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.