Since the ‘80s, streetwear fashion has been the language of the youthquake and the zeitgeist of popularity. HUF , Supreme, Stussy, Obey, Undefeated, The Hundreds and A Bathing Ape are just some of the non-domestic labels that the Aussie youth are laced in. Albeit Australian streetwear brands reigning as second bananas in the streetscape, many of the below brands proffer arresting designs and wrangle with international brands for venerability.
Primarily, Ksubi are purveyors of denim streetwear. The brand began on a wing and a prayer, yet since its advent in 1999, it has ballooned across four corners of the globe: with premium stores quartered in Australia, North America and Europe. Ksubi is unerringly one of the most revered Australian fashion labels in the world. Having solidified its uniqueness domestically and internationally, Ksubi has been flauntered by A-list celebrities; The Weeknd, A$AP Rocky, Xxxtentacion, Bella and Gigi Hadid, Michael B Jordan, and Zayn Malik.
Coveted for its distinct denim and yet simplistically subversive style, the brand has bolstered its ethos in going against the fashion grain. Ksubi progressively shapes its purview of jeans fabrications, denim jackets, cut-off shorts and distressed skirts are the foundation of each collection, sitting alongside premium range tees, tops and standout dresses.
Afends tiers 2nd in this list. In 2006, the brand was born in beloved Byron Bay, Australia. The Aussie label was the brainchild of Jonathan Salfield and Declan Wise and serendipitously manifested via a small screen printing business they initially created for printing punk and hardcore bands merchandise. The brands’ apparel design is a hyphenate of surf, skating culture, punk and hardcore aesthetic.
Since its incipience, it has been a firebrand to environmental sustainability via the biodegradability of its apparel. Afends deploys tree fibres, organic cotton, recycled polyester and strives to create and deliver durable, eco-friendly and pertinent apparel. Afends endeavours not to offend the environment eco-balance via ascertaining that it and its clientele are au fait with their enterprise in keeping our planet blue.
‘Sustainability through innovation, action and positive change. Be defined by what you create, not what you destroy,’ Afends’ philosophy.
No one can hold a candle to bassike’s environmentally sentience. Founded by Deborah Sams and Mary Lou Ryan in 2006, in Sydney’s northern beaches, with a pipe dream to create apposite and covetable everyday pieces; combining timeless style with acme quality and sustainable fabrics. Their commitment to creating a thriving, ecologically sustainable business means all streetwear is made entirely from organic materials.
The brand develops its own fabrications, and material choices that play a pivotal part in their finished products. In burning their candle at both ends, the corollary of their apparel is veritably original, designed to be worn season after season. bassike’s discrete aesthetic is imbued by the contrasts of loose Australian beach style and the integrity and simplicity of Japanese design. The brand concurrently has eight stand-alone stores and is available in more than 90 premium stores around the world.
Founded in 2008, the Perth-born brand is helmed by the creative style of skaters. Butter Goods was developed by the deficit of skateboarding clothing companies spearheaded by skaters. The brand proffers the melange of skateboarding artistry and ingenuitive designs to their clothing. Butter Goods has burgeoned to collaborate with bigger brands: Babylon LA, DC shoes and HUF and has augmented its outreach via worldwide shipping.
With rarefield embroideries and arresting graphics, tailored to men and women, the brand hankers itself as the Australian staple to colourful and cozy streetwear. Butter Goods also delights itself in concocting designs predicated on impactful graphics and illustrations. Of late, ensuing the proliferation of police brutality on African-Americans in the U.S., Butter Goods has proselytised their ethos via their shirt designs in permeating awareness.
In 2009, three friends from Melbourne and Stockholm, who shared a predilection for denim and music, gave birth to Neuw. Predicated on the ideal of ‘Vintage Revision,’ many of the brand’s designs harken back to the ilk of the 1800s and tweezes traditional silhouettes for a contemporary premium denim reinvention. Founded on a need for originality and independence, the brand focus has always been on making the best jeans, using the best fabrics in the most ethical and responsible way.
Fervent about progressive youth culture, its founders are steeped in probity:not squandering people’s time or money in denim that is not steeped in heritage. Due to the stymieing nature of denim design, Neuw steeps itself in deliberation to proffer neoteric designs each season and imbue Aussies with its animating repertoire. For instance, the inspiration of the ‘Sharp’ denim à la of American photographer Bruce Davidson 1950s pictures.
The People VS. is the conmiggle of streetscape and surfing culture into selcouth apparel. The brand creates vintage inspired fashion and esoteric and neoteric clothing; for men and women and unisex. Ironically, the brand was born abroad as a cutesy boutique in Bali. Two buddies, with a commensurate covet for art, music, surf and the street life helped beget this brainwave into a vibrant voice for Aussie youth and youth worldwide.
Its apparel design instantiates the lax individuality of its founders and current designers; remixing contemporary streetwear with retro surf-punk styling and rock. Since opening 2 concept stores in Bali and Bondi Beach, the brand has burgeoned its retail presence, erecting stores in Australian, Japanese, New Zealand and Asian.
Insight — subsumed under The General Pants Group global distribution licence — is an illustrious men’s and women’s streetwear brand that proffers you with a taste of ‘90s vintage clothing rehashed with a heterodoxy aesthetic. Established in 1992, in Sydney’s Northern Beaches, Insight is a brand fervid on unique artwork, high quality production, enthralling marketing and thought provoking antics. The brand strives to create a brand axiom which acts to inspire youth culture with an alternative lifestyle.
Insight is a firebrand for perpetually evolving streetwear, intrinsically linking popular culture and the brand’s surf heritage with a darker socio-political undercurrent. Having won a panoply of awards for its design and advertising, Insight’s creative crew proffer uninhibited ideas, amongst fistfuls of things, mess and noise. The brand is helmed by young, idealistic and divergent designers and artists oozing with creativity – endeavouring to imbue youth culture with a divergent lifestyle.
Oli. began as the brainchild of a child in Perth, 2012. At 17 year old, Oliver Mcdonald crackled-off his brand via elbow grease: printing t-shirts in his home studio. Since then, Oli has ripened to a revered streetwear brand:with each piece being a limited edition, buyers vie at the acquisition of his apparel.
Oli. continues to hand draw and hand print his t-shirts with his team out of their Perth studio. With a taut for extreme detail and subtle intricacy, Oli aims to create products that are beau monde, authentic and cathartic. In every hot-off-the-fire release, Oli builds on the idea that less is more, with each cut and sew piece being made completely by hand and strictly limited edition.