welcome to Brand to watcha style column from COMPLEX UK where we spotlight the UK’s best emerging brands and find out what drives them and what their vision of fashion and the future looks like.
Contrary to its name, Unknown is no stranger to the streetwear scene.
Founded by university friends Callum Vineer and Joe Granger, the London-based imprint was launched in late 2015 when the duo noted a lack of affordable luxury clothing and demand within their local network.
Focused on showcasing British culture and the captivating styles that Vineer and Granger would want to wear on a daily basis, the couple originally planned to sell to friends but quickly began developing their first collection which they sold via The Basement, an online streetwear group that has since evolved into a physical store and e-commerce site. The brand quickly gained traction via social media and quickly garnered a loyal community of streetwear enthusiasts through active engagement and high-profile physical drops.
Fast forward seven years, and the bedroom-born project is now an international staple that boasts a plethora of stockists and myriad celebrity fans, including Lil Yachty, Trippie Redd, Ski Mask The Slump God, and more. Last month, Unknown embarked on a week-long tour of the UK, which saw hundreds of people hit the streets of London, Birmingham, Manchester, Sheffield, Liverpool and Leeds, all hoping to win iconic pieces. . The event was an immediate success. “Of all our pop-ups we’ve done, the most recent UK bus tour was our favourite,” says Granger. “We visited six cities in six days and saw lines line the block hours before the pop-ups even started.”
Unknown has just unveiled its Spring/Summer 2022 collection and campaign led by rising Italian drill star, Rondodasosa. The new line, split into two iterations, features revised versions of the brand’s signature pieces, including rhinestone tracksuits and graphic tees, a lightweight padded vest, matching shorts and an asymmetric jumpsuit.
We caught up with Unknown’s founders Callum Vineer and Joe Granger to break down the brand’s beginnings, influences and challenges, and they also shared their goals for the company’s future. Here’s why Unknown should be on your radar.
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