Underground Closet Assessment

In March 2024, Ethan, alongside two others, created a business consulting report for the streetwear business Underground Closet.

Underground Closet is a local Vermont business that sells brands such as Supreme, Nike, and KAWS. These all fall under the label of hypebeast culture, being both highly sought after and selling out easily. The team was tasked with analyzing the brand's online presence, including social media and its website.

Such a task required experimentation. Google's search engine was put to the test, testing a variety of keywords and understanding what would bring the most attention. They also analyzed their social media schedule and the technical layouts of their website, and built player personas. All to understand the strengths and weaknesses of not just Underground Closet's business, but online businesses in general, and how they can best appeal to their audience.