Corteiz began as a small operation in 2017 with minimal online presence and zero mainstream promotion. Its website was password-protected, its Instagram account private, and only those "in the know" could access its products. This strategy, rather than alienating customers, created a sense of mystery and exclusivity that instantly appealed to Gen Z and millennial audiences looking for authenticity.

Corteiz began as a small operation in 2017 with minimal online presence and zero mainstream promotion. Its website was password-protected, its Instagram account private, and only those "in the know" could access its products. This strategy, rather than alienating customers, created a sense of mystery and exclusivity that instantly appealed to Gen Z and millennial audiences looking for authenticity.