Unknown London

Joe Granger and Callum Vineer, college friends turned entrepreneurs, launched Unknown London in late 2015, transforming their passion for UK streetwear into a globally recognized brand. Starting from a modest dream of creating clothing that resonated with their personal style and the needs of their local community, they initially targeted their circle of friends but quickly expanded through social media and unique marketing strategies, like their creative use of a Facebook group. Their dedication to accessible luxury and their connection to UK culture fueled the brand's rise, leading to celebrity endorsements and a strong following. Unknown London's journey from distressing hoodies in a garage to international fame highlights their innovative approach to fashion, blending everyday wearability with luxury, and solidifying their place in the streetwear scene.