London E15 street sign with KING sticker
London E15 street sign with KING sticker

OUR STORY

It was started with just the seeds of an idea. 2003 - in the humble surroundings of London's East End.

‘Streetwear’ as we know it, didn’t exist. Owning and starting a brand was reserved for corporations and the privileged few. Our aim – to change that. To create a British streetwear brand that set the standard and upheld the culture.

We had zero fashion knowledge and even less money. Our education came from underground UK music, design and skateboarding. The sacrifices were real, but the vision was always clear.

 

King Apparel showroom
King Apparel showroom

No days off; learning from scratch; hustling the sales; putting everything back into the brand; keeping things moving to pay the rent.

June 2003 – KING launched its first collection.

King Apparel Starter snapback cap
King Apparel Starter snapback cap
Wretch 32 wearing King Apparel snapback cap and sweatshirt
Wretch 32 wearing King Apparel snapback cap and sweatshirt

Our immersion in the culture led to collabs with emerging music artists of the time, including Plan B and Wretch32 as well as pioneering partnerships New Era and Starter, developing a global reputation as a leader in streetwear culture.

Since day one the brand has remained independently owned with the HQ still located in the manor, Stratford E15. From packing boxes in bedrooms, KING is now sold and distributed globally on five continents and online at king-apparel.com

LeBron James wearing King Apparel sweatshirt
LeBron James wearing King Apparel sweatshirt
King Apparel labels and emcee wearing bucket hat
King Apparel labels and emcee wearing bucket hat

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