Signet Sunday: How the Viral 'Finance Bro' Launched a £100,000 Fashion Brand

If there’s one brand that perfectly captures Gen Z marketing and the influencer culture, it’s Signet Sunday—the "finance bro"'s brand that sold over £100,000 worth of quarter zips and sweaters within just 2 hours of its launch.

What makes this achievement even more impressive? It happened in one of the toughest industries to succeed: fashion. While countless influencers try, and often fail, to launch successful brands; Signet Sunday stands out as a rare success story.

Want to know how they did it? Let’s do a deep dive on the story behind the brand, what made it go viral, and practical strategies you can use for your own business.

The Saturated Fashion Industry: A Tough Market to Crack

The global fashion market is projected to hit $1.7 trillion in 2024, with thousands of brands battling for the same audience. Social media and e-commerce have made it much easier to launch a brand, but this convenience comes with fierce competition.

Here’s the reality:

• Most customers check out 5 to 7 brands before making a purchase
• Around 40% of fashion startups close down within 4 years
• On TikTok alone, dozens of new influencer brands launch every month and often struggle to stand out in a sea of similar products

What Is Signet Sunday?

Signet Sunday is the brainchild of Miles, a TikTok content creator with over 400,000 followers. 25-year-old Miles started his internet stardom by creating satirical content about his corporate "finance bro" life in City Finance, London. Remember the "posh" finance boys we all loathed (and secretly loved) from The Wolf of Wall Street? Miles is an embodiment of that—expensive suits, ski trips, Monaco weekend getaways, and Excel memes. 

At the peak of the “I’m looking for a man in finance” TikTok trend, Miles capitalized on the moment, launching a line of quarter zips and gilets that have become the unofficial uniform of finance bros. It became an instant hit among finance bros and those who enjoy poking fun at them alike.

But this brand isn’t just about clothes—it’s a cultural statement wrapped in humor, authenticity, and clever branding.

How Did Signet Sunday Go So Viral?

1. Nailing the Target Audience

Signet Sunday’s success stems from one key factor: knowing its audience inside out. Miles understood his Ideal Customer Profile (ICP) to perfection. Miles didn’t just identify his target market—he lived it. From finance memes to jokes about spreadsheet shortcuts, every piece of content is tailored to young professionals in or around the finance world.

This is where many consumer brands fail because they cast too wide a net. Instead of trying to please everyone, Signet Sunday focused on a specific group and turned them into loyal fans. Their target audience was crystal clear:

• Young professionals in finance or those related
• TikTok users who enjoy humor and witty content
• Fans of satire who find the “finance bro” persona both amusing and relatable

By testing content and building a community long before launching, Miles ensured his audience was primed to buy. This approach turned the brand into more than a clothing line—it became a shared cultural moment.

2. Satire and Humor

Humor is a universal marketing tool, but it’s not always easy to execute. Miles’s content expertly balances satire and relatability, making his audience laugh while building an emotional connection with the brand.

The real genius? Many followers still debate whether Miles’s content is satire or genuine, adding an extra layer of intrigue. This blend of humor and mystery keeps people coming back for more. People didn’t just laugh—they felt like they were part of an exclusive friend group in on the joke.

3. Founder-Led Marketing

Many influencer brands feel distant or overly polished because the creators outsource everything. Not Miles. He is Signet Sunday. From the brand’s tone to its marketing, everything reflects his personality and humor, making the experience feel personal and authentic.

Followers didn’t just buy clothes—they bought into Miles and his story.

4. Amplifying Reach Through Cross-Promotion

Miles teamed up with influencers like Isobel, who has over 1.2 million TikTok followers, to help spread the word about Signet Sunday. But these weren’t just any influencers—they’d already made appearances in Miles’ videos, sparking inside jokes and creating a fun dynamic with his audience. People were wondering: Are Miles and Isobel just friends, or is there something more? This playful mystery added a personal touch to the collaboration that made it feel even more authentic.

By casually incorporating the brand products into their content, these influencers created organic buzz around Signet Sunday. Their followers, who were already familiar with the inside jokes and personalities, trusted the brand without feeling like they were being sold to. This approach helped build excitement and drive interest, making the product feel like an authentic part of the influencers’ lives rather than a paid promotion.

5. On-Point Branding

Signet Sunday’s branding is a masterclass in consistency and creativity. From the playful sign-up process to the cleverly written welcome email, every interaction reinforces the brand’s persona.

For example, the ‘Sunday Club Committee’ sign-up on their website mimics an elite, fictional club. The welcome email humorously states:

‘Thank you for your inquiry. The membership committee has received your application, which will be processed in due course (once they’ve returned from their annual three-month trip to the South of France).’

Even the FAQ includes gems like, ‘What’s the best Excel shortcut?’ These small touches delight customers, turning routine interactions into shareable experiences that encourage word-of-mouth.

6. Authentic Social Media Ads

‘What's your most controversial opinion?... Here at Signet Sunday, we believe you should judge people based on what clothes they wear.‘

Signet Sunday’s ads feel more like the "normal" satire social media posts you’d stumble upon than traditional promotions. Instead of polished, high-budget campaigns, the brand produced low-effort videos styled like vintage ads, featuring exaggerated posh accents, quirky humor, and relatable finance bro jokes. This natural, DIY approach makes the content feel authentic and irresistibly shareable.

By creating buzz through daily vlogs and relatable content, Miles built hype for his brand way before launch, proving that creativity often beats high-budget campaigns.

5 Things You Can Learn from Signet Sunday's Viral Success

1. Know Your Audience Inside Out

Miles didn’t guess what his audience wanted—he built it by engaging with them daily through his TikTok content. You can use tools like social media, surveys, and direct interactions to deeply understand your audience.

Key takeaway: Speak their language, lean into their humor, and create something they can’t ignore.

2. Hyper-Focus on a Niche

Instead of trying to please everyone, focus on a specific group and tailor everything—your product, branding, and marketing—to them.

Example: Signet Sunday’s exclusivity plays into the finance bro persona, creating an experience they resonate with.

3. Build Authenticity Through Founder-Led Marketing

When a brand feels personal and authentic, people are more likely to trust it. By sharing his life and personality, Miles turned followers into loyal fans who were invested in both him and the brand.

4. Create Exceptional Customer Experiences

Every touchpoint, from the website to emails, reinforced Signet Sunday’s humor and personality. This consistency made interacting with the brand feel special and memorable.

Learn more: Your Ultimate Guide to Customer Experience Optimization

5. Leverage Social Media Algorithms

Miles used TikTok’s algorithm to his advantage, creating highly engaging content that the platform naturally pushed to the right audience. Focus on creating content that resonates deeply, and let the algorithm do the rest.

Final Takeaway: Viral Success Isn’t Accidental

Signet Sunday’s success is proof that viral success isn’t just about the product—it’s about the experiences you create and knowing your audience inside and out. From the first interaction to the final checkout, every interaction should engage and delight your customers.

If you are looking to create viral moments for your business, the key is understanding the customer journey and delivering exceptional and consistent experiences. With customer journey management tools like Viral CX, you can create experiences that don’t just meet expectations but exceed them, driving valuable word-of-mouth marketing and long-term success. Try Viral CX for free, no credit card needed.