About

Mugsy was born out of frustration with stiff, uncomfortable jeans. Founder Leo Tropeano saw a gap in the men’s denim market when his fiancée raved about her jeggings. Struggling to find a similar option for men, Leo set out to create the most comfortable men’s jeans—stretchy, stylish, and made for everyday wear.

Now, Mugsy is redefining denim with inclusivity, effortless style, and next-level comfort. With a growing team, several brick-and-mortar stores across the U.S., and retail presence on Amazon and Nordstrom, Mugsy continues to expand its reach. But in 2025, they set their sights on something even bigger: keeping their customers for life.

Challenges

• Instead of constantly chasing new customers, Mugsy’s strategy is all about retention. The goal is to keep their community engaged and coming back for more, increasing customer lifetime value (CLTV) in the process. The math is simple: happy customers buy more, stick around longer, and drive long-term growth.
• To make this happen, they needed a strategy that would strengthen their community, reinforce emotional loyalty, and lean into the humor and laid-back vibe their customers already love. Mugsy isn’t about pushy sales tactics—it’s about making people laugh, feel good, and be part of something bigger. Their reviews were the perfect piece to bring this vision to life. Having previously used Yotpo, Mugsy made the switch to Okendo in 2022 to power their reviews.

Solution

• Instead of letting customer praise sit in a database, the Mugsy team turns them into high-impact campaigns that keep shoppers coming back.
• Take, for example, a review from a woman who joked that Mugsy jeans finally got her husband out of his sweatpants—and even brought back his “sexy butt.” That one comment sparked an entire ad campaign, proving that Mugsy jeans don’t just look good, they change lives (and relationships).
• Another customer raved about how his new jeans gave him so much confidence that he created a video dancing in front of the mirror. That review became the foundation for a TV ad, bringing the brand’s fun, relatable personality to the screen. By weaving customer experiences into their messaging, Mugsy keeps engagement high and makes every customer feel like their voice matters.
• But to scale this strategy, they needed a robust system to collect and organize these reviews strategically. This is where Okendo came in. Okendo powers high-impact ratings and reviews in fully customizable and interactive formats that help shoppers make faster, better purchasing decisions. By leveraging Okendo, Mugsy ensures that customer insights are not only captured but also seamlessly integrated into their marketing and engagement strategies. Here’s how:
• Mugsy integrates reviews directly into their tech stack. Klaviyo and Postscript automate personalized review requests, ensuring customers continue to share their experiences. Meanwhile, Gorgias helps track and respond to feedback efficiently, strengthening relationships and making sure every insight is put to good use.

Results

• 172x ROI from Okendo-attributed revenue.
• 151% increase in conversion rate for shoppers who engage with reviews.
• 6.3% increase in Average Order Value (AOV) for shoppers interacting with reviews.
• Streamlined product improvement process, ensuring consistently high-quality fits for customers.

“There’s almost a fraternity aspect to buying a pair of Mugsy’s—like you’re now a part of this non-existent dude’s club, which guys really enjoy. We’re not salesy. We just want to make people smile, laugh, and feel comfortable. That’s it.”

Cael Schwartz
Head of Growth, Mugsy