Chinatown Market is one of the few streetwear brands to change its name under public pressure, lose itself under new ownership, and then buy itself back to become the brand it started as. That full arc, name change and all,…
Online Ceramics sells no ceramics. The name was a misdirection from the start, a small inside joke that stuck around long after two friends stopped selling bootleg tie-dye shirts out of a van in concert parking lots. What began as…
Sky High Farm started as a sculpture studio and became a working farm that donates every pound of food it grows. A decade later, that same farm inspired a clothing label built specifically to help pay for it. Founder Dan…
Advisory Board Crystals, known to fans simply as Abc., was never supposed to be a clothing brand. It started as an idea for a crystal shop, dreamed up by two strangers who met by accident in the back of an…
Bode built a luxury menswear brand out of things nobody else wanted anymore. Torn quilts, worn-out French linens, forgotten Indian textiles, pieces most people would send to a landfill became the foundation of one of the most acclaimed young labels…
Cactus Plant Flea Market built one of streetwear’s most recognizable brands without its founder ever giving a single interview. No face, no personal Instagram, no press tour, just four-eyed cartoon faces on puff-print hoodies and a growing list of collaborators…
Praying built a cult following without a marketing budget, a celebrity endorsement deal, or even much of a plan. Two friends bored with their jobs started printing religious phrases on t-shirts and bikinis for their brand Praying, and within a…
Fear of God built a luxury streetwear label on a color palette most designers would call boring. Muted greys, faded blacks, dusty browns, oversized fits with almost no visible branding. In an industry built on logos and hype cycles, that…
Ask a founder what their brand’s vision is and you often get a mission statement with different words. That mix-up is common because the two feel similar, but a vision statement has a completely different job. It is not about…
Most clothing brands have a mission statement somewhere on their About page, and most of those statements could belong to any brand in any industry. “We believe in quality, community, and self expression” tells a customer nothing they could not…