January 18, 2021

The Wild Rise of Psycho Bunny

Polo shirts are a dime a dozen in the men’s industry, but one brand has built a solid business with a tortoiselike approach to the race — and thanks to its slightly maniacal rabbit logo.
Since its founding in 2005, Psycho Bunny has built a $20 million business with its high-quality polos that sport an embroidered logo of a bunny with pink ears and its teeth hanging over a skull and crossbones.
“I was a little mystified by it at first,” admitted Ken Giddon, president of Rothmans, a men’s specialty store based in New York. “What makes another polo line unique and salable? But it has a logo that appeals to a lot people — it’s irreverent and fun — especially to the guy who feels funny representing a big-name brand. Plus, the price-value relationship is tremendous.” The brand’s classic polo retails for $85.
Giddon installed a pop-up for the brand in his store in early June and “we sold the heck out of it,” he said. “It was our most successful pop-up in terms of dollar volume. It had a five-week run and it surprised us every week. We sold around 500 units out of the New York store, and it’s not

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