Anti Social Social Club

Welcome back to this new week's topic.

Today's topic is the story behind the infamous Anti Social t-shirts and hoodies. Anti Social Social Club burst into the fashion world in early 2015. It has navigated through crowded streetwear market in Los Angeles to worldwide stardom. Its eccentric and mysterious founder Neek Lurk had no ambitions to conquer the world, yet somehow managed to build a lucrative business based on “negative stuff” like mental struggles and depression. Now the brand counts Kanye West, Kim Kardashian, and Korean idols BTS as fans. Its online store is permanently sold out and the discussions about designs and messages on its clothes and accessories never cease.

The catalyst for the brand came in late 2014. It was a painful breakup with a girl that gave Neek an idea for a hat. He created a dad cap with the phrase “I Miss You” on the front and the Anti Social Social Club logo above the right ear.

In the beginning of 2015, Neek designed 12 T-shirts with the same logo. He did not even print them, but created a photoshop mockup, shared it on the Internet, and people bought all 12 of them. So, he decided to go on. His target audience was close friends but, piece-by-piece, these melancholic statements started to resonate throughout LA. And then a spontaneous tidal wave of hype propelled Anti Social Social Club straight into the forefront of streetwear before Neek could wrap his head around how and why.

The Meaning Behind It:

There are a lot of apparel companies that promote ideas of a race to success. But, Anti Social Social Club is not one of them. The clothing brand constantly speaks of isolation, loneliness, and mental health issues, and appeals to the darker corners of the mind. It is well-known for bold and melancholic phrases, like “Self Doubt”, “Give me happiness gives me pain”, and “Fuck everyone it’s just you in the end.” On the other hand, with slogans such as “Get Weird,” ASSC celebrates imperfection and self-acceptance. 

What I really love about this brand is that it is for both men and women. You can wear them on any occasion- either dress it up or down. Anti social provides stylish and fashionable items for all its customers. 

And Anti Social Social Club is more than just a clothing brand ... it’s a lifestyle. Through themed pop-ups, short films, and somewhat cryptic Instagram posts, their aesthetic showcases their wide variety of inspirations from depression, paranoia, and self-doubt to fast cars (one of Neek’s favorite things) and Japanese culture.