Anti Social Social Club

Anti Social Social Club is a leading global streetwear brand. Powered by high-profile collaborations—including collections with Nike, True Religion, COMME des GARCONS, Playboy, and Formula 1—Anti Social Social Club’s demanding release schedule requires an agile approach to global communications and a hands-on method for complicated launches.

Overview

Global communications for a fast-moving, responsive brand.

Like many streetwear brands, Anti Social Social Club operates on a drop model. That means new collections and collaborations—often responding to cultural moments or zeitgeist brands—come every week. Leading communications and public relations means running an agile and responsive team who works with new partners each week and publicizes successive drops worldwide.

  1. Manage worldwide communications teams

  2. Align messaging priorities across teams and brand partners

  3. Project manage communications rollout for new collections and launches

  4. Pursue inventive communications strategies that find new customers were they are

ANTI SOCIAL SOCIAL CLUB X LIKE A DRAGON

In March 2024, Anti Social Social Club dropped a high-profile capsule collection with SEGA’s iconic gaming series, “Yakuza: Like a Dragon.” Timed with the recent release of the game’s newest installment, “Like a Dragon: Infinite Wealth,” the collection represented an opportunity for Anti Social Social Club to making inroads in a crossover streetwear demographic.

Successful Comms Strategy:

We pursued a communications strategy that highlighted the shared ethos between streetwear fashion and Like a Dragon, playing up how a streetwear collab is native to the game’s DNA. In doing so, we communicated the collection as must-have fashion for true fans of the game. This messaging was picked up widely by gaming media.

Breakthrough & Buzz in Gaming:

Anti Social Social Club’s collaboration with SEGA wasn’t just heavily covered in gaming media: It became a popular news item in the gaming ecosystem and an organically-discussed collaboration among the game’s fanbase.

US Media

APAC Media

LATAM Media

EURO Media

ANTI SOCIAL SOCIAL CLUB X TRUE RELIGION

In December 2023, Anti Social Social Club released its Winter 2023 collection, a major seasonal drop titled Self Indulgence. Anchoring the drop was a collaboration with the iconic global lifestyle apparel and accessories brand, True Religion featuring a campaign with rapper and artist Rich the Kid.

Breakthrough in Mainstream Fashion:

Notably, Anti Social Social Club’s collaboration with True Religion was featured in both Esquire and WWD. While both brands are leaders in their niches, we messaged their collaboration and campaign with Rich the Kid as a media worthy news item for editors at legacy fashion outlets.

Success in New Markets:

Involving Rich the Kid in the campaign meant that the True Religion x ASSC collection reached a specific customer, namely the rap and trap listener with an interest in fashion and streetwear. Many trap and hip-hop listeners receive news about their favorite artists and collaborations from social media, rather than traditional hip-hop outlets. To reach Rich the Kid’s audience directly, we seeded news to many well-followed IG rap/trap publishers, achieving features on key pages like @ourgenerationmusic and @rapczn.

Media

ANTI SOCIAL SOCIAL CLUB X FRAGMENT DESIGN

In November 2023, Anti Social Social Club launched its third collaboration with renowned Japanese imprint, fragment. The launch included an exclusive drop onsite at ComplexCon in addition to a general drop on the site for members and general customers. The collaboration represented a high-profile collection with two of the biggest names in streetwear.

APAC Media Exposure:

We conducted broad outreach to APAC-based media to publicize news of the fragment collection and achieved 4 individual placements in Japanese, Korean and Hong Kong-based publications. Notably, by communicating directly with the various international teams at HYPEBEAST, we quadrupled the collection’s exposure in the largest streetwear publication.

Social Media Features:

Besides Complex, news of the collaboration with fragment was featured prominently on social media, with a significant inclusion on the main @hypebeast Instagram account, which has a following of 10.7 Million users.

Media

ANTI SOCIAL SOCIAL CLUB X 1500 or NOTHIN’

In celebration of 1500 Day in Los Angeles, Anti Social Social Club dropped a collection with the iconic Grammy-winning hip-hop producers, 1500 or Nothin. Designed by 1500 or Nothin’ founder James Fauntleroy, “Heaven’s Angels” celebrated past friends and collaborators of the iconic musical ensemble. The collection also supported 1500 Sound Academy, the group’s trailblazing music school empowering the next generation of hip-hop artists and producers.

Messaging Wins for 1500 or Nothin’:

By singling out 1500 or Nothin’s tribute to Nipsey Hussle in the hoodie design, my team crafted a media strategy that highlighted the collection's “Heaven’s Angels” meaning. Across media, 1500 or Nothin’s messaging priorities—including 1500 Day and the support of 1500 Sound Academy—were prominently featured.

Breakthrough in Hip-Hop Media:

Coverage of ASSC’s collab with 1500 or Nothin’ penetrated hip-hop media with earned articles about the collection, including a sizable feature in The Source. Statement articles in stakeholder publications like The Source meaningfully advance Anti Social Social Club’s credibility in the hip-hop space and lend credence to the brand’s efforts to reach the hip-hop customer authentically.

Media

Social Media

ANTI SOCIAL SOCIAL CLUB X DDG

In January 2024, Anti Social Social Club dropped a member collection called “Who We Hate to Be.” ASSC partnered with rapper and artist DDG for the campaign imagery, providing an opportunity to boost communications with notable celebrity involvement.

Talent-Driven Press:

DDG’s involvement with the campaign was covered widely by media. Moreover, ASSC’s partnership with DDD was talked about positively by fashion and music reporters alike, who found the collaboration to be fresh and timely.

High-Quality Visuals:

DDG’s involvement in WHO WE HATE TO BE was media-worthy, but the campaign imagery was doubly-strong. Great campaign imagery carried key social pickups in stakeholder streetwear social media accounts like @hypebeaststyle, who only selectively covers ASSC drops.

Support from Hip-Hop Media:

DDG’s campaign with Anti Social Social Club continued to strengthen the brand’s reputation among hip-hop and music media. Many hip-hop reporters, namely those at the widely influential THE SOURCE, but also from beat reporters at outlets like Power106 (in LA) and Power 105 (in NY), took interest in the launch and contextualized the brand’s partnerships with rappers within a growing body of high-quality music collaborations.

Media

BRYANT GILES

ANTI SOCIAL SOCIAL CLUB X BRYANT GILES

In November 2023, Anti Social Social Club launched its collaboration with designer Bryant Giles, a designer based in Los Angeles and founder of the ready-to-wear label Gone Homme. ASSC’s collaboration with Bryant Giles represented the continuation of the brand’s Artist Series, a collection of collaborations with multidisciplinary artists that began with graffiti artist Polo Cutty

High Fashion Collaborations Leads to High Fashion Coverage:

As ASSC pivots its brand awareness into new spaces and audiences—including legacy and high fashion—collaborations with artists and designers who have credibility in those space leads to attention from the publications and reporters who typically cover them.

Grounding Collections in Projects & Programs:

Grounding new collections and collaborations as part of an artistic brand project was a useful communications strategy for counterbalancing sentiment around ASSC’s less media worthy drops. By crafting our messaging for the collection around ASSC’s Artist Series, we grounded the collaboration with Bryant in a clear story.

Media