I always laugh when people say they are starting a “lifestyle brand” from day one. You don’t get to choose if you’re a lifestyle brand; you have to earn it. Ralph Lauren didn’t say he was a lifestyle brand when he first started selling ties. He had to earn it over years and years of growth, and that’s why he get’s to sell really nice furniture and lamps for expensive prices and is a household name. Rick Owens is the same way. He had to build his world category by category. Now that he did, he’s earned his place and now makes amazingly expensive and intricate furniture. The influence of both of these brands goes beyond furniture, but this is often a common manifestation of a lifestyle brand.
Saying you’re building a lifestyle brand early on will wreak havoc on your business. Having a narrow mandate such as “a contemporary menswear brand that sells mostly online” is a lens to make decisions through. Structure is crucial in this world, where wasting money is so easy. So having limits to make decisions through is important. But if you’re trying to build a lifestyle brand, you have no limits so you’ll be able to justify every little project because it supports “the lifestyle.”

Save yourself from the beginning by squashing all of these thoughts. Focus on a single category and then, if you succeed, consider expanding. Don’t make clothing so you can one day make furniture; if you really want to make the furniture just make the furniture. If you want to build a brand, just build a good brand. It will tell you when it’s a lifestyle brand. Not the other way around.