by their own Chaos Apparel clothing line including The Doodle Collection and Bruv Club sub-brands. The company also maintains high-profile brand collaborations including partnerships with Rimowa (luggage and travel accessories), Uniqlo, Fendi (tech jewellery and phone cases), and Chanel. The core product offering consists of publications, apparel, accessories, and luxury brand collaborations, all reflecting the brand's ethos of 'fabulous yet functional, luxurious yet playful' design.

Differentiator

Problem solved

Functional benefit

Brands

• Chaos SixtyNine: A bi-annual poster book-style magazine launched in June 2017, featuring over 100 pull-out posters covering fashion, food, travel, and technology.
• Chaos Apparel
• Bruv Club
• The Doodle Collection

Products and services

• Chaos SixtyNine Poster Book Magazine Bi-annual poster book-style magazine where every page can be removed to create a wall poster. Contains over 100 pull-out posters covering fashion, food, travel, and technology. Sold to fashion-forward individual consumers globally via shop.chaos.club.
• Chaos SixtyNine Issue 7 - The Fragrance Issue Seventh edition dedicated to the world of fragrance in collaboration with Chanel, featuring 11 cover options with models including Lila Moss, Bella Hadid, Anok Yai, Karen Elson, Irina Shayk, Adut Akech, Edie Campbell, Ashley Graham, and Paloma Elsesser. Priced at £40 per copy.
• Chaos SixtyNine Issue 6 - Barbie Special Mini Edition Mini edition box containing 9 posters photographed by Norbert Schoerner plus a Chaos stationery set with Barbie-inspired graphics, celebrating Barbie's 90th anniversary with covers featuring Georgia Palmer and Stella Jones. Priced at £30.
• Chaos SixtyNine Issue 5 - The Chanel Issue Fifth edition exploring Chanel's extraordinary magnetism through haute couture, fashion, and imagery with 13 covers including Margaret Qualley, Adut Akech, Bella Hadid, and Kendall Jenner. Priced at £40.
• Chaos SixtyNine Issue 4 - Cake 2020 Calendar Chaos SixtyNine Issue 4 presented in a calendar format featuring cake-themed photography.
• Chaos True Originals - Disney Special Edition Special edition poster book celebrating Mickey Mouse's 90th Anniversary with exclusive access to Disney archives, featuring 6 covers with Gigi Hadid, Bella Hadid, Karen Elson, and contributions from Karl Lagerfeld and Virgil Abloh. Contains 100 pull-out posters. Priced at £20.
• Chaos Apparel Clothing collection including t-shirts, long-sleeved tees, crewneck sweatshirts, sweatpants, and scarves featuring Chaos branding and artwork. Sold to fashion-forward consumers through the Chaos e-commerce store.
• The Doodle Collection Clothing collection featuring hand-drawn doodle/scribble designs on sweatshirts, t-shirts, and sweatpants in various colors.
• Bruv Club Collection Clothing collection celebrating the tomboy, modette, and misfit punk aesthetic, featuring oversized skater-fit t-shirts in various colors, made from 100% cotton.
• Chaos Scarves Branded Chaos SixtyNine scarves available in pink and blue colorways, part of the merchandise line. Starting from £70.
• Chaos x RIMOWA Collection Collaboration with luxury luggage brand RIMOWA featuring Essential Cabin Suitcases (£330-£630), cabin suitcase harness bags, bag charms (apple, egg, pill) at £125 each, city luggage tags for 10 cities (London, Paris, New York, Tokyo, Berlin, etc.) at £84 each, and decorative stickers at £6 each.
• Chaos x Uniqlo Collection Collaboration with Uniqlo featuring messaging apparel with slogans such as 'It's ok to be Nice' and 'It's ok to be Unavailable'.
• Chaos x Fendi Collection Collaboration with Fendi featuring tech jewellery and phone cases in summer colors (Manderin, Powder Blue, Bright White) with the iconic Chaos Zip lanyard, for AirPods Pro cases and Apple Watch accessories.
• Chaos x Chanel Collection Collection featuring Karl Lagerfeld Long Sleeved T-shirts and Chaos SixtyNine Poster Book Issue 5 (The Chanel Issue), celebrating Chanel through fashion and imagery.
• Chaos x Disney Collection Collection celebrating Mickey Mouse's 90th Anniversary with Disney-themed merchandise including poster books and iPhone cases.
• Creative Consultancy Services Professional services spanning art direction, styling, content creation, product collaborations, and editorial projects provided to fashion brands, luxury houses, and global advertising campaigns.

Quantifiable outcome

• Over 100 posters per issue
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature2 records

Partnerships

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

• ChanelflagshipStrategic or Co-development Partner · 1 December 2022Deep collaboration with Chanel for Chaos SixtyNine Issue 7 dedicated to fragrance, exploring Chanel's 100-year history through their archive. Also Issue 5 'The Chanel Issue' featuring 13 covers celebrating Gabrielle Chanel, Karl Lagerfeld, and Virginie Viard. Includes contributions from Chanel's creative circle and exclusive archive access.
• RIMOWAflagshipStrategic or Co-development Partner · 1 January 2021Collaboration on luxury travel accessories including Essential Cabin Suitcases (£630), bag charms (£125), city luggage tags (£84), and stickers (£6). Campaign featuring Lila Moss and Samer Rahma shot by Yvan Fabing. Pre-pandemic travel-inspired collection playing with RIMOWA's signature lines.
• DisneycoreStrategic or Co-development PartnerSpecial edition poster book celebrating Mickey Mouse's 90th Anniversary with exclusive access to Disney archives. Features supermodels Gigi Hadid, Bella Hadid, Karen Elson, Shenelle Williams, Cara Taylor, and Vittoria Cerreti photographed by Luigi & Iango. Includes Andy Warhol Mickey feature, Disneyland documentation by Magnum Photo, and artworks from Karl Lagerfeld and Virgil Abloh.
• FendicoreStrategic or Co-development PartnerSecond collection with the Italian luxury fashion house. 'Tech jewellery' and phone cases in summer colours (Manderin, Powder Blue, Bright White) for AirPod Pro cases and Apple Watch accessories, featuring the iconic Chaos Zip lanyard.
• UniqlominorStrategic or Co-development PartnerLifestyle apparel collaboration featuring messaging such as 'It's ok to be Nice', 'It's ok to be Unavailable' and 'It's ok to say Hell No, Absolutely Not!'
• Barbie (Mattel)coreStrategic or Co-development PartnerBarbie's 90th anniversary collaboration for Chaos SixtyNine Issue 6, a mini edition box containing 9 posters photographed by Norbert Schoerner plus a Chaos stationery set with Barbie-inspired graphics. Encourages covering walls and letter writing.
• Karl LagerfeldcoreStrategic or Co-development PartnerFeatured contributor and collaborator. Karl Lagerfeld created artwork for the Disney Mickey 90th Anniversary special edition poster book. Also featured in original Chaos SixtyNine poster book.
• Virgil AblohcoreStrategic or Co-development PartnerCreated one-of-a-kind birthday artwork dedicated to Mickey Mouse for the Disney Mickey 90th Anniversary special edition poster book collaboration.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• 032c: Berlin-based independent culture and fashion magazine that has expanded into apparel, retail, and brand collaborations. Directly comparable to Chaos in combining a high-end publication with a lifestyle merchandise line and brand partnerships.
• System Magazine: Biannual fashion industry publication featuring top models, photographers, and luxury brand integrations. Shares Chaos SixtyNine's biannual cadence, celebrity cover model rotation, and deep fashion-industry access.
• Another Magazine: High-end fashion and culture publication featuring leading photographers and models, with regular brand collaborations. Parallels Chaos's positioning at the intersection of fashion editorial and luxury partnerships.
• POP Magazine: Biannual fashion publication known for celebrity-driven covers and high-fashion editorial. Shares Chaos's recurring special-edition release model with collectible cover variants and aspirational luxury positioning.
• TOILETPAPER Magazine: Art-driven publication by Maurizio Cattelan and Pierpaolo Ferrari that has built a DTC merchandise and collaboration business around its visual identity. Comparable to Chaos for combining collectible print with lifestyle products and brand extensions.
• CR Fashion Book: Carine Roitfeld-edited luxury fashion publication with celebrity cover subjects and luxury brand collaborations. Comparable to Chaos in targeting fashion-literate consumers with high-end editorial and collectible issues.
• Visionaire: Luxury limited-edition art and fashion publication producing collectible formats with multiple covers and high-profile collaborators. Closely parallels Chaos SixtyNine's poster book concept, collectible cover variants, and luxury brand collaborations.

Emerging players

• Highsnobiety: Fashion media and commerce platform with editorial coverage, brand collaborations, and a curated online store. Similar hybrid content-plus-commerce model to Chaos, but with broader streetwear and contemporary fashion positioning.
• Hypebeast: Digital fashion and streetwear media platform with integrated e-commerce and brand collaboration engine. Comparable to Chaos in operating at the intersection of fashion content and DTC commerce, though targeting a more streetwear-leaning audience.

Broad incumbents

• i-D Magazine: Established fashion and culture publication with broader reach than Chaos SixtyNine, operating at significantly larger scale. Comparable in editorial format and fashion-literate audience but does not focus on the same collectible/poster-book niche or DTC merchandise model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/chaossocialclub

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 CHAOS