It’s tempting to put a label on KNOW WAVE – to simply call it streetwear and leave it at that. But dig deeper and you’ll find that the clothes barely scratch the surface. Existing primarily as a radio station, art gallery, and creative platform all in one, putting KNOW WAVE in a box would do the brand a disservice. The fact that they’ve existed for years on the Internet without the need for a permanent space alludes to the brand’s omnipresent influence that transcends medium and space. It’s this quality that allows them the freedom to transform into more than just a clothing brand.
The strength of the brand lies in the community of creatives it is built and fostered upon. Throughout the years, KNOW WAVE has ventured beyond the internet and into events and pop-ups, partnering with collectives and establishments such as No Vacancy Inn and Dover Street Market—to extend the KNOW WAVE experience beyond digital and provide an avenue for creatives to collaborate with one another.
The brand has also hosted projects and conversations with diverse crowds and individuals across various industries. Creative giants such as Virgil Abloh, Heron Preston, and Angelo Baque, to name just a few, make up the brand’s inner circle of friends, family, and close collaborators.
Photos — John Crawford, Styling — Paulo Reyes, and Model — Yung Bawal
KNOW WAVE’s ability to curate and communicate what’s happening in the culture is what sets them apart from what anyone else is doing. The merch is just a by-product. Retail was never the main goal. If anything, the energy brought about by one logo tee was just an indicator that they were doing something right.
What started off as a collection of logo tees quickly expanded into sweaters, hats, hoodies, and tote bags. And while their seasonal releases are known for understated, graphically-driven staples, their latest collection showcases their pivot into cut-and-sew featuring a rugby, a couple of button downs, and an engineer jacket.
As KNOW WAVE continues to innovate across media and solidify their significance in the culture, it carries with it more than just the founders or the superstar names affiliated with the brand. KNOW WAVE represents a generation of artists and creatives who choose not to be defined by any label or be bound in any box. And the merch is just their uniform.
