Since KING launched in 2003, the brand has operated on a set of deeply rooted guiding principles, underpinned by championing real talent and giving back to the community. Principles that are held in high regard and are key to our respected standing worldwide.

EXCLUSIVITY

No one wants to be seen in the same item of clothing as someone else. This is why our garments are produced in limited numbers and never repeated.

QUALITY

We don't believe in throwaway fast fashion. Instead, we produce expertly designed, durable products that are built to last and have them pattern cut to our own specifications.

INNOVATION

Our goal has always been to push the boundaries and set the standards. We changed the game when we became the first brand to work with headwear giants New Era and Starter.

AUTHENTICITY

King is a streetwear brand born from the ground up. An integral part of the culture from day one, we made the blueprint and retain a passion for upholding this at all times.

INDEPENDENCE

We're different to brands that compromise themselves to shareholders and venture capitalists. Everything we do comes from a handful of select individuals.