Streetwear isn’t what it used to be and that’s exactly why it’s thriving. Once dominated by hype culture and logo-heavy drops, today’s streetwear scene is more layered, nuanced, and globally influenced than ever before. It’s a space where underground collectives, luxury resale curators, and culture-shifting labels all co-exist, rewriting the rules on what premium casualwear can look like.
From Barcelona to Lahore, Copenhagen to Leicester, a new wave of streetwear brands and businesses is reshaping not just wardrobes, but the values of modern fashion — prioritising storytelling, sustainability, cultural identity, and accessibility.
Here’s a look at some of the ones to watch internationally in 2025 including an exciting luxury resale business making moves in Leicester’s fashion scene.
Rastah — Lahore, Pakistan
Bridging the gap between heritage and high fashion, Rastah was founded by cousins Zain Ahmad, Ismail Ahmad, and Adnan Ahmad. Their mission: spotlight Pakistan’s rich textile craftsmanship while challenging perceptions of South Asian fashion globally. Expect boxy silhouettes, handloom jacquard jackets, traditional embroidery mixed with modern cuts, and limited runs that feel more art-piece than product. Worn by the likes of Riz Ahmed and Justin Bieber, Rastah is redefining what streetwear looks like on the global stage.
Palmes — Copenhagen, Denmark
Palmes is proof that Scandinavian minimalism and streetwear culture can coexist. Originally inspired by tennis culture, Palmes offers elevated street staples — oversized knits, tailored tracksuits, and crisp outerwear — with a clean, modern edge. Its campaigns and collections often draw from skate and court sports, but with a refined, polished touch that makes it a standout in menswear and unisex street style alike.
NUDE Project — Barcelona, Spain
Founded by childhood friends Bruno Casanovas and Alex Benlloch, NUDE Project is rooted in youth culture, artistic freedom, and anti-establishment energy. Their graphic tees, statement hoodies, and irreverent campaigns lean into social commentary and street-level creativity. Each drop carries personal storytelling and limited-edition runs that foster genuine community loyalty beyond basic trend cycles.
Scuffers — Spain
An emerging minimalist powerhouse, Scuffers has captured attention for its clean silhouettes, monochrome palettes, and sustainable ethos. Think relaxed tailoring, boxy outerwear, premium organic cotton tees, and contemporary street staples designed for versatility. With strong ties to Spain’s creative youth culture, it’s quickly become a label-to-watch in the European streetwear scene.
Kings Luxe — Leicester, United Kingdom
One of the UK’s most exciting luxury and premium fashion resale businesses, Kings Luxe, founded by Darlington Agagwu, is putting Leicester on the map for high-end street style. Specialising in designer streetwear, sneakers, and luxury pieces, the brand merges streetwear culture with premium fashion accessibility. It’s a modern response to both sustainability and exclusivity, offering curated drops of coveted brands like Denim Tears, Air Jordan, and Supreme — while championing circular fashion in a market where new-gen consumers care about both clout and conscious shopping. It’s carving out a loyal community of buyers (including Premier League footballers and rappers) who value quality, story, and statement pieces with a past life. With regular drops and premium sourcing, it’s set to become a key name in the UK’s growing luxury resale economy.
