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NEW YORK - On Friday, November 29th 2024 Siegelman Stable again opened the doors to their pop-up store at 10 Greene Street, New York—marking another yet milestone for the new-luxury brand.
If you’re in need of a good, specialty coffee before, during or after shopping, there will be a La Marzocco working hard. But if you're coming from other end of Broadway, 33 Cortlandt Alley is just a 6 minute walk from the pop up and you can grab yourself something hot from Sawada.
Designed by Colin Macgadie and his team at For Everyday Life, the pop-up space captures the late-80s glamour and modern edge that define Siegelman Stable's aesthetic. Every detail feels deliberate, echoing what, American businessman Gary Vaynerchuk said about the brand:
“Max and his partner, Karo, are very deliberate about every aspect of Siegelman Stables, from brand to design and production. They don't follow trends and have a lot of intention when it comes to building their brand—and have the right pulse on their community and know how, where, and when to show up.”
This meticulous approach is thanks in no small part to Karo Spenning, the brand's Creative Director, whose vision has helped shape Siegelman Stable into a powerhouse of heritage-meets-modernity. Together with Max, she has cultivated a brand identity that resonates deeply with its community, elevating Siegelman Stable far beyond a mere apparel line.
With Karo driving the creative vision, Siegelman Stable doesn’t just stay true to its roots—it redefines what modern luxury looks like. They're not playing by the old rules; they’re setting the new ones.
In four years, this small but fiercely ambitious luxury sportswear and streetwear brand has cut through the noise of modern luxury, galloping past legacy behaviour.
The brand draws inspiration from Max's father, Robbie Siegelman, a renowned harness racing trainer who established Siegelman Racing Stable in 1982. Robbie was also recognised for his philanthropic efforts, including equine therapy programs for underprivileged youth and children undergoing cancer treatment.
Max aimed to honour this legacy by creating apparel that fused harness racing heritage with modern fashion. Initially, he designed pieces for family and friends, but the positive reception led him to launch the brand publicly. A portion of all proceeds is dedicated to supporting equine therapy programs, continuing the family's tradition of giving back.
And, while giants like Mulberry fight for survival, stumbling in search of their golden era, Siegelman Stable has carved out a space where heritage feels alive, raw, and electric. Proving that history, when told right, is anything but stale.
Max Siegelman’s story is as unexpected as the brand’s success. After college, he started a social media company and then went on to launch Siegelman Stable. A chance meeting at the gym introduced him to rapper LL Cool J, who soon after became a partner.
Siegelman Stable doesn’t dwell in nostalgia. It takes the bones of a legacy and rebuilds them for now—tactile, relevant, and undeniably cool. While the old guard drifts between reinvention and irrelevance, Siegelman Stable proves that luxury isn’t about holding on to the past—it’s about turning it into something new.
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So why is a niche brand like Siegelman Stable—born from a harness racing legacy—thriving in an era where heritage luxury is struggling?
Max Siegelman’s formula is deceptively simple: authenticity, exclusivity, and a relentless focus on storytelling. From Hailey Bieber to Kendall Jenner, Siegelman Stable’s hats aren’t just accessories—they’re cultural signifiers, sold out in minutes.
Born as a nod to his father’s harness racing stable, it’s now a blueprint for how luxury brands can not just survive—but charge ahead, unbridled. While legacy brands stumble at the gate, here’s how Siegelman Stable is setting a deliberate pace, redefining modern luxury with purpose.
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MS (Max Siegelman): Our connection to Hermès has come up before. I’ve even sat on a panel with their head of communications. It’s a coincidence, but there’s obvious overlap. Harness racing is deeply embedded in what Hermès started with—producing leather goods and saddles. That’s part of the story we’re telling, which is my father’s story. While there was no intention to mirror Hermès, there’s clearly a shared heritage.
Our advantage is that we’re telling a new story. Those legacy brands have been around for a super long time, while we’re fresh and new. We’ve been lucky—and strategic—to get our products on the right people at the right time. Sometimes it’s through my personal connections or my past work, but often it’s people being drawn to the way we present ourselves—our storytelling, our aesthetic, or even the give-back aspect of our equine therapy program. It’s a mix of factors, but people always love a fresh story.
When we start a new project—whether it’s a collaboration or our own piece—we always go back to the 1980s, the time when Siegelman Stable began. We try to encapsulate what that era looked like and how it intersects with current trends in fashion, media, or culture. A lot of people bring what’s old back as new, but because we have a heritage story that we’re telling for the first time on a modern platform, it feels different.
My dad hasn’t changed since the 80s. He’s stayed exactly who he is—unmoved by trends or times. What’s old is new and always comes back, and that’s what we’re trying to tell now through fashion, collaborations, and other projects. It’s steady and authentic to him, and to us.
Our team is small—just three of us. My fiancée is the creative director. We both went full-time October 2023 and hired our first employee in January 2024. We’re tight-knit and hands-on with every part of our storytelling and creative process.
From the start, I wanted Siegelman Stable to feel accessible to everyone. Whether people see the brand as aspirational or relatable, it had to work for both. When Future, the rapper, wore one of our hats in a music video early on, we reached an audience that’s more aspirational—inner-city hip-hop fans who might see the brand as something to aspire to.
Then Kendall Jenner wore our logo while talking about equine therapy, which made it feel relatable to her audience, who see riding horses as second nature. Having both those big-name people wear our stuff in the same year really drove traction with completely different audiences. For us, it’s always been about staying true to our story.
As we move into bigger fashion spaces, like ready-to-wear, outerwear, and tracksuits, we’ll attract new audiences while keeping the customers who’ve been with us since the beginning. Those who bought hats at $46 will still find accessible core pieces, while others will gravitate toward the higher-end collections.
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To date, we’ve spent zero dollars on marketing—just gifting to a handful of celebrities and athletes. I always ask myself, ‘How do you market something with no budget?’ When I started, I had no idea what I was doing. I joke that it all happened by accident, and in many ways, it did.
But I wanted to create hype. Now you can go on Grailed, eBay, StockX, or The RealReal and see hats or pieces reselling for double or even 300 times the original price. Some hats are listed for $1,000 to $3,000. It’s extraordinary.
We try to balance limited drops and collaborations with growing the business. But we’ll never be a brand that relies on digital ads or TikTok campaigns. That’s not how we see growth. We’re committed to staying as organic as possible.
Sustainability is critical for us. We focus heavily on using organic and recycled materials—like fully recycled plastic for all of our brims and hats. Right now, everything is made in the US, and we’re committed to keeping it that way as long as possible.
Starting early with sustainability is key. You never know where you’ll be in five or ten years, and if you’re a huge brand by then, backpedaling to fix sustainability issues is incredibly hard. A lot of big brands are struggling with that now—trying to make things right while maintaining their quality and production timelines. We’re doing everything we can to avoid that.
We’re very selective about collaborations. If you’d told 16-year-old me that we’d turn down certain offers, I’d think you were crazy. But alignment is everything. Collaborations need to tell our story and the partner’s story in tandem while reaching the right audience. That alignment is non-negotiable.
Internationally, Canada is one of our top markets, especially Toronto, despite customers paying heavy customs fees. Scandinavia is also huge for us. We did a collaboration with Kygo in Norway and a project in Stockholm last year. Australia and New Zealand are big too, because horse racing is massive there. It’s amazing to walk into a stable or race and see people wearing Siegelman hats. The horse racing community could have easily ignored us, but instead, they’ve embraced what we’re doing. It’s incredible.
We’re still young as a brand—only four years in. We may always be known as ‘the hat brand,’ but there’s so much more ahead. Our future lies in ready-to-wear and beyond, always staying true to our story while growing authentically.
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