How Vancouver denim brand Decade Studio cracked the TikTok code

Getting a leg up on social media isn’t always easy, but Decade Studio has figured out its secret sauce for TikTok.

Who wears  the pants?

Building trust with a brand feels seamless when there’s a face behind it—especially one like Decade Studio designer and founder Molly Spittal. On camera, she’s unapologetically herself. She draws viewers in with “unpopular opinions,” keeps it real and shows passion for creating denim that stands apart from standard offerings.

@decade_studio

Small business awareness 🫡🫡🫡

♬ original sound – Decade Studio

  25k+ views

Denim decoded

Decade Studio has built a large TikTok audience (178.3k followers!) by educating consumers on what denim is and how the industry works and offering tips on taking care of clothes. These pieces of content are shareable, saveable and keep viewers coming back for more.

@decade_studio

Wearing plastic in the summer seems wild to me idk

♬ original sound – Decade Studio

  107k+ views

Platform perfect

Take one look at Decade Studio’s TikTok and Instagram and you can tell the team uses completely tailor-made strategies. Its Instagram is heavily curated—think styled models, editorial shoots and gorgeous lighting. But TikTok is where the brand’s personality shines with raw, unfiltered videos and off-the-cuff content.

@decade_studio

Molly demos her stacking hack on #robbyhoffman 🤍 #denimhack #fashionhack #denim #jeans #sustainablefashion

♬ original sound – Decade Studio

  46k+ views

Social fabric

Engaging with larger social media conversations offers a chance to jump in on trending topics. Decade Studio shows consumers that they’re listening and responding by stitching other videos, duetting content and responding to comments.

@decade_studio

#duet with @hannah 🌈 #jeans #fyp

♬ original sound – yourbigsistersbigsister

  18k+ views