The Yellow Bite
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She launched a blog. Now it’s a global fashion brand.

She launched a blog. Now it’s a global fashion brand.

This founder scaled by staying true to her vibe.

Stephen Stanberry
June 19th, 2025

In partnership with

From blog to brand

friend!

Back in 2012, Anine Bing was a model, musician, and mom.
She wanted clothes that matched her life.
Casual. Cool. Effortless.

So she made them.

No investors. No fashion degree.
Just her blog, a camera, and a vision.

BankNotes

A brand with an identity

Everything was black, white, denim, and edge.

That aesthetic became her signature.
And the content? That was the strategy.

Her audience saw her wear it.
Style it. Live in it.

And they bought into the world not just the wardrobe.

Scaling without losing the story

12 years later?

Anine Bing is a global fashion brand.
50+ employees. Stores in LA, London, Paris.
All built on the back of her personal taste.

But here’s what she didn’t do:

She didn’t abandon her vibe to scale.
She grew with it.

Why this works

Anine wasn’t just selling clothes.
She was selling clarity—of identity, style, and story.

That’s what great founders do.

They don’t chase the algorithm.
They set the tone.

Tomorrow, I’ll tell you about the moment I nearly burned out trying to post “like a brand” instead of like myself.

It changed how I tell stories forever.

Catch you then,
Stephen

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