As we dive full-force into 2025, we wanted to shed light on our most anticipated brands poised to make waves in the industry this year. These are apparel brands and designers breaking boundaries and rewriting narratives through cultural commentary, striking visuals, and craftsmanship. From New York to Sao Paolo, and from underground streetwear labels to rising stars at Fashion Week runways, these names are carving out spaces in the fashion world that feel uniquely their own.
The 10 brands below are not in any particular order. They were selected by the Complex Style team with the following considerations: Brand POV, identity, and originality; product quality and release consistency; industry or celebrity cosigns; and notable projects or collaborations. Here are the brands we are looking forward to the most in 2025.
Based in: New York
Founded: 2018
Formerly known as Duality Junkie, Dauan Jacari first emerged onto the New York fashion scene in 2018. Succeeding the line of queer Black New York designers like Shayne Oliver and Telfar Clemens, founder DJ Chappel marks the start of a new generation. He takes inspiration from his experiences growing up as a queer Black kid in the Lower East Side, and his background in dancing. In April 2024, his brand held its first independent runway at the LGBTQ Center in the West Village. A diverse crowd filled the venue—many dressed in the brand’s popular Spiral Boxer Skirts—the same ones also spotted on Charli XCX and Chloe Sevigny. Titled “Paradise,” the collection consisted of 25 menswear looks ranging from suits and draped low-cut tops to flared skirts. Jacari explains that the collection is a statement on “the swagger men should exude in today’s streets.” We are excited to see how he continues to express and celebrate Black queerness in 2025. –Shinnie Park
Based in: New York
Founded: 2014
Despite officially launching Brigade in 2014, founder Aaron Maldonado has only been focusing on the brand full-time since 2021. Now, alongside his wife Sarah, he seems to have hit his stride. This past year was Brigade’s best to date.
Brigade is a true student of the golden years of New York City’s streetwear scene. Instead of simply copy-and-pasting from decade’s past, it recontextualizes the best pieces of NY streetwear through a modern lens. The brand is committed to portraying the rich subcultures that run throughout the five boroughs, from major cornerstones like hip-hop music to niche interests like cycling. Graphic T-shirts and hoodies with logo flips show love to rap legend Big Pun and WWE’s D-Generation X. Incredible knits have become the brand’s calling card, some nodding to Maldonado’s Puerto Rican and Dominican roots. Brigade’s campaigns further embed itself into New York’s close-knit communities, featuring rising local rappers like Lexa Gates and Starker.
Brigade has become one of the most exciting up-and-coming streetwear brands in New York City. With this momentum, we can’t wait to see how it will keep evolving in the coming months. –Mike DeStefano
Based in: New York
Founded: 2015
Since starting his brand 10 years ago, Kody Phillips has amassed a substantial following with his wavy-paneled jeans and cargos with enough pockets to store food for a small village. He even designed custom tour looks for Drake in 2023. But it wasn’t until May 2024 that Kody Phillips released what he called his “debut collection.” The offering was his most well-rounded to date. His signature maximalist cargos appeared in olive green ripstop and black leather varieties, now accompanied by perfectly cropped flannels. There’s also the Spooky Jacket, a canvas work jacket covered in storage compartments (do you see a pattern?). The result is a refreshing and cohesive interpretation of the classic American wardrobe.
Phillips kept his foot on the gas throughout 2024, introducing more new silhouettes and taking a big step forward with his campaign visuals. The most memorable ones feature a 64-year tenant of his New York apartment building, and models laying on the road as if they had just been beaten to a pulp in a street fight.
Everything is falling into place for Phillips. We wouldn’t be surprised if he’s in some “best of” conversations by the end of 2025. –Mike DeStefano
Based in: São Paulo
Founded: 2012
Piet and founder Pedro Andrade have been at the forefront of the Brazilian streetwear scene for a few years now, but we think Piet’s international popularity will see a big boost in 2025. Some of its releases last year have already kickstarted that process. Suede work boots featuring Swarovski-embellished painted toes piqued the interest of the online fashion community, thanks in part to a co-sign from Future. In November, an amazing collection with Oakley highlighted by an orange pair of classic Eye Jackets and outdoor-inspired footwear sold out with ease. Where the brand truly shines are its fun twists on classic wardrobe staples like basic T-shirts with multicolored gems, or an asymmetrical bomber jacket with a hand-crocheted left sleeve. Everything feels familiar enough that it’s easy to introduce into your daily wardrobe, but original enough that you’ll have nothing else like it in your closet.
Piet is growing its retail business as well. The brand opened its first store in São Paulo in June 2024. Expect Piet to continue to lead the charge in showing Brazil’s vibrant youth culture to the world. –Mike DeStefano
Based in: New York
Founded: 2021
In May of last year, Camilla Cabello carried what Vogue called “the coolest clutch at the Met Gala.” It was Jade Wade’s Ice Bag, made from actual blocks of ice, which debuted on her Fall/Winter 2024 runway. A few weeks later, Wade was selected as a 2024 CFDA/Vogue Fashion Fund finalist alongside the likes of Sebastian Ami and Phipps.
Wade has captivated the fashion world with her thoughtful and provocative approach to design. Her following Spring/Summer 2025 collection, The Audit, reimagined traditional officewear into avant-garde creations to comment on topics like capitalism and corporate greed. Nike provided the footwear for the show as part of its efforts to support emerging designers, recognizing Wade as a potential future collaborator.
Jane Wade has rapidly emerged as a designer to watch. Her consistent recognition within the industry is why we think she should be on your radar. –Shinnie Park
Based in: Seoul
Founded: 2020
Seoul-based designer Jiyong Kim has been a buzzy name since his collection debut in 2020. A graduate of two prestigious fashion schools, Bunka Fashion College Tokyo and Central Saint Martins, Kim is recognized for his innovative sun-bleaching technique which immediately caught the eyes of the fashion industry. By exposing reclaimed deadstock fabric to the elements—wind, rain, and most importantly, sunlight—he creates one-of-a-kind patterns that can’t be mimicked by artificial dyeing or distressing. His sustainable approach and meticulous craftsmanship have landed him collaborations with Clarks and Alpha Industries this past year. Most notably, he was a semi-finalist for the 2024 LVMH Prize, underscoring his growing influence. –Shinnie Park
Based in: New York
Founded: 2016
When it comes to underground streetwear, Greedy Unit is a name you will only continue to hear more about. Although the New York label started back in 2016, the past two to three years have rocketed the brand to new heights. Items like its zip-up balaclava, recycled Bottle Tab Belt, Dominican Peso wallet, and most recently, the inside-out sweatsuit in collaboration with Bloody Osiris’ MURD333R.FM shows the brand’s affinity for flipping everyday items on their heads. They’ve been worn by the likes of Kai Cenat, Plaqueboymax, and Fanum, to name a few.
If Greedy Unit has one thing, it is vibe; the brand is hands-down one of the most exciting streetwear names coming out of New York City, and with its ability to drop items that continue to turn heads, we can’t wait to see what 2025 holds. –Jamal Desroches
Based in: Toronto
Founded: 2018
Toronto-based label Adidem Asterisks takes a multidisciplinary approach to design, blending elements of art, culture, music, and photography. Founder Nicholas “Nicko” Bruno describes the brand as organic, intentional, and resilient. Adidem Asterisks is refined streetwear—garments feature vibrant graphics as well as detailed embroidery, and are key wardrobe staples that never overload you with excess. The brand’s motto, “Sounds like it looks,” is prominently showcased across many pieces.
Beyond the collections themselves, Adidem Asterisks creates stunning and thought-out imagery through campaigns and lookbooks. Each drop feels fresh and innovative, with a touch of nostalgia and familiarity that’s both elevated and understated. The brand’s “less is more” philosophy is pushing the needle forward in Toronto, and will undoubtedly soon expand onto the global streetwear scene. –Breeana Walker
Based in: Tokyo
Founded: 2018
While it may be familiar to a Japanese audience, Vuja Dé is just starting to gain the attention it deserves in the States. If we were to describe the brand in one word, it would be “clean”—the clothes are never overbearing, with minimal colors and patterns used. The brand focuses more on construction rather than bold, outward statements. Items like the Isaac Tech Chino Pants are a prime example of this. At the outset, they are a standard pair of pants, but once you get into details like the darts used on the knees to maintain their shape, it becomes clear what Vuja Dé is doing: seeing how far they can push designs while maintaining a level of elegance and cleanliness. Another recent standout is the Dean Leather Affix Shirt with magnetic buttons that “facilitate a more optimal interaction with the user.” The brand feels like quiet luxury turned up to a 10, and is perfect for anyone looking for pieces that say a lot without being the loudest in the room.
Founder Ken Ijima uses his YouTube channel to engage with his customers, documenting the brand from brainstorming sessions to trying on samples. His videos echo that same clean and elegant aesthetic, and are a pleasure to watch on their own. –Jamal Desroches
Based in: Santo Domingo
Founded: 2014
If you want a breath of fresh air, look no further than Le Blanc Studios. Launched in 2014 and based in both Santo Domingo and New York, the brand creates a wardrobe that is steeped in cultural storytelling. Founders Angelo Beato and Yamil Arbaje celebrate their Dominican roots using vibrant textiles, embroidered details, and prints. The duo’s Spring/Summer 2025 collection, Salon De Belleza, drew inspiration from Dominican beauty parlors, and was presented at a salon in New York’s Lower East Side with the models dancing, gossiping, and reading magazines. A couple months later, the brand was recognized by the Latin American Fashion Awards as one of “the most outstanding young talents from the Dominican Republic.” Officially on the New York Fashion Week calendar for the first time this coming February, Le Blanc Studios is just stepping into its spotlight. –Shinnie Park
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