Bronx-based designer Loso has been a fundamental element to NYC street culture over the last decade creating hand-stitched, sashiko-inspired custom hats and clothing worn by everyone from A$AP Mob, Joey Badass, Rich the Kid, Travis Scott, and more. Considered one of the main influencers behind the current fitted hat craze, Loso’s style and influence have existed long before his current internet fame and notoriety. In the last few years, Loso has worked with Bstroy, KidSuper, Avianne & Co., and Levi’s, among others, further scaling his bespoke designs to an international audience. We talked with Loso about how he started designing, his influences, and the future of his brand.
Beginning March 10 at 12 PM EST, you can place your Bids for the DropX™ Exclusive: Loso Collection.
How did you get started with creating your own customized headwear brand?
Everybody always liked what I wear. It was all just custom one-of-one stuff for myself, that’s how my brand started. I was also doing a lot of custom one-of-one stuff for a long time before I started the brand. I built the customer base – mostly rappers and celebrities – over time. Now that I’ve made Loso a brand, I look at my old work to create collections inspired by it.
What is the history and inspiration behind the brand’s style?
It comes from a little bit of everything. I get a lot of style from my mother. And growing up I was always watching Michael Jackson and Michael Jordan. I took inspiration from everything around me because everything that was put in front of my eyes was beautiful to me. It was all good information, whether it came from outside, where I lived, or on TV, or in a book.
And it's like if you're not on StockX, did you really make any noise? Does your brand really exist? StockX has become the reference point for sneakers and streetwear.
Why hats? Why are they your chosen medium?
It’s a perfect canvas. I was already doing the hand-stitch stuff on denim and jackets and bigger pieces. Then I came across a lot of vintage ’80s, New Era blanks – that’s where everything came together. I started working on them with the same hand-stitch method I was doing on the jeans and the jackets. I was able to make them while I was hanging out in the studios with my friends. It was easy to do as opposed to working on a big garment – it just was easy to travel with.
What are you hoping to communicate with your hats?
Just be yourself. You can express yourself without having to get a lot of different brands and products. There’s another way to go in the fashion world through reusing and upcycling different things. I’m tired of everybody starting a brand and only selling Gildan t-shirts. Let’s start somewhere else, with something else, and make something unique.
How did hand-stitching become your preferred technique?
It’s therapeutic, the hands-on work and all that stuff. I’m a big fan of Japanese brands, like Kapital, that would create handmade stuff. So I would buy the plain items – the same brand but not already hand-distressed or hand-embroidered – and then do it myself. Same brand, same pair of jeans, same pattern, but it’s hands-on by me. I would do this to save money. I’d buy the piece for like $500 instead of $3000 and then do the work myself.
Why partner with StockX? Why does this relationship make sense?
It’s Detroit and StockX. It’s a hardworking city and I’m a hardworking person. So it just goes hand in hand and I haven’t done any Detroit logo flip designs yet. So it’s going to be a fresh new canvas for me to work with. I’m excited about it. And to be a part of StockX is like getting in the Encyclopedia of Streetwear. And it’s like if you’re not on StockX, did you really make any noise? Does your brand really exist? StockX has become the reference point for sneakers and streetwear.
Following this DropX™, what else do you have in the pipeline?
I’m developing and working on a variety of collections that reference my old work. The idea is to create monthly drops for different collections. I want to show people that I’m capable of so much more than stitching flames on a hat. Later this year, people will see my vision for an actual brand, versus an individual putting out products. It’s going to be something really special. I’ve been working towards this moment for a long time, putting in a ton of time and effort.