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Guiding Principles

Model in King Apparel Staple sweatshirt

GUIDING PRINCIPLES

Since we launched King back in 2003, the brand has become one of the most UK's most prominent streetwear labels. This was achieved through establishing and sticking to a set of key guiding principles.

Model in King Apparel Tech Bomber jacket

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.

King Apparel Tech Bomber jacket
King Apparel Noir Parka jacket

QUALITY

We don’t believe in throwaway fast fashion. Instead, we produce durable products 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

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.

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

AUTHENTICITY

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

King Apparel trade show stand

INDEPENDENCE

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

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