The next Supreme? Here are the hottest streetwear brands right now.

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Streetwear is a dizzying industry of saturation. The endless rotation of trends, dips and new brands is overwhelming – it can be too easy to stay in your comfort zone.

Despite the ever-growing roster of young brands, streetwear empires like Supreme still dictate the cycle of industry trends – and, to outsiders, are virtually synonymous with streetwear itself. While Supreme can be credited enough for creating New York streetwear, and queuing for a Box Logo t-shirt is practically a rite of passage, it’s not a one-size-fits-all aesthetic. Even for seasoned streetwear fans, it’s possible to just overtake an old favorite.

Streetwear has grown into a billion dollar industry, with a whole ecosystem of diverse tastes and emerging designs. If you’re looking to broaden your horizons or explore your personal style, there are plenty of labels to explore. The following seven brands are either emerging or well established, but each could be its own launching pad into a whole new niche of streetwear.

Aimé Léon Doré

Aimé Leon Dore, her flagship cafe Nolita in New York City and the cold beer enthusiasts around her have become such a distinct streetwear subculture that it has spurred its own kind of meme called ‘retired hypebeast’. The label was founded by Teddy Santis in 2014, but has exploded in popularity over the past two years, catalyzed by some of the most prolific New Balance collaborations of all time. ALD fuses streetwear undertones with luxury bullion pieces, many of which don’t carry an outside branding. Embroidered crewnecks, nylon shorts and $ 2,000 woolen suits coexist in the racks, attracting hordes of streetwear fans who might have gotten past their graphic tee obsession. ALD is a true evolution of the original hypebeast aesthetic, proving that toned down, tailored athletic workwear can carry so much cultural weight.

Brain death

Kyle Ng and Ed Davis started Brain Dead in 2015, with nothing more than a few T-shirts. Fast forward to 2021, and the latest Brain Dead offerings include roller skates, tea towels, yo-yos, jam, and a surfboard. The Los Angeles-based brand is best described as a creative collective, with an erratic inventory that generally reflects Kyle Ng’s current hobbies. Inspired by anything counter-cultural, Brain Dead’s aesthetic leans on graphics and slightly psychedelic. This has followed them through a diverse roster of contributors, from The North Face to Prince Tennis. Through each unexpected collection, Brain Dead is a welcome reminder of the spontaneity and carefree potential of post-hype streetwear.

Only NY

Only NY is an extension – if not an improvement – of the New York-based ethics that defined Supreme’s rise to glory. Launched on the Upper West Side in 2007, Only NY has forged deep roots within its city. The brand doesn’t just take inspiration from nature and New York culture, it gives back to it. Only NY has long-standing partnerships with New York institutions, from the MTA to the Department of Parks and Recreation, turning their ubiquitous logos into streetwear grail. Outside of collaborations, Only NY’s design incorporates rugged workwear silhouettes with a retro brand that typically refers to New York City. Only NY is a true homage to the streetwear mecca; thanks to its niche references and local involvement, the brand feels like a community in its own right.

Palace

Okay, this one is not exactly Under the radar. Palace could easily be named Supreme’s biggest contender in terms of demand, but the brand has managed to increase its composure. without become a punchline of hypebeast culture. Much of this is due to Palace’s deep and unwavering connection to the London skate scene from which he came – founder Levent Tanju has said he never intended or expected Palace to step up. develops beyond its own skate community. Palace transforms classic skate silhouettes with cheeky and / or ironic designs, like a middle finger knit or a “Jesus Saves, and Spends it on Palace” t-shirt. Its inventory has even expanded to high-profile products like pony moccasins or unexpected collaborations like a Cannondale bike, but there’s no confusion: Palace doesn’t take that hype bubble too seriously, and he doesn’t want you either.

RAM

Aries thrives on being nondescript, blurring the lines between eras, genres, and even industry echelons. Sofia Prantera launched the brand from London in 2012, with the aim of filtering the undertones of subcultural streetwear through a high fashion lens. Inspired by early 2000s streetwear, anti-fashion youth movements, and the simplicity of luxury design, Aries’ gender-less clothing sidesteps the line between minimal and maximal. The brand’s signature column logo, or the ‘No Problemo’ crew-neck series, is subtle enough to channel ‘if you know, you know’ exclusivity and high enough to be a staple of the fashion industry. long-term wardrobe.

Wake up NY

As the name suggests, Awake NY is a sartorial love letter to New York City. Angelo Baque started Awake as a passionate project in 2012, while working as Supreme Brand Director. By the time Baque launched his first Awake product on a large scale in 2016, he was a household name in the industry for his role in defining the aesthetic of Supreme. Baque considered ’90s Queens to be his muse, especially the original New York hip hop scene that defined streetwear as we know it. This inspiration comes from Awake’s pastel hues, retro graphics and rugged workwear silhouettes. While Awake is best recognized for its fluid script logo, the brand’s imprint also includes designs tinged with retro and celebrating cultural pioneers like Angela Davis.

Noah

Another ‘hypebeast retired’ brand launched by another Supreme alum. Brendon Babenzien spent over a decade as the Creative Director of Supreme, before launching Noah with a showcase in New York in 2015. While Babenzien actively challenges being labeled as “sustainable,” Noah is clearly a pioneer in environmentally friendly streetwear. The brand puts an abrupt end to the dazzling cycle of streetwear trends and its constant consumption; Babenzien reframes freshness as a slow and intentional purchase. The brand’s raised and slightly preppy designs merge skate and surf aesthetics, and the clothing is ethically produced with total transparency. Not only are many Noah products made with recycled materials, customers are encouraged to return their used clothing to the store for recycling. While Babenzien won’t admit it, Noah is building the blueprint for a sustainable future for streetwear.

Whether you’re really too big for Supreme or just trying to expand your wardrobe, there is an endless supply of new and emerging brands to explore. The relatively modern diversity of streetwear brands means you can really reflect on your values ​​- like sustainability, community, or social justice – and support brands that reflect them. Supreme may be the crown jewel of streetwear for as long as the industry has existed, but it’s no longer a requirement to participate and thrive in the community.


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