What Chapter 2 Agency does

Chapter 2 is a privately held, full-service communications and public relations agency founded in 2016 by Clara Jeon and Kenneth Loo. The firm is headquartered in New York City with a second showroom in Los Angeles, operating with a headcount in the 11-50 range. It is structured around three vertical divisions — Fashion, Cannabis, and Emerging Tech (Web 3.0, NFTs, digital fashion, blockchain) — plus supporting service lines covering Food & Beverage, Hospitality, and Sustainability/Social Impact.

The firm's service offering is integrated rather than modular, bundling Brand Strategy, Public Relations, Creative Direction, Celebrity Relations, Influencer Marketing, Digital Marketing, Events + Shows, and Partnership & Sponsorship Outreach under a single interdisciplinary engagement model. Pricing is custom-quote-based per retainer and event, with no public pricing disclosed. The technology stack is non-proprietary — the firm is positioned as a professional services business whose product is human capital, media relationships, and creative execution rather than a software platform.

Chapter 2 operates a direct sales-led go-to-market, acquiring clients via outbound outreach, inbound inquiries through [email protected], and earned-media credibility built through third-party validation in Forbes, Business of Fashion, Fashionista, and Glossy. Named clients span enterprise brands (Nike, Adidas, PUMA, Levi's, Steve Aoki, Lebron, Cookies, 100 Thieves, Ledger), mid-market fashion (FUBU, RHUDE, Khiry, TOMBOGO), and emerging startups (Pudgy Penguins, Magic Eden, 9dcc, Pure Beauty). The firm is founder-owned with no disclosed outside investment.

Name

Chapter 2 Agency

Legal name

Chapter 2

Website

https://chapter2agency.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Chapter 2 is a privately held, founder-owned communications and PR agency founded in 2016, serving fashion, cannabis, and emerging tech/Web3 clients from NYC and LA showrooms with integrated brand strategy, PR, creative direction, and celebrity relations services.

Ownership category

akta.pro rank

Product category

Public Relations and Communications Services

NAICS

Advertising, Public Relations, and Related Services (5418), Advertising Agencies (541810), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (71141)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Influencer Contracting, Compliance & Rights Management (MPAAAHAL)

Keywords

• Public relations services
• Fashion communications
• Brand strategy consulting
• Influencer marketing
• Cannabis public relations

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Professional Services - Communications & PR: Chapter 2 generates revenue through retainer-based professional services including brand strategy, public relations, creative direction, celebrity relations, influencer marketing, digital marketing, events management, and partnership outreach. Services are tailored for each client with multi-layered approach.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Chapter 2 is a communications and public relations agency that provides an interdisciplinary, multi-layered suite of services covering Brand Strategy, Public Relations, Creative Direction, Celebrity Relations, Influencer Marketing, Digital Marketing, Events + Shows, and Partnership & Sponsorship Outreach. Services are delivered through three specialized divisions — Fashion (luxury, streetwear, sneakers, designers), Emerging Tech (AI, Web 3.0, NFTs, digital fashion, virtual worlds, blockchain), and Cannabis (cannabis brands, cultivators, and industry events). Clients span enterprises and emerging brands across New York and Los Angeles, with engagement structured as retainer-based custom programs rather than formulaic packages.

Product overview

Chapter 2 is a communications and public relations agency offering an integrated suite of services including Brand Strategy, Public Relations, Creative Direction, Celebrity Relations, Influencer Marketing, Digital Marketing, Events + Shows, and Partnership & Sponsorship Outreach. The agency operates across three specialized divisions: Fashion Division (serving luxury, streetwear, and designer brands), Emerging Tech Division (covering AI, Web 3.0, NFTs, digital fashion, and virtual worlds), and Cannabis Division (serving cannabis brands and operators). The company functions as a service-based agency rather than a software product platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Strategy Strategic brand development and positioning services including narrative building, storytelling, and communications planning, sold to fashion, cannabis, and emerging-tech brand clients.
• Public Relations Media pitching, press release writing and distribution, crisis management, and press coverage monitoring services, tailored to emerging and enterprise brand clients across fashion, cannabis, and emerging-tech divisions.
• Creative Direction Brand image concepting, creative campaign development, and production of shoots and visual assets for fashion, cannabis, and emerging-tech brand clients.
• Celebrity Relations VIP outreach and relationship management with celebrities and high-profile influencers, leveraging co-founder Kenneth Loo's network for clients including Nike, Adidas, Steve Aoki, and Lebron.
• Influencer Marketing Paid partnerships, campaigns, and organic product seeding with influencers across various platforms for brand clients across fashion, cannabis, and emerging-tech categories.
• Digital Marketing Digital marketing campaigns, social media strategy, and online brand visibility services for emerging and enterprise brand clients.
• Events + Shows Development and production of fashion shows, art and gallery shows, influencer events, retail events, and full on-site staffing, delivered for clients such as Los Angeles Fashion Week (LAFW) and Emerald Cup.
• Partnership & Sponsorship Outreach Partnership strategy development, pitch materials creation, deal negotiation, and project management for collaborations across fashion, cannabis, music, and emerging-tech brands.
• Fashion Division Specialized PR and communications services for fashion brands, streetwear, sneakers, luxury, and global designers, packaged as a dedicated division within Chapter 2.
• Emerging Tech Division Communications services for AI, Web 3.0, NFTs, digital fashion, virtual worlds, blockchain technology, and creator communities, delivered through Chapter 2's dedicated Emerging Tech division.
• Cannabis Division Specialized public relations for cannabis brands, including media relations, product seeding, and industry events such as the Emerald Cup, delivered through Chapter 2's dedicated Cannabis Division.

Quantifiable outcome

• Recognized by Business of Fashion as one of three agencies representing the 'Next Generation of Fashion PR'

Named customers27 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• BPCM: NYC-based fashion, beauty, and lifestyle communications agency. Strong direct peer given overlapping mid-market fashion and lifestyle brand roster and integrated PR/creative/event offerings.
• Purple PR: London- and NYC-based fashion and lifestyle communications agency with a similar mid-market designer and luxury brand client focus. One of the most direct fashion PR comparables given overlapping service mix and target customer.
• The Wall Group: Talent management and celebrity/fashion communications agency with offices in LA and NYC. Direct peer on the celebrity relations and influencer marketing pillar that is a core Chapter 2 service.
• Karla Otto: Global fashion, luxury, and lifestyle communications agency with offices in NYC and LA. Direct peer offering comparable PR, brand strategy, and celebrity services to a similar mix of emerging and established fashion brands.
• KCD Worldwide: Global fashion event production and communications agency. Direct peer on fashion show/event production and brand PR, comparable to Chapter 2's Events + Shows and Fashion Division offerings.
• Hawkins Group PR: Cannabis-focused communications and public relations agency. Direct peer within Chapter 2's Cannabis Division, comparable in addressing cannabis-specific PR and regulatory communication needs.
• Greenhouse Communications: Communications agency with dedicated cannabis and lifestyle practice. Direct peer to Chapter 2's Cannabis Division, serving similar brand-building and mainstream-positioning mandates.

Broad incumbents

• Edelman: Global public relations firm with a significant fashion, luxury, and lifestyle practice. Broad incumbent that competes for larger fashion mandates with broader portfolio services and substantially deeper resources than Chapter 2.
• M Booth: Independent lifestyle, fashion, and culture PR and communications firm. Broad incumbent with overlapping fashion/lifestyle client types but a much larger team and broader service portfolio.

Emerging players

• Coinbound: Web3, NFT, and crypto public relations and marketing agency. Emerging player comparable to Chapter 2's Emerging Tech Division for clients such as Pudgy Penguins and Magic Eden.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/chapter2agency

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 Chapter 2 Agency