Thakoon Panichgul founded the independent magazine and the apparel brand known as HommeGirls. The magazine has now featured Kylie Jenner on its latest cover, marking the start of its next stage. HommeGirls was started as a secret Instagram and has now grown to an insider-favorite magazine and online publication.
The magazine has a small audience of 30,000 unique visitors monthly online and a print circulation of 90,000. But, the company is profitable, and revenue grew 85% YoY from 2021 to 2022.
HommeGirls has built its business by focusing on women wearing men’s or menswear-inspired clothing and signing new luxury advertisers. The magazine has worked with Chanel, Nike, Calvin Klein, Ferragamo, Levi’s, and Marc Jacobs Heaven.
The magazine issue will be available for purchase on May 4. It will also feature four additional covers starring models Emily Ratajkowski, Kiko Mizuhara, Paloma Elesser, and Alek Wek. However, it is Jenner’s appearance that marks the start of HommeGirls’ next stage.
Launched in 2019, the magazine has grown from a secret Instagram account to an insider-favorite magazine and online publication.
Its apparel business, which sells shirts, boxers, trench coats, and upcycled tees, has seen its stockists double in 2022.
The founder Panichgul says that “We defined HommeGirls so well, and so distinctly, now it’s about trying to figure out the ways in which we can kind of broaden the community.”
Panichgul started HommeGirls as a passion project after noticing fashionable female friends using men’s clothes to create a daily uniform.
Bringing everything together, HommeGirls has come a long way since its launch in 2019, and the addition of Kylie Jenner to its cover is a testament to its growth and success. With a profitable business model, a loyal audience, and luxury advertisers on board, HommeGirls is carving a unique space in the fashion industry.