Unknown
Unknown London, founded by Joe Granger and Callum Vineer in 2016, quickly became a major UK streetwear player. Starting with distressed hoodies sold on Facebook, their accessible yet luxurious designs resonated locally. Key milestones include a Soho pop-up store and Ed Hardy collaboration. Blending contemporary trends with Y2K influences, Unknown London maintains authenticity while appealing widely, poised for a lasting global impact.
Understand our curation
Brands
Maison Guava is a curated house of contemporary fashion, pairing emerging French labels with established, sought-after names. Every brand earns its place — chosen for its craft, point of view, and rarity. Our mission is simple: give the designers we believe in a place to be discovered, and make the rare accessible.
Brands marked “In store” are available exclusively in our physical boutiques.
Brands marked “Sourced” are ones we don't hold a direct commercial relationship with, but whose presence on the scene makes them essential to our curation. Each is authenticated by our team and sourced through trusted professional partners.
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