Welcome Assid

We’re happy to announce the newest addition to our ever-changing portfolio: British newcomer brand ASSID. Created by industry veterans Benny, Tommy, and Simon, the London-based brand offers street wear with an ironic, sometimes outright offensive twist, and boy howdy do we like it. It’s one of those elusive brands that has heads turned by releasing a particularly wicked design, pushing the limit of what can and can’t be done in the world of fashionable street wear graphic design. Fashionable indeed is ASSID’s twisted sense of humor, which according to an interview with Benny, Tommy, and Simon derives from the widely accepted notion that the overall condition of the world has deteriorated to a point where only sarcastic humor can really help one cope with the drastic decline in both sincerity and morality associated so nebulously with “this day and age.” How morally outrageous humor is supposed to mend the troubles of “this day and age” remains the secret of ASSID’s creators, of course. But that’s probably only part of the joke. At any rate, we dig their Joker-eqsue appeal; after all, our own sense of moronic humor is licensed by our own brand name. You can buy ASSID both at our web shop and at our store in Frankfurt.

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