Designer: Something

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Now this is the kind of clothing you want to be caught wearing in the party pics section of Vice. Something is a label so underground, it’s not easy to come by due to the fact that it’s only sold at select boutiques, and you can forget about shopping online-that’s how cool it is. Even though it plays hard to get, it’s still worth scouring every remote specialty shop for.



The label consists of eclectic silhouettes, colorful, playful prints, and beautifully odd graphics including pandas, cats, and wolves. It’s kinda Urban Outfitters-y but not as trite. To head designer, Natalie Wood, who has also been behind other cult labels like Beauty of Nature, and Sample, it’s about quality and individuality over accessibility. “We’re not about dominance of the fashion scene, we just want to make cool shit.” Basically, the philosophy is all about doing what you want, and setting your own trends rather than following them.