Brand profile

Unknown London

British streetwear brand known for rhinestone-embellished graphics, dagger motifs and hyped limited drops of hoodies, tees and tracksuits.

LondonOrigin

MenswearFocus

StreetwearStyle

$$Price

32 brands like Unknown London like Trapstar, Named Collective, Nude Project →

What to know about Unknown London

Rhinestones and daggers are the signature

Graphics lean on rhinestone embellishment with dagger and gothic motifs, applied to heavyweight hoodies, tees, varsity jackets and tracksuits.

Sold in timed drops, not seasons

Releases arrive as scheduled drops sold direct-to-consumer, supported by theatrical pop-ups with DJ sets that have drawn overnight queues.

Facebook side hustle to Forbes list

Callum Vineer and Joe Granger started selling hoodies and caps to friends as teenagers in 2012; they reported $5 million in 2023 revenue and stock at LuisaViaRoma and HBX.

Known forHoodies & sweatshirtsT-shirts & graphic tees

StyleStreetwear Y2K Athleisure / Sportswear

If you like Unknown London

See all 32 brands like Unknown London →

86% match

Trapstar

$$London streetwearLondon, United Kingdom

Same London drop-hype lane, harder road-rap edge

What changes: Logo-driven puffers and tracksuits over rhinestone graphics

Shop Trapstar 30 brands like Trapstar →

82% match

Named Collective

$$$Hoodie setsLondon, United Kingdom

DTC oversized graphic hoodie sets built on timed drops

What changes: Print-led collegiate graphics rather than gothic rhinestone motifs

Shop Named Collective 19 brands like Named Collective →

74% match

Nude Project

$$Graphic basicsBarcelona, Spain

Founder-led Euro label riding the same youth hype cycle

What changes: Cleaner collegiate branding, less embellishment

Shop Nude Project 26 brands like Nude Project →

70% match

Boys Lie

$$Bling loungewearNew York City, United States

Rhinestone-heavy sweat sets with slogan attitude

What changes: Womens-leaning, heartbreak-themed concept

Shop Boys Lie

Brand facts

Unknown London is a British streetwear label run by cofounders Callum Vineer and Joe Granger, who began selling hoodies and caps to friends on Facebook as teenagers. Collections centre on rhinestone-embellished graphics, dagger and gothic motifs, heavyweight hoodies, graphic tees, varsity jackets and tracksuits, released through timed drops. The brand sells direct-to-consumer and through stockists including LuisaViaRoma and HBX, and stages theatrical pop-ups with DJ sets and overnight queues. The founders reported $5 million in revenue for 2023 and appeared on Forbes' 30 Under 30 Europe list in 2024.

Founded: 2012
Origin: London, United Kingdom
Price: $$
Focus: Menswear
Facts checked: September 2026
Styles: Streetwear, Y2K, Athleisure / Sportswear

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