Zózimo, RicardoSalgueiro, ToméLaranjo, Tomás Ferreira dos Santos2025-05-092025-05-092023-01-242022-12-15http://hdl.handle.net/10362/182938The research problem addressed in this thesis project is how to improve the business model of the Portuguese streetwear brand Lowkey. To investigate this problem, the business model canvas and the lean start up methodology were used. The main findings of this study are the importance of establishing a close and honest connection with the community that relates with the Lowkey concept, using the word to mouth as the main channel. These findings indicate that it doesn´t matter how good a product can be, if people don´t know it exists. Also, and in conclusion, these have significant implications for the continued sustainable growth of the business, as well as the positioning and progression of the brand. Overall, this study contributes new knowledge to the field of planning and launching new products through the community as being a local brand.engLowkeyBrandStreetwearBusiness modelSalesWall rideVita nativaCommunitymaster thesis203312384