discoWe compared 18 brands similar to Y/Project on fit, price and aesthetic — skewing more premium (15 of 18), led by BERNHARD WILLHELM and gmbh.
If you're drawn to the avant-garde aesthetics of Y/Project, you'll likely appreciate brands like GmbH, Marine Serre, and Rick Owens. Each of these designers shares a commitment to innovative and boundary-pushing fashion, much like Y/Project. GmbH stands out with its sustainable practices, while Marine Serre employs eco-friendly materials. Rick Owens, on the other hand, offers a darker and edgier take on avant-garde style, appealing to those who crave dramatic fashion statements. Explore these brands for unique and eclectic designs that challenge conventional fashion norms.
Namesake Los Angeles-based label of German designer Bernhard Willhelm, known for ironic, craft-heavy avant-garde clothing in oversized, cartoonish silhouettes.
Why it's similar. Near-identical avant-garde style with playful, eclectic aesthetics. Overlaps in deconstructed, layered silhouettes and colorful palettes.
Berlin label founded in 2016 by Serhat Isik and Benjamin Huseby, merging club culture, migrant identity and sharp tailoring.
Why it's similar. GmbH shares an avant-garde style with unique silhouettes and a commitment to innovative design.
What changes. Politically framed, leaner body-conscious tailoring
Xiamen-based label by Shangguan Zhe blending military and subcultural references into experimental, conceptually driven menswear.
Why it's similar. Shangguan Zhe has run Sankuanz from Xiamen since 2008, folding military uniform references and subcultural imagery into experimental pattern cutting and utility-detailed outerwear.
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Paris label founded in 2017, known for its crescent-moon monogram jersey and upcycled, regenerated textiles.
Why it's similar. Marine Serre aligns with Y/Project through its avant-garde aesthetic and colorful palette.
What changes. Sustainability-driven fabric story, softer silhouettes
Independent avant-garde label founded in Los Angeles in 1994 and now based in Paris, known for draped monochrome tailoring and chunky sneakers.
Why it's similar. Rick Owens features avant-garde designs and deconstructed silhouettes similar to Y/Project.
Tokyo label by Masayuki Ino making deconstructed, humor-driven streetwear with experimental textiles; 2018 LVMH Prize winner, shown in Paris.
Why it's similar. Has a strong avant-garde approach with playful, deconstructed, layered designs similar to Y/Project.
What changes. Streetwear-based, graphic and textile gags over tailoring
Madrid-based label by Australian-born CSM graduate Edward Cuming, making atypical menswear with offbeat silhouettes, vivid colour and hand-finished, deliberately imperfect detailing.
Why it's similar. Avant-garde aesthetic with deconstructed, fluid designs. Emphasis on luxurious materials and colorful palettes.
Los Angeles and Paris label by Henri Alexander Levy making punk-inflected luxury clothing in deliberately tiny production runs.
Paris luxury house founded in 1988, known for deconstruction, blank numeric labels and Tabi split-toe boots; now led by Glenn Martens.
Kering-owned Parisian luxury house, founded in Spain in 1919, now led by Pierpaolo Piccioli after a decade under Demna.
What changes. Far higher prices and full luxury accessory machine
Kering-owned London luxury house, now branded McQueen, pairing dark-romantic tailoring and skull motifs under creative director Seán McGirr.
São Paulo label recutting vintage garments and leftover fabric into contemporary tailoring, now designed by co-founder Fábio Souza after Alexandre Herchcovitch's exit.
Milan-based luxury streetwear label founded by Virgil Abloh in 2012, majority-owned by LVMH and creatively led by Ib Kamara.
Paris-founded label led by Guram Gvasalia, turning workwear, merch and uniform codes into oversized, logo-heavy runway collections.
What changes. Logo-heavy merch focus rather than pattern-cutting craft
Los Angeles label founded in 2013 by Jerry Lorenzo, pairing oversized streetwear silhouettes with luxury fabrics and muted, neutral palettes.
Antwerp house known for clashing prints, embroidery and relaxed tailoring, now designed by Julian Klausner under majority owner Puig.
Italian avant-garde label by Maurizio Amadei, based near Rome, known for minimally seamed garments, one-piece leather bags and hand-finished footwear.
Sydney avant-garde label by Lyna Ty and Melvin Tanaya, known for fabric-led oversized tailoring and its ongoing adidas Originals collaboration.
Disco ranks brand alternatives using style overlap, category overlap, price tier, fit, colour palette, and cultural context. Scores are directional, not absolute. Read the full methodology →
| # | Brand | Similarity | Best for | Price |
|---|---|---|---|---|
| 1 | BERNHARD WILLHELM | 90% | Avant-garde | More premium |
| 2 | gmbh | 85% | Avant-garde | More premium |
| 3 | Sankuanz | 85% | Military experiment | Similar |
| 4 | Marine Serre | 84% | Avant-garde | More premium |
| 5 | Rick Owens | 83% | Avant-garde | More premium |
| 6 | doublet | 83% | Avant-garde | More premium |
| 7 | Edward Cuming | 81% | Avant-garde | More premium |
| 8 | Enfants Riches Déprimés | — | More premium | |
| 9 | Maison Margiela | — | More premium | |
| 10 | Balenciaga | — | More premium | |
| 11 | Alexander McQueen | — | More premium | |
| 12 | À La Garçonne | — | More premium | |
| 13 | Off-White | — | More premium | |
| 14 | VETEMENTS | — | More premium | |
| 15 | Fear of God | — | More premium | |
| 16 | Dries Van Noten | — | More premium | |
| 17 | M.A+ | — | Similar | |
| 18 | Song for the Mute | — | Similar |
The brand most similar to Y/Project is BERNHARD WILLHELM, with a 90% match. It shares a near-identical avant-garde style, complemented by playful and eclectic aesthetics.
For more budget-friendly options, consider brands like Sankuanz and AVAVAV, which fall into the mid-range ($$-$$$) price segment while offering avant-garde designs.
BERNHARD WILLHELM offers a more playful, whimsical take on avant-garde fashion, which may appeal to those seeking humor-infused designs, while Y/Project is known for its innovative, deconstructed aesthetics.
Y/Project stands out for its avant-garde aesthetics, characterized by deconstructed silhouettes, innovative tailoring, and unexpected fabric combinations that challenge traditional fashion norms.
Maison Margiela, Balenciaga, and Alexander McQueen are considered luxury alternatives to Y/Project, each offering unique avant-garde styles within their high-fashion domains.