Talentless: Brand Origin and Founder Story

Founding and Origins of the Brand

Talentless is a casual fashion label launched in 2018 by reality TV personality Scott Disick, best known from Keeping Up with the Kardashians. The brand’s cheeky name is anything but accidental. Disick had often been mockingly labeled “talentless” in the media – even a former manager once derided him as an “entitled yet talentless” couch-surfer. Rather than shy away from this insult, Disick decided to own it. He named his new clothing venture “Talentless” as a bold, ironic twist on his reputation. In August 2018, he officially announced the brand on Instagram with the self-deprecating tagline, “For real talent check out my new brand @talentless”, signaling that he would turn the joke into a business. By embracing the very label used against him, Disick set the tone for Talentless as a venture with a sense of humor about itself – a strategy observers called “the best worst self‑own” in celebrity fashion.

From the outset, Talentless specialized in premium casualwear. The debut collection featured items like high-quality T-shirts (around $58), hoodies (~$148), and caps ($50) emblazoned with tongue-in-cheek slogans. This focus on elevated basics wasn’t random; it tied directly into Disick’s personal style shift. During his early TV days, he was known for flashy suits and over-the-top “Lord Disick” antics, but by his mid-30s his wardrobe had mellowed into jeans, tees, and hoodies. In fact, Talentless grew out of his own style evolution – “simple unisex comfortwear” that he himself favored. The launch came at a cultural moment when streetwear and loungewear were ascendant, and even the Kardashians were embracing the power of turning perceived “lack of talent” into profitable brands. Disick’s timing was apt: Talentless debuted just after his former in-law Kylie Jenner was infamously dubbed a “self-made billionaire,” sparking debates about privilege versus talent. In this climate, Talentless’s ironic branding captured attention as both a stunt and a commentary on what it means to succeed in the social media age.

Scott Disick’s Vision and Motivation

As the founder, Scott Disick has been the driving force behind Talentless’s identity. His motivation for the brand stems from a mix of defiance, humor, and personal passion. “I came up with the brand name Talentless early on – I knew I wanted to build a brand that wasn’t trying to take itself too seriously,” Disick explained. The name was, in his words, a “big F‑U” to all those who said reality TV stars had no talent. Before the era of influencers, fame typically required a traditional skill – acting, singing, athletics – but Disick observed that “now, everyday people are building hugely successful businesses without having what’s perceived as traditional talent”. With Talentless, he set out to prove that being called “talentless” is no longer a put-down, but can even be a badge of honor in an entrepreneurial sense. In essence, Disick’s vision was to redefine success beyond conventional talent, using himself as Exhibit A.

Importantly, Disick has been hands-on with Talentless. He has described pouring himself into the brand as a creative outlet and a healthy focus as his reality TV career slowed down. Working on Talentless “feeds my creative process; it’s an amazing stress reliever,” he told GQ, noting that diving into building a fashion label helped him cope with the pressures of life in the spotlight. Fashion was not a completely new interest for him either. Disick has said he “always loved fashion,” and his current personal style – “chic casual” by his own description – directly informs the clothing line. Gone are the gimmicky dandy suits of his youth; instead, he now lives in hoodies, tees and sneakers, and Talentless reflects that shift in priority toward comfort. In interviews, Disick recounted how he launched Talentless by simply creating the clothes he wanted to wear: “I wear sweatshirts, I wear T-shirts, I wear cargo pants… So I figured, let me make a business [out of it]”. This genuine personal investment has helped keep the brand authentic to his image. Though he leverages his fame and social media following (over 20 million Instagram followers) to promote Talentless, Disick isn’t just a celebrity figurehead – he’s intimately involved in shaping the products and message. By embracing the joke about his own lack of traditional talent, and pouring his energy into design and marketing, Disick’s role in Talentless is both tongue-in-cheek spokesperson and serious entrepreneur.

Brand Mission and Positioning in the Market

From the start, Talentless has been positioned as a label with a clear mission: to celebrate unconventional success and the new breed of creators who defy old definitions of “talent.” In a mission statement, the company declares that it embraces “‘Uncommon Success,’ celebrating those who defy traditional notions of talent and carve their own unique paths”. The idea is to champion the “new wave of creators, innovators, and influencers” who have made names for themselves by breaking the usual rules of stardom. This ethos is literally woven into the brand’s DNA – for example, early marketing boasted the motto, “We must be doing something right,” cheekily hinting that if critics keep sneering while you’re succeeding, you’re on the right track. In short, Talentless’s mission is to turn a perceived negative into a positive: “Talentless” isn’t a slur anymore, it’s a mindset of confidence, creativity, and hustle.

In terms of fashion market positioning, Talentless targets the premium casualwear segment, often dubbed “elevated basics.” Disick set out to make clothing that has “the same kind of feel [as] high-end department store” brands but at a more accessible price. The label offers what it calls “luxury basics at an affordable price” – staples like hoodies, sweatshirts, sweatpants and tees that emphasize quality fabrics and comfort. (For instance, the signature hoodies are heavyweight fleece and cost around $129, a price point intended to be about “half the price” of comparable designer items.) By not pricing items in the stratosphere of high fashion, Talentless seeks a middle ground: aspirational but not unattainable. The brand is direct-to-consumer, primarily selling through its online store and social media, which has helped it cultivate a devoted following of young adults who identify with its message. Business Insider has noted that Talentless became known for “pricey, minimalistic loungewear” with most items hovering around the $100+ range – reflecting a strategy of balancing exclusivity and accessibility.

Stylistically, Talentless fits into the trendy streetwear-meets-loungewear category. The designs are generally understated – think neutral-toned sweat sets, simple logos, and occasional tongue-in-cheek graphics – aligning with the “understated style” the brand prides itself on. This no-frills aesthetic has been deliberate. Disick observed that the world’s dress code has relaxed (“people roll into offices in T-shirts and beards now, and they’re tech billionaires,” he quipped), so he built Talentless to serve that cultural shift toward comfort. Initially imagined as a men’s line, the label quickly expanded to unisex and women’s apparel once Disick saw the demand. He noted that strong interest from female shoppers pushed Talentless to cater to both sexes early on. Today the brand offers full men’s and women’s collections, all under the same casual-cool umbrella – from hoodies and tees to sweatpants, shorts, and even accessories. In carving out its niche, Talentless effectively markets itself as “the uniform of the new creative class”: clothing that is relaxed and approachable in form, yet carries an ironic swagger in concept.

It’s also worth noting that behind the irreverent branding, Talentless has made some effort to give back. A few percent of proceeds from every sale have been directed to charity (such as the Fuck Cancer foundation) according to Disick, adding a philanthropic element to the brand’s identity. All told, Talentless positions itself not just as another celebrity merch line, but as a statement-making lifestyle brand – one that aligns with the era of influencers and entrepreneurs who succeed on their own terms.

Key Milestones and Turning Points

Talentless may be relatively new on the fashion scene, but it has hit several key milestones in its journey so far:

2018 – Launch and Early Buzz: After months of quiet development, Scott Disick officially launched Talentless in mid-2018. The brand’s debut collection dropped online, and Disick’s announcement post garnered support from the Kardashian/Jenner clan (Kris Jenner even publicly “liked” his Instagram reveal). The provocative brand name and Disick’s celebrity status earned Talentless significant media buzz during its launch. Early press coverage ranged from fascination to skepticism – but it ensured that Talentless was on the map from day one.

2019 – Growth and Investment: In its first full year, Talentless gained traction as a direct-to-consumer label. What began as a niche online venture started showing positive market response, with collections selling briskly to Disick’s fanbase and beyond. In mid-2019, Disick brought on a strategic partner, Jason Brailow, a serial entrepreneur with digital marketing expertise. This partnership was aimed at scaling the business. With Brailow’s help, Talentless invested in its e-commerce infrastructure and online advertising, fueling further growth. Around this time, Disick’s evolving public image – from tabloid fixture to budding businessman – was highlighted in a GQ profile that called his clothing line a successful reinvention of his career. By late 2019, Talentless also began broadening its product range (introducing more women’s items and new colorways) as the brand solidified its identity beyond a one-note merch drop.

2020 – Agile Marketing Amid a Pandemic: A major turning point came with the global COVID-19 pandemic. In March 2020, Talentless made headlines for an unexpected limited-edition release. The brand launched T-shirts and hoodies printed with the slogan “Please Wash Your Hands”, capitalizing on the world’s sudden focus on hygiene. Priced at $49 for tees and $129 for hoodies, the drop was announced as a public service reminder – but it doubled as a savvy marketing move. The entire Kardashian-Jenner family helped promote the items on social media (with Kourtney Kardashian, Kendall Jenner, and even matriarch Kris Jenner sporting the hoodies on Instagram). This moment exemplified Talentless’s ability to tap into current trends (and crises) quickly. The “Wash Your Hands” campaign sold out fast, showing that the brand could do more than basics – it could create timely buzz.

2021 – Retail Expansion: After relying on direct online sales since launch, Talentless took a step into traditional retail in 2021. The brand inked its first big retail partnership, teaming up with UK luxury retailer Flannels to carry Talentless products in Britain. This marked Talentless’s debut in brick-and-mortar stores and an entry into the international market. The move was significant for Disick, who viewed it as a “huge step” and part of his plan for global expansion. The UK launch was timed with the final season of Keeping Up with the Kardashians, symbolically aligning Disick’s pivot from reality TV to full-time business. By arriving in Flannels (a well-known high-end streetwear retailer), Talentless solidified its status as a credible player in the streetwear/loungewear arena beyond just the U.S. market.

Mid-2020s – Steady Presence: In the years since, Talentless has continued to release new collections and collaborations, maintaining a steady presence in the crowded casualwear market. The brand has built a loyal customer base and often leverages Disick’s platform for promotions – for instance, Kardashian family members like Khloé Kardashian have been spotted publicly supporting Talentless on social media, giving the brand free publicity within that vast fan ecosystem. As of 2025, Talentless stands as an established direct-to-consumer fashion brand with a distinct identity. Disick has hinted at wanting to keep evolving and improving the label over the next decade rather than chasing any overnight Yeezy-level explosion. In practical terms, this means focusing on incremental growth: refining product quality, dropping seasonal collections, and perhaps exploring new categories (all while staying true to the core mission).

Notable Media Coverage and Controversies

From its inception, Talentless has been a media magnet, thanks in large part to the irony of its concept and its founder’s celebrity. Early coverage tended to highlight the tongue-in-cheek nature of the brand. For example, New York Magazine’s The Cut ran a headline dubbing Talentless “the best worst self-own,” applauding Disick’s tactic of monetizing the insults thrown his way. The article noted that instead of fighting his “no-talent” reputation, Disick was literally printing it on T-shirts and hoodies for profit – “commodify your disdain” as the Kardashians’ playbook famously goes. This kind of witty coverage actually helped cement Talentless’s identity: consumers understood the brand was in on the joke, which made the $100 hoodies feel like part fashion statement, part social commentary.

Because of Scott Disick’s ties to the Kardashian clan, Talentless also frequently popped up in entertainment news and even on the reality show. One lighthearted Keeping Up with the Kardashians segment in 2019 showed the family’s 84-year-old grandmother (MJ) reacting to the brand name with confusion, asking why he couldn’t choose something more positive like “Talented.” Disick explained on camera that the name was a sarcastic riff on people saying reality stars have no talent, to which MJ hilariously suggested alternatives before ultimately admiring the comfy clothes themselves. This tongue-in-cheek KUWTK cameo gave viewers insight into the brand’s meaning and provided a bit of free promotion.

Of course, not all attention has been entirely positive. Critics initially questioned whether Disick’s apparel venture was just another vanity project cashing in on his fame. The high prices for such basic items drew some skepticism, as did the idea of someone “literally calling his customers talentless.” However, Disick’s early statements – like saying the brand name was a “big F-U” to doubters – framed Talentless as a form of personal branding revenge, which many fans found intriguing.

One of the more pointed moments of media scrutiny came with the 2020 “Please Wash Your Hands” hoodie launch. While many fans praised the move as clever and timely, some outlets couldn’t resist poking fun at the spectacle. Glamour magazine wryly commented, “only Lord Disick and the Kardashian-Jenners can turn a global health crisis into a brand moment and opportunity to sell merch”. The sight of the entire Kardashian family modeling pandemic-themed sweatshirts certainly raised eyebrows. Was it public service or profiteering (or a bit of both)? The public reception was mixed, but undeniably, everyone was talking about Talentless that week. In the end, the episode boosted brand visibility and likely converted more than a few curious onlookers into customers, even as it exemplified the fine line the brand walks between ironic savvy and controversy.

Talentless began as a provocative idea – a celebrity spinning an insult into a brand – and has grown into a multifaceted fashion label with its own ethos. Scott Disick’s venture capitalized on the cultural moment that celebrates influencers and entrepreneurs who break the mold of traditional talent. By embracing irony and emphasizing quality, Talentless positioned itself as more than just another celebrity merch line. It carries a message about modern success, one emblazoned on high-end hoodies and tees for all the “talentless” dreamers out there who dare to succeed in unconventional ways. From its 2018 launch through various milestones, the brand’s story has been one of turning perception on its head – proving, as its tagline suggests, that if others are scoffing yet you’re still succeeding, you “must be doing something right.”

Ultimately, Talentless’s background and founder story highlight a compelling narrative: how a pop culture figure notorious for lacking obvious talent parlayed self-awareness and savvy marketing into a thriving fashion brand. In doing so, Scott Disick and Talentless have left an indelible mark on the intersection of celebrity and style, showing that in today’s landscape, branding is its own form of talent – and even the “talentless” can come out on top.