93% matchFUBU
Same Queens-born 90s block-logo hip-hop uniform
What changes: Heritage-jersey focus and more sports licensing than denim
Brand profile
South Pole
American streetwear label from 1991, known for baggy hip-hop-era denim, graphic tees and hoodies at mass-market prices.
New York CityOrigin
MenswearFocus
StreetwearStyle
$$Price
4 brands like South Pole like FUBU, Rocawear, G-Unit →
What to know about South Pole
Built in the FUBU era
Founded in 1991 by brothers David and Kenny Khym out of the family's Brooklyn clothing store, it became a staple of 1990s and 2000s hip-hop dressing alongside FUBU and Ecko.
Baggy denim is the signature
The core is wide carpenter and cargo jeans, plus graphic tees and hoodies, usually marked with the circular trapezoid logo.
Mass-market pricing, Y2K demand
Now under Wicked Fashions in New Jersey, the line sells mainly through mass-market and off-price retailers, and renewed Y2K interest has pulled it back into view.
How South Pole fits
Overall fit
runs large
South Pole is built around a baggy 90s/2000s streetwear silhouette, so garments typically run large and oversized compared to contemporary fits.
Tip: Consider sizing down if you want anything close to a modern fit, as pieces run large and baggy.
Medium confidence · based on 6 sources
By category
| Category | Runs | Shape | Size advice |
|---|---|---|---|
| Hoodies & sweatshirts | runs large | boxy, oversized | Order your usual size for an oversized feel or size down for a regular fit. |
| Trousers & pants | runs large | relaxed, baggy | Cargo and carpenter styles run roomy and long; size down if you want less volume. |
| Jeans & denim | runs large | baggy, relaxed | Expect a very baggy carpenter/cargo cut, so size down for anything approaching a straight fit. |
| T-shirts & graphic tees | runs large | boxy, relaxed | Size down one if you prefer a fitted look, otherwise expect a long, boxy tee. |
Directional fit consensus summarized from public sources with AI — a starting point, not a guarantee. Confirm with the product's own measurements before buying.
If you like South Pole
93% match
90% matchRocawear
Celebrity-backed logo denim from the same era
What changes: Artist-owned with a more premium early positioning
84% matchG-Unit
Rap-label tees and hoodies, now online-only
What changes: Much narrower range, no real denim program
68% matchHoodrich
Modern UK take on logo-heavy tracksuits and hoodies
What changes: Contemporary athletic cuts rather than baggy carpenter denim
South Pole fit questions
Does South Pole run big or small?
South Pole runs large. Consider sizing down if you want anything close to a modern fit, as pieces run large and baggy. South Pole is built around a baggy 90s/2000s streetwear silhouette, so garments typically run large and oversized compared to contemporary fits.
How does South Pole fit?
South Pole is built around a baggy 90s/2000s streetwear silhouette, so garments typically run large and oversized compared to contemporary fits. Overall shape: baggy, relaxed.
How do South Pole hoodies & sweatshirts fit?
South Pole hoodies & sweatshirts runs large. Order your usual size for an oversized feel or size down for a regular fit. Shape: boxy, oversized.
How do South Pole trousers & pants fit?
South Pole trousers & pants runs large. Cargo and carpenter styles run roomy and long; size down if you want less volume. Shape: relaxed, baggy.
How do South Pole jeans & denim fit?
South Pole jeans & denim runs large. Expect a very baggy carpenter/cargo cut, so size down for anything approaching a straight fit. Shape: baggy, relaxed.
Brand facts
Southpole (also written South Pole) is an American streetwear label founded in 1991 in New York City by Korean-American brothers David and Kenny Khym, who grew it out of the family's Brooklyn, later Queens, clothing store. It became a fixture of 1990s and 2000s hip-hop dressing alongside FUBU and Ecko, built on baggy carpenter and cargo denim, graphic tees, hoodies and a circular trapezoid logo. The line sits under parent company Wicked Fashions in Fort Lee, New Jersey, and distributes mainly through mass-market and off-price retailers, benefiting from renewed Y2K interest.
- Founded
- 1991
- Origin
- New York City, United States
- Made in
- Korea
- Price
- $$
- Focus
- Menswear
- Facts checked
- August 2026
- Styles
- Streetwear, Y2K, Athleisure / Sportswear