From Viral Moment to Dubai Mall: How HSB by Hasbulla Became a Global Streetwear Success Story

Streetwear has evolved far beyond clothing — it’s about culture, personality, and making a statement. In under a year, HSB transformed from a simple countdown page into a major collaboration launch at Dubai Mall. Here’s the complete story.

The Challenge

The mission was clear but ambitious:

• Build global brand awareness from scratch

• Grow an engaged community without paid advertising

• Transform Hasbulla’s unique personality into a distinctive brand voice

• Create a complete customer journey: waitlist → pre-orders → purchase

Brand Identity: Concept-First Design

HSB needed to transcend typical merchandise and become something more substantial. The team developed a complete visual identity from the ground up, collaborating with Japanese artists to create distinctive prints. The result was bold, irreverent graphics with unmistakable character.

Growing Without Paid Media

Rather than purchasing attention, the team focused on building genuine anticipation:

• Pre-launch countdown page captured and directed all early interest

• Strategic email marketing maintained community engagement

• Social media teasers through Hasbulla’s existing channels built excitement

• Pre-order bonuses rewarded the most dedicated early supporters

• Influencer partnerships generated initial traffic organically

The First Collection

When the debut drop launched, it delivered on its promise. The collection perfectly captured Hasbulla’s personality: bold, humorous, and impossible to ignore.

Interactive Engagement: Gaming Meets Commerce

To deepen fan engagement beyond traditional marketing, the team developed two branded mobile games featuring in-app rewards. Players could unlock discounts and exclusive items, seamlessly blending entertainment with shopping.

Complete Digital Ecosystem

HSB’s e-commerce platform was entirely custom-built, including:

• Custom storefront and user experience design

• Automated email marketing sequences

• Campaign-specific content and banners

Every element reinforced the brand’s distinctive visual and verbal identity.

Interactive and meaningful HSB Online Store

The Epic Drop Campaign

On March 5, 2024, HSB launched its second collection with clever wordplay — “drop” referenced both the product release and price reductions. This campaign maintained momentum while evolving the brand narrative.

The Epic Drop campaign was brought to life as an XR/CGI film, produced entirely on a virtual screen in collaboration with Wildpixel. This experimental format blended technology and creativity, setting a new benchmark for how streetwear brands can tell stories through immersive, cinematic content.

The Dubai Mall Milestone

December 6, 2024 marked a pivotal moment: HSB’s collaboration launch with Les Benjamins at Dubai Mall.

Hasbulla’s personal appearance elevated the boutique event into a cultural phenomenon — a brand born from internet culture now commanded attention on one of the world’s most prestigious retail stages.

Measurable Success

The results exceeded expectations across all metrics:

• 1M+ total reach

• 200K+ link clicks

• 100K+ unique website visitors

• 5K+ email subscribers

• 30%+ average social media engagement rate

• Peak performance: 146% ER on best-performing post

Key Success Factors

1. Authentic Connection Over Artificial Hype
   The audience could sense the genuine nature of the brand and content.

2. Storytelling Over Product-Pushing
   HSB sold a narrative and lifestyle first.

3. Consistent Brand Voice
   Hasbulla’s personality became the brand’s personality without compromise.

4. Strategic Customer Journey Design
   A simple countdown page evolved into a sophisticated sales funnel.

5. Gamification Drives Loyalty
   Mobile games created engagement opportunities beyond social media.

The Bigger Picture

HSB’s journey from viral concept to Dubai Mall demonstrates how authentic cultural personalities can evolve into legitimate global brands.

The brand’s success lies not in following traditional retail playbooks, but in understanding that today’s consumers connect with authenticity, personality, and cultural relevance above all else.

At JETA, as a 360 Creative Marketing Agency, we’re dedicated to creating campaigns that resonate deeply with audiences and drive meaningful impact. Reach out to us at kit@jeta.team to discuss how we can make an impact on your next campaign.