Brands You Need to Know: Anti Social Social Club
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By Stadium Goods |Brands You Need to Know: Anti Social Social Club
Familiarize yourself, and Get Weird, with one of streetwear’s hottest brands.
Matt DeSciora
Have you ever worked somewhere and thought to yourself, “I could do this, but better if it were on my own terms?” If so, you’re not alone. Neek Lurk had a similar experience as Stussy’s Social Marketing Manager before launching one of the most successful streetwear brands in recent history: Anti Social Social Club.
Born as a passion project, Anti Social Social Club is a mood board for its founder’s interests in obscure Japanese anime and car culture, and much more. It’s a means of communication to those underrepresented cultures and an outlet for Lurk’s thoughts and attitudes. The brand’s colorful clothes are often juxtaposed with witty, self-deprecating humor that is relatable, the same word that can be used to describe Anti Social Social Club’s ascension.
Toy With Me Hoodie - Replacing the KRYLON spray paint brand logo with “CRYING” is just one example of ASSC’s irreverent and sometimes melancholy humor that’s relatable to so many of the brand’s fans.
In the beginning, the brand made waves on message boards and social media before it was stocked in fashion institutions like Dover Street Market and collaborations with BAPE, Honda, and Hello Kitty came rolling in.
The brand has even collaborated with mall food court stalwart Panda Express.
Another reason why Anti Social Social Club is relatable: the brand helped start the “DIY” (do-it-yourself) movement in streetwear that coincided with the rise of social media. There’s something very grassroots about the brand. In the beginning, and still to this day, Lurk prints his melancholy on heavyweight sweatshirts and “dad hats.” The operation is very run-and-gun. But not watered down.
The quintessential ASSC piece: the plain black tee (or hoodie) with the brand’s standard "warped" logo. Small on the front, big on the back.
When Anti Social Social Club debuted in 2015, there was nothing like it occupying a space in streetwear. Naturally, people gravitated toward the brand because it was refreshing and new. Kanye West and Kim Kardashian and Migos are some of Anti Social Social Club’s earliest adopters. But in spite of its mega co-signs, it’s never been about who wears the brand’s clothes, rather why someone would put on a curved brim hat with “Get Weird” in a warped font on it. Which goes back to Lurk.
A self described loner, the Las Vegas native recalls being huddled up alone in his bedroom posting pictures of his outfits on the message board NikeTalk before “WDYWT” became searchable on social media. It’s not by coincidence that Anti Social Social Club became part of the de-facto streetwear look of the 2010s. Lurk has always had his ear to the streets.