Guiding Principles

Model in King Apparel Staple sweatshirt


Since we launched King Apparel back in 2003, the brand has become one of the UK and Europe's most prominent street fashion labels. We believe that this was achieved through establishing and sticking to a number of guiding principles.

Model in King Apparel Tech Bomber jacket


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.

King Apparel Tech Bomber jacket
King Apparel Noir Parka jacket


We don’t believe in throwaway fashion. Instead, we source durable fabrics that are built to last and have them pattern cut to our own specifications.

King Apparel New Era 59Fifty cap
King Apparel New Era 59Fifty cap


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

UK dubstep artist Plastician in King Apparel
US hip hop artist 50 Cent in King Apparel


King Apparel is a street fashion brand born from the ground up. We’ve always been an integral part of the scene and have a passion for what we do.

King Apparel trade show stand


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