Exploring the benefits and risks of establishing and developing a niche fashion brand in today's economic climate, alongside the opportunities perceived by Hungarian designers, forms the core of my thesis. I delve into this specific segment of international and Hungarian fashion which is steadily gaining importance in comparison to fast and high-end fashion. My analysis is a case study, focusing on brands specializing in loungewear in Hungary. Grounded in semi-structured interviews with brand founders and relevant literature, my research aims to uncover the dynamics of this sector.