Guiding Principles

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

We only make very limited runs of any product

Why? Because no one wants to be seen in the same item of clothing as someone else. Wear King Apparel and you’ll stand out from the crowd.

We never run repeats or re-runs of any product

Even if something sells out straightaway. Why? Because maintaining our brand exclusivity is paramount to us. Who wants a t-shirt that a thousand other people have got? We’d rather run another colourway.

We only use garments that are cut and sew

All of your garments should be cut and sew – period. We never use off-the-shelf products and everything we make is custom pattern cut to our specification.

We always strive to innovate

We were the first brand in the world to work with New Era on their 59FIFTY fitted cap and the first to launch a series of snapback caps on the coveted Starter Black Label programme. We always have and always will strive to push the boundaries.

We believe in being 100% independent

No suits, no venture capitalists and no agents. We’re streetwear enthusiasts who own and run our brand by ourselves and on our terms. Everything we do comes from just a handful of select individuals.

We only stock one store per town

You’ll never find more than one store per town across the globe that sells King Apparel product. It’s about keeping it tight for those customers who really know their streetwear.

We live and breathe the culture

Over the years, we’ve always worked closely alongside a select roster of artists, helping to raise their profile whilst endorsing the brand. Why do the likes of Plan B, Wretch 32 and Plastician choose King Apparel? It’s because they are us and we are them. One and the same.