Brand To Watch: Unknown

Welcome to Brand To Watch, a style column from COMPLEX UK where we spotlight the very best emerging brands from out of the UK and find out what makes them tick and what their vision of fashion and the future looks like.

Contrary to its name, Unknown is no stranger to the streetwear scene.

Founded by college friends Callum Vineer and Joe Granger, the London-based imprint launched in late 2015 when the duo noted a lack of affordable luxury clothing and demand within their local network.

Focused on bringing UK culture to the forefront and captivating the styles that Vineer and Granger would want to wear on a daily basis, the pair initially planned to sell to just friends, but soon began to develop their first collection which they sold through The Basement, an online streetwear group that has since evolved into a physical store and e-commerce site. The brand quickly gained traction via social media and soon garnered a loyal community of streetwear enthusiasts through active engagement and hyped physical drops. 

Fast forward seven years, and the bedroom-born project is now an international staple that boasts a plethora of stockists and a myriad of celebrity fans, including Lil Yachty, Trippie Redd, Ski Mask The Slump God, and more. Last month, Unknown embarked on a week-long UK tour, which saw hundreds of people line the streets of London, Birmingham, Manchester, Sheffield, Liverpool and Leeds, all hoping to bag some signature pieces. The event was an instant success. “Out of all our pop-ups that we’ve done, the most recent UK bus tour was our favourite,” says Granger. “We hit six cities in six days and saw queues going round the block hours before the pop-ups even started.”

Unknown has just unveiled its Spring/Summer 2022 collection and campaign headed by Italy’s rising drill star, Rondodasosa. The new line—which is divided into two drops—features revised takes on the brand’s key pieces, including rhinestoned tracksuits and graphic tees, a lightweight padded gilet, matching shorts, and an asymmetrical shell-suit.

We caught up with Unknown’s founders, Callum Vineer and Joe Granger, to break down the brand’s early beginnings, influences and challenges, and they also share their goals for the company moving forward. Here’s why Unknown should be on your radar.