1. Thug Club
With the aim of creating a community of people that wish to stand out with confidence and remain true to themselves, Thug Club is the brainchild of Seoul based duo Min and Kwon.
Their designs are futuristic streetwear with an Americana inspired motorcycle club look, featuring beanies, distressed hoodies, leather jackets and denim wear.
The label is rapidly gaining popularity with their subversive approach to fashion and in 2021 their “SucK MY DicK” boxers went viral on social media.
Medieval meets streetwear
Key elements featured by Thug Club are the use chainmail, helmets and armour. Inspiration for the brand is drawn from past history, mainly medieval times, the restriction-free fashion sense found in Seoul’s Dongmyo Flea Market and Seoul’s Itaewon scene.
The high-end streetwear band equipped with a loyal following opened their flagship store July 15 2023.
2. Hood by Air (HBA)
10 years ago in 2014, stocked at Barneys, Opening Ceremony and Colette to name a few, one of the hottest brands at New York Fashion week, HBA had streetwear looks on the runway, at a time when it was still considered disruptive.
Before Kim Jones at Dior collaborated with Supreme and Jordan, Hood by Air helped to define how luxury fashion began to embrace streetwear.
Originally launched in 2006 in 2021 by Shayne Oliver and Raul Lopez, HBA was originally named Elite Urban Brigade and filled a void in the NY fashion scene left by black and hip-hop fashion brands Sean John, Baby Phat and Rocawear.
The NY fashion brand combines streetwear with runway looks that put queer and black fashion on the map, the HBA logo, couture fabrics, elite tailoring and genderless silhouettes. Collections include hoodies and sweatpants statement pieces, graphic pieces and t-shirts.
In 2014 Oliver won the inaugural LVMH Prize and the Council of Fashion Designers of America’s Swarovski Award for Menswear in 2015.
Due to ongoing business and personal conflicts behind the scenes, the AW 17 show was cancelled and the brand took a hiatus.
HBA relaunched with new business partner, Chinese actor Edison Chen and returned to Ready-to-Wear with a campaign featuring Naomi Campbell.
In 2020 Shayne Oliver announced the brands new approach with four different entities, Hood By Air, a luxury fashion brand, HBA, a direct-to consumer point of sale, Museum where archive pieces are re-issued and Anonymous Club, a residency and production studio for emerging creatives to explore, develop and bring their ideas to reality, whether that be in fashion, visual art, performance art or music.
In 2023 Shayne Oliver stepped away from the brand as he felt disconnected from the brands focus on t-shirts and streetwear staples.
Anonymous Club has a new collection with work by his longtime friend Telfar Clemens, former Yves Saint Laurent creative director Stefano Pilati and Patia Borja.
More recently Atlanta superstar Playboi Carti recently dropped a new video via his finsta entitled ‘ H00DBYAIR’ and wore an iconic headpiece by Anonymous Club. which has caused further interest and hype, from people already familiar with the label and new fans.
3. Bottega Veneta
The Italian fashion house with Mathieu Blazy at the helm continue to turn heads. Bottega are known for their celebrity endorsements, bags, shoes, jackets and outerwear — quality, smart pieces that can be worn day to day.
Originating in 1966 in Vicenza, Italy. Bottega Veneta, which means ‘Venetian shop’ in English was founded by Michele Taddei and Renzo Zengiaro. Their sewing machines were not appropriate for leather materials and so out of neccesicity, their artisans were forced into using very fine, thin leather.
Their style of weaving is known as the intrecciato pattern and is synonymous with the brand, also seen as a signature. Due to their reliance on craftsmanship rather than logo branding, prompting the advertising campaign “When Your Own Initials Are Enough.”
Bottega opened a store in 1972 in New York to become internationally recognised after Zengiaro and Taddei stepped away from the brand, Taddei’s ex wife Laura Moltedo took over. In 198 Andy Warhol, a frequent customer at their New York boutique, produced a short film for the brand.
In the 1980’s their customers included celebrities, the rich and famous, such as Andy Warhol.
Jackie Kennedy described the brand as best kept secret and in recent times Bottega has been reinvented by Daniel Lee and Matthieu Blazy.
Their paparazzi like campaign featuring Puma and Formula 1 director ASAP Rocky and model Kendall Jenner was Bottega Veneta’s Pre-Spring 2024 campaign, with the collection being unveiled in November.
Rocky’s styling of the clothes is really natural, effortlessly sliding the brands footwear into his wardrobe, showcasing his love for Bottega boots. He has been receiving products long before they’re to be made available to the public, like the Bottega trench coat and Bottega ‘timbs’. Under both Lee and Blazy the brand struck a chord with a fresh and new generation of consumers.
4. Loewe
Known for their craftsmanship and quality is one of the worlds oldest luxury brands. The Spanish fashion brand was founded by Enrique Loewe and a group of leather craftsmen in Madrid, Spain in 1846. These craftsmen specialised in producing leather goods, handbags and purses for Spanish royalty and take pride in innovation.
The name of the brand is a German word, Loewe means Lion and is pronounced “lo-weh-vay.” Since 2013 Jonathan Anderson of JW Anderson (who is rumored to be leaving for the creative director position at Dior) has been the creative director, Loewe is modernly known for contemporary fashion and worn by fashion enthusiasts worldwidwe.
(Photo via @louloudesaison)
5. Louis Vuitton
In 2023 for the 18th year Louis Vuitton was the world’s most valuable luxury brand valued at $124.8bn, it is the biggest brand in fashion and arguably the most relevant.
FW24 was Pharrell’s third collection at LV, since Pharrell was appointed as the artistic director of menswear LV have constantly made waves and been the talking point of many social media discussions and think-pieces, from early comparisons to Loewe to doubts about Pharrell’s acumen as a designer.
It was always going to be difficult to takeover after the late Virgil Abloh left such an indelible mark on the world with his vision but if anybody can turn heads it’s Pharrell Williams.
He has delved into skincare, fashion, film and philanthropy, the musician and rapper-singer also has a slew of collaborations with luxury houses under his belt, collabs with LV, Chanel and Moncler to name a few.
In 2005 during the Marc Jacobs era, Pharrell worked with Nigo and Louis Vuitton on the Millionaire aviator sunglasses, a style that LV re-released in 2007. In 2008 Pharrell teamed up again with LV and their jeweller consultant Camille Miceli to create the Blason collection.
This role as menswear creative director allows Pharrell to create outfits and more statement pieces fits well with Bernard Arnault’s usual business model, especially due to the price tags.
Pharrell is known for his luxury jewellery and accessories, whether it be multicoloured grills or chains specially made by Jacob Arabo (Jacob the jeweller) and it is this eye he has for products combined with his client book and star power that really does make his position at LV a match made in heaven.
His current success opens the door to many questions, such as, why didn’t Pharrell have a permanent role at LV sooner? Had the untimely passing of Virgil Abloh not occurred would we have seen Pharrell at another major brand?
Regardless, Louis Vuitton and Pharrell are guaranteed to keep on making headlines with their style.
6. Aimé Leon Dore
Aimé Leon Dore or ALD is a fashion and lifestyle brand based in New York, founded in 2014 by Teddy Santis. The name of the brand comes from Greece and its English translation is ‘beloved lion of gold’.
On offer is a blend of high end fashion and streetwear and they have standout collabs with New Balance and Porsche.
Aimé Leon Dore has built a large community and strong following, as a result of their attention to detail and the quality of their NY inspired designs and since 2022 LVMH has had a minority stake in the brand.
