About
Unknown London is a London-based streetwear brand co-founded by Callum Vineer and Joe Granger. In 2012, at just 16 years old, the duo, lacking any formal fashion training, launched the brand. Their initial venture involved selling 50 hoodies and caps via Facebook, gradually building a successful business. Unknown London has since cultivated a loyal following, leading to its products being stocked in global retailers like LuisaViaRoma and HBX. The brand's release drops have generated significant revenue, with reports of nearly $380,000 in sales within minutes for certain releases and $5 million in revenue for 2023, projecting to double that amount in 2024. Known for their innovative marketing strategies, Unknown London often hosts pop-up events featuring unique elements like helicopter stunts and DJ sets, which attract large crowds of dedicated fans.