40s and Shorties
40s & Shorties is a lifestyle brand founded in Los Angeles in 2013 by Adem Niazi, Drewbyrd, and Ryan De La Cruz. Known for its bold and irreverent designs, the brand blends streetwear with humor, often featuring playful and provocative imagery on their products. Initially, 40s & Shorties started with a focus on socks, which became their signature item, but has since expanded into a full range of apparel, including T-shirts, hoodies, and accessories.
Industries
Streetwear and Lifestyle Fashion
Founded
2013
Headquarters
Los Angeles, USA
Strategic Priorities
40s & Shorties aims to create fashion that resonates with a youthful, carefree lifestyle, integrating elements of humor and nostalgia. The brand’s designs are deeply rooted in Californian culture and are intended to make a statement, often challenging conventional norms. They prioritize maintaining a close connection with their audience, emphasizing community engagement and responsiveness to customer feedback.
Recent Innovations and Collaborations
The brand has grown significantly, now offering a variety of apparel beyond socks. They have collaborated with notable names and brands, including a special collection with Cookies and a unique partnership with Grammy-nominated artist Freddie Gibbs. These collaborations help to keep the brand fresh and relevant, continuously appealing to their target market.
Sustainability Efforts
While 40s & Shorties does not prominently highlight specific sustainability initiatives, their focus on creating quality products that resonate culturally suggests an implicit commitment to creating lasting value rather than disposable fashion.
Community and Employee Engagement
The founders place a strong emphasis on community, maintaining direct communication with fans and customers through social media and personal interactions. This grassroots approach has helped build a loyal customer base and foster a sense of belonging and community around the brand.
Pros and Cons of 40s & Shorties
| Pros | Cons |
|---|---|
| ✔ Bold, playful, and culturally resonant designs | ✘ Higher price point compared to some competitors |
| ✔ Strong community engagement | ✘ Niche market appeal primarily for streetwear enthusiasts |
| ✔ Successful expansion from accessories to full apparel line | ✘ Limited physical retail presence |
| ✔ Notable collaborations and partnerships | ✘ Some designs may not cater to all tastes |
Final Thoughts
40s & Shorties stands out in the streetwear market with its unique blend of humor, nostalgia, and bold design. The brand’s ability to maintain a strong connection with its audience while expanding its product range demonstrates its growth and adaptability. Although the higher price points and niche appeal may limit accessibility, the brand’s commitment to quality, cultural relevance, and community engagement ensures it remains a beloved name in streetwear.