In the streetwear world there is rarely space available for small brands to flourish. With brands like Off White, Yeezy and Vetements dominating much of the game, there is often little need for streetwear lovers to look further than the big names. There is however, sometimes the odd occasion when a small brand braves the hardest part of the game – the startup – and succeeds. This is what Unknown Ldn, or UnknownUk is currently doing.
Making use of limited releases, tried and tested designs, and reasonable prices UnknownUk has flourished in recent times. Much of the brand’s success is down to a strong Instagram game that generates a lot of hype for their relatively limited releases. Take a look at their website and you will see that most Unknown products are currently sold out. This is because they hint at new items days before on Instagram with some dope shots, then remind their followers daily of release times and, come release day their releases, as exemplified by the one last Sunday, sell out instantly. This is yet another example of how a small brand can utilise social media in order to maximise their brand popularity, spreading their fan base, and ultimately getting sales results.
Unknown’s success is not solely down to social media. Their designs are always great, with their own unique image always being adhered to. The brand quality is also great, having bought a number of Unknown hoods and sweats I can safely say that their clothing is of high quality, especially when you take into account their relatively low prices. It is no surprise then that you can see Unknown clothing being worn by the likes of Lil Yachty, and a collab with Hip Hop Group A$AP Mob seems to be in the mix.
In this world of big brands that dominate the business it is nice to see a smaller brand on the way to the top. Indeed if Unknown carry on pushing forward it wouldn’t be a surprise to see them getting much more coverage in the future. For this small, London based brand, it seems the only way is up.