OUR STORY

We operate on 3 tiers:

1. As a direct-to-consumer retail boutique

2. As a lifestyle brand that blurs the lines between high quality and affordable fashion.

3. A web-store that delivers our products + creative content around the world.

Our NYC Lower East Side flagship store gives new consumers and our valued fans the opportunity to purchase our collections before they are limited or worldwide released. 

We offer an array of premium products mostly made right here in NYC. Our specialties include hats, t-shirts, cut and sew button-ups, and much more.

We were founded by Roc Giordano, a creative director in both the music and fashion scene. He started his music career at the seminal LOUD Records - home to WU Tang Clan, Mobb Deep, Big Pun and other legendary hip hop artists. He then moved to Kinetic Records, where he became head of A&R. He has worked with everyone from Snoop Dogg to LL Cool J to Bruce Springsteen.

After years in the music business, Roc decided to open a first class retail store and deal directly with customers. So browse, take it all in, and hit us up to learn more.