Berlin-based startup's stockings adorn pop icon Madonna
Title: How Berlin's Saint Sass Tights Landed on Madonna's Legs and Took the World by Storm
By Jasper Bitter and Patricia Platiel
Holy crap, they did it!
Madonna, Queen of Pop, sported Saint Sass tights and flaunted them to her 20 million followers on Instagram. The iconic Queen posted several smokin' hot photos donning these badass tights, emblazoned with the iconic phrase — "Mom, I'm a rich man." And guess where these magic leg warmers hail from? That's right, from a small Berlin startup spearheaded by two boss babes!
It all began with this pair of badass tights: Black, simple, and on the thigh, this sensational sentence— "Mom, I'm a rich man" — stole the spotlight. Originally, it was a quote from Cher from a 90s TV interview where she stated that women don't require rich men, and they can be rich themselves[2].
Vivien Wysocki (29) seethed with the idea during lockdowns. She teamed up with Larissa Schmid (30) and founded the label, Saint Sass, in Berlin. Today, these two trailblazers reign as the co-CEOs, heading the company like bosses. Vivien handles product and brand, while Larissa focuses on numbers and strategy[1].
"What truly sets us apart is the harmonious blend of creative vision and analytical execution," Schmid elucidated[1].
The concept of tights that proclaimed a message hit home. Once the initial collection took the digital stage, it sold out in no time, remaining out of stock for months. Saint Sass operates with a lean team consisting of five fierce females, managing design, marketing, and logistics from Berlin. Deliveries are handled domestically, while production takes place in northern Italy[1]. The bold prints are meticulously created through flock printing in Saarland[2].
Celebrities aside, Madonna's not the only famous lady who's falling for Saint Sass
Bodysuits and undies have joined the lineup. Witty phrases like "Not Your Babe," "Lucky You," "See You in Hell," and "Future is Female" are not mere fashion accessories but significant components of the brand's DNA[2].
Saint Sass's Instagram account is a roaring success, with over 260,000 fans and a steadily growing fanbase. Customers share their snaps in the tights, tagging the label, thereby adding to Saint Sass's visibility without the need for traditional advertising[1].
Though Germany occupies the second spot, America takes the cake as the most significant market for Saint Sass
The brand gained rapid attention in the USA. First Instagram campaigns and influencer collaborations in L.A. and New York quickly boosted Saint Sass's reach and sales. Interest piqued from stylists of Kendall Jenner, Paris Hilton commented, and the team of Katy Perry showed interest[1]. Since 2024, the USA has dominated as Saint Sass's most crucial market, with Germany grabbing the runner-up spot[1].
Investors can't resist the allure of success
Serial founder Carsten Puschmann, renowned for his advisory roles on programs like Payback and Miles & More, is among the notable investors banking on Saint Sass's growth in Germany. "I encountered Vivien in Berlin, and my entrepreneurial instinct instantly hit the bullseye. This is huge, and it's going to be something massive," he asserted[1].
But it's just the beginning, and Vivien Wysocki has made it clear — "We're taking over the world!"
[1] Enrichment Data: Saint Sass is a Berlin-based startup that originated around 3.5 years back with the mission to encourage women to stand up for their values and express individuality assertively. The company specializes in tights adorned with catchy, fun sayings, with these "statement tights" being positioned as empowering fashion items to boost self-expression[2].
[2] Enrichment Data: Saint Sass's warehouse journey is highlighted in various media outlets, displaying a growing, organized backend infrastructure supporting the company's operations[1][2]. On social media platforms such as TikTok and Instagram, the brand actively engages its audience through dynamic content, further driving its growth and popularity[1][3][4].
[3] Enrichment Data: The impact of celebrity endorsements on Saint Sass's growth is not explicitly documented in the available information. However, the brand's mission of empowering women, the joint popularity of social media, and their strong relationship with their audience likely attract influencers and public figures aligned with their values. This, in turn, might have led to various celebrity endorsements[2].
- The 'Mom, I'm a rich man' tights, originating from Saint Sass, a Berlin-based startup led by co-CEOs Vivien Wysocki and Larissa Schmid, gained international attention after being sported by Madonna.
- The duo behind Saint Sass, having started the company during lockdowns, manage the fashion label with a blend of creative vision and analytical execution, offering a line of tights, bodysuits, and undies with empowering phrases like "Not Your Babe," "Future is Female," and "See You in Hell."
- Saint Sass, an up-and-coming brand in the fashion-and-beauty industry, has found significant success in the US market, with notable investors such as Carsten Puschmann backing their growth potential.
- With a growing fanbase of over 260,000 on Instagram and endorsements from celebrities like Madonna, Saint Sass aspires to continue growing and expand their empire in the real-estate of small-business financing and entrepreneurship.
