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You might think “chronically online” means just doom-scrolling and spending too much time on the internet, but there is a fine difference: If you’re “chronically online,” your worldview revolves around what’s trending on X, Reddit, TikTok, and other niche corners of the internet. The term describes a person so immersed in internet culture that the online world starts blending into real life, even impacting their style.
The common thread through the below brands are that their designs are viral, borderline polarizing, and meme-y. They scream “chronically online fashion kid,” but in the best way possible. Check them out below, and see Complex Shop’s fuller assortment here.
If a Y2K shopping catalog and internet humor had a baby, it’d look a lot like OM New York. Best known for its foot anatomy-embroidered clogs, the brand leans into kitsch with conviction. The graphics and embellishments may not be everyone’s cup of tea, but they’re definitely eyecatching. If you post a fit pic in these, you’re bound to get some reaction.
Intentionally rage-bait-coded, Bravest Studios makes the most ridiculous shoes: a whole slip-on shaped like one big toe, furry boots with claws, and a clog shaped like Hulk’s foot. And in case you missed it, there’s also an exclusive colorway of the brand’s best-selling Chill Mary jersey on Complex Shop.
Founded in 2019 by Jepi Vall Lao and Claudio Ho in Barcelona, Ssstufff is a fashion brand that doesn’t take fashion seriously. Exaggerating silhouettes to create a puffer in the shape of a dress shirt, a wallet that looks like a 20€ note, and Word Art-inspired graphics on tees, Ssstufff toes the line of comedy and style.
Co-founded by Omar Bailey, former head of the Yeezy-Adidas Innovation Lab, FCTRY LAb crafts footwear that look like they belong in the future. Designed and developed in-house, the brand uses cutting-edge 3D knitting and printing technologies to prototype its products.
Founded by Chief Keef in 2014 and under the creative direction of artist Casimir Spaulding, Glo Gang blends streetwear with the rapper’s psychedelic style. Think graphic tees with trippy, bug-eyed characters, sweatshirts with spiked hoods, alien motifs, and beanies reminiscent of Rick and Morty.
Icona Club makes clothes for those who romanticize about Y2K nightlife. Fast and Furious-inspired leather jackets, flame motifs on jerseys, and bedazzled belts hit that sweet spot between fashion and Tumblr-obsessed kids.
Founded by Milan-based designer Domenico Formichetti in 2023, PDF has quickly carved out its own lane in streetwear. Complex attended the brand’s first runway show back in January—the collection, titled ‘United Jam,’ was an elevated take on Formichetti’s signature oversized jerseys and hand-distressed baggy jeans. With of-the-moment reinterpretation of ’90s and early-2000s hip-hop in their designs, the brand has cultivated a cult following online and its popularity is only rising.
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