Anti Social Social Club, in a league of its own.
The label Anti Social Social Club is characterised by accessories and clothing bearing the brand's logo, on a mono colour background. The brand developed in a streetwear-oriented universe. Its distinctive style does not conform to established fashion codes and norms. The ASSC logo is now instantly recognisable thanks to the brand's phenomenal success.
A look back at the brand's roots.
The creation of this unconventional young American brand goes back to 2015 in Los Angeles. The man behind it all is one Neek Lurk. The company did not set out with specific objectives for company development and turnover. Much to everyone’s surprise, however, the brand was an overnight success and just three weeks after it launched, the world-famous rapper Kanye West was seen wearing a sweatshirt from the ASSC collection. That classed as a major happening and visits to the website of the brand Anti Social Social club increased exponentially, with almost 2 million visitors browsing the site in the space of just one week. The brand plays on a sense of mystery around its products to keep the public wanting more.
Basically, the brand’s aim was to attract people who own the fact they do not conform in today's society. Their greatest successes came with designs like caps adorned with messages such as “I miss you” and “Never Not Weird”. Styles such as these epitomise the spirit of ASSC. Internet and social media were instantly flooded with pictures of the accessories. Plain sweatshirts with the ASSC logo have also played a significant role in the brand's success.
What is happening with the brand today?
There has definitely been a wind of change since ASSC was founded. The brand was, in fact, extremely ill- prepared for such a high level of demand. Customers could find themselves waiting up to 3 months to receive items they had ordered. On top of that, the quality of the products left much to be desired, which inevitably left the brand heading for the end of the road. In spite of that, the brand has just presented its new ASSC Spring/Summer 2019 collection. The line includes T-shirts and sweatshirts aimed directly at customers who were dissatisfied by previous seasons' offerings, playing the irony card with motifs referring to product deliveries.
Unfortunately, ASSC's unprecedented success highlighted issues surrounding the management of the company and its products which could not be ignored. The fact remains, however, that certain designs by the brand Anti Social Social Club have proved to be very successful, including: