The days of shopping for streetwear labels at Universal Store, City Beach, and Jay Jays are gone. Even Culture Kings aren't as great as they once wear since shifting from the exclusive streetwear brands to mass-manufactured brands. So, with this in mind, who's ready to check out some new streetwear labels? If you’re anything like me, you’re constantly on the lookout for the latest and greatest in the modern streetwear fashion space. Whether you’re strolling through the streets, or scrolling through your Instagram feed, creating your own waves is key. Wear what you think is cool, but also take some advice from those who know what's cool. That’s why I’ve put together a list of the Top 10 Streetwear Labels that are absolutely killing it in 2024. Please note that the labels that make the list are globally iconic and exclusive brands, with worldwide recognition. These are not brands that your cousin’s mate is making and selling on Instagram (we respect the hustle though!). These reputable brands are must-haves for any individual who wants instant street credibility. So, I won’t keep blabbering any longer… let’s dive into the list!

F**king Rabbits (#FR2)

Let’s kick things off with a brand that’s as bold and unapologetic as its name suggests: F**king Rabbits. The brand literally doesn’t even block out the middle letters, but I have done so on this post because I don’t want to be cancelled by search engines like Google (lol). FR was founded in Moscow, Russia, by a group of rebellious young creatives with an ambition to push boundaries. This label has been making waves in the worldwide streetwear scene since its inception, as it’s now stocked by hundreds of exclusive streetwear retailers. Known for their edgy graphics, brutally honest slogans (like their infamous Smoking Kills Tee), and eye-catching designs. F*cking Rabbits isn’t afraid to ruffle a few feathers. Choose from one of their irreverent tees or one of their statement jackets. FR2 turns heads and sparks conversations wherever you go. I can also personally vouch for this brand, and have gotten many compliments for my NO PHOTOS and SMOKING KILLS T-Shirts in public when I'm just going about my day. 

You can cop this label at the following Australian retailers: Kriss Kross (CAN), Laced (BNE) and Cabinet Noir (PER).

BAPE (A Bathing Ape)

No streetwear lineup is complete without mentioning one of the most iconic brands in the world: A Bathing Ape, or BAPE for short . Renowned for its distinctive camo prints, ape head tees, signature shark hoodies, and devoted fan base, BAPE has solidified its position as a powerhouse label. Founded by Japanese designer Nigo in the early '90s, BAPE has been a trendsetter for over two decades, attracting attention from heavyweights like Kanye West and Pharrell Williams. The brand focuses on combining music and streetwear culture seamlessly to create a true sense of community and hype. Its celebrity roster includes Justin Bieber, Tyga, Lil Wayne, Kid Cudi, Tyler The Creator, and many more. BAPE's camo prints are emblematic of status, positioned at the higher end of streetwear alongside some mid-range designer labels. Think of it as the Gucci or Louis Vuitton of streetwear. With its enduring presence in the fashion scene, BAPE isn't going anywhere anytime soon.

You can cop this label at the following Australian retailer: Supply Store (SYD, MEL)

By Parra

For those who prefer their streetwear with a side of artistic flair, look no further than By Parra. Founded by Dutch artist Piet Parra, this Amsterdam-based label is known for its vibrant colours, quirky illustrations, and playful aesthetic. From graphic tees and hoodies, to skate decks and accessories, By Parra offers something for everyone who appreciates abstract, bold, and expressive design. By Parra is one of the very few streetwear brands that can be seamlessly combined with jeans for skatewear, or boardies for surfwear. By Parra will ensure you stand out from the crowd like a cool art piece in a museum.

You can cop this label at the following Australian retailers: Incu (SYD, MEL, GC), Laced (BNE), USG (ADL), 1st Product (MEL), Above The Clouds (SYD).

Patta

Speaking of Amsterdam-based brands, Patta is another heavyweight in the world of streetwear. Founded by Edson Sabajo and Guillaume Schmidt in 2004, Patta has become synonymous with urban culture and style. With its clean lines, premium materials, and subtle branding, Patta strikes the perfect balance between understated elegance and street simplicity. Notorious for their classic logo tees or their coveted collaborations with the likes of Nike and ASICS, Patta has become a household name in streetwear.

You can cop this label at the following Australian retailers: Laced (BNE), Above The Clouds (SYD), Up There Store (MEL), 1st Product(MEL).

Palace

If there’s one label that knows how to keep things fresh and exciting, it’s Palace. Founded in London in 2009, Palace has quickly risen through the ranks to become one of the biggest names in streetwear. Known for its irreverent attitude, tongue-in-cheek graphics, and skate-inspired aesthetic, Palace has amassed a loyal following of die-hard fans around the globe. Mostly renowned for their iconic triangle worded logo’s (tri logo) t-shirts, alongside their colourful skate decks. Whether you’re queuing up for their latest drop or scouring the resale market for that exclusive grail piece, Palace never fails to excite. Although it’s priced on the higher-end, you do get what you pay for. Unfortunately, Palace is a common victim to greedy resellers, and the brand has been notorious for dropping products in extremely limited quantities to ensure that demand stays plentiful. This is also on top of the fact that it keeps its business model similar to legendary streetwear label Supreme. This business model means they rarely sell products through multi-brand retailers (wholesale), and prefer to put most of their eggs in one basket: their own B2C platform. Although, in saying this, one of Australia’s finest streetwear stores Supply Store, somehow managed to score an account with them. Having a wholesale contract with Palace, makes them the only retailer in the whole of Australia to get their hands on their products to legally sell for retail price (excluding the time Culture Kings got a rare, one-off drop). Now that's pretty cool. No doubt this is thanks to the store owner, Shawn Yates.

You can cop this label at: Supply Store (SYD, MEL) 

Market (Chinatown Market)

For those who like their streetwear with a side of humour and whimsy, look no further than Market, previously known as Chinatown Market. Founded by designer Mike Cherman in Los Angeles, this playful label is known for its cheeky graphics, bold colours, and playful take on pop culture. From smiley face basketballs to tie-dye tees and everything in between, Market injects a healthy dose of fun into the often-serious world of street fashion. Despite not being as exclusive as some of the other labels on the list, Market ensures you can still make a statement without having to fork out too much $. This is the only mainstream brands on the list, as the label is stocked in major retailers including Culture kings, Glue Store, General Pants Co and a handful of other independently-owned retailers. Market is the brand that has something for everyone. Walk down the street, or just go hit the courts with a new ball: this is one brand that’s sure to put a smile on your face.

You can cop this label at the following retailers: Laced (BNE), Kriss Kross (CAN), USG Store (ADL) 

Heron Preston

If there’s one designer who knows how to blur the lines between fashion and art, it’s Heron Preston. With his background in graphic design and his keen eye for detail, Preston has quickly become one of the most sought-after names in the industry. Known for his utilitarian aesthetic, bold branding, and eco-conscious ethos, Preston’s eponymous label is a favourite among streetwear enthusiasts. Commonly referred to as luxury streetwear, or high-end streetwear, it’s certainly a brand that fuses aspects of designer with a streetwear twist. Internationally known for his signature CTNMB collared logo tees, Heron pictured graphic tees, or his iconic NASA-inspired outerwear, Heron Preston offers streetwear from the best, to the best.

Not stocked by any independent retail boutiques in Australia.

Comme des Garçons PLAY

Although it's not often referred to as a streetwear brand, CDG Play is their more streetwear-inspired branch of the CDG brand. Comme De Garcons Play classifies itself as a high-end streetwear label, and it's main focus is simple yet sophisticated designs based around avant-garde fashion. Founded by Japanese designer Rei Kawakubo in 1969, Comme Des Garcons has long been revered for its boundary-pushing designs and avant-garde sensibilities. With its iconic heart logo and minimalist aesthetic, the PLAY line offers a more accessible entry point into the world of Comme Des Garcons, making high fashion feel positive, fun and approachable. This is definitely one of my personal favourites on this list, and my closet is full of CDG Play Tees. They are globally iconic, and no matter where you are in the world, you can walk on the streets knowing that the emblem on your shirt is globally iconic and undeniable. It's also nice to know that all of their garments are manufactured in their home country Japan. Especially considering the pace of fast fashion in today's world, it's refreshing to know that CDG Play is doing its part in terms of sustainability, quality and authenticity.

You can cop this label at the following retailers: Incu (SYD, MEL, GC), Cabinet Noir (PER), Highs & Lows (PER)

Billionaire Boys Club

Billionaire Boys Club is one of America's favourites, and the brand sits comfortably at the iconic streetwear table with Bape. Founded by Pharrell Williams and Japanese fashion icon Nigo in 2005, this iconic label has become synonymous with wealth, success, and of course, style. With its bold graphics, premium materials, and attention to detail, Billionaire Boys Club offers a fresh take on classic streetwear staples, ensuring you'll stand out from the crowd wherever you go. Most well-known for their signature astronaut hoodies or their coveted ice cream cone tees, Billionaire Boys Club is the epitome of urban luxury. Previously being inaccessible to Australians, Billionaire Boys Club has seen their less exclusive tees (such as the pocket logo t-shirt), drop in the major Aussie retailer JD Sports. This move has put a slight dent on the brand's exclusivity, as JD Sports is built to stock the masses, and sell to the masses (which isn't that cool). But at the same time, it has not tarnished the brand completely by stocking their large logo tees and more exclusive streetwear products.

Not stocked by any independent retail boutiques in Australia.

Fear of God Essentials

Last but certainly not least, we have Fear of God Essentials. Founded in America by designer Jerry Lorenzo, this minimalist label is all about understated elegance and effortless cool. With its clean lines, muted colour palette, and premium construction, Fear of God Essentials offers a modern take on classic wardrobe staples, perfect for those who prefer a more pared-back approach to street style. This also happens to be the brand that sparked a global epidemic of copy-cat labels that blatantly ripped off the brand by attempting to match the aesthetic, branding and logo. Personally, I can't get behind the brand, because here on the Gold Coast, it gets hot, and it stays hot. Therefore, their oversized boxy t-shirts, cozy hoodies and sweatpants would be thrown to the back of my cupboard for three quarters of the year. If I lived in Melbourne, maybe it would be a different story. Fear of God Essentials has proved so popular in fact, that even sneaker resale stores are profiting from the inaccessibility of the brand to Australians. Resellers are consigning and stocking on a huge scale on major resale platforms and stores. Similarly to Billionaire Boys Club, only around 2 retailers in the whole of Australia have/had wholesale contracts/accounts with the Fear of God ESSENTIALS, meaning they can officially sell them for their retail price. Subtype and up until recently, Above The Clouds as well. Fear of God Essentials is the epitome of laid-back luxury, and due to the scarcity of the product, it's just about only available through resellers who buy in bulk from overseas retailers to resell in Aus (boooo). We would link the Subtype store below, but there isn't really a need to support a business that was bought out by a conglomerate, which is owned by a billionaire...

Not stocked by any independent retail boutiques in Australia.

Well, there you have it folks: The Top 10 Best Streetwear Labels in 2024. I know that some brands may come as no surprise, and others you may be thinking: what the heck? Please do explore the streetwear scene, as there is so much opportunity and excitement. Make sure you check out the names you aren't familiar with and challenge yourself! Because, at the end of the day, exclusive streetwear clothing becomes much cooler when you're one of the only ones wearing it.

Hope you enjoyed reading this article as much as I enjoyed writing it!

Written by Finn Lucci Johnson

@finnlucci

Disclaimer: this post was originally written by human hands, and has been edited and improved (slightly) by AI (Artificial Intelligence).

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