Unknown London
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.
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