Underground streetwear brands thrive on an aesthetic that challenges the status quo, appealing to individuals who value creativity and authenticity over cookie-cutter looks. With their daring designs, unexpected textures, and striking graphics, these labels push fashion boundaries and cultivate a unique community of style-savvy rebels.
Brands like Neighborhood and Chinatown Market exemplify this ethos, blending cultural influences with a playful twist that resonates with streetwear aficionados. Similarly, Noah's commitment to sustainable practices and Kapital's artisanal, vintage-inspired approach showcase how underground labels can redefine modern fashion while staying true to their roots; check out the full list of standout brands below.
If you'd like to learn more about Underground Streetwear, check out our comprehensive FAQ here.
Neighborhood is a Japanese brand known for its rebellious and iconic designs, inspired by motorcycle culture and featuring unique graphics and a distinct Japanese aesthetic.
Chinatown Market is a streetwear brand known for its playful and colorful graphics, often incorporating references to pop culture, basketball, and New York City.
Kapital is a Japanese clothing brand known for their high-quality, unique denim and workwear-inspired clothing.
Brendon Babenzien founded the environmentally friendly streetwear brand Noah in 2015 after leaving his post as the creative director of Supreme. As a homage to his NYC skate roots, the brand combines urban and active lifestyle aesthetics with a wide range of traditional design references. Noah is inspired by both defiance and elegance, and he employs a conscious balance of rebellion and sophistication.
Call Me 917 is an American skateboard brand known for it's graphic-forward aesthetic throughout its line of apparel and accessories.
Paterson combines the love of skateboarding with the culture of tennis. While the brand pays homage to tennis, it doesn’t offer too many on the court. Expect to find some great warm up and off-the-court pieces!
Adsum (which means “here” in Latin) has been developing a contemporary wardrobe of menswear classics since 2015. Their pieces are inspired by urban and rural life in the American Northeast and stand out in a low-key way. For an technically sophisticated and laidback brand, look no further than Adsum.
Alltimers is a New-York based streetwear company that is a mix of skate culture and sheer fun. From skateboard decks to hoodies expect illustrative designs that will put a smile on your face.
Quartersnacks is a NYC skateboard blog-turned-clothing brand known for their playful and irreverent designs.
Awake NY was founded by designer and longtime Supreme vet Angelo Baque. With a logo-driven design (like Supreme), they've been able to capture the cultural spirit and sensibility of NYC. The line embodies the diversity of the city all with a classic and contemporary feel.
JJJJound was founded as a design blog in order to "examine the recurring patterns in timeless design". From there, it blossomed into one of the best brands out of Canada, delivering a clean, sophisticated and timeless classics of their own and highly-sought after collabs from New Balance to A.P.C.
Launched by Sofia Prantera in 2010, this label feels out of the future, creating a part streetwear part contemporary fashion line. They make small quantities, from the best quality raw materials all sourced ethically and responsibly.
Belief is an Astoria, Queens-based standalone clothing and skate shop that's known for both durability and design (think: fun illustrations), crafting pieces that are built to last from the streets to the mountains.
Underground streetwear refers to a subculture of fashion that emphasizes individuality and non-conformity, often characterized by limited-edition drops, DIY aesthetics, and a strong influence from urban art and music. Unlike mainstream streetwear brands, underground labels typically focus on niche markets and prioritize unique designs over commercial viability, fostering a sense of community among dedicated followers.
Underground streetwear originated in urban environments during the late 20th century, influenced by hip-hop culture, skateboarding, and punk rock. It began as a grassroots movement where local artists and designers produced clothing that reflected their unique experiences and perspectives. Over time, this movement has evolved, incorporating elements from various subcultures and responding to social issues, but it remains rooted in authenticity and self-expression.
To identify a genuine underground streetwear brand, look for key characteristics such as limited production runs, unique and often reworked designs, a strong connection to local culture or art, and a community-centric approach. The brand's social media presence will often showcase engagement with its followers, collaborations with local artists, and stories behind each collection. Transparent production processes and sustainability practices can also signal authenticity.
Some popular underground streetwear brands include Palace Skateboards, Off-White in its earlier days, A Bathing Ape (BAPE), Fear of God, and Stüssy. However, newer and emerging brands like Brain Dead, The Black Print, and Aime Leon Dore are also making a significant impact. Each of these brands has a distinct style and ethos that resonates with the underground community, often focusing on unique collaborations and limited releases.
To get involved in the underground streetwear scene, start by following relevant social media accounts and engaging with streetwear communities on platforms like Reddit, Discord, or Instagram. Explore local thrift shops, pop-up shops, and streetwear markets to discover upcoming brands. Participating in local art events or collaborating with designers can also help you connect with like-minded individuals. Finally, consider sharing your style and insights on social media to build your presence within the community.
