Londoner Ismail spent a summer in New York blagging his way into hip hop shows, taking pictures and putting them on Tumblr. Now one of the UK’s most notable streetwear brands, the label specialises in coolly simple staples like this hoody – cut from a comfortable cotton-blend, turn from front to back to see the label’s signature logo stamped in contrasting print. the addition of face-masks & 3m reflective print just adds to the aesthetics.