It’s hard to imagine what the streetwear landscape was like before Anti Social Social Club. Established three years ago back in 2015, the Los Angeles-based imprint has quickly become one of the most buzzed-about labels in the business, and only a handful of brands have been able to achieve this level of cult status. With designs heavily inspired by paranoia and self-doubt, the question remains: why do people love Anti Social Social Club?
To really grasp this question, you have to understand the man behind it all: Neek Lurk. Currently the social marketing manager for Stüssy, ASSC was “never meant to be a brand, more like a life project. More like my lowest days into tangible items”. Speaking openly about paranoia, self-doubt, and depression, Lurk has been able to channel his emotions into physical representations of his fragile psyche through his iconic pieces.
Originally from Las Vegas, Lurk was extremely active on streetwear forums in the early Noughties, and he became an early Internet style influencer before Internet style influencers were even a thing. Wearing skinny jeans when people wore baggy jeans, Lurk moved to L.A. with nothing but his Toyota Prius, with the intent on shooting photos and making something of himself, and that’s exactly what he did.
Intentionally shrouded in mystery and confusion, Anti Social Social Club is known for its recognisable wavy font that has appears on a plethora of hats, T-shirts, hoodies, and coach jackets. When the brand launched in 2015, it caught on like wildfire, simply due to its no bullshit approach. Spotted on the likes of Kanye West, Kim Kardashian, Travis Scott, Wiz Khalifa, Ian Connor, and more, everyone seemed to relate to ASSC’s honesty.
Soon thereafter, the collaborations began rolling in. To name a few, Undefeated, Mastermind Japan, BAPE, Neighborhood, and even Playboy wanted a piece of Anti Social Social Club, and accumulating these partnerships was certainly not an easy task. In an interview with i-D, Lurk explained that if a collab doesn’t come from a place of “honesty and weirdness”, then he won’t do it, and that mindset has kept his brand’s collabs organic and authentic.
Without a doubt, any brand as successful as Anti Social Social Club is going to have its fair share of haters. Some complain about the imprint’s lack of variety in the releases and the slow shipping speeds, but it can be argued that these things play into the label’s overall secrecy. After all, it’s the Anti Social Social Club… no matter how big it gets, they’re always going to be anti social, and that’s why people love them.