Startup Originals Team
From a modest garage in Los Angeles to a global fitness and lifestyle phenomenon, the story of YoungLA is nothing short of inspiring. Started by two brothers with immigrant roots, relentless ambition, and just $5,000, YoungLA now stands as one of the fastest-growing apparel brands, clocking over ₹1,450 crore ($176 million) in revenue in 2024. Here’s the true story of how YoungLA became an international force, blending family values, entrepreneurial hustle, and community-centered growth.
Humble Beginnings: The Singh Family Journey
The Singh (also cited as Chopra in public records) family emigrated from India to the United States in 2002, landing in New Jersey before relocating to California four years later. Their father initially worked at a souvenir shop, eventually launching his own wholesale business and managing several retail stores in Los Angeles. Witnessing their father’s grit and work ethic, the Singh brothers, Dashmeet and Gurmer, learned firsthand the hustle and risk-taking involved in running a business. They regularly helped out in the family’s shops, gaining real-world entrepreneurial experience from an early age.
Bootstrapped Beginnings: From eBay to Apparel Brand
In 2014, while still in college, Dashmeet and Gurmer pooled together $5,000 to start selling products online. Experimenting with everything from jeans to graphic tees on eBay and Amazon, they quickly discovered a big gap in the men’s fitness apparel market-high-quality gym wear wasn’t affordable or easily accessible. This realization inspired them to create their own brand focused on comfort, quality, and style at accessible prices-YoungLA was born.
At first, the brothers tested demand by listing a variety of clothing items, buying inventory from local suppliers. What gained traction, they doubled down on, eventually narrowing the focus on fitness and athleisure wear. Without any outside investors, all profits were reinvested to fuel steady growth. This disciplined, organic approach became a core value of the YoungLA story.
The Growth Playbook: Community, Drops & Influencer Power
YoungLA’s meteoric rise is rooted in a unique strategy:
1. Direct-to-Consumer Focus and Monthly Drops
Unlike traditional brands, YoungLA pioneered limited-edition product drops every month. This not only kept the inventory fresh and desirable but created a sense of exclusivity. Fans flocked online for every release, making “drop day” an anticipated event. The direct-to-consumer approach allowed for rapid feedback and agility in product development.
2. Authentic Influencer & Athlete Partnerships
YoungLA invested in genuine relationships with over 125 fitness influencers, bodybuilders, and athletes-including UFC stars and even icons like Arnold Schwarzenegger. Instead of chasing fleeting celebrity endorsements, the brand built long-term collaborations with micro and macro influencers who believed in the products and culture, delivering major social buzz and “earned media value”.
3. Community Building Events
YoungLA’s annual Block Parties and presence at fitness events like the Arnold Classic foster a loyal community—these aren’t just marketing stunts but real-life gatherings of fans, athletes, and customers, with some events drawing 15,000+ attendees. The brand also expanded into women’s apparel with YoungLAForHer, fueled by social media support from influential female creators.
4. Relentless Commitment to Quality
Every new product is personally tested by the founders before public release. This hands-on approach ensures every item meets high standards, which, combined with affordability, drives repeat customers and strong word-of-mouth.
Record-Breaking Growth & Global Reach:
The result of these strategies? Explosive revenue growth:
- 2017: $1 million
- 2019: $7 million
- 2023: Over $100 million
- 2024: Approximately $176 million (₹1,450 crore) annually
YoungLA now employs more than 150 people and is actively expanding its global footprint, especially in Europe, with new distribution centers to better serve international customers.
Lessons from the YoungLA Journey:
- Bootstrapping Works: The Singh brothers built YoungLA without outside funding, maintaining full creative and operational control.
- Solve Real Problems: Their success began by solving the need for affordable, stylish fitness apparel.
- Community Over Hype: Genuine brand ambassadors and real user communities drive lasting loyalty.
- Quality First: Relentless commitment to product testing and improvement is at the heart of their reputation.
- Stay Flexible: The ability to pivot (from random eBay sales to focused fitness fashion) was crucial for scaling.
