September 4, 2018
By Noelani Piters
5 MEN’S STREETWEAR BRANDS TO KNOW NOW
The fashion world’s adoption of streetwear has been hailed the reigning trend for season after season, but few realize that the trend du jour is a full-fledged movement. And now that sneakers, hoodies and T-shirts are officially office-to-off-duty attire, both on-trend and under-the-radar labels rise in popularity (and resale value) on a daily basis. But with so many labels getting the spotlight, how can you know which ones to invest in? Read on for our list of the the coveted names to know now.
London-based Palace Skateboards was founded by Lev Tanju in the late aughts as — you guessed it — a skate brand. And though it’s evolved over the years, Palace stays true to its namesake. The brand designs skate decks, collaborates with major athletic players like adidas and Reebok and features pro skaters from its own team in campaigns. Tanju’s ultimate goal? Having the means to skate as much as he and his friends want.
Palace is not a stranger to elevating hype basics to the realm of high fashion, however. Catapulted into the spotlight by a candid shot of Rihanna wearing a Versace-esque T-shirt, the brand and its Penrose triangle-inspired logo can be found in the regular rotation of the style elite. The brand has also recently tapped noted fashion photographer Juergen Teller to shoot their lookbooks.
Whether they’re producing gritty, lo-fi skate videos or regularly featured in the wardrobes of industry insiders, Palace adheres to its own unique DNA and maintains a decidedly irreverent modus operandi. Go full Palace with gear from head to toe, or if you’re interested in a more sartorial take, dial down the skate aesthetic by topping a hoodie off with a blazer and trim Gucci loafers.
Anti Social Social Club
Understanding the hype behind Anti Social Social Club starts with getting to know its founder, Neek Lurk. When he’s not working in a marketing role for fellow streetwear label Stüssy,
Lurk is busy being the enfant terrible of the streetwear world. His introverted, dejected and “you’re either with me or against me” demeanor permeates his entire brand. Because for Lurk, Anti Social Social Club is more than a brand — it’s a “life project” that distills his frustrations, thoughts and experiences into tangible items, with ironic, pithy phrases splashed across T-shirts, hoodies and dad caps.
Out of his personal hardships and awkward social encounters, Lurk has created a community for outsiders and outcasts. As the name suggests, Anti Social Social Club is for the “losers, weirdos,” for those who gain strength from being misunderstood. Add the label’s flannels, logo-emblazoned tees and cheeky, signature slogans to your regular rotation for a grungy, ‘90s feel and a heavy dose of wit.
What do you get when you mix utilitarianism, Cyrillic letters and nature graphics with streetwear? You get Heron Preston. Preston — former artist at DSNY and current DJ and designer of his eponymous label — boils down myriad inspirations into his line, from Russian culture to Audobon illustrations. Function meets form with reflectors on jackets, industrial belts and safety vest orange. He’s captured the cultural pulse with bold text, industrialism and kitschy imagery, and Preston’s collaged elements speak to the vast influences he draws on.
Before attending Parsons School of Design, Preston began designing clothing in high school and formulating his aesthetic. He eventually went on to collaborate with Off-White’s Virgil Abloh and Alyx’s Matthew Williams on the streetwear brand BEEN TRILL, though the three eventually went their separate ways to start their own endeavors. Preston, arguably more underground than his counterparts, is no stranger to the street style spotlight, however, with his pieces seen on the likes of Luka Sabbat and Kanye West. If you’re looking for the ultimate statement piece, opt for a text-heavy T-shirt or hype hoodie.
The enviable California youth aesthetic of beach-worn denim, biker jackets and distressed rock tees reaches peak coolness in Amiri, founded by Los Angeles native Mike Amiri in 2013. The label is an homage to surf culture and to music icons like Kurt Cobain and Keith Richards. It’s the curation of Amiri’s look during his teenage years — by way of observing the cool kids outside nightclubs like The Viper Room, then buying vintage clothes and patching up old jeans.
It’s fitting, then, that denim was the launching pad for Amiri. The founder and creative director customized the first collection himself; now everyone from LeBron James to Justin Bieber to Jay-Z can be found in Amiri’s distressed jeans, cashmere knits and tie-dyed separates. The minimalist may opt for a paint-splattered sweatshirt here or a pair of shredded denim there. For those who intend to make a statement, key pieces include the brand’s patterned moto jackets, effortless flannels (ideally tied around the waist) and wear-everywhere boots.