British men’s streetwear grew in the 2010s on the back of brands that started small, often selling printed T-shirts and vests to friends before moving into hoodies, tracksuits and the high street. Taking their lead from American labels such as Supreme and Stüssy, three of the best known started within a couple of years of each other.
Nicce
Nicce was founded in 2013 by Mitchel Galvin-Farnol, who started the brand from his bedroom in Hackney. The name comes from “Niiiice”, a word he used a lot. It now sells a full range of hoodies, sweatshirts, joggers, polo shirts and accessories, for men and women.
In 2023 the brand joined Apparel Brands, a group that runs several streetwear labels. It is sold through JD Sports, Foot Locker, Footasylum and ASOS as well as its own website.
304 Clothing
304 Clothing was started in 2012 by David Powell, Sean Cotter and Joe Lucas, who met at university in Liverpool. The name is the number of the student flat they shared. Its first products were slogan vests for festival-goers, and the brand still uses the plain 304 logo across oversized T-shirts, shorts and matching sets. Lucas has since left the business.
In August 2017 a fire at the company’s warehouse in Basildon, Essex destroyed stock. The brand recovered, and Drapers reported in 2018 that it would be stocked in the US by Nordstrom and Saks from summer 2019.
Good For Nothing
Good For Nothing, known for its butterfly logo, was set up in Manchester by Jack McCleish and has sold printed T-shirts, vests, sweatshirts and tracksuits since 2011, according to the brand. It added womenswear and childrenswear ranges. In January 2021 the brand was bought by Whispering Smith, the Manchester clothing group, and it continues to trade under its own name.
Where to buy streetwear in Shoreditch
- Carhartt WIP, 140 Shoreditch High Street, E1 6JE. Open 11am to 7pm Monday to Saturday and 11am to 5pm on Sunday
- Goodhood, 15 Hanbury Street, E1 6QR, off Brick Lane, after moving from Curtain Road in 2024. Open 11am to 7pm Monday to Saturday and 11am to 6pm on Sunday
- Boxpark Shoreditch, the shipping container mall next to Shoreditch High Street station
For more, see the Shoreditch shopping guide and the best vintage shops in Shoreditch.