When I was developing Ribafish, I spent a lot of time researching clothing brands. I had no idea how many were out there: from brands that take a blank tee and slap a graphic and their own label on it to those that actually sit down at a sewing machine and make their products from scratch.
Ten brands made a particularly strong impression on me. Some, like Brokula&Ž and Life is Good, I already knew. Others were entirely new to me.
Stüssy
Shawn Stussy came out of California’s early ’80s surf scene. He didn’t set out to build a streetwear brand.
He shaped surfboards and signed them with a distinctive handwritten signature. The clothing business happened almost by accident: while showing his boards at the Action Sports Retail trade show, he wore a T-shirt printed with now famous signature. Visitors seemed more interested in his shirt than his boards.
Stüssy quickly became a streetwear touchstone, and a simple graphic became a badge of belonging.
Kay Bahd Apparel
Kay Bahd started ten years ago as an inside joke between two friends, two “bahhhds” putting the slang and humor of rural Canada on tees and hoodies.
The face of the brand is Rob Prsa, who generously shares what he’s learned about building a clothing business on YouTube. He also runs Apparel Success Mastermind on Skool, where he helps brand owners launch and grow their businesses for a modest membership fee.
Further proof that he knows his stuff: he’s also developing therapeutic clothing under another brand.
Tamed Psychotic
Tamed Psychotic is for people who actually make moves rather than just talk about them. It was founded by two entrepreneurs in their early twenties, Marshall Crews and his friend Joey.
Life hasn’t gone easy on Marshall. He regularly documents his personal and creative journey and, like Rob, shares what he learns on YouTube and through his Urban Unity community. He’s also seriously good at marketing: he builds anticipation for each drop and sells out in half an hour.
Nude Project
Nude Project is an ambitious brand built around the slogan “by artists, for artists.” Its founders were two 19-year-old kids: Bruno Casanovas, who wanted to become a professional surfer, and Alex Benlloch, whose main interest was entrepreneurship. They want to make clothes that last, steering clear of fast fashion and the overconsumption that comes with it.
Bruno puts a lot of effort into connecting with the brand’s community. He has his own YouTube channel, and he’s been posting on Instagram since before Nude Project existed.
Wants and Needs
Wants and Needs was founded by two young guys who keep their names out of the spotlight. They put their personal savings into producing a premium cotton baggy sweatsuit and spent nothing on marketing. Except creativity.
Their marketing is entirely organic, built around short skitts. They “borrow” existing videos and add an unexpected twist that brings their product into the picture.
Their official slogan, “Take Action,” comes from the belief that too many creators lose months to overthinking and waiting for the “right moment” to launch.
Life is Good
In the ’90s, brothers Bert and John Jacobs designed T-shirts and sold them out of a van. Eventually, they built a brand around a simple message: Life is Good. Friendly illustrations and upbeat sayings spoke to people who appreciated life’s everyday joys.
They credit their mother, Joan, with passing along her optimism. As they see it, every day brings a choice about what you focus on: the positive or the negative. Life isn’t easy. It isn’t perfect. But it is good.
They donate more than 10% of their annual net profits to the Playmaker Project, which helps children facing adversity.
Brokula&Ž
Does the name Brokula&Ž ring a bell? You might be thinking of the agency Bruketa&Žinić, now simply Bruketa&. Years ago, the two well-known Croatian designers and advertising creatives teamed up with Lacuna to create a playful brand of exceptionally comfortable organic cotton tees featuring witty illustrations and copy.
Its two main characters are Brokula, a piece of broccoli, and Ž, a little bird. Their funny exchanges carry across the clothing and packaging, bringing environmental themes into the conversation.
Johnny Cupcakes
Johnny Earle had an entrepreneurial streak from childhood. While he was working at a record store, a coworker nicknamed him Johnny Cupcakes. He thought it was funny enough to put on a T-shirt, along with a cupcake-and-crossbones graphic. Customers loved it and wanted to know where they could buy one. Johnny spotted an opportunity.
Then he took the name a step further and created the first T-shirt bakery. The smell of fresh baked treats, ovens, glass display cases with tees laid out on baking trays, and pastry-box packaging all became part of a memorable shopping experience.
Kikiriki Shirts
Of course, I couldn’t leave out the Slovenian brands. The man behind — and often in front of — Ljubljana’s Kikiriki Shirts is Marko Miladinović: advertising creative, actor, entrepreneur, and coauthor of Ljubljana Well Done, an insider’s guide to the city’s best restaurants.
He uses T-shirts as a canvas for wordplay, visual jokes, and cultural references. Designs like “BOSSANAC,” “Persona Non Gratis,” and “Original Fake” are built around that little moment when the joke clicks. Their personality comes from language, humor, and shared references. As the website puts it: “A good t-shirt shouldn’t just fit your body. It should fit your mind.”
Ekschn
Ekschn — pronounced “action” — is another Slovenian brand. Its public faces are founder Tibi and Pulovro, who bring solidarity, environmental responsibility, and helping people in need into the brand’s story.
They connect clothing with charitable initiatives and the idea that even everyday purchases can reflect our values. Collaboration, community, giving back, and transparency are central to their approach.
They also regularly post funny, inventive videos on Instagram.
Did I miss any? What’s your favorite clothing brand?