Our Story

London skyline


Started from the bottom...

King Apparel was conceived and started back in 2003 in the humble surroundings of our bedrooms in the East End of London. The aim was to create a British streetwear brand that could stand with the best the United States had to offer.

We had the seeds of a vision, as well as strong backgrounds in music, board sports and design, but lacked financial backing. It was with the help of The Prince’s Trust charity that we were finally able to make the brand a reality.

King Apparel showroom

Drawing on our working-class principles of knowing the true value of a hard day’s (and night’s) work, we used the small loan, along with income earned from temping jobs, to launch King Apparel’s first collection in June 2003.

To help push the brand forward and establish it as a major player, we combined innovative designs with diligent quality control. Collaborations with young musicians, including Plan B and Wretch 32, soon followed as did deals with headwear giants New Era and Starter, all which helped build a loyal following.

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

To this day, King Apparel is still owned and operated independently with our office being located a stones throw from the Olympic Park in Stratford. All products are still produced in limited quantities and we continue to collaborate with grass roots and established talent as well as discerning market leading brands.

King Apparel Lebron James photoshoot
King Apparel labels and emcee

So, why King? Simply put, no other word sums up the quintessential identity that has been associated throughout history with the integrity, strength and character of the culture and island that we proudly represent.

The brand is KING – London’s Finest

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