The Real Report - Max Siegelman Breaks Down Knicks Collab, origin of Siegelman Stable brand, Virgil Abloh influence, & new Ford line

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1:38Want to drive? CarMax. I think something that makes me well-studded to be a nurse is my empathy. Growing up with a big family, I think I've always kind of been a caregiver. When you care give, you get to know the family and the patient and you get really close. and Rasmussen University, they did a very, very good job of giving us the resources that we need. So just being able to apply the knowledge that I've retained to my daily life has been so amazing. Learn more at rasmussen.edu.

2:21He didn't get stabbed. Go ahead, shut the f*** up. Okay. Brovins! Brovins! What's that point you can get movies with? Ow! F***ing Rebels! Yo bro, bro, bro, bro, bro, bro, just get a f***ing... That's my video, man. I'm tired of guests. I don't want you to... That's how I... F*** out my f***ing list. That's it, just... Y 'all... F*** out my f***ing list. Here's the talk of New York Tony A. And y 'all all make some noise for my man, Max Siegelman. Come on, y 'all, make some noise. And, and, and, you know, um, Max, I did my research on you. you because you're a low-key guy. I know you spend zero dollars on marketing, but you have some of the biggest deals that you've seen somebody have in fashion at one time.

3:04I mean, we're talking New York Knicks, New York Rangers, New York Mets, and the New York Yankees. Can you talk about that? You've got a wonderful team over here. Can you talk about that? Because a lot of people, they'd be like, Max Siegelman, I don't know him. And I'm like, yo, this is the next guy. I appreciate this is the next guy and they and you know because some people are what do they say active and proactive like I'm I'm proactive I see that I appreciate it I'm proactive I already know where this is going like I did my research but can you talk about them big deals because that's a big deal the fashion world is a tough business yeah tell about them deals come on tough business that I didn't choose uh maybe it chose me ish uh yeah I mean those deals it's just like a handful of projects that we've been able to do over the last couple of years since starting this.

3:57So I started it kind of by accident, I always say in the summer of 2020 in the pandemic. And as we first started to evolve and get pieces out there, we were lucky that some big names were from the hip hop space to the sports space. And then over the next couple of years, we started to get a lot of inbound requests for projects. And so I think where we were and we still are in a super special place that people are still reaching out to want to do projects with us. And obviously being a New York brand and being able to work with New York sports teams and other people, it's a huge opportunity that we try and take advantage of and use to get the word out there about our story and our brand.

4:41So when you say it didn't choose you, what do you mean by that? I mean, previous to me having Siegelman Stable as a fashion brand, I was just doing creative consulting for music artists, athletes and direct to consumer brands. And then I started making hats and sweatshirts in the pandemic with my dad's Racing Stable logo. And it kind of just started to take a story and wind of its own. And so at first I made it for family and friends. and then some of those music artists and athletes that I was working with or worked with previously had asked me for pieces. So I made another$300 worth of stuff, sent it out to them.

5:18They ended up wearing it, either posted it on Instagram, wore it in a music video, wore it in a tunnel walk. And that's where it started to pick up the pace, decided to launch a Shopify. But I said, if I was going to do it, I would always stick to the true story of what the brand is, which is my dad's story. So I would tell the racing Side story, but I would also tell the equine therapy story And the equine therapy bit is a portion of our proceeds we still donate to equine therapy programs Okay, and so he would do these programs for inner city youth kids in Newark, New Jersey where it was close to where he was stabled Or veterans with PTSD or kids with special needs And so that's a big piece of our brand ethos.

6:00Wow giving back to community You feel like Max Siegelman. The man that's under, he's the king of New York. He's just under the radar right there. That's a big title. You know? No, you, I mean, yo, listen. New York Knicks, like, I go to the games. I actually wore your hat. Shout out to my man, Dre, with courtside. You know, Jalen Brunson has your hat on. Yeah. I mean, Carmelo Anthony has your hat on. Steph Curry has your hat on. Aaron Judge has your hat on. Keep going. and I'm quite sure there's many more and if it's dope it's dope you know what I'm saying but just the things you're doing in fashion how do you feel when you see celebrities because you're a humble guy like I feel like you made it already you just don't know it so how do you feel when you see Steph Curry Aaron Judge and all these big names wearing your stuff yeah I mean I think it's obviously like the coolest thing in the world I think like the back story when I first started this all I would do is in the pandemic try and figure out how to get the word out there and was watching future music videos and then six months later future was wearing a hat a music video so I don't know if I was manifesting it indirectly or what but it's just as cool when you're walking around a random city or you're in a random airport or in a random restaurant and you see someone wearing a hat and a sweatshirt and you have no idea who they are so it's the coolest thing in the world to see Jaylen Brunson and Mello and Judge and all these guys wearing it and it's just as a cool feeling when a random person walking around is wearing it.

7:31Definitely. Yeah. I've definitely seen, I think, Kendall Jenner wearing it, too. I mean, once a Kardashian wears it, you know, solidified. Yeah, it was Paris Fashion Week. Justin Bieber? Justin Bieber. Oh, so you went to Paris Fashion Week. I wasn't there, but that's where she wore it. Wow. Yeah. That's big. Yeah, it was good. That's big. Big moment for us, for sure. It's the little thing, because I always think, like, with artists and celebrities, they always, like, I don't know, just make things pop. Like we know about a Cool G from Biggie Smalls. Yeah. You know what I mean? Rent DMC, we know about Adidas from them.

8:06Yeah, I think different celebrities, different athletes, different music artists have different impacts. I think there's a very small number of them that can take a product, wear it, and lead to sales to change the trajectory of the business. Yeah, Kendall Jenner is one of them. It's definitely one of them. But I think there are others where they wear it versus them leading to sales, which obviously is important. but more importantly also just validate you as a brand to your existing community and so I think all of the steps and the pieces lead to the next phase so they're all important that's crazy can you talk about your collab with Ford because I've seen the pieces down there the denim yeah I mean now because now we're going from yeah you know all the New York teams to to cars now yeah it's like uh I mean Ford's a good one and it's it's a it's a good way for us to it's our first introduction to do something with the automotive brand uh growing up my dad only drove ford explorers eddie bauer editions wait wait i remember those yeah so i think for for me it was like very on brand still could tell the brand story um and it was just an ideal scenario where we're going to drop it on the fourth of july the majority of our stuff's made in the u.s it was like very americana feeling um and it was our biggest uh collection yeah it was 20 pieces so it was head Redwear, denim, loungewear, swimwear.

9:24So it was one of the biggest ones. The denim jackets is super fire. Got to get you in it. Told us I'm on some T &T's, you know, wintertime vibe. I love everything you're doing. We got to get some leather jackets going, too, because I love what you're doing. We got all the hats. This feel like the New York Yankees vibe right here for me, though, when I see these hats back there. It's getting us ready. You got to make the season and say we'll have more famous than a Yankee hat. That's big. I think something that makes me well-studded to be a nurse is my empathy. Growing up with a big family, I think I've always kind of been a caregiver.

9:58When you care give, you get to know the family and the patient and you get really close. And Rasmussen University, they did a very, very good job of giving us the resources that we need. So just being able to apply the knowledge that I've retained to my daily life has been so amazing. Learn more at rasmussen.edu. A burst pipe. A dead water heater. The AC calling it quits. Who do you call? HomeServe is an easy way to handle unexpected home repairs. With plans covering stuff basic homeowner's insurance usually won't. Instead of scrambling for a contractor, you make one call to get the repair process started.

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11:51who are some um fashion fashion people that you know inspire you um because i know you knew virgil rest in peace yeah there's a lot of them him is always one that i mentioned first how long how long you knew virgin for uh a couple years um and it was through a job that i had before a lot of like the consulting stuff it was also through an agency called out front media where we were working with him on a bunch of stuff for Art Basel, also for some of his art installations and exhibits that he was doing overseas in here. And so you just learn a lot from someone like that just by being around them, not even being involved in specific projects.

12:27But I think I take bits and pieces of where we are in the evolution of the brand from different brands, different individuals. I always say, like, when we first started, I would look at Supreme and Eric Emanuel and brands like that that were doing a drop model and killing it and doing it the right way and that's when we first started that was the first phase of seagullman stable and how we got to the next phase and trying to drive resale and uh no one did it better than eric and supreme and brands like that ee shorts yeah crazy yeah my sons love ee the ee shorts when it was like a fanatic for the summer and now we're in east hampton where he opened up a store right down across the street so i think uh i think i think you go through different iterations of brand building and where your brand continues to grow and what trajectory you're trying to get into and i think you just take bits and pieces from different individuals different brands and figure out how to apply them to what you're trying to do i don't think there is a blueprint for it i think you can take bits and pieces and make it work for you definitely and look you started in 2020 so it's like a couple years later here we are you got wifey i know she helps you with a lot of stuff too i mean all this stuff she's the real boss creative director visionary dope so you'll started off with the hats initially?

13:39I started with just hats and crew neck sweatshirts. Now we have 50 plus cut and sew skews, everything from denim to loungewear, swimwear, headwear, all of it we've done, suiting, wool jackets, the whole thing. But that's kind of where we want to continue to build it. I think there was probably a point in the business a couple years ago where it was like, all right, are we just going to stick to what we're doing, sell millions of dollars worth or try to and then that's it you're kind of forgotten and you're maybe considered merch and i think like the worst thing someone could say is i know exactly oh you make merch right and i'm like no we don't do that we're like a contemporary luxury brand um where we make a 300 knit sweater we make a 3500 suit but we also make a 76 dollar hat oh i mean i could tell everything's quality in the pop-up shop in the Hamptons.

14:32Everything's quality from the workplace. I love it in the Hamptons. No, I'm just saying. It's a beautiful setup. The pop-up shop is amazing. And I can tell, you know, I think by next year, you'll be one of the biggest brands out there like the Kif and the EE. I appreciate you. And stuff like that. Because nowadays, people are not just focused on Louis Vuitton and Rick Owens and stuff like that. People want the Kif. They want the Kif. They want the EE. they went to max siegelman yeah i think i think fashion got went through an interesting phase i think like streetwear became luxury and now luxury fed into streetwear and it's now just like a big mix and everyone's just trying to figure it out so i think we found a lane for us and we're not trying to follow anyone we're not trying to go through and be part of fast fashion and just do what's on the ground right now just trying to stick true to what we're doing and let people understand who we are and that's the importance of doing a pop-up shop to get people in touch and feel, trial and close.

15:29And the collabs are always dope. It's a great marketing process. I was at the game with Dre and I got a chance to meet Ronnie from Kif. I noticed the picture you were holding a seagull. Yeah, and I'm like, I didn't have my ASICs on. The ASICs collab that he had because those are some of my favorite sneakers. Yeah. Who would you want to collab if you do sneakers with? You don't want to, don't say anything. I'm a fan of whoever we work with. It's the same for sports teams. Like just because we're a New York brand doesn't mean you can only do New York teams Most people don't know that our first NBA collab ever was the San Antonio Spurs.

16:03Oh, wow. I was way early And it was kind of under the radar, but it was a sick drop and it was before we were doing cut and sew And so that was an amazing project for us And that was like one of the neck one of the like pages in Siegelman stable I was like, okay, we can do this and then the next thing you know We're working with the Knicks where as a kid from New York and a New York brand And we can't have a cooler team to work with. So, yeah, I'm a fan of whoever we work with. Definitely. You know, I got to get a whole bunch of stuff before I get out of here. How does your father, Ronnie, right?

16:36Robbie? Robbie. Sorry. Sorry, Dad. Robbie. How does Robbie Siegelman, your dad, like how does he intertwine into the business and to the clover line? Because I know he was a horse trainer. Yeah, so this whole brand is built on him. So he still calls himself the CEO, the chief equine officer. He was also one of the first people who said, who the fuck's going to wear a Siegelman stable hat? But now him and my mom are both pretty much retired and they follow us everywhere we go. They are super proud, but also like, I can't believe that this is happening kind of thing. Because it went from a logo that my mom made for my dad when he opened his stable in the 80s.

17:14Oh, wow. Your mom made the logo? Yeah. Wow. Shout out to mom. Yeah, so it's definitely like a real family story, family business. And I think that they are just happy and joyful and can't believe that this is actually happening. I mean, you know, because a lot of people, you could have a celebrity wear your stuff and it still not really be hot. But when I seen Jalen Brunson with it, I just loved the New York. Yeah. The New York knit color one. It fit right. Yo, I wore it a couple of times, you can ask. So it's just, I just think with fashion, dope is dope. Yeah. I think those things, like people wearing it is helpful.

17:53I think you got to figure out how you build on it and be smart and consistent and connect the dots. As soon as you slow down or stop, there's another 5 ,000 brands behind you trying to take your spot. So not that we're trying to take anyone's spot. We're just trying to grow at our own pace. You're very humble. You're not really on Instagram too much like that. I'm on Instagram, but I don't. I'm not like that. You're kind of like under the radar. Yeah. because if i had the deals you had i'd be popping mad i gotta deal with the knicks mets yeah ranges yankees just try to make good campaigns and get it out there it's crazy because when i when i look at you i feel like a virgil feeling like you're going you got all the best compliments you can get so i appreciate it and and then like you what are you going to design cars next like what are you going to do to go the sneakers next you definitely got to do the max You never know.

18:41I'd like maybe Ford to hit me back and do an interior of a car. Yeah, Ford would be dope. Yeah. You know, and that's the thing about fashion, because fashion is not an easy business. It's not. Like you said, people get caught up. I'm making merch. I'm not making clothing lines or something. I'm not making free A.O. shirts and stuff like that. But you're a high-end line, a luxury line. Yeah, and that's where we're trying to continue to build. Who inspires you? Everything. Everyone, everything. definitely my fiancee who's our creative director she crosses it but yeah I mean I think people like you mentioned like Virgil and other artists and I think there's ways to get inspiration not even just from people in fashion from people from all different verticals and try and figure out how to embed it into what we're building and doing so what does a max seagullman day look like like what time are you up I wake up early I go for a run I work out uh start working right away I talk to like 250 people on my phone all day, texts, emails, DMs, calls, just trying to get stuff done.

19:44You're doing big business, man. Thanks for having us here at the pop-up shop in the Hamptons. Before we leave, can we take a look at all the stuff you got in here? Let's do it. Let's look at it all. Let's look at some of these clothes. All right. Cool. So we was with Max and we was talking about in the Hamptons what sold out and the dope pieces we got to do. Let's talk about the dope jerseys, the hats. Yeah, this was our summer collection. So it was the first time we did mesh we did a mesh top that is no longer here it was sold out the mesh bottoms too and then we also have one with Ford which I'll show the 1982 which is on the side of all the hats also yeah it's the year my dad started his racing stable oh wow I was just about to ask you it was so symbolic I wasn't born yet but yeah that's what I was told definitely to me some of the best years of my life And then the fleece stuff, which we do a lot of oversize.

20:33So they're super long, cozy, good set. And then the oversized zip. It's so crazy how oversize and baggies coming back in. Yeah, that hoodie's dope. This is comfy as shit. It's so crazy. Definitely got to try that on. Try that on. Yeah, she got it. Yeah. I'm going to need me a couple of things for talk. We'll figure this out before you go. Definitely. Super dope. Super dope. Super dope. and then the East Hampton T anything that says Hamptons or East Hampton on it sells fast people love it when they visit they always want the stuff that says that Hamptons on it so what does your father actually do with the horses because like he trained him he trained him to race train in a race and then he grew up on Long Island like 10 minutes from Roosevelt Raceway so you know where Roosevelt Field Mall is now it used to be a racetrack yeah and so in high school he played college soccer went to college played had an opportunity to go pro but back then you weren't making money playing soccer still now it's debatable if you make money here right now you made a million a little bit more than you would have but decided to go back and like followed his love for horses and start training race horses for this guy named Carmine Abatello which was like the biggest horse trainer in the country at that point Wow stayed with him for a couple of years and then started his own stable so we started training horses for wealthy individuals, groups of people, and actually stayed with the same group of people almost the entire of his career, which is pretty unheard of.

22:06So he started at Roosevelt Raceway. When they shut it down, he moved the actual Segalman Stable to the Meadowlands in Jersey and then in South Jersey in Freehold. So yeah, he, every morning, got on the back of his horse, took it around and trained him. And in the beginning, when he first started, before he had my older brother, he would actually riding the races also. So dope, because it's like a family business. Your mom's made the logo. The 82 is symbolic to your dad. And I love this. The color and everything is right. The burgundy, the hat. Yeah, it's perfect. And these are our core colors.

22:41Our core color is navy and chili pepper red. I mean, I dropped that. I'm trying to take that hoodie home. Drop it, you buy it. That's right. These are fire, too, the mesh shorts right here. Yeah, that's a bathing suit. So it was your first year. Swimming shorts? Yeah, first year we did swimwear. Yeah, these are dope. And then a bunch of our basics and then a linen set that I'm wearing that was our ready-to-wear. And the swimming trucks, they're getting, like, shorter. Like, shorter down here. But I like these. These are dope. Yeah, they're comfy. We included it in the Ford collection also. We did a set.

23:18Yeah, definitely. And the bikinis for the ladies as well. The bikinis for the ladies. I see these sweaters. We have, on the bikinis, we did these, like, rustic metal logos. Oh, yeah, that's dope. Yeah, the charms. That's different. Yeah. I've never seen something like this on a bikini. I don't know how many bikinis you're wearing, though, so that's quite a lot. No, I mean, no, you know, for the ladies. This is dope. Find out here. Yeah, you'll be in a bikini. No, man. I just know I've never seen a logo, like, like this, like, hang from a bikini. Usually that's kind of, like, kind of dope. Our creative director is talented.

23:55So he got a lot of jokes on me about me wearing a bikini, but when have you seen this in a bikini? That's dope to me. I like stuff that's different. Yeah. No, it's cool. And we use that charm on a bunch of different stuff, too. Yeah, that's dope. I keep doing that because I like that. This is one of our best-selling stuff. We include it in the summer stuff, too. Yeah, I know. All we got is a medium left. I'm going to tell you the last one. I might have to take that one. With the big logo on the back. I might have to squeeze in that one. Pajama pants. We also have the top, but it's sold out. I like this, too.

24:24And then the girls also wear it, like, on the beach, over the bikini. Yeah, you can wear that outside. I've seen that before. And then there's some more of our basic stuff. This is a piece from our Indy 500 collab. That's dope. We didn't even talk about it. You didn't even tell me about it. We're still here. Let's talk about Indy 500. We did a collab with Indy 500 this year in May. It was amazing, obviously, because it's just like a historic race in the U.S. And a jacket is dope. And we didn't use horsepower. We saved that for Ford. But obviously, you could use that for that, too. Definitely. But yeah, you see that their embroidered logo.

24:53That jacket is dope. Yeah, the barn jackets for us are big. I love the way the colors just mesh together and everything. It's just everything is right. Then they have the two matching shorts. Definitely. And then this is my educational shirt. So it's called the pacer. And then it's all the different pieces that you could potentially put on the horse during the race or training. You don't put all of it. So I wouldn't be able to answer that. You would need to FaceTime my dad to ask him those questions. but use some of it depending on how they run. Wow, that's crazy. I like that. But it's cool. It's cool.

25:27And then, yeah, our knits. Of course, the sweaters. So I always say when people come in to buy it, I always say you don't wear the sweater, you don't wear the knit, the knit wears you. So it kind of lays on you. You want to try one on? Try the big one on? That's dope. It'll be on the bottom probably. Try it. It sits on you. It's nice. It's cozy. I'll try that on. Yeah, I like this. I'm messing up the cable. Sorry.

25:54Oh, yeah. And I like that. I like it's a light sweater, too. Yeah. My sweaters are not that heavy. And then with the same material, we did the bralette for the ladies. And then the shorts, which you would think is only for women, but the men do buy them, too. They're comfy as hell. Why do you say they're only big for women, huh? People usually, when I walk in, think it's a two-piece situation. The sweaters do. I'm leaving here with everything. What else we looking at? Some more of our summer stuff. And then you see like the metal tips on there. So we lean heavily into like the hardware pieces that we can include.

26:31Because in harness racing, there's a lot of, on the horses and on the cart, like the class, there's a lot of like hardware and metal that go into it. So you can like see it on there. So we try and include and incorporate a lot of the hardware and metal pieces onto some of the clothing. and then this most likely for 50. Oh yeah that's dope. Shorts might be a little short. We'll send it to him for overseas. Just need to use the muscle man. And then I know you noticed the bucket hats before. Oh you got the infamous bucket hat. Come on that's my signature. This is our one bucket hat with the buckle so with the metal piece.

27:07I hope it fits you. I'm leaving. I told you Perfect. That's it. That's perfect. Start the color. How do you come up with the color schemes and just know the right thing to make? Because the sweater's dope, the bucket's dope. I love everything. There's nothing here that I didn't like. Yeah, I mean, different season. We use different colors. The washes, obviously the t-shirt you showed up in, the wash on this material, it's the same exact material as this, but the way it's washed with the potassium wash makes it that much more soft, but it's a nice, thick, heavy material. I wore that shirt on Instagram.

27:40It did 150 ,000 views. That's it? People love it. I love the shirt. Everybody complimented me on it. I love the hats. And these are the big baggy sweatpants you were talking about. Baggy sweatpants. The style changed. And then these are the wide ones without the wide ones you talk about. Why do you think it went to the bell-bottom sweatpants? My son loved them, huh? Sick. Oh, yeah. The logo. Yeah. I love it because it's nice and low-key, and I love the way you have it stitched in there. Why do you think the bell-bottom sweats came back like that? Everything comes back. Everything comes back. I used to wear all skinny jeans, and now you can't make a wide enough pair of pants for me.

28:16Everything's oversized now, and it still feels dope now. Now it feels like... Everything is a little bit more relaxed. You used to walk into restaurants, you have to go to the office or whatever it is, and it'd be a little bit more uptight and buttoned up. But now you can walk wherever. This hoodie feels great. Yeah, you look like you're ready to go. This hoodie smells great. What are we going to next? This we did in spring, which we're going to bring back. So this is like a retro sweatsuit. Of course. We actually have a new one of these coming out first week of August. And then again for a collaboration for the U.S.

28:49Open for tennis at the end of August, beginning of September. U.S. Open too. That's another collaboration, man. U.S. Open has gotten so crazy. You're a real humble guy, man. This is a new colorway for the Knits for summer. We made a couple of exclusive hats for the store. this one strictly made for the store only because sunflower is my favorite flower. Oh, okay. So Caroline. I like the collab. But also you don't see a lot of like this colorway like a lot of brands make the same style hat now. I haven't seen that colorway yet so it's a good one. And then this is with Farm and Forage. It's a market in Southampton.