Silent Rise: From Collaborating with Denim Tears to Givenchy, the Journey of (B)stroy

The idea of brands merging to form a co-dependent union is nothing new within the fashion industry where brands compete with each other at alarming rates. Over the past years collaborations between both heritage and contemporary labels have been rampant as the industry has whittled out a nouveau subgenre resulting in countless burgeoning enterprises, that guarantee excitement across the board. A Balmain jacket with an instantly recognizable Evian logo springs to mind… and as collaborations have become standardized practice, the industry has thriven on this relatively newfound strategy. Bstroy the American-based streetwear label presents itself as a prime example of this trendy mode of practice. Conceptualizing humbly in 2012, the brand's founders Brick Owens and Dieter Grams are the Atlanta-originated duo who clearly have something very profound to say with their clothing. Using their platform as a political podium, the brand tends to politicize its cadence in an artfully exposing manner, sometimes for better or for worse. The backlash was overwhelmingly negative during an early season when the pair decided to reference US mass shooting incidents through their fashions; however, since this episode, the brand has remained seemingly neutral dedicating itself to holistic and wholesome fashion practices. As involuntary members of an extensive roster of other streetwear labels, what makes the boys at Bstroy so special? An array of exhaustible hoodies…a t-shirt? Their visible expertise in reproducing yesteryear aesthetics?

I believe that the answer lies subtly in their ethos. As a brand that is dedicated to sustainability and the upcycling of garments, a strong mission is imperative for a brand of this calibre. A mission statement acts to underline their agenda in a way that elevates the brand to an undeniably niche platform and the carefully concocted equation of repurposed materials mixed with celebrity endorsement lends itself well when other brands decide to jump on the wagon.

A quick perusal of their website confirms the fact that they are a brand that adheres to a self-defined objective. “Bstory only exists out of necessity” they write…continuing to say “where there an existing force in the universe radiating the energy Bstroy is begged to contribute.” Although the brand disdains fads, they reportedly use fabrics and materials that have either been neglected or pre-loved to produce collections that are imbued with both a sense of nostalgia and surprising urgency. While a scroll through their Instagram depicts the brand's colourful oeuvre and details some of their smaller scale collabs that have allowed the brand to maintain their exclusivity within the hydralike fashion climate the brand continuously seeks for new and innovative partnerships to keep things fresh.

Boys Don’t Cry, their very first official presentation in 2013 localized the brand on the map, with looks that featured simple reconstructed outfits made from recycled materials and slim silhouettes bedecked with an indisputable aroma of punk. Fast forward the clock and you can witness the smooth development of a streetwear label into the echelons of high fashion. Palettes have stretched, offerings have increased and the duo who have remained loyal to their origins continue to purvey collections that speak to their ideology as much as it does their street smarts. Their move to NYC in 2015 further established the brands' repute and cemented the duo as formidable streetwear providers. 2021 saw their impactful designs showcased in the Metropolitan Museum of Arts Fashion Institute, honouring American fashion as a part of their annual fashion exhibition, and Kanye West and Asap Rocky have both been early supporters of the latter manifestations of the aesthetic and the duo seemingly continue to receive gentle nods of approval from the general fashion community.

As of yet, the brand can boast exciting collaborations with Matthew Williamson for Givenchy (2023) and a denim capsule collection with the late Virgil Abloh of Off White to name some of their most prestigious collaborations. As a brand that is mainly direct to customers, some of their most prized offerings include socks, t-shirts and track pants all etched with the company’s hexacomb logo in addition to a primarily accessory-heavy line of assortments.

Owens and Grams both hail from Atlanta, albeit on different sides of the city and shared a creative vision that has catapulted their brand to success. Their shared vision informed by their opposing geographies instruct the duality of Bstroy and helps to confirm an enriching entendre. The brand's latest collab with Givenchy presents varsity jackets, crewneck sweaters, polo shirts and distressed denim all complete with graphic design and a hybridized swagger. Inspired by the duo’s Atlanta roots, the designs speak to various iterations of a personal style that can be

manifested via the brand's main vehicle—assertive streetwear.

Time will tell as to whether the duo will continue to collaborate with luxury fashion houses or if it will gravitate towards smaller brands. But for the meantime…who cares! The fur vest on their latest Instagram post is fire!