Three New Streetwear Brands to Watch Stay in the know with these industry favorites

Los Angeles’s fledgling streetwear scene has fostered a hotbed of design talent, continuing to lure in trend-savvy fashion lovers from across the globe. A key testament to LA’s low-key albeit mature sartorial flair is Noon Goons, the surf-punk brainchild of SoCal denizen Kurt Narmore. Co-signed by streetwear aficionados and hip-hop stars like Ty Dolla $ign, Noon Goons earns extra industry credibility thanks to its Creative Director Sam Jarou, who previously consulted for brands like Richardson and Comme des Garçons.

REILLY, the Royal College of Art alumni who runs @hey_reilly, capitalised on his hugely popular Instagram account by taking fashion’s newfound love of self-ironic jests and logo nostalgia, transforming them into humorous, colourful designs. In 2017, the artist took the Internet by storm with his #fakenews series that resulted in one of the year’s biggest memes, “Celine Dior”. Now, the artist is being tapped by mega-brands such as Lamborghini, LVMH, Nike, Moncler, and most recently Fendi, who commissioned him to create a Fendi/FILA logo mashup for its SS18 collection.

Finnish designer Heikki Salonen was no stranger to the design landscape before debuting his own label, Vyner Articles, at Pitti Uomo and Paris Fashion Week earlier this year. After previous positions at Diesel and Maison Margiela diffusion line MM6, Salonen decided to launch his own brand of “art workwear” that fuses pastel colours, tie-dye and surreal graphics with sturdy street and blue- collar fashion staples. Combined with influences that trace back to music legends such as Trent Reznor, Aphex Twin and Neil Young, Vyner Articles is set to be the next alt-streetwear brand on the scene.