Trapstar is among the most successful fashion labels. They’re part of Jay-Z’s Roc Nation, worn by celebrities from all over the globe. In 2019 they were named the the title of Best Streetwear brand in the World Fashion Awards – Supreme, Palace and Stussy were among the contenders in this category.
With a potential value of more than 300 billion dollars as of the year 2017 the industry of streetwear has been one of the most significant trends in the fashion world in the past 30 years. And Trapstar was among the early big brands in the market.
Mikey, Lee and Will began the company in 2008 by making t-shirts to their friends and for themselves. However, the brand quickly gained popularity within their area, and their friends threatened to steal the designs of their friends if they didn’t begin selling to a larger market. They began selling their products through pop-up shops and their USP was the way they packaged and shipped the merchandise. The clothes could be purchased through a text message sent on the company’s “trap cellphone”. The payment and pickup could be made and the clothes were supplied in pizza-shaped boxes. In 2010, they were able to pay for to purchase the Trapstar flagship store in West London located on Portobello Road.
For the branding, the group of friends claim to have come to the idea of Trapstar after having a chat about Lee’s stepdad. He stated: “You all think you’re some kind of fly-like boys, but you’re actually stuck… Let’s hope how you can create something for yourselves.” Mikey responded by declaring: “We may be trapped however there’s a star that’s trapped in everyone.”
The brand is known for its bold graphic hoodies and tees as well as brand-repping caps, and the matching tracksuits Trapstar is continuing to cross the line between design and urban. Particularly with famous names like Rihanna, The Weeknd and A$AP Rocky wearing the brand. Co-founder Mikey stated: “We’ve been working on this since the year 2008 when we first started, which was quite early of the UK streetwear market and as the result, we’ve been very involved in it. It wasn’t just because we wanted to expand this type of clothing, but the entire culture that was centered around it.”
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Trapstar have also played with their “it’s a secret” tagline and managed to keep their identities secret. They aren’t allowed to have photos released that show their full face, often wearing the ski mask or covering up their face by covering their hands. The exclusivity of this style created an enthralling buzz, leading to drops to be sold out and some pieces became more desired, which contributes to the sexiness, exclusivity and exclusiveness of streetwear.
Since their first store opened in 2010, the brand has been busy with collections, collaborations, and various other projects. Trapstar created Rihanna as well as Eminem’s Monster tour merchandise, and they created an exclusive range for Selfridges and worked in Hitman. Hitman gaming series. As we’ve mentioned before Trapstar is a member of Roc Nation, and they were the first fashion company to do this. Mikey stated: “Everything we do comes from an organic connection”. Brands such as Nike are associated with sports and Palace is the same way in skateboarding. Trapstar holds a sway on the streets, and the culture associated with it. “Trapstar isn’t just about clothes but it’s the people. We’ve always been the ambassadors for underground music. It’s just that some of these artists get noticed.”
The most recent collaboration that the brand has done involved the south London singer Dave for their exclusive Elements collection. The collaboration was inevitable to take place since Dace has been seen wearing Trapstar for years. The brand released hoodies, t-shirts and joggers, all sporting the Trapstar logo and Dave’s “We’re All Alone in This Together album artwork. The brand remains one to keep an eye on and we’re looking forward hearing what the brand will release in 2022.