Started in 2013 by Daniel Kreitem in South East London, with no fashion training and a job at Slam City Skates. The first shirts – a circular logo with palm trees – hung in that shop. Kreitem films his friends across London's estates and back streets; videos like "LDN-LAX" and "Hotel Romance" mix 80s LA kitsch with South London everyday life. The graphics do exactly that: loud, colourful, badly aged on purpose.

Decks, hoodies and T-shirts.