WeSC

May 23, 2008

I don’t consider myself particularly fashion conscious, but one brand that I have had my eye on for the past year or so is WeSC. Founded in Sweden in 2000, WeSC (WeAretheSuperlativeConspiracy) rapidly emerged as one of the country’s premiere labels with little to no marketing push by sponsoring artists, musicians and skaters in Sweden’s underground scene. Gradually, WeSC opened boutiques in NYC, LA and Japan and has achieved a presence in other countries as well. Still, the brand maintains an aura of exclusivity as the clothing can only be purchased at boutiques or through select dealers.

WeSC translates an urban/skateboarding sensibility to stylish yet casual clothing, which is what I find most appealing. Their affinity for plaid and striped patterns also aligns with my own stylistic preferences. WeSC makes the type of clothing with which you can either dress up or down comfortably. Plus the logo is sleek and they call themselves ” a street fashion brand for intellectual slackers.” Nifty.

Apparently, WeSC has come under scrutiny in Sweden recently for “selling out” (i.e. placing stores near high-end retailers like Gucci) while portraying an underground image. Who cares. What hasn’t “sold out” in this day and age? WeSC makes ill clothes and I’m going to continue to support. Hell, why don’t they just sponsor me?

Check out the collection HERE.