Streetwear is constantly moving and every year there are new competitors that add on to the market.
Let’s be real though, the majority of new brands that surface on the scene every year has a lifetime of existence of about 6 months. Within this period, the “Brand Owner” realizes how brutal the industry could be and decides to pull the plug, ultimately moving on to the next. As the saying goes: it’s “the survival of the fittest,” so only a few of these new brands usually flourish.
This year we saw the rise of a brand that catered to a genderless society and contrary to it’s name, it became a streetwear sensation throughout the social media circuit. Anti Social Social Club (ASSC) made some strides in 2015 but this year the cult following for Neek Lurk’s “I do what I want” designs for the streetwear brand has reached new heights.
As Neek mentioned in an interview with HYPEBEAST, ASSC was never meant to be a brand but more of a life project. This mentality is what seems to have helped in the success of ASSC. When building a brand or business some entrepreneurs and business owners lose the passion and drive for the brand itself. You see what worked out for ASSC is that Neek’s manic depressive personality IS the brand. Neek’s tangible self reflection has created a loyal following of customers that can relate to his story.
You might be thinking that there are far more well designed and creative brands out there that deserve the title of “Best of 2016,” but none have created the connection with their consumers like ASSC has done. Numbers don’t lie and the struggle for a piece of this social club is as hard to get as the SUPREME Brick.