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In 2014, a Korean girl left Neek with a bad taste in his mouth. Their relationship ended with pain, negativity, and an idea for a T-shirt.
Anti Social Social Club is a clothing company founded by Neek Lurk in 2015. Their clothing contains messages that reflect a depressed mental state. Because of this, they have made a connection with a growing youthful audience. There are many apparel companies that are promoting ideas of hustling and success, but Anti Social Social Club is not one of them. Neek’s brand constantly speaks of isolation and loneliness.
The success of Anti Social Social Club can be traced back to Neek’s origins in the streetwear community. He’s worked for/with Stussy, The Hundreds, Undefeated, Fruition, and Supreme. Neek has been behind the scenes of streetwear and car tuner communities for years. With this established network of fashion influencers, Neek was able to market his first designs.
After selling 12 Anti Social Social Club t-shirts, Neek decided to build on his small success. He launched a series of shirts and hats that found their way onto Kanye West, Kim Kardashian, and G Dragon. These celebrity endorsements took the brand to the next level. Anti Social Social Club has partnered with Bape, Neighborhood, Gran Turismo, and even Playboy.
Even though Neek is on the upswing, he has had a few setbacks. He is the sole person operating Anti Social Social Club– leading to logistical issues with shipping. The brand is notorious for botching orders and not having a customer support system. Despite all the backlash and mistakes, Neek manages to use these problems as inspiration for Anti Social Social Club’s message. Neek continues to produce controversial items and messages that gets his fans excited. This can be seen as making the brand more authentic. When it comes to streetwear, staying true is something that many brands work hard to achieve– and Neek is unafraid to keep it real. As the popularity of Anti Social Social Club continues to grow, many expect bigger and more exciting collaborations to happen.
Perhaps Neek is headed for large scale success like Virgil Abloh; streetwear’s current savant designer. Or maybe Neek is going to take Anti Social Social Club into unexpected directions. Whatever the next move is, we can all agree that he is driven to express himself as openly as possible.
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