Lekondo'sOntology of Fashion Brands

3343 brands

Clothing is expression without explanation. It influences how you're seen and how you see yourself. Patterns of taste, mood, discipline, excess, and restraint repeat across time and culture. This is our guide to making that language visible.

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Hockey

Hockey is a skateboarding apparel brand characterized by a gritty, horror-inspired aesthetic. It represents a raw, DIY ethos within skate culture, utilizing dark imagery and high-contrast graphics. The brand focuses on functional streetwear that reflects the aggressive and unpolished nature of its professional skate team.

History

Founded in 2015 by professional skateboarders Jason Dill and Anthony Van Engelen, Hockey emerged as a sister label to Fucking Awesome. It established a distinct identity through its focus on a specific roster of riders and a darker visual language. The brand is significant for maintaining an underground, skater-owned perspective in an increasingly commercialized industry. Its influence persists through lo-fi video productions and a refusal to follow traditional fashion cycles.
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