Richer Poorer

LaRue used all of its PR and affiliate muscle to catapult DTC apparel brand Richer Poorer into the spotlight, turning it into the media darling it is today.

 Richer Poorer

Richer Poorer is a high-growth men’s and women’s apparel brand known for its cult-favorite sweats, bralettes, and tees—and its celebrity fans.

Before working with LaRue, Richer Poorer had done little digital PR. LaRue’s strategy was to execute an aggressive brand awareness campaign highlighting three key pillars: founder, product, and brand. In 2022, LaRue took over management of Richer Poorer's floundering affiliate program to further leverage media partnerships for ongoing placements and, ultimately, conversions.

Richer Poorer by the numbers


of placements per year


YOY revenue increase in affiliate program with dedicated membership


reduction in customer acquisition costs


increase in affiliate ROAS (return on ad spend)


celebrity fans

Our Strategy

LaRue‘s robust strategy drives awareness, clout, and ultimately sales to Richer Poorer through three primary touchpoints: founder, brand, and product. LaRue also implemented a dynamic commissioning and attribution strategy that leverages the full affiliate funnel and captures more net-new customers to drive higher top-line revenue growth.

Our Multi-Pronged Approach

Consistent Press Seeding + Storytelling

LaRue regularly pitches and seeds product to media to ensure they fall in love with the brand. We highlight the brand’s celebrity fans to further encourage press and brand affinity.

Telling the Founder’s Story

LaRue took advantage of founder Iva Pawing’s unique story to open up new angles and outlets for press. Key business stats also became hooks that drove stories and peaked interest in the brand.

Full Funnel Affiliate Strategy

Thanks to its dedicated affiliate team, LaRue is able to engage partners up and down the funnel. We consistently activate affiliates to capture increased conversion opportunities, and keep partners engaged to keep the brand top of mind.

Our Results

Since working with LaRue, Richer Poorer has exploded into one of the most coveted basics brands on the internet. LaRue secures hundreds of press placements per year for the brand, with a heavy focus on digital and affiliate. By making Richer Poorer’s mature affiliate program more efficient, LaRue brought in new publishing partners while increasing ROAS and conversion. LaRue's affiliate efforts have more than doubled the program's revenue and orders year over year.

Some kind words

Jessy and the team at LaRue go above and beyond the normal expectations of a PR agency. In a challenging editorial climate in both the digital and offline space, where editors are inundated with cookie cutter requests and pitches, LaRue takes the time to collaboratively work with our team. They work through brand stories with us, and craft unique angles for our products, allowing us to secure the best placements with the best publications to further fuel our brand growth. Their scrappy, work-their-ass-off attitude pays off in spades. We heart them.

Iva Pawling, Co-Founder and CEO of Richer Poorer

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