A phenomenon called High Company

Sold in skate shops and boutiques, for skaters and fashionistas - or for hype victims - High Company has achieved what many brands dream of having: a queue of customers on launch day, sold-out collections, and international resellers. Perhaps it’s the creations filled with references, from Dragon Ball to Naughty by Nature, or even collaborations with Vista, Block Office, and MUDO. It may be the ideal moment of growth and popularization of streetwear in fashion and, consequently, in Brazil, or the combination of all these events. The fact is that the brand, founded about 7 years ago in Vitória, has reached impressive proportions and remained true to its principles.

Based on skateboarding through the active presence of Adelmo Jr as a member of the brand's skateboard team and consolidated by names in Brazilian rap like Sain, BK, and Derek, High Company has gained cool status among fans and enthusiasts of the scene. The shapes have become collectible, some retailers wouldn't even place them for sale, and the brand has become a reality in the reseller market and at buying fairs frequented by youth eager to consume.

Believe it or not, the idea of transforming the street lifestyle into a profitable source through clothing has worked in Brazil, at least for High. So much so that it quickly expanded to various states in the country and even to foreign lands. From t-shirts and caps, the brand started offering printed shirts, corduroy pants, denim jackets, and tactel sets in its drops, each item carrying the novestista aesthetic that permeates all collections. The authenticity of the proposal offered by the brand undoubtedly plays a part in its success, with discourse and aesthetics aligned and endorsed by important personalities in Brazilian urban culture, whether from the music, sports, or artistic fields.

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Worn by young people still getting to know the scene, by renowned pioneers on the streets, and even by editors of major fashion magazines, the popularity achieved by High Company was gained independently and organically. The lifestyle sold by the brand is not forced and does not try to imitate a reality distant from what is known by Brazilians. Democratic prices and relatively easy access are other crucial factors in solidifying the brand in national territory.

Yet, the brand has not escaped from counterfeiting. A few years ago, caps and t-shirts, among other items, were copied and sold for lower prices. High Company had already become an object of desire and made its logo, imposing and objective, a kind of Brazilian "box logo." The classic versions, outline - a hit at the time it was launched - and the various reinterpretations helped to establish a desirable identity, leading other brands to also try to take a slice of the pie with their appropriations.

Regardless of taste, the High phenomenon is real and intensifying with each drop. Want proof? Enter the brand's website and see how many pieces are still in stock. There are few and in limited sizes. It has become customary for the launches to practically sell out overnight (including the plain t-shirts), and some people end up missing out. So, if you want something from the next drop, it’s better to get in line now.