Our Four Style Profiles at HIP distinguish the clothing genres represented by our roster of labels from around the world. Together, they highlight our tastes and own unique version of modern lifestyle. This is a guide to a selection of key labels sat within each profile, each with fascinating backstories and innovative takes on design.

Streetwear

After taking over major urban cities in the ’90s – deeply intertwined with subculture during the era – streetwear still holds a grasp over city-centric clothing to this day. The roots of streetwear remain – a canvas for labels to tell their own stories and culture. At HIP we stock classic streetwear pioneers alongside the new up-and-coming brands making noise in their own scenes.

Awake NY

New York through and through, community-driven label Awake NY was founded by former Supreme Brand Director Angelo Baque back in 2012. Drawing on the melting-pot of downtown New York and the rich waves of culture Baque grew up with in the ’90s, Awake manages to capture the city’s spirit at every turn. Each collection presents a wide wardrobe of staple graphics, well-tailored cut & sew, and experimental items with a playful look.

Carhartt WIP

Carhartt WIP needs no introduction. Worn by celebrities, skaters, streetwear enthusiasts and virtually everyone in-between, the brand’s workwear-streetwear fusion is the epitome of casual modern lifestyle and an undisputed wardrobe staple. Shining a new light on Carhartt’s workwear origins whilst refining silhouettes and introducing a vast array of subculture-inspired seasonal graphics, Carhartt’s WIP mainstream appeal is unmatched.

C.P Company

Founded in Italy in 1971 by Massimo Osti, C.P. Company was named after the Chester Perry factory where one of Massimo’s favourite comic strip characters worked at in Bristow comic series printed in daily newspapers. Osti has a legacy as the Godfather of Italian sportswear, and rightly so, C.P Company was a vehicle for his vast exploration of military uniforms, soon transforming certain textiles and looks into high-end urban sportswear worn across Europe. Another string to Osti’s bow was revolutionary garment dyeing techniques to evoke chromatic depth, bringing something entirely new to the market. Today the genesis of C.P Company remains, whilst its aesthetic has developed into a distinct mode of minimalist menswear fitting for casual and formal use.

Patta

‘Out of love and necessity rather than profit and novelty’, the Patta story began in 2004 when founders Edson Sabajo and Gee Schmidt combined their obsession of sneakers and records to create a store in Amsterdam. As demand grew, the Patta label was born. Patta truly is more than just a clothing label. Known for its community-driven ethos, commitment to youth culture, and string of meaningful collaborations, Patta inspires cultural crossover. Down to the years the brand has developed a version of streetwear with a functional, urban undertone ideal for city styling.

Stussy

The origins of Stussy are in ’80s California when Shawn Stussy began selling his own handmade surf boards on Laguna Beach. In the early days Shawn travelled to key cities like London, Paris and Tokyo, where he organically discovered people who shared the same tastes in music, fashion, and culture. The so-called “International Stüssy Tribe” spread its message with custom varsity jackets, graphic tees and baseball caps – but most importantly also through a shared lifestyle. Stussy created something new and exciting, moving around the familiar and changing the status quo. Today the brand is the epitome of cool, reverberating around subcultures globally, as each collection causes mass frenzy. The label still has the same laid-back Californian roots – seen by its ultra-aesthetic lookbooks – and offers a host of clean relaxed cuts, workwear-influenced items and staple graphics.

thisisneverthat

Fresh out of Seoul’s vibrant subcultural scene, thisisneverthat are one of the newest players in the country’s bourgeoning streetwear market, receiving international acclaim in recent years after a string of collaborations with high-profile brands. Co-founded by a group of friends, thisisneverthat takes influence from their collective sprit – how they wear clothes, perceptions on street culture and interests in music, art and skateboarding. The brand’s aesthetic is fluid and contemporary – its collections introduce streetwear staples alongside finely-tailored knits and denim, as well as wearable outerwear and an ever-evolving range of experimental patchworks and jacquards.

Classic

Classic clothing has been one of our core foundations at HIP since we first opened our doors back in 1987. Characterised by tradition and taste, and filled with an abundance of references to historical style themes, we value Classic labels for the rich culture they represent. These brands ignore fads and trends, staying true to their principles to present time-honoured clothing with true cross-generational appeal.

Beams Plus

Beams Plus is a purveyor of timeless menswear, harking back to the glory days of Americana and prep in the 1940’s-60’s. During the post-war era dress codes were defined for various lifestyles. Four main categories developed to become the basis of global fashion thereafter: American trad, workwear, sportswear and military wear. Beams Plus transcends nostalgia, breathing new life into traditional silhouettes with playful charm and the quintessential attention to detail we see from Japanese clothing brands.

Clarks Originals

Clarks Originals was introduced in 1950 to champion simplicity, comfort and classic styles from the rich Clarks archives. Famed for its role in subcultures over the years: rebellious Jamaican rude boys, mid-century Americana film stars and ’90s Britpop – Clarks Originals has a cultural heritage like no other. Accessible, timeless and resistant to any trend, Clarks Originals’ footwear are true staples that will no doubt be a tasteful choice for generations to come.

Noah

Noah is an American menswear brand founded by former Supreme creative director Brendon Babenzien. Noah allows the New York-native to realise his expansive creative vision, connecting the dots between the subcultures and DIY elements that defined his youth. Noah’s references are cross-generational – uniting interests in skating, surfing, water, the outdoors and music genres from hip-hop to punk rock all under one roof. The label marries a city-centric and active lifestyle aesthetic with classic design features – creating a considered and understated form of menswear. Sourcing high-quality fabrics from around the world, Noah is transparent about production and creates clothing with a conscience. Each collection is wide-ranging, offering casual day-to-day pieces alongside well-tailored, time-honoured silhouettes.

Fred Perry

Fred Perry is one of the most iconic and culturally relevant labels to emerge from Britain. First presented by the Triple Wimbledon winner in 1952, over the years Fred Perry has stayed fixed through style, era and subculture. From the sophisticated leisurewear worn at the Beverley Hills Tennis Club, to adventurous travelling attire, rebellious British subcultures and even famous musicians like Amy Winehouse, Fred Perry has been adopted far and wide. The brand’s enduring Laurel Wreath emblem paints its own picture of British culture with its vast meaning and sentiment.

Drake’s

Drake’s was founded in East London in 1977 by Michael Drake, initially selling luxurious hand-printed silk scarves followed by other tasteful accessories. The essence of Drake’s is quintessentially British but with European influence; a sentiment that underpins its tailoring and casualwear with slightly informal notes which the brand terms ‘Relaxed Elegance’. Drake’s admiration for the glory days of traditional English sportswear means its original customer is still intact. Although the brand has developed a strong reputation in the iconic fashion cities of the world. Drake’s collections are expansive, offering a full wardrobe of timeless goods for all occasions. The label introduces new audiences to a universe of style and impeccable taste.

Polo Ralph Lauren

Polo Ralph Lauren embodies casual elegance. The brand’s rich collection of everyday staples harks back to a vivid Americana lifestyle universe, blending fine workwear, tasteful knits and timeless outerwear – pieces filled with heritage Polo motifs. Avoiding fad and trend, the brand’s aesthetic can effortlessly match with different genres, highlighting why the brand has been fixed in fashion since its launch in 1971.

Nanamica

Nanamica, or “house of the seven seas” has an interesting design language hat bridges the gap between classic Americana and modern performance fabric. Nanamica’s aesthetic is understated: influences from sports, the outdoors and vintage workwear are underpinned by technical fabrics that provide consideration for the rigours of everyday life whilst not compromising on style.

Paraboot

Paraboot’s illustrious history started in late 19th century France, in Izeaux, a small village at the foot of the Alps. Spanning through World Wars and four family generations, the label slowly became one of the most respected shoemakers around. Embedded in the historical background of the French industry, Paraboot created a fine-tuned balance between class and rugged durability – reflected by the brand’s sturdy double-stitched Norwegian welt construction. The label has always had strong cultural connotations. It was embraced in movements like France’s aspirational Bon Chic, Bon Genre (good style, good class) subculture in the ’80s – a post WWII upper-middle lifestyle centred around taste and manners – and was commonly seen in ’30s French thrillers. Paraboot can be styled with all types of pants and socks, commonly suiting preppy styling but fitting with a range of contemporary looks. With history, style and craftmanship behind it, Paraboot is and will always be on the feet of the world’s best dressed.

Tech-Forward Outdoor

The integration of Tech-Forward Outdoor clothing into contemporary fashion has been one of the key narratives in the past decade. Introducing progressive fabric technology and boundary-breaking designs, the genre encourages wearers to step outside and enter on new adventures, whilst offering hybrid functionality across modern urban lifestyle and city-centric styling.

Patagonia

Famous outdoor clothing label Patagonia have a humble origin story inspired by founder Yvon Chouinard’s lifelong love of climbing, a passion stemming from his upbringing in Southern California. Now Patagonia produce wearable, functional, eco-friendly, clothing and accessories used worldwide. Since 1985, Patagonia has pledged 1% of sales to the preservation and restoration of the natural environment as part of the one percent for the planet programme.

Salomon

Born in a sleepy alpine town called Annecy in south-eastern France, Salomon was formed in 1947 by George Salomon and his parents, who came up with the idea to use wood saw blade machinery to make metal edges for skis. Over the years the label diversified and specialised in footwear, supplying outdoor enthusiasts with technical product to battle all terrains and conditions. Aligned to the integration of technical outdoors within fashion, Salomon’s trail running shoes have hit dizzy heights in recent years with key silhouettes like the XT-4, XT-6 and ACS-Pro becoming a must-own in rotations thanks to a lightweight build, technical design and reliable cushioning, all arriving in a variety of vivid colourways each season.

Hoka

Hoka’s name translates to the Maori phrase “to fly over the earth,” – an apt representation of the Californian-based brand’s free-moving ethos. Hoka’s mission is simple: to make people move no matter the conditions and to elevate performance with a host of ultra-modern features. Hoka is unique as it inspires a healthy active lifestyle for all, regardless of age and ability, fitting across running, walking, fitness and the outdoors.

J-LAL

Behind _J.L – A.L_ is the emerging London-based designer Jean-Luc Ambridge Lavelle. His brand is indisputably one of the key developments within avant-garde technical menswear. His imprint began in 2020 during the UK lockdown, after learning a software that creates dynamic, real-life visualisations of garments. Digital technology rapidly evolves Lavelle’s ideas into tangible looks that can continually be developed. The process has given rise to an inventive wardrobe.

ROA

Founded in 2015 – ROA is an outdoors-led Italian footwear and apparel label that carries a vision to translate the latest innovations and experimental techniques into products that cross over both functionality and the avant-garde fashion space. Designed and produced in Italy, ROA work with only the most high-end materials and tech such as Vibram Megagrip outsoles and military spec nylons to produce quality products built to last. Keeping the outdoors at the centre of the brand’s DNA, the name ROA derives from a hiking spot in the Dolomites called Forcella della Roa, which also serves as inspiration for the label’s minimalist mountain shaped logo.

Luxury

Our Luxury edit at HIP showcases up-and-coming labels entering the luxury scene with fresh ideas, aesthetics and versions of craftsmanship, alongside heritage brands that have held deep-rooted admiration in the genre for decades. Explore expressive silhouettes, elevated fabric and rich intricacy; each piece in this curation is filled with meaning and character – items made to cherished for seasons to come.

AFFXWRKS

An ongoing collaborative project – AFFXWRKS is a London-based concept label presented by Kiko Kostadinov, Taro Ray, Stephen Mann and Gimme 5 founder, Michael Kopelman. First beginning as an online radio show – AFFXWRKS is now a forward-thinking clothing output based around the subversive concept of “New Utility”. The tag represents a refined and wearable take on a modern utilitarian wardrobe.

AURALEE

Ryota Iwai launched AURALEE in Tokyo in 2015 after studying fashion design at night school and learning his trade at a knitwear brand during the day. AURALEE has a dual perspective: an advocate of timeless, subtle menswear on one hand, but always willing to push boundaries with silhouette to create a varied contemporary wardrobe. Instead of focusing on a seasonal theme, AURALEE is guided by the nuance of fabric. The brand’s close relations with weavers in Japan and overseas gives rise to one-of-a-kind materials like baby camel and Mongolian cashmere. Applying AURALEE’s exquisite fabric collection to beautifully tailored garments allows Iwai to catch the eye through a subtle but luxurious look.

GR10K

GR10K is an Italian brand operating as a secret collective exploring underground social pockets. Experimenting with a vision of their clothing habits is a scope to recontextualise the meaning of a garment – its true purpose and performance capabilities. GR10K does not make clothing out of novelty. The label uses upcycled fabrics from its parent company – an Italian factory that has been producing uniforms designed for labour intensive industries and the military since 1925. Sitting in-between different genres, the label’s clothing remains wearable for the everyday but is strengthened through strong technical undertones.

Martine Rose

Martine Rose launched her eponymous label in 2007, first offering an ahead of its time mix of high-end sportswear and tailoring. In the past decade the brand’s non-conformist approach and ground-level integration with the subcultures that inspired it, has led to a cult following all across the world. The designer’s work references her Jamaican-British upbringing, as she experienced ’90s and ‘2000s underground subcultures in London and the city’s famous high-low melting pot culture. Rose’s design language subverts familiar codes within menswear, experimenting with exaggerated shapes, textures and deconstructed pieces. Having held shows in traditional community areas like Tottenham and Camden, whilst using clothing for social commentary and to explore topics like masculinity, Martine Rose is one of the most provoking and downright interesting brands out there at the moment.

Nicholas Daley

Nicholas Daley launched his eponymous label in 2015 after graduating from Central Saint Martins. Daley’s upbringing was immersed in music – his parents even ran a reggae night in Scotland. The label brings together music, fashion and art, reconsidering past movements through the medium of clothing. Within Daley’s wider narrative lays powerful ideas about heritage and identity, celebrating his Scottish-Jamaican heritage and exploring wider multiculturalism in Britain. In exploring the intersection between music and style, Daley updates a palette of cultural references with bespoke textiles and artisanal finishes to create a unique contemporary vision.

Engineered Garments

Daiki Suzuki’s Engineered Garments has built a universe of workwear formalism, presenting a considered assortment of reference points throughout the history of American style, yet avoiding imitation with intricate designs. The label’s clothing is built to last, aging beautifully and growing sentiment through personal experiences. EG oscillates between contemporary patterns and classic material choices, breathing new life into traditional silhouettes whilst maintaining a final look that is truly timeless.

4SDESIGNS

Titled after the four seasons we face in each year – 4SDESIGNS was launched in 2020. The brand is spearheaded by El Salvador-born designer Angelo Urrutia, who migrated to New York as a child and has been based in the five boroughs ever since. Urrutia spent his youth skipping school to explore the shops, art galleries, and museums in Manhattan. After working for several labels at the top of the menswear industry, with 4S Urrutia has a glorious vision centred around the romantic practicality of American sportswear, elevated with the skill of made in Italy artisan production. 4SDESIGNS presents the idea of bringing high-end luxury to everyday life, with a rich collection of pieces that veers from the avant-garde to refined and minimal – characterised by small but exquisite touches.