It all started in 2015 when Neek Lurk (aka Alex Neek) founded the “Anti Social Social Club” (ASSC), a streetwear brand that originated in Los Angeles, California. He was a former social marketing manager for the streetwear brand Stüssy before launching ASSC. The brand quickly gained popularity in the streetwear community and on social media due to its minimalist designs, often featuring simple text and graphics, and its distinctive use of negative space.
ASSC is known for its signature aesthetic, which includes slogans and phrases that reflect themes of isolation, depression, and social anxiety. The brand’s name and its messages resonate with a broad audience, particularly among younger generations who appreciate its rebellious and introspective themes.
The brand’s initial rise to fame was bolstered by limited product releases, collaborations with other high-profile brands and celebrities, and a strong online presence.
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