The reason for the hype surrounding luxury streetwear brand Hood By Air can be traced back to its origin in 2006. Logo T-shirts and hoodies designed by Shayne Oliver were launched at parties that slowly but surely evolved into a regular celebration of diversity. Young people of colour, queer kids, punks, steampunk and hardcore kids – anyone who was an outsider, could come together in a creative and eagerly inclusive environment to party; and so GHE20G0TH1K was born.
“At first it was called Deathwish, but people were calling it Ghetto Goth because that was what we were using to describe it. By the fourth month, it was Ghetto Gothik. It went through a few different spellings—it’s a lot about disruption and being elusive, not wanting people to find us online. Why would we make it easy to spell?” – Venus X
The Hood By Air clothes signified a sense of belonging, strength and community. HBA now represented a tribe; a tribe of outsiders for those who previously may have felt like they were alone.