WeSC (full name WeAretheSuperlativeConspiracy) also known casually as We are a Swedish street fashion brand whom have recently opened a shop on trendy Carnaby Street. Originally set up by a collection of snowboarders and skateboarders with the aim of creating clothing with roots in a subculture that sets its own rules and follows its own trends. The collections founders and supporters also feature some familiar faces in the shape of Jason Leigh and Giovanni Ribisi of My Name is Earl fame.
Founded in 2000 the ideal and mission was to create clothes, which represented street fashion not streetwear. The brand became famous by sponsoring Swedish underground artists and musicians whom had connection to the skate world. The brand has thrived with little marketing and has since become a firm favourite amongst alternative brand rats all over the world.
The London store is very sparse and minimalist in style and layout with set items reminding the visitor of the brands skate history via artistic decks mounted on the walls and skate themed artwork adorning the various walls.
The clothes and apparel is remarkably similar to Carhatt products and has a similar sense of relaxed but exquisite style without a work-house theme. There are the trademarks WeSC hoodies and checked work shirts, however other WeSC suppliers throughout London do seem to have more stock and variations.
The main attraction is undoubtedly the headphone section, which has rapidly expanding in terms of various styles and product lines. From the classic Oboe and Bongo to the more abstract Bag Pipe and in-ear harp headphones. Although you can pick up WeSC headphones from various trendy shoes shops and fashion outlets along the lines of Urban Outfitters the WeSC store has the largest variation and collection of headphones I have ever seen.
If you are a fan of skate brands such as Volcom, Stussy and Vans then you should definitely check out WeSC and see what they have to offer.