Streetwear is now such a lucrative industry that there are literally hundreds of brands all vying for the attention of the average consumer. It can be daunting trying to decide which brands are worth following and which are just riding the wave of streetwear's success, until a new bandwagon shows up to jump on. With this in mind, I've picked out my 5 must-have streetwear brands; brands that focus on people over product and genuinely care about the culture that their brands represent.
1. Diamond Supply Co.
This brand just keeps on going from strength to strength and shows no sign of slowing down in 2013. So much more than just a clothing brand, Diamond Supply Co. will settle for nothing less than perfection in everything they do. They've had numerous high profile collaborative projects, are a favourite of celebrities including Lil Wayne and Jay Z, and are famed for having one of the most talented skateboarding teams in the world. With credentials like these, it's easy to see why they've made the list.
2. Crooks and Castles
Having been publicly endorsed by hip-hop artists including Nas and Busta Rhymes, this brand has cemented itself as a favourite among skaters and urbanites alike. They're known for their controversial designs and the villainous delight they take in all things crooked. With their roots in the past and a focus firmly on the future, this brand is about as authentic as they come. They embody everything that urban culture stands for - rebellion, originality and self-expression. They've set a benchmark for all other streetwear brands to follow. And boy, did they set it high.
Having been publicly endorsed by hip-hop artists including Nas and Busta Rhymes, this brand has cemented itself as a favourite among skaters and urbanites alike. They're known for their controversial designs and the villainous delight they take in all things crooked. With their roots in the past and a focus firmly on the future, this brand is about as authentic as they come. They embody everything that urban culture stands for - rebellion, originality and self-expression. They've set a benchmark for all other streetwear brands to follow. And boy, did they set it high.
3. The Hundreds
'The Hundreds is Huge!' has to be the biggest understatement of the year. They describe themselves simply as 'the world's first social merchandising company'. Personally, I think they're being a little modest. Unless I was to write a dissertation on the subject, there simply isn't enough room to list these guy's achievements. Iconic clothing brand, online magazine (attracting more than a million visitors a month) and collaborations aside, The Hundreds stand out because of their dedication to their fan base and unfaltering passion for streetwear and urban culture. These guys are nothing short of legends.
'The Hundreds is Huge!' has to be the biggest understatement of the year. They describe themselves simply as 'the world's first social merchandising company'. Personally, I think they're being a little modest. Unless I was to write a dissertation on the subject, there simply isn't enough room to list these guy's achievements. Iconic clothing brand, online magazine (attracting more than a million visitors a month) and collaborations aside, The Hundreds stand out because of their dedication to their fan base and unfaltering passion for streetwear and urban culture. These guys are nothing short of legends.
4. Huf
Huf's popularity has skyrocketed over the last few years, and the brand has now rightfully taken its place among the streetwear elite. Huf's philosophy has always been about celebrating diversity - diversity of people and diversity of culture. Huf's founder, Keith Hufnagel, believes that the skateboarding community unites people from all walks of life. And through Huf he wanted to create a 'crossover' brand, which would appeal to this melting pot of skaters, artists, hip-hoppers, musicians, and photographers alike. And that's exactly what he did. And then some.
Huf's popularity has skyrocketed over the last few years, and the brand has now rightfully taken its place among the streetwear elite. Huf's philosophy has always been about celebrating diversity - diversity of people and diversity of culture. Huf's founder, Keith Hufnagel, believes that the skateboarding community unites people from all walks of life. And through Huf he wanted to create a 'crossover' brand, which would appeal to this melting pot of skaters, artists, hip-hoppers, musicians, and photographers alike. And that's exactly what he did. And then some.
5. Penfield
When you're looking for fashion and function, substance as well as style, Penfield are the brand to go for. Having been designing innovative, high-quality outerwear since 1975, you'd be hard pushed to find a brand with more experience or better credentials. Renowned for creating seasonal classics, that are as stylish as they are durable, Penfield's like a fine wine, it just keeps on getting better with age.
When you're looking for fashion and function, substance as well as style, Penfield are the brand to go for. Having been designing innovative, high-quality outerwear since 1975, you'd be hard pushed to find a brand with more experience or better credentials. Renowned for creating seasonal classics, that are as stylish as they are durable, Penfield's like a fine wine, it just keeps on getting better with age.
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