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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MEDM

MEDM, or Mr. Enjoy Da Money, is a Chinese streetwear brand rooted in hip-hop culture. Its aesthetic features bold graphics, oversized silhouettes, and vibrant color palettes. The brand represents a youth-driven ethos centered on self-expression and the intersection of music and urban fashion.

History

Founded in 2016 by rapper KnowKnow of the Higher Brothers, MEDM emerged from the hip-hop scene in China. It gained international visibility through the group's association with the 88rising media collective. The brand is a documented example of the Guochao movement, which integrates domestic cultural elements with global streetwear trends. Its development reflects the commercial expansion of Chinese rap music into the broader lifestyle and apparel industries.
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