Founded by Cynthia Lu, Pharrell Williams' assistant for years, the label sprouts around 2015. Given Pharrell's incredible network of friends and Lu's close relationship with artists such as NIGO or A$AP Rocky, the brand took off immediately. Apart from one page of the Big Cartel perpetually sold out, for years there are no retailers. Dover Street Market and Union Los Angeles will slowly take over, bringing tie-tye tees and hoodies to the shelves. Cactus Plant Flea Market will also create a sought-after collaboration with the Swoosh.
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