Our Story

London skyline


Established in 2003 in the humble surroundings of London's East End, the aim was to create a British streetwear brand that set the standard to uphold the culture that we are an integral part of.

With the seeds of a vision, strong backgrounds in music, design and skateboarding and with the backing of The Prince’s Trust we were able to make that vision a reality.

King Apparel showroom

Drawing on our working-class principles, and the true value of a hard day’s work, KING launched its first collection in June 2003.

Collaborations with emerging music artists, including Plan B and Wretch32 soon followed as well as pioneering partnerships with headwear giants New Era and Starter, cultivating a global reputation as a leader in the British streetwear culture.

King Apparel New Era 59fifty cap
King Apparel Wretch 32 photoshoot

KING remains independently owned and operated to this day, the HQ still located in Stratford E15, with our deeply rooted principles held in high regard and key to our respected standing worldwide:

Innovative, cut and sew British design with European sourced fabrics; An unwavering work ethic and constantly evolving dynamic; Attention to detail and diligent quality control; Limited production runs with no repeats; Collaboration with the foremost grass roots and established talent; Considered exclusivity and elite service with the hallmark of British heritage.

King Apparel Lebron James photoshoot
King Apparel labels and emcee

Embodying the quintessential identity that has been associated throughout history with the integrity, strength and character of the culture that we proudly represent.

The brand is KING – London’s Finest

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