From Vancouver to London: Purple Brand's Streetwear Evolution

London's fashion scene is no stranger to global heavyweights, but Purple Brand's arrival in the city marks a cultural milestone. They have established a cult following throughout North America thanks to their daring take on denim and ability to combine luxury craftsmanship, with gritty streetwear. Purple now debuts in one of the world’s most progressive fashion capitals. With meticulous construction, unapologetic attitude, and bold design, the label sets a new benchmark for modern streetwear. 

In a city where heritage tailoring meets cutting-edge streetwear, we now have a new voice in London's ever-growing fashion conversation. This season, it's the cult favourite line from Vancouver, that reaches htown rails. Known for reimagined denim and meticulous craftsmanship, Purple pushes staples beyond the ordinary; from zipped track pants to camo utility cargos.  Purple Brand’s latest collection provides a bold meets luxury-grit-aesthetic, that slots perfectly into the capitals’ progressive fashion landscape. 

Established in Vancouver in 2017, the brand emerged at a creative intersection of luxury fashion, streetwear and industrial design. The label is a brainchild of two friends, Rob Lo and Luke Cosby who had a combined product development expertise, and denim design experience. The two were dissatisfied with the dearth of modern denim options, which they perceived as either simplistic, or excessively intricate and costly. Their goal was straightforward: to design clothing that fused sharp craftsmanship, with reasonably priced luxury. The co-founders embarked on a global quest for production partners that could satisfy their demands. For Lo and Cosby, denim was just the starting point; a canvas for experimenting with washes, treatments, and silhouettes that redefine what everyday clothing can be.

Their initial frustration ultimately fuelled a new category of denim: accessible yet uncompromising. What began as a reaction to an uninspired market has since evolved into a full-scale movement, positioning Purple as a disruptor within the global fashion landscape. Each item challenges tradition and serves as a reminder that contemporary denim can be both inventive and wearable, and that it is more than just jeans.

Purple's distinct position in contemporary fashion is defined by the tension it creates between refinement and rebellion. Refusing to lose touch with their streetwear roots, the brand continues channeling bold graphics, oversized silhouettes and paint splattered finishes. All whilst staying true to their construction ethos; with premium denim, reinforced stitching and meticulous detailing. This season’s collection sees textured tees, with intricate graphics and a baggy fit, sturdy indigo infused denims and distressed jeans that bring character to pared-back basics. Each piece plays on individuality and urban grit, designed for wearability and style that endures beyond passing trends 

Whilst we move with ease towards autumn, Purple’s lightweight tees and relaxed denim fits become easy everyday staples, offering stylish breathability. Paint splattered jeans, paired with lightweight basics, carry the same impact as they do layered up in autumn. Meanwhile in the colder months, mid-weight hoodies and textured sweatshirts slip effortlessly under tailored coats; a balance between casual streetwear and winter sophistication. Whilst the utility cargos and resistant denims, provide warmth and durability. Purple’s versatility ensures its pieces transcend seasons, evolving with the wearer while keeping style consistent year-round. 

Beyond craftmanship, Purple has carved out a strong presence within hip hop and rap culture. Its fearless approach to designing clothing resonates with artists who view their fashion taste as an extension of their sound and persona. Purple’s hoodies and denim jeans have become staples in music videos, stage fits and everyday street style. In a culture where image carries as much weight as music, Purple Brand serves as a visual amplifier. Artists such as NBA Youngboy, NLE Chopper and Westside Gunn have all been seen wearing Purple, further cementing its place, in hip hop style. 

Earlier this year, for the 2025 Houston Rodeo and legendary Houston rapper Bun B's birthday, Purple collaborated with Crown Royal to release a limited-edition capsule collection. With creative authority given to Bun B himself. The collaboration not only highlighted Purple's willingness to experiment but also reinforced its deep-ties to hip hop culture, showing how brands can thrive when music, fashion and storytelling intertwine. 

Purple Brand's debut at htown is more than a collection drop; it's a statement of intent, marking London as the next chapter in Purple's global rise. For those in search of denim with a personality, Purple Brand offers the ideal balance of unabashedly bold, classic appeal, and enduringly wearable denim, making every ensemble a subdued statement.

Words by Caitlin Davidson @caitlindavidsxn