Life is full of difficult moments and for this New York-based clothing label, they like to see them as Awful. Founded in 2018 by creative minds Chaz Zayed and Emmit Flynn, Awful Cloth aims to defy negativity by promoting positivity.
In terms of design and the pieces within each collection, the brand steers away from overcomplicated designs, often opting for using their wordmark and logo—a smiley face with three eyes—in most items. In the case of Awful Cloth, this helps magnify the message behind the brand rather than placing it on the back burner. However, when the brand does step out of the box in pieces such as the Harmony Sage Hoodie or DripDrop Hoodie, it gives a sense of rarity like a limited drop.
Awful’s Fall ’21 drop came in the form of their Mindset Matters Collection, a limited capsule of new hoodies, crewnecks, and beanies. The crewnecks, which arrive in Blue, Green, and Pink, feature the brand name printed in collegiate style across the cloth. Elsewhere, the Mindset Brown Hoodie is undoubtedly a standout piece with a soft chocolate hoodie complemented by pink print on both the front and back, which says “Take Care Of Your Mindset.”
Through the help of celebrities and influencers such as Charlie D’Amelio, Bella Poarch, Jason Derulo, and Addison Rae to name a few, Awful’s social media presence continues to skyrocket and in turn, so does the brands familiarity amongst Gen Z. “Above all, AWFUL is proud to share its message of positivity and joy with the globe,” the brand emphasizes. Overall, that’s what the streetwear/loungewear label embodies—using each piece of clothing as a medium for an inspiring message.
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