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Starting a streetwear business may look easy, but it's difficult for a brand to remain relevant while continually pushing itself forward. In streetwear, a label can be cool one day and be in the dump on the next. The market is being flooded by new-wave streetwear brands and only time can tell if they will last. Just take one quick look through The 50 Greatest Streetwear Brands and you'll see that, for various reasons, many of them aren’t standing today.
In the world of streetwear, 10-plus years in the game gives grandfather status to a brand. There are a few names from the ‘80s and ‘90s that have adapted and evolved with the times to still stay in the running today. Some of them even dictate the direction of where streetwear is going. Through the constant change of trends, economic downturns, and people’s tastes looking towards menswear, it's impressive how long these labels have been holding up. Read about The Oldest Streetwear Brands in Business Today.
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LRG
Years In Business: 14
Established: 1999
Founders Robert Wright and the late Jonas Bevacqua have found massive success with Lifted Research Group. But both of them should have known that was going to happen after selling out their initial collection during their first tradeshow appearance. Promotions and ads with hip-hop stars including a young Kanye West, Just Blaze, and Talib Kweli amongst others further pushed the brand forward. A marquee moment came when LRG released the now infamous Dead Serious hoodie. The hype caused 20-page discussions on forums further driving up the after-market price. Today, LRG's distribution network works on a larger scale, and it still has the pull to add rappers and actors into its ad campaigns.
Alife
Years In Business: 14
Established: 1999
Streetwear was just a blip in pop culture when Alife became an extraordinary store in downtown NYC. You needed to be buzzed-in to enter its doors, and once you were inside you felt like you were in a really special place. Alife was a place you described to your friends without revealing its location because you wanted to hoard the exclusive pieces for yourself. But of course when you're a cool brand, everyone eventually finds out.
The brand offered a limited streetwear line and its collaborations were always noteworthy. Wu-Tang, Levis, Reebok, and Canada Goose are just a few names the brand has worked with. Alife went on hiatus for a bit, but more importantly, it's making a comeback today. You can start ringing that doorbell again.
WTaps
Years In Business: 17
Established: 1996
At first glance, WTaps (pronounced Double Taps) is just another Japanese brand with a confusing name. But one thing is for sure: The clothes from the label have always been instacop status and well worth spending your monthly rent on.
One of the leaders in the early Japanese streetwear fashion scene, WTaps emerged in 1996 peddling military influenced duds. Since then, it has expanded to offer items that fall more towards the preppy side. Now you can find the brand selling cardigans, button-downs, hoodies, and more. You can always count on the brand to execute and finish season after season, just like the military term it draws its name from.
Milkcrate Athletics
Years In Business: 18
Established: 1995
Japan, New York, and California are the first places that come to mind when you think of streetwear in the '90s. But in 1995, Jack-of-all-trades DJ Aaron LaCrate put Baltimore, Maryland on the map with his brand Milkcrate Atheltics. The logo and name alone was a sign that you were getting clothes with designs that involved references to music culture. Milkcrate's resume also includes a capsule collection commissioned by HBO for everyone's favorite hood drama The Wire. It's latest collection involved trippy tie-dye pieces including hats, hoodies, and tees co-signed by rappers like Bun B and Schoolboy Q. The brand may be flying low on the radar, but it's still around.
10.Deep
Years In Business: 18
Established: 1995
If you want to survive in this business, you have to evolve and adapt. Designer Scott Sasso has been doing exactly that for 10.Deep since the brand was founded in 1995. A confluence of elements like hip-hop, graffiti, and the whole NYC vibe has carved a unique lane for the brand. A veteran of the print game, 10.Deep's Chain Gang design put the brand on the map thanks to the all-over print trend that happened in 2006. Today, the brand makes awesome cut-and-sew items and still rules the world of prints releasing sought after items like tanks and tees with snakeskin prints, Navajo patterns, and camo designs.
Supreme
Years In Business: 19
Established: 1994
When James Jebbia opened Supreme in 1994, he probably didn't expect the brand to be where it is today. Not only is it a beacon for all hypebeasts and streetwear nerds everywhere, the brand also gets nods from well-respected style writers and creative directors in fashion. There weren't that many business around when it opened up its storefront on Lafayette St. Today, the block is filled with retailers.
The brand has long since moved from making just T-shirts. Through the years it has collaborated with big names in both fashion and art. You can count Thom Browne, Comme de Garcons, Jeff Koons, and Damien Hirst on that list. Today it's practically become a full–on lifestyle brand offering items like inflatable rafts. If you want to talk about a brand that has its finger on the pulse of everything and knows what's coming before it happens, it's Supreme.
Neighborhood
Years In Business: 19
Established: 1994
Neighborhood's point of reference for its collections is similar to most streetwear brands—a mix of military, workwear, and outdoor clothing. But another element the brand infuses is designer Shinsuke Takizawa's passion for bike culture. Like many Japanese brands, you're going to have to dig through select stores to get these products stateside. However, people still find a way to get its coveted denim and military jackets. Today Neighborhood's price points still remain high as ever, but people will gladly pay to have the name in their closets.
Maharishi
Years In Business: 19
Established: 1994
It seems like every streetwear brand has at least one camouflage piece per collection, but it's Maharishi that knows more about camo than the Pentagon. The brand is creator of the sought-after camo bible DPM: Disruptive Pattern Material, and designer Hardy Blechman's knowledge of streetwear's favorite pattern runs deep. Just look at Maharishi's latest collection for example. The brand has used hyper-realistic photos of oaktrees and berries as a new camo pattern for suits. If you thought the camo trend was dying, you can count on Maharishi to always find a way to keep the print fresh and interesting.
BAPE
Years In Business: 20
Established: 1993
The best thing Nigo might have done for A Bathing Ape was limiting the supply when the demand was high. He changed it up after reportedly seeing his product marked down at discount shopping stores that were basically the Japanese equivalent to Marshall's. Since then, BAPE has only been exclusive to its flagship locations. Of course a U.S. invasion followed and had everyone sporting full-zip hoodies and the brand's signature camo print. Nigo might have departed the brand recently, but the BAPE train hasn't stopped. The brand has a long history of collaborations, and its next stop is a capsule collection with Playboy magazine.
Undercover
Years In Business: 20
Established: 1993
In the world of high-end streetwear, Undercover is near the top of that list. You might know the brand from its recent collaborations with Nike, but Undercover has been around since 1993. Designer Jun Takahashi combines a mix of both punk and streetwear references into his designs that are sold at break-the-bank expensive prices. The Japanese brand doesn't need rapper co-signs when names like Miuccia Prada and Rei Kawakubo give you praise. What other streetwear brand has that?
X-Large
Years In Business: 22
Established: 1991
It's always nice to have a few cool friends supporting your brand, and for X-Large it has many. The brand's exposure came courtesy of the Beastie Boys, thanks in part to its relationship with member Mike D. And who else can say they made a promo video with actor John C. Reilly before he made it big? X-Large's presence might not be as big today as it was back then, but the brand is still around after 22 years. Its most recent work includes a sneaker collaboration with Vans as well as a capsule collection that involves hardcore band Suicidal Tendencies.
SSUR
Years In Business: 23
Established: 1990
Yes, the brand that many have become familiar with in the past couple years is actually old. The "COMME des FUCKDOWN" graphic might have recently put the brand back on the map, but founder Ruslan Karablin has been doing his thing since 1990. Since then, SSUR has expanded to offer pants, jackets, and accessories. But the bread and butter of its collections are still graphic T-shirts featuring tongue-in-cheek designs.
Fuct
Years In Business: 23
Established: 1990
Fuct has been producing its zero-fucks-given designs since 1990. Designer Erik Brunetti's flip on pop culture with a dose of social commentary on the side has always garnered some looks and admiration from his streetwear peers. The graphics are controversial and that's not changing anytime soon. In addition to its main collection, Fuct has a diffusion line dedicated to classic American style. Dubbed FUCT SSDD, the label offers a mix of workwear and military looks, plus your basic tees. If you want to talk about triple OG brands, Fuct has that status and respect.
Freshjive
Years In Business: 24
Established: 1989
Another '80s baby on the list is California-based Freshjive. Designer Rick Klotz has been steering this ship since 1989 under his own terms, and so far it hasn't crashed and burned. Its humble beginnings started with only T-shirts and shorts. Today it produces a full on collection that includes jackets, button-downs, chinos, and more.
On the list of changes through the years is when the brand went through a re-branding of sorts in 2009 by going logo-less. Freshjive's only recognizable mark was a black box tag found on the inside of its garments. Plenty of people who work in marketing would consider the move brand suicide, but the label is still around and Rick Klotz is somewhere giving everyone who doubted his little experiment the middle finger.
Stussy
Years In Business: 33
Established: 1980
The oldest of the bunch, Stussy set the tone for many of the streetwear brands today. Founded in 1980 selling handcrafted surfboards, it was Shawn Stussy's apparel side of the business that really took off. This year, the brand turns 33 and in streetwear years, that's equivalent to being a great great grandfather. Today the brand boasts 70-plus Stussy Tribe locations worldwide and still gets co-signs from the hottest rap cliques in the game. To be at this age in the streetwear scene proves the brand's staying power and relevance. There's a reason why Bobby Hundreds placed it at the number one spot on The Greatest Streetwear Brands of All Time.
